The Product/Service Portfolio Matrix Tool

Performance-Based Strategy

ISBN: 978-1-78743-796-8, eISBN: 978-1-78743-795-1

Publication date: 1 May 2018


Summary: This very important tool helps provide a perspective on where product/service improvements are needed relative to performance and margin parameters. It is designed to provide a concise “current state” assessment of product/service offerings using three categories: (1) No deficiency — competitive in both Product and Price/Cost areas (color coded white), (2) One deficiency — Product performance or Price/Margin deficiency (color coded gray); and (3) Two deficiencies — Product performance and Price/margin deficiency (color coded black). When these product/service deficiencies are displayed relative to the most important market segments (ranked in decreasing order of priority), the tool output serves as an insightful baseline from which to scope, frame, define and prioritize product improvement and margin-enhancement projects needed. Your list of potential projects begins here. Many of the prior tools come together at this point. Through previous tools, the markets, environment, and the current competitive positions of the products or services are understood. This tool helps to define a structure to pull all this information together in a simple way to add perspective toward defining and prioritizing potential actions.



Fairbanks, S. and Buchko, A. (2018), "The Product/Service Portfolio Matrix Tool", Performance-Based Strategy, Emerald Publishing Limited, pp. 157-170.

Download as .RIS



Emerald Publishing Limited

Copyright © 2018 Steve Fairbanks and Aaron Buchko

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.