Product portfolio development to support international business planning : case: company X
Gothóni, Johanna (2024)
Gothóni, Johanna
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024061122905
https://urn.fi/URN:NBN:fi:amk-2024061122905
Tiivistelmä
The key to success for a business is to understand the market and serve it with meaningful products or solutions. The purpose of this development work was to support the creation of business plans for a defined product portfolio at company X by collecting information from defined key markets and producing new information. The objective was to deepen the understanding of the current state of the specific product portfolio on the defined key markets, in order to identify the needed product portfolio to reach a pre-defined target level of business performance.
The targeted research outcome was a high-level product portfolio roadmap recommendation based on market understanding and the pre-defined target level of business performance. The research was conducted as a case study with a constructive approach. The data was collected through facilitated workshops together with company internal representatives from the defined key markets. SWOT analysis was used as a tool to collect information on the current state of the defined product portfolio. After that, the discussion was led towards new business opportunities and eventually product portfolio roadmap recommendations. The market specific product portfolio roadmap recommendations were curated and consolidated to one final product portfolio roadmap recommendation to support the creation of business plans. The theoretical framework of the thesis supported the analysis of the market specific data by covering relevant topics such as international business management and product portfolio development.
As a result of the research, one final product portfolio roadmap recommendation was defined. The research demonstrated the importance of market understanding in business planning and product portfolio development, as the SWOT analysis generated market insights resulting in different influential impact rates for the different key markets. In addition to the product portfolio development related insights, the research produced valuable information and recommendations also outside of this perspective. The outcome and generated insights of this research can be utilized in the creation of business plans for the defined product portfolio.
The targeted research outcome was a high-level product portfolio roadmap recommendation based on market understanding and the pre-defined target level of business performance. The research was conducted as a case study with a constructive approach. The data was collected through facilitated workshops together with company internal representatives from the defined key markets. SWOT analysis was used as a tool to collect information on the current state of the defined product portfolio. After that, the discussion was led towards new business opportunities and eventually product portfolio roadmap recommendations. The market specific product portfolio roadmap recommendations were curated and consolidated to one final product portfolio roadmap recommendation to support the creation of business plans. The theoretical framework of the thesis supported the analysis of the market specific data by covering relevant topics such as international business management and product portfolio development.
As a result of the research, one final product portfolio roadmap recommendation was defined. The research demonstrated the importance of market understanding in business planning and product portfolio development, as the SWOT analysis generated market insights resulting in different influential impact rates for the different key markets. In addition to the product portfolio development related insights, the research produced valuable information and recommendations also outside of this perspective. The outcome and generated insights of this research can be utilized in the creation of business plans for the defined product portfolio.