Better Decisions. Better Products. Better results.

Product Portfolio Decision

Which products deserve your next investment?
Product portfolio decisions help leaders choose what to grow, maintain or phase out, based on customer value and business performance.

Which products should we invest in, evolve or phase out?

  • Prepare

    • Understand customer needs, market demand and strategic priorities

    • Assess product performance and lifecycle status

    • Evaluate business value, cost and risk

    • Define product targets and requirements

    • Compare portfolio alternatives

  • Make

    • Which new product investments should we approve?

    • Which development initiatives should we prioritize?

    • Which products should we invest in, evolve or maintain?

    • Which products and variants should we rationalize?

    • Which products should we phase out or replace?

  • Execute

    • Translate decisions into portfolio roadmaps and product plans

    • Set or update product targets and requirements

    • Initiate development, product-change or phase-out processes

    • Communicate priorities, ownership and expected outcomes

    • Track execution against the approved decision

  • Measure

    • Are prioritized products delivering the expected revenue and margin?

    • Has portfolio complexity been reduced as planned?

    • Are product investments generating the expected return?

    • Has capital been redirected towards higher-value opportunities?

    • Should investment priorities be reconsidered based on actual results?

  • Related standard and lifecycle processes

    • ISO/IEC/IEEE 15288: Life cycle model management, decision management, risk management and measurement

    • ISO 9001: Operational planning, customer requirements, design and development

    • ISO 14001: Environmental aspects and lifecycle perspective

Example

Portfolio Strategy & Prioritization

Prepare: A key feature will remain, but which products should carry it and therefore be prioritized?

Make: Decide which products to invest in and which to phase out to protect margins and reduce portfolio complexity.

Execute: Phase out selected products across design, sourcing, manufacturing, commercial and service, and shift demand toward the prioritized products.

Measure: Are the prioritized products delivering the expected margin and complexity reduction?

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