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Corporate portfolio management involves executing financial, strategic, acquisition, and development investments and rights use regarding products, brands, services, intellectual and real properties to create revenue, maximize profits, mitigate risks and improve both shareholder and asset value (Yun et al., 2020, p. 13041). Portfolio management entails prioritizing and selecting the best investment policy for a company regarding maximum return value and minimum risk.   Companies usually categorize services and products (corporate portfolio) by pre-defined criteria such as profitability, market share, sales volume, life cycle, and contribution margin. The categorization leads to results that clearly point out products that should be allocated fewer resources and those that should be sold. The analysis facilitates the identification of competitive, attractive and, profitable products buy essays.

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The process of grouping products into categories and obtaining results from them is referred to as corporate portfolio analysis. The analysis helps portfolio managers in identifying, selecting, and prioritizing the investment policy to pursue. The portfolio management approaches applied to investment include discretional, passive, active, and non-discretional management. Active portfolio management refers to the type of management, which involves the active buying and selling of business units with the potential of high returns buy essays. Since high returns pose a great risk, the manager can minimize risk by investing in several business units. Passive portfolio management refers to investment where the manager invests in a business unit with a fixed return. The turnover is comparatively low, but the long-term returns are high (Im et al., 2020, p. 509-523). Discretional portfolio management refers to management where a corporation or investor provides a portfolio manager with resources and authority to full rights on making an investment decision on the client’s behalf. A portfolio manager will use the portfolio analysis parameter of sales volume to determine the attractiveness, position, and chances of the products increasing their attractiveness.

Apple Inc. Company overview

Apple was incorporated in 1977, in California U.S.A. Its founding members were Steve Jobs, Steve Wozniak, and Ronald Wayne. Apple manufactures and sells smartphones, computers, tablets, media and communication devices, professional and consumer software applications, operating systems, support and service offerings, and other accessories (Bedard-Webb et al., 2016, n.p.). The company’s hardware line deals with iPhone smartphones, iPad tablets, Mac personal and desktop computers, iPod media players, Apple TV, and Apple Watch smartwatch. The software line designs operating systems. Apple uses its well-established marketing channel that includes a retail store, trained workforce, online store, and wholesalers to sell and distribute its product worldwide. Apple is committed to improving its customer experiences through innovative software, services, and hardware (Gansky, 2017, n.p). Apple is expanding its online retail stores, third-party network, and providing quality sales and after-sale service to expand its customer base. To improve the sale of innovative services and products, Apple invests in Research and development, advertising, and marketing.