This document discusses portfolio analysis in marketing management. It defines portfolio analysis as the analysis of a pool of different marketing strategies and product/service offerings that can help an organization achieve its goals. Portfolio analysis allows management to holistically assess performance and allocate resources efficiently. It also helps identify the product life cycle stage. Common portfolio analysis methods mentioned include the BCG matrix and GE Business Screen, which help evaluate profitability and investment needs. Overall, portfolio analysis is a systematic process used in strategic planning to evaluate offerings and determine appropriate marketing mix and future prospects.