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Product Mix: Pavani.P Asst - Professor Dept of Commerce G.F.G.C, Siddakatte Bantwal Taluk D.K

The product mix refers to the complete range of products offered for sale by a company and has four dimensions: width, length, depth, and consistency. It represents the extent to which a firm's activities are diversified across different product lines. A company establishes its product mix to achieve goals like market penetration, market development, product development, and diversifying its market share. Product mix decisions are based on analyzing a product line and the market profile or mapping.

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40 views2 pages

Product Mix: Pavani.P Asst - Professor Dept of Commerce G.F.G.C, Siddakatte Bantwal Taluk D.K

The product mix refers to the complete range of products offered for sale by a company and has four dimensions: width, length, depth, and consistency. It represents the extent to which a firm's activities are diversified across different product lines. A company establishes its product mix to achieve goals like market penetration, market development, product development, and diversifying its market share. Product mix decisions are based on analyzing a product line and the market profile or mapping.

Uploaded by

hanumanthaiahgowda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Abstract

Product mix
The Product Mix also called as Product Assortment, refers to the complete range

of products that is offered for sale by the company. The product mix has four

dimensions: width, Length, Depth, and Consistency. The product mix shows the

different kinds of product lines that firm carries. This dimension of the product

mix represents the extent to which the activities of the firm are diversified.

The purpose of having various range of products may be with the goals of

market penetration, market development, product development, and to

diversify one market share. Various product line strategies such as introduction

of new product, alteration of existing products, finding out new uses etc will be

adopted for better performance in the market.

Product mix decision will be based on the product line analysis and on the

analysis of market profile or product mapping.

Keywords: product; product mix; product line; width; length; depth;

consistency; strategies; market development; diversification; product mapping

Pavani.P
Asst.Professor
Dept of commerce
G.F.G.C, siddakatte
Bantwal taluk
D.K

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