Product Line Strategy

In most businesses, strategic decisions are implemented by changes in the components of the product line or shifts in emphasis within a product line. In fact, most products actually belong to a line sold through the same distribution channel and this is true for cars, dog foods, electronic equipment, or even raw materials or travel tour packages. Also, each individual product is a quite rigid offering which cannot easily meet the changes in the market place. Thus gradual changes in emphasis within a product line make possible adaptive strategic moves that satisfy the needs for continuity in the business and for discretion in respect to competitors. But this fundamental business aspect is often overlooked. Marketeers wonder if they should decrease the price of their existing products to make room for a newcomer. They wonder if they have enough products in the line. They wonder if they should advertise the highest or the lowest part of their product line, and do not find easy ready answers. In fact, most business or marketing concepts seem to be related to individual products or different markets. Dealing with product line strategies is nevertheless one of the most important areas in market strategy.