Strategic Analysis of the Product Portfolio with the Complete PPA Package: A Strategic Market Planning Tool

Abstract

The COMPETE Product Portfolio Analysis (PPA) Package (Version 4.00) is used by competing participant teams In the marketing simulation COMPETE (Faria, Nulsen, and Roussos 1994) to formulate a coherent marketing strategy. This package simplifies data entry, saves the input data for future use, and uses the relative market share (RMS), industry growth rate (IGR), brand growth rate (BGR), and regional sales revenue (RSR) of each user-defined strategic business unit (SBU) to generate the growth share matrix (GSM) and growth gain matrix (GGM) used in product portfolio analysis developed by the Boston Consulting Group. The SBU display can be (a) color-coded by product, by region, or by SBU, (b) resized to avoid extensive overlap, and (c) output to a laser/dot matrix printer. These enhanced features facilitate analysis and strategic market planning.