Analyse de portefeuille et rentabilité Produits

Compte tenu du contexte économique actuel et la transparence du marché, de nombreuses entreprises ont du mal à gérer leurs portefeuilles de produits et de faire face à la complexité que cela implique.
Pour connaître les services forts, pour miser et focaliser sur les produits phares, il est indispensable de connaître son portefeuille.
Une analyse multidimensionnelle du portefeuille permet de focaliser les efforts sur les produits et/ou services clés qui seront de valeur pour l’entreprise. La plupart des entreprises offre une large gamme de produits ou prestations, mais il n’en suit pas qu’il faut distribuer le budget et l’effort de manière équitable entre ces produits et services.
D’où la nécessité de visualiser l’équilibre de votre portefeuille de produits ou services au sein de votre gamme, ceci dans le but d’orienter votre réflexion stratégique par rapport aux actions marketing et commerciales à mener pour chacun de vos produits et/ou services, en fonction de leur rentabilité mais aussi de leur stade du cycle de vie et de leur importance pour la stratégie ou l’image de l’entreprise.

Vos questions
Notre Offre
Avantages

– Devez-vous promouvoir vos anciens et/ou nouveaux produits ?
– Devez-vous vous dégager de certains produits ?
– Devez-vous investir dans de nouvelles offres ?
– Quels sont les clients achètent ces produits?

En se basant sur ses compétences pluridisciplinaires, Optimal Decision vous offre la possibilité de visualiser cette analyse multidimensionnelle couvrant la vision globale du portefeuille et puis creuser dans les détails de chaque axe. Cela vous permet d’évaluer différentes dimensions (chiffre d’affaires, la marge, le potentiel de marché, etc) dans l’ensemble des classifications pertinentes des produits et clients ou marchés.

Ce type d’analyse est particulièrement utile lors de l’élaboration du plan marketing annuel, lorsqu’il s’agit d’orienter les choix de développement pour chaque produit ou service.
En effet, elle vous permet :
• D’assurer le développement de votre offre en fonction de la rentabilité qui vous est nécessaire ;
• D’équilibrer votre offre de manière à avoir en permanence de nouveaux produits venant remplacer les produits vieillissants ;
• De vous assurer un bon suivi des résultats via des indicateurs de performance bien définis.

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Analyse de portefeuille et rentabilité Produits

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