Strategic Analysis and Product Market Entry

Business in the creative industries requires the continuous development, distribution, and use of digital products such as online subscriptions to video services, mobile apps, NFTs, and educational materials. This research is aimed at preparing for the introduction of digital products into a company through strategic analysis using a portfolio management tool. The main purpose of this research is to develop an action program to expand the company's product portfolio, using the results of strategic analysis and taking into account the specifics of the internal and external environment. The research focuses on the product management approach and aims to improve existing solutions, as well as collect the necessary statistical data for the development and launch of digital products on the market. The empirical part of the study is based on a combination of qualitative and quantitative methods: analysis of primary and secondary data, conducting semi-structured interviews, as well as peer review. The use of these methods makes it possible to provide a comprehensive assessment of the factors that influence the development of the company's products and create a basis for informed management decision-making.