The term "product portfolio" refers to the entirety of all products or services that a company offers. The product portfolio is also a strategic tool that enables corporations to organize, analyze and manage their offerings in order to strengthen their competitiveness.
Analyzing a product portfolio usually involves evaluating each individual product or service in terms of its market share, profitability, potential for growth and other criteria. The results of this analysis enable companies to make strategic decisions, for example in the context of product launches, product eliminations, market focus or diversification.