The product mix (or product portfolio) is the collection of all product lines and items that a particular seller offers for sale. It is a fundamental element of a company’s strategic planning.
The product mix can be described by four key dimensions: 1) Breadth (the number of different product lines); 2) Length (the total number of items in all lines); 3) Depth (the number of variations of each item in the line); and 4) Coherence (how closely the lines are related).
