Integrated Application of AHP and PROMETHEE II Methods in Product Portfolio Management
DOI:
https://doi.org/10.22456/1983-8026.156912Keywords:
Product portfolio, multicriteria, AHP, PROMETHEE, decision makingAbstract
Product portfolio management is a complex decision-making process involving multiple criteria and diverse organizational perspectives. Organizations face challenges in balancing product launches, discontinuations, and improvements, particularly when decision-making relies solely on managers' experience and perceptions. This research proposed applying a multicriteria model to evaluate product performance within a predefined portfolio, utilizing a hybrid approach combining the AHP and PROMETHEE II methods. To this end, six classification criteria were initially defined by decision-making managers: average monthly revenue, average factory margin, impact on the product mix, production capacity utilization, return rate, and technical impact. Based on these criteria, the model was applied to a family of 158 products deemed strategic for the case-study company. Following the application of the methods, the products were classified into three categories: candidates for promotion, candidates for improvement initiatives, and candidates for portfolio removal. The results were presented to the managers for triangulation purposes, demonstrating that the proposed model enhances transparency, reduces subjectivity, and supports strategic decision-making in a structured manner. The findings indicate that the method was effective in guiding portfolio management; however, the criteria may be revised—and new ones considered—in alignment with the company's strategy.
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