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Product Portfolio Management


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  • 1. General Content in ProductPortfolio ManagementGROUP WORK 1GIOVANNI MARCO BARBERIOMARINA NACCARATO
  • 2. Agenda PPM Introduction Strategic Portfolio Management Tactic Portfolio Management Methods Approaches in PPM Conclusion
  • 3. 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
  • 4. Benefits of PPM Only the right project will be selected The entire enterprise as a whole is taken into account There could be several portfolio
  • 5. Issue and risk in PPM Product Portfolio Management is not just selection of project from a set of project Divestiture decision is necessary No methods that helps this activity in PPM
  • 6. Issue and risk in PPM Cannibalization: The process by which a new product gains sales by diverting sales from an existing product.
  • 7. Strategic Portfolio Management How resources are split across different kinds of project. Two strategic methods: 1) Strategic Buckets 2) Strategic Roadmaps
  • 8. Strategic Bucket
  • 9. 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
  • 10. Strategic RoadmapProduct Roadmap Technology Roadmap
  • 11. Tactical Portfolio Management Individual Projects – Priorities – ResourcesTwo elements need to work together: Stage-Gate® Process Portfolio Review
  • 12. Stage-Gate® Process Individual Process Resources Allocated Go/Kill Decision By Senior Management
  • 13. Portfolio ReviewHolisticAll project in auction  Right Priorities?  Right Mix?  Sufficiency?  Allignment?  Resource Adequacy?By Senior Management
  • 14. 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
  • 15. Methods: PLC (Product Lifecycle )• Different trend• Helps firm to optimize its resources allocation• Helps divestiture decision
  • 16. BCG Matrix (Boston Consulting Group)
  • 17. Bubble Diagram Seven type:  Risk/Reward  Newness  Ease/Attractive  Cost/Timing  Strategic/Benefit  Cost/Benefit
  • 18. Scoring Model and Checklist ModelScoring Model Checklist Model Project scored on a  Based upon answering scale of a set of question The total is given from  Project must obtain a the sum of each score certain number of “yes” to be approved Some questions could be weighted
  • 19. Approaches in PPM Two Fundamental Approaches in PPMThe Gates The PortfolioDominate Review Dominate
  • 20. The Gates Dominate
  • 21. The Portfolio Review Dominate All projects are up for auction Must Do’s identified Won’t Do’s killed Other Prioritized Resources are allocated
  • 22. CONCLUSION PPM is a vital topic among leading firms PPM is not only selection Problem of cannibalization Two main phase: Strategic Portfolio Management and Tactic Portfolio Management Several methods but not too much indication about which one using