What is the process called where management evaluates the products and businesses within the company?

The process of evaluating the products and businesses within a company is known as portfolio analysis. This technique allows management to assess the overall performance and potential of various business units and product lines. The goal is to identify which areas are performing well and which may require strategic adjustments or resource reallocation.

In portfolio analysis, companies often utilize tools like the BCG matrix or the product life cycle, which provide frameworks to classify products based on their market growth and market share. This evaluation helps in making informed decisions regarding investment, divestment, or strategic focus for different parts of the business.

This approach is particularly important in international marketing, as it enables companies to adapt their strategies based on the performance and potential of their offerings in different markets. By understanding the strengths and weaknesses of various portfolio pieces, management can better position the company for growth and competitiveness.

The other options such as market segmentation, share analysis, and customer evaluation focus on different aspects of marketing strategy and analysis. Market segmentation identifies specific groups within a market, share analysis looks at the company’s market share in relation to competitors, and customer evaluation assesses customer satisfaction and preferences. Each of these plays a vital role in overall marketing strategy but does not encapsulate the broader, internal review process provided by portfolio analysis