CHƯƠNG 5 : KẾT LUẬN VÀ HÀM Ý QUẢN TRỊ
5.2 Các hàm ý quản trị
5.2.3 Quản trị danh mục các dự án phát triển sản phẩm mới
Đời sống của sản phẩm trải qua nhiều giai đoạn từ giới thiệu, phát triển, bão hòa và cuối cùng là suy thối vì vậy đế tránh tính chu kỳ trong hoạt động kinh doanh, các doanh nghiệp cần liên tục nghiên cứu và giới thiệu sản phẩm mới ra thị trường. Như vậy ngay từ khi sản phẩm hiện hữu cịn phát triển mạnh thì các doanh nghiệp cần phải chuẩn bị một danh mục các sản phẩm mới để giới thiệu ra thị trường và đây là một công việc liên tục. Tuy nhiên vấn đề ở đây chính là cần xác định thứ tự ưu tiên của danh mục các sản phẩm mới này. Việc xác định danh mục thứ tự ưu tiên nên thực hiện dựa trên các nguyên tắc sau: (i) Tối đa hóa giá trị danh mục dựa trên cân đối nguồn lực ngân quỹ đầu tư với giá trị mà các dự án phát triển sản phẩm mới mang lại. Giá trị này có thể tình theo hiện giá rịng hay bằng cách cho điểm kết hợp nhiều yếu tố kể cả tài chính và phi tài chính; (ii) Cân bằng: cần cân bằng các danh mục phát triển sản phẩm mới trên cơ sở kết hợp các dự án có tính dài hạn và ngắn hạn, các dự án có rủi ro cào và thấp, và các thị trường khác biệt, …; (iii) Liên kết với chiến lược: danh mục dự án phát triển sản phẩm mới phải liên kết với chiến lược kinh doanh và thể hiện mức độ đạt các mục tiêu của chiến lược.
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