Modelo de apoio à gestão de portfólio de produtos em empresa metalúrgica com aplicação da MCDA

Abstract

Product is defined as anything that can be offered to a Market intending to satisfy a want or need. That includes goods, services, events, places, properties, organizations, information and ideas. Portfolio management is the decision process which a roll of products is continuously reviewed and updated. In this process new products are evaluated, selected and prioritized; projects should be accelerated or aborted, as well resources should be allocated to each of these projects. This study aims to construct a multi-criteria aid decision model for Product Portfolio Management in a metallurgical company manufacturer of agricultural, gardening civil construction tools and riding vehicles, through Multi-Criteria Decision Aiding (MCDA). The selected product family was the Electric utility vehicle. An exploratory action research was done, through interviews with the manager of the Strategic Planning, as well actors of the production, engineering, supply chain, sales and after-sales departments. Documents, historical billing data and unit sale of the product families involved were analyzed. The research used mixed methods, that is, qualitative and quantitative approach. The intervention instrument was the Multi-Criteria Decision Aiding method (MCDA), which should consider the three stages structuring, evaluation and recommendation, looking for to apply in the product portfolio management of the presented company. The five stages of product lifecycle were contemplated: development, introduction, growth, maturity and decline. This instrument was chosen and considered appropriate since it considers the personal perception and values of the decision maker himself in the model development and mainly because it can deal with complex and conflicting contexts. As a result, the method generated 33 descriptors divided in 6 Fundamental Points of View (FPV) and a score of 70,94. This number indicates the portfolio score and it will be used as reference for future decision making, linked to contribution margin of Electric vehicles product family as a Key Performance Indicator of portfolio product management. The recommendations stage indicated opportunity or need to improve the descriptors: operating cost, units sold per month, assembly automation level, delivery time for special items and number of SKUs.