Role play
The Portfolio- Matrix as an Instrument for analyzing Product-Ranges
Mr Stone is the new English speaking managing director of “Office Design“, a company that produces office furniture in Germany.
Today he has invited his marketing manager, Mrs Rieger, and her assistant, Mr Bernett, to a meeting.
| Mr Stone | Good morning. I would like to come to the point immediately. As you have certainly heard in the news, one of our largest competitors, the “Hülva GmbH” has announced the end of production of several product lines. |
| Mrs Rieger | Yes, I know. But I must say that I’m not surprised. They have failed to adjust to the changing market. |
| Mr Bernett | That’s right. In fact, they have completely ignored new ecological and ergonomic trends. Instead they invested in the orange furniture line of the seventies, although the peak of these products was over a long time ago. |
| Mr Stone | And sales dropped dramatically and there was no follow-on product. It takes a long time to develop a new product line. |
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