5.7 :  製品構成の決定

A product mix, or product portfolio, is a complete assortment of product lines that a company offers to its customers. For instance, P&G maintains ten product lines, with its product mix containing several individual items.

A product mix is defined by four primary dimensions. These are width, length, depth, and consistency.

Width signifies the number of distinct product lines a company offers. For example, as of 2023, P&G's product width is ten.

Length is the total count of items within all the product lines.

Depth refers to the number of product variants within a product line. For example, the different product variations of Oral-B illustrate the depth.

Consistency reflects how closely related product lines are, regarding usage, production, and distribution.

P&G's product lines exhibit consistency as all their consumer goods utilize similar distribution channels.

A diverse product mix increases market share and reduces risk, boosting competitiveness and profits.

Companies periodically refine this mix, removing underperforming lines and adding promising products to maintain focus.