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❶
Product-Market
Analysis
Table 1 shows the market segments attained
by each product of the firm. Each cell shows
the total sales (turnover), annual growth
rate, percentage of contribution to global
profits and percentage of participation in
that particular market segment (this
information is not always available).
TABLE 1. Product-market analysis
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Product 1 |
Product 2 |
Product 3 |
|
Market A |
A B
C D |
A B
C D |
A B
C D |
|
Market B |
A B
C D |
A B
C D |
A B
C D |
|
Market C |
A B
C D |
A B
C D |
A B
C D |
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Total |
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A
TURNOVER (total sales of the product in that market segment)
B
ANNUAL GROWTH (average of the last two years of growth in sales of the
particular product in that market segment)
C
CONTRIBUTION TO PROFIT (percentage of the
profit generated by that product in
that market segment relative to the total profit by the company
D
MARKET SHARE (of that product in that market segment)
Yellow-shaded cells are the priority cells. These indicate the product/market
pairs, i.e. businesses that today are most important for the
SUCCESS of the
COMPANY, considering the four factors listed.
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