ABSTRACT
The product mix is the selection of the market that is, the convenience or utility that the company proposes to provide for the customer. The product market strategy is a strategy to select the environment, to determine the relationship between the company and the environment, to mark out the domain of the company activity. The general trend in the change of product mix is to move from being a single product company to a dominant-product company by adding new products, and from there move to a diversified-products company. Hitachi's case shows the typical pattern of historical change of product mix in large Japanese corporations. Hitachi utilized the growth opportunity, but after the war the technology-relatedness was an important principle for diversification. The growth-share matrix model or Boston Consulting Group (BCG) model assumes that the growth rate of the business and the company's market share has the most important impact on profit and liquidity.
