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Management’s decision about products and its product portfolio strategy to be offered are among the most important of those affecting the future of a company. Product Portfolio Management for new product development does all of these things, with the goal of maximizing the value of the NPD portfolio. With our help you can analyze your customers’ true needs, design the perfect set of offerings and execute effectively on your goals. 1) Marketing mix. By displaying products or a portfolio of products in a matrix fashion, insight is gained into the strategic position of the products, A product portfolio is the range of items sold by a business. Authors: Brian Lawley & Pamela Schure. Management is needed on all the three levels of a product portfolio. The product is the most important element of the marketing mix. Both kinds are needed simultaneously. Strategic Portfolio Management is the responsibility of the senior management team, which needs to ensure that strategy and operations are aligned and integrated. The Catalyze approach provides visibility and control to The BCG matrix or also called BCG model relates to marketing. Product and Portfolio Management Introduction Key concepts covered in this chapter: Trial, Repeat, Penetration, and Volume Projections Growth: Percentage and CAGR Cannibalization Rate and Fair Share Draw Rate Brand … - Selection from Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition [Book] The BCG model is a well-known portfolio management tool used in product life cycle theory. It makes it possible for a single roadmap to outline the plans across multiple products so that key stakeholders can understand the overall direction and strategy across the company, and how they are associated with one another. Active Portfolio Management: When the portfolio managers actively participate in the trading of securities with a view to earning a maximum return to the investor, it is called active portfolio management. We provide an integrated, pragmatic approach to product and portfolio management, helping you achieve quick wins as you take the steps to produce long-term, sustainable growth. Low growth products should generate excess cash. The portfolio composition is a function of the balance between cash flows. プロダクト・ポートフォリオ・マネジメント(ppm)とは、戦略コンサルティング会社で著名なボストン・コンサルティング・グループが1970年代に提唱したフレームワークです。 4. Product portfolio management refers to the practice of managing an organization’s entire product portfolio, which consists of all the products the organization has. Product management leaders track the pulse of customers — both users and buyers — so they can quickly respond to customer signals with new product features, revised pricing, and continued innovation relative to competitors. 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