Abstract
The process of the structuring of an industrial enterprise product portfolio is examined in the framework of the portfolio balancing search. In order to resolve the contradiction between the concept of «consumer» marketing and the reality of industrial enterprises, we propose to build a modified three-dimensional matrix in which to the two axes: the commodity and the market, – the third technology axis is added. For each axis the matrix is divided into 2 quadrants «new» and «old». The first quadrant carries all products, markets and technologies with which the enterprise operates, the second – all promising goods, markets and technologies. Thus, a multidimensional (in this case, three-dimensional) matrix is constructed: «Commodity – Market – Technology», taking into account the features of marketing of manufacturing enterprises marketing under innovative development conditions of modern markets The possibility is shown to construct a multiple forecast model of a product life cycle basing on the model of innovation diffusion with fuzzy estimated parameters of a static model. The resulting forecast makes it possible to determine a triangular fuzzy number of the product consumption for a certain life cycle year. Such an estimation better correspond with initial data and includes the percent estimated model of estimation uncertainty, if the consumption forecast will be not achieved.
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