Importance of Managing the Product Mix
The brand image of the firm is typically stipulated by observing the extent of the product mix. It is required because the company cannot be dependent only on one product for being in operations. It has the mandatorily need to include the product ranges and must be known of all risks and exposures associated with it. The firm cannot include any product in an idle stage because diversification in the product mix could not be allowed; otherwise, it would hamper the firm’s brand image. Therefore, by expanding all the company’s width and depths, the baskets of consumers could be enlarged properly.
Dimensions of Managing the Product Mix
The four dimensions of the product mix are width, length, depth, and consistency. The product mix width implies the number of product lines, which are offered by the company as well. For instance, an electronic company can offer various products such as consumerâ€™s products and the producerâ€™s products. The second dimension is the length of the product mix, which implies the total number of products offered by the company. Thirdly, the product mix’s depth is inclusive of the probable variations in the product lines. Lastly, the product mix consistency plays a pivotal role by determining the amount of close connection among the products being traded.
Ways that enable the Company to Build Optimal Product Mix
Any company can build the perfect and optimal product mix with the help of continuous analysis and the extent of monitoring. A comprehensive analysis of the product mix is required so that the management can properly decide, which products should be involved. With the proper analysis, any tendency of the missing targeted market would not arise. These things could be possible because of the prevailing internal coordination. Awareness of the products, and the promotion or sale in the markets, could be supervised by the marketing departments. These strategies enable the accomplishment of the companyâ€™s goals and objectives.
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