Strategic Market Planning With the COMPETE Product Portfolio Analysis Package: A Marketing Decision Support System

Authors

  • Aspy P. Palia

Abstract

This paper presents the COMPETE Product Portfolio Analysis Package, a new pc-based marketing decision support system used by competing participant teams in the marketing simulation COMPETE to apply their knowledge of product portfolio analysis in strategic market planning. This package enables each firm having numerous products serving several markets with differing potentials to visualize and analyze the strengths and weaknesses of their portfolio of products relative to the product portfolios of their competitors. Based on this analysis, each firm allocates its limited resources so as to optimize the performance of the portfolio of products while maintaining cash in balance.

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Published

1991-03-09