Product Portfolio Management
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Transcript of Product Portfolio Management
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GROUP WORK 1
GIOVANNI MARCO BARBERIOMARINA NACCARATO
General Content in Product Portfolio Management
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Agenda
PPM Introduction
Strategic Portfolio Management
Tactic Portfolio Management
Methods
Approaches in PPM
Conclusion
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Portfolio Management
“there are two ways to win at new products: doing project right and doing the right
project”R. Cooper
Project selection
Resource Allocation
Control of :
risk/return,
maintenance/growth,
short-term/long-term time spans
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Benefits of PPM
Only the right project will be selected
The entire enterprise as a whole is taken
into accountThere could be several portfolio
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Issue and risk in PPM
Product Portfolio Management is not just selection of project from a set of project
Divestiture decision is necessaryNo methods that helps this activity in PPM
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Issue and risk in PPM
Cannibalization: The process by which a new product gains sales by diverting sales from an existing product.
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Strategic Portfolio Management
How resources are split across different kinds of project.
Two strategic methods:1) Strategic Buckets2) Strategic Roadmaps
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Strategic Bucket
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Strategic Roadmap
It ensures that the scheduled development project portfolio really contributes to the business strategy and goals.
Two main strategic roadmap: Product Roadmap Technology Roadmap
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Product Roadmap Technology Roadmap
Strategic Roadmap
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Tactical Portfolio Management
Individual Projects – Priorities – Resources
Two elements need to work together:
Stage-Gate® Process
Portfolio Review
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Stage-Gate® Process
Individual Process Go/Kill Decision
Resources AllocatedBy Senior Management
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Portfolio Review
Holistic
All project in auction Right Priorities? Right Mix? Sufficiency? Allignment? Resource Adequacy?
By Senior Management
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Portfolio Management Goals
Maximizing the value of the portfolio NPV, ECV, Scoring Model
Achieving balance in the portfolio Risk-Reward Bubble Diagram, Pie Charts
Picking the right number of projects Pipeline Gridlock, Bubble Diagrams
Ensuring portfolio sufficiency versus development goals
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Methods: PLC (Product Lifecycle )
• Different trend
• Helps firm to optimize its resources
allocation
• Helps divestiture decision
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BCG Matrix (Boston Consulting Group)
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Bubble Diagram
Seven type: Risk/Reward Newness Ease/Attractive Cost/Timing Strategic/Benefit Cost/Benefit
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Scoring Model Checklist Model
Project scored on a scale
The total is given from the sum of each score
Some questions could be weighted
Based upon answering of a set of question
Project must obtain a certain number of “yes” to be approved
Scoring Model and Checklist Model
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Approaches in PPM
Two Fundamental Approaches in PPM
The Gates Dominate
The Portfolio Review
Dominate
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The Gates Dominate
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The Portfolio Review Dominate
All projects are up for auctionMust Do’s identifiedWon’t Do’s killedOther PrioritizedResources are allocated
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CONCLUSION
PPM is a vital topic among leading firmsPPM is not only selectionProblem of cannibalizationTwo main phase: Strategic Portfolio
Management and Tactic Portfolio Management
Several methods but not too much indication about which one using