Strategic Market Planning With the COMPETE Product Portfolio Analysis Package: A Marketing Decision Support System
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.Downloads
Published
1991-03-09
Issue
Section
Articles