ABSTRACT

This chapter focuses on more strategic level in terms of examining the notion of portfolio analysis, along with other marketing planning tools. A 'mature' industry, for instance, is characterized by slow or negligible rates of growth; little or no further growth potential; few changes in breadth of product line; stable or declining numbers of competitors; stable market share positions; established buying patterns; high barriers to entry; and process and materials innovations in technology. When a market begins to exhibit negative growth, cash cows become warhorses. These products still have high market share and hence can still be substantial cash generators. Hospice programmes need to develop more ways to actively reach out to the public so that people know about and use hospice care. The chapter also focuses on comparing the effect of various business strategies on net cash flow and profitability, which came to be termed the profit impact of marketing strategy (PIMS).