Portfolio Selection
Framework 03
What this framework answers?
Purpose
Decide which products within your lead categories to bring into each Asian and Middle Eastern market, and which to hold back.
Who should use it
Commercial Managers, Category Managers, Export Managers and International Expansion Teams responsible for building the launch range for a new market.
Time required
A ~5-page step-by-step working guide, designed to be completed for each priority market in approximately 45–90 minutes, depending on data availability.
Deliverable
A market-intelligence-led method for determining which specific sizes, formats and flavours your brand should lead with in each target market — based on what consumers are already buying, not what sells at home. The output is a ranked Portfolio Shortlist with selection rationale and a barrier flag per SKU.
Related frameworks
Category Prioritisation
Framework 02
A structured decision tool that determines which product categories to lead with, sequence and hold back as you enter and expand across Asian and Middle Eastern markets.
Brand Readiness
Framework 04
Assess whether your brand is ready to enter an Asian or Middle Eastern market, and what to fix first if it is not.