Analysing product and market portfolio with Ansoff and BCG

Tailored Strategy

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Who is it for?

This training is ideal for:

Entrepreneurs, business owners and management teams
Commercial managers and marketers
Product managers and business developers
Anyone who wants to strategically analyse product range and market potential

Context

In many companies the product range grows organically, making it difficult to clearly assess product groups, market segments and growth opportunities.

In this training, participants learn how to analyse and structure their product range, product groups and market approach using recognised models such as the Ansoff matrix and the BCG matrix.

Approach

Interactive, practice-oriented sessions with theory, examples and exercises
Applying the Ansoff and BCG models to your own business context
Analysis of product groups, product/market combinations and market potential
Digital training documents, models, templates and exercises as reference material
Training certificate provided; qualifies for the SME portfolio (theme: Business strategy)

What can you expect?

Analysing the product portfolio

Structuring product groups
Understanding product/market combinations
Identifying strengths and weaknesses

Applying the Ansoff matrix

Market penetration and market development
Product development and diversification
Evaluating growth directions

Interpreting the BCG matrix

Stars, Cash Cows, Question Marks and Dogs
Assessing market potential
Setting strategic priorities

What will you take away?

After the training, participants have:

Insight into the strengths and weaknesses of the product portfolio
A method to analyse and assess product groups in a structured way
Concrete handles to evaluate growth opportunities, market potential and product/market combinations

Meet the speaker

Wouter Mille

Strategic marketeer

Wouter Mille is a strategic marketer who helps organisations make sharper choices in brand, audience and market. He brings structure to complex questions and translates insights into clear positioning that gives direction to communication, offering and growth.

As a trainer he focuses on building a strong strategic foundation: from analysis and audience definition to positioning and concrete translation. His approach is down-to-earth and structured, with great attention to applicability. No theory for theory’s sake, but frameworks and ways of thinking that participants can use straight away in their own context.

From his role at Comma, Wouter always safeguards the link between strategy and execution: strong brands, he believes, arise from well-considered choices that are consistently carried through into branding, communication and commercial actions.