A new perspective on the product portfolio management of pharmaceutical companies: A case study of closed joint-stock company ZAO "Severnaya Zvezda"
Tiseyko, Ekaterina (2015)
Kajaanin ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121120292
https://urn.fi/URN:NBN:fi:amk-2015121120292
Tiivistelmä
The purpose of this thesis was to review the theoretical foundations of product portfolio management for company competitiveness and implement of certain tools for pharmaceutical manufacture СJSC ZAO «Severnaya Zvezda».
The study was conducted in three stages. The first chapter consider research of popular matrix methods of porfolio managment. Despite the great interest to this theme, consensus on a comprehensive approach to its formation and analysis not reached. However, enterprises use simplified or approximate techniques of product portfolio management. At the same time, ever-changing market requires modifications of existing ways of analysis. The next stage describes the process of developing management model and proposals to clarify the classification of goods in accordance with needs of different consumer groups. The third stage of work involve demonstration of the designed method on the example of the enterprises portfolio, its new view and analysis with suggested algorithm.
It is necessary to develop simplified methods of portfolio analysis, allowing to carry out the partial analysis or to test a certain product within the given time period. The model will allow controlling strategic trends of business development, balancing and managing the product portfolio without excess costs and the consumer will be satisfied with the offered product range.
The study was conducted in three stages. The first chapter consider research of popular matrix methods of porfolio managment. Despite the great interest to this theme, consensus on a comprehensive approach to its formation and analysis not reached. However, enterprises use simplified or approximate techniques of product portfolio management. At the same time, ever-changing market requires modifications of existing ways of analysis. The next stage describes the process of developing management model and proposals to clarify the classification of goods in accordance with needs of different consumer groups. The third stage of work involve demonstration of the designed method on the example of the enterprises portfolio, its new view and analysis with suggested algorithm.
It is necessary to develop simplified methods of portfolio analysis, allowing to carry out the partial analysis or to test a certain product within the given time period. The model will allow controlling strategic trends of business development, balancing and managing the product portfolio without excess costs and the consumer will be satisfied with the offered product range.