Supercharged Supply Chains

CHAPTER 9Product and Portfolio Management: Offer What Customers Need, Not What You Think They Need

An often‐forgotten element of Business and Detailed Planning is the need to integrate Product and Portfolio Management. It is essential that your current and future offering, your Portfolio, is developed to attract customers and successfully eliminate challenges brought by your competition. As can be seen in Business Excellence Planning, Figure 9.1, Product Management, which includes the management of the Portfolio, plays a key role in both Integrated Business Planning and Detailed Planning to support your Supply Chain's ability to deliver to customer needs. This chapter explores the suite of activities required to make this aspect of your Business and Supply Chain successful.

Strategically Driven

To develop and maintain a competitive Product Portfolio (the offering you take to market), it is essential to understand the direction of the business over at least a 5‐year horizon. Strategic Planning should be supported with a process that progressively involves various levels of the organization to ensure multiple views have been obtained.

FIGURE 9.1 Business Excellence Planning

Please note: Product refers to the products and services being offered to customers and consumers.

All too often company strategies are just communicated through Vision and Mission Statements with very ...