ABSTRACT
This chapter discusses the sales from product groups. It is clear that the idea behind the Boston Consulting Group-matrix is basically very useful for product range management in retail. This also relates to simultaneous management of a variety of product range groups in often very different market segments. Market position is, at least from a quantitative point of view, expressed in market share. The assessment of the market position in the assortment dominance matrix (ADM) is not so much tied to the relative market shares compared to the competition, but to the relative market shares compared to the own average performance. A large chain of garden centres prepared an ADM and dynamic ADM to gain more insight into the position of product groups and the developments therein. The garden furniture and BBQ category shows fantastic developments for the chain of garden centres.
