A product portfolio is the range of items sold by a business. It can be analysed using the Boston Matrix.
Star products have a high market share in a fast growing market.
Cash cows have a high market share in a slow growing market.
Question marks or Problem children products have a low market share in fast growing markets.
Dogs are products with a low market share in slow growing markets.
Firms with just a few items in their product portfolio – or who have all their products at the same stage in the product life cycle – are in the dangerous position of having ‘all their eggs in one basket’. Such firms may prioritise broadening their product range.