Definition of a methodology to analyze the Product Portfolio Management : Example analysis of the cloud computing market PPM

• Main Authors: Menéndez Torre, Carlos Alberto, Yadav, Rahul Kumar
• Format: Others
• Language: English
• Published: 2021
• Subjects: Product Portfolio; Product Management; Product lifecycle; cloud computing market; Business Administration; Företagsekonomi; Economics; Nationalekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:bth-21260

Companies invest their resources into different products. That constellation of products, how they interact with each other, and how they are positioned defines the company's Product Portfolio. Moreover, that constellation of products is critical for the company's financial success. The Product Portfolio evaluation is essential to assess if the company's resources are invested in the most efficient way or if there could be some optimizations that would improve the results. A key outcome is that in order to optimize the Product Portfolio, a company must first evaluate and characterize that portfolio. This work aims to define a methodology for holistically evaluating a company's portfolio by analyzing different parameters. This new methodology will be used in an example market. In this work, we ran the evaluation in the cloud computing market, a new market that is still growing but with few remarkable players that account for more than 50% of the market's total revenues. In the analysis of the cloud computing market and the main suppliers in the market, we will apply the suggested methodology. That would enable to summarize the main characteristics of the leading players' portfolios and provide optimization recommendations that would improve the portfolios' quality and ultimately the results of those companies.