Learn more - Product portfolio management
Shaping offering to improve fit to customers' needs
Customer needs and market's margin drivers change. Managing product portfolio is one of the most powerful ways to keep up with the changes and capture market's most attractive margin opportunities.
Balance random evolution with a targeted design
Product portfolio is more than a collection of SKUs. Portfolio targets to fulfill different business needs with different branches and on different product hierarchy levels. All of this ultimately sets different requirements for an individual SKU to be successful.
A designed target portfolio helps balance the pressure of out-side-in - evolution of new possible products, and helps in selecting the correct new products and assigning roles for them. Target design also help assess existing portfolio and pinpoint the areas that are not supporting the direction that the company is pursuing.
Building and maintaining the portfolio
Product portfolio is never 'ready'. It requires constant focus and maintenance to keep it aligned with market's margin opportunities. As portfolio maintenance needs to cover many products, having different success criteria and with limited resources, these practices need to be efficient and cover all the phases from assessing product candidates all the way to the finalization of ramp-downs.
Operating the portfolio
When portfolio, it's products and targets are clear, the moment of truth comes in operating the business with the portfolio. At this phase the complexity of portfolio management is at it's most challenging: many products having different objectives, performing above or below expectations, being in different stages of life-cycle or seasons, and having different dependencies between each other. Playing, and winning the game under such complexity requires efficient and purpose-built processes, ways-of-working and tools that pinpoint priorities and short-list action options without consuming experts' time to execute needed fixes.