Positioning Matrix as an Assessment Tool for Security Level of a Product Portfolio Competitive Position. Marketing and

Abstract

The main objective of the study is to develop a tool for assessing the balance of the company's product portfolio, with which you can determine the security of its competitive position. As such a tool is proposed matrix positioning. The indicator of the balance of the product portfolio is the golden ratio. The relevance of this study lies in the fact that currently there is no generally accepted criterion for determining the degree of balance in the product portfolio, and that the existing matrix analysis tools do not fully provide an adequate assessment of the security of a competitive position. The study of the topic in the article is carried out in the following logical sequence: the author proves the legitimacy of using the golden ratio as the main indicator for assessing the balance of the product portfolio, then suggests the algorithm for assessing the security of the product portfolio developed by the author; further author considers modern methods for evaluating the product portfolio, then provides a method for constructing a matrix of positioning and interpretation of results using practical examples; further, there are the conclusions about the applicability of the proposed approach and tool. The article proposes the author's version of the solution to the issue of assessing the security of the competitive position of the product portfolio. A portfolio analysis tool has been developed − a positioning matrix, which involves a different combination of market growth rates and the share of a specific product/product group/brand on it. In this case, the net value of the product portfolio is calculated as a function of the company's business value. Formulated criteria for the balance of the product portfolio, based on the proportion of the «golden ratio». The competitive position of the product portfolio will be protected when the growth rate of the product/product group/brand is equal to or exceeds the market growth rate and the market share for the product group over time either remains at the same level or grows. The results of the study can be useful for the further development of approaches and tools for assessing the competitive position of the company. The positioning matrix has already shown its potential in practice and will be useful in practice when assessing the company's competitive position as a basic or complementary tool.