Portfolio analysis

Portfolio analysis is a key tool for your strategic business management. It serves to systematically evaluate the various business units (strategic business units) of your company and to derive strategic decisions for the future. The goal is to optimally allocate your resources and strengthen the company portfolio in the long term.

We use the BCG matrix, which classifies business units according to market growth and relative market share. We also use the McKinsey/GE matrix, which takes additional factors such as market attractiveness and competitive strength into account.

Our approach to your portfolio analysis:

1. Business unit identification: Your company is divided into individual, strategically independent business units.

2. Evaluation of business areas: For each business area, relevant key figures are determined, e.g. market share, market growth, competitive intensity, profitability.

3. Positioning in the portfolio: The business units are classified in a portfolio matrix.

4. Strategic conclusions: Depending on the position, measures such as investing, holding, harvesting or divesting are recommended.

Strategic consequences

Based on the portfolio analysis, the following strategic options emerge for the company:

• Investment strategy: Expansion of business areas with high potential.

• Selective strategy: Targeted promotion or withdrawal from specific business areas.

• Divestment strategy: abandoning or selling off areas with little potential for success.

• Holding strategy: Stabilizing and maintaining business areas with constant returns.

Portfolio analysis provides your company with an overview of the strengths and weaknesses of each business area. It supports management in allocating resources and developing future strategies to secure competitiveness and ensure sustainable business growth.