An investigation into the dimensions underlying the success and failure of new consumer products in South Africa

Abstract

From Introduction: While companies in their initial stages may well produce only one product, most established companies produce a number of products. Reference can therefore be made to their product mixes which serve as their source of revenues and profits. The product mix must be carefully planned. Inherent in such planning is the monitoring of the mix to determine whether or not it strikes a good balance in terms of factors such as sales growth, sales stability and profitability. The product mix must be optimal vis-a-vis the opportunities and threats present in the external environment at any point in time. Since the latter changes over time, so too should the product mix change in order to maintain the required balance between the environment and the product mix, as well as the required balance in terms of sales growth, sales stability and profitability.