Overview

A single product will often be unable to address the entire range of different user needs that exist within the potential market. A portfolio of products therefore needs to be developed in order to maximise the customer base without compromising desirability.

Companies need to be able to manage such a portfolio of products and development projects. Platforms provide a mechanism for reducing the number of development projects and increasing returns on development expenditures. In creating a range of products, companies may also use mechanisms such as style guides to ensure an appropriate degree of commonality across the products.

The following aspects of product strategy are now explored