PRODUCT PORTFOLIO MANAGEMENT AT GENENTECH
November 17, 2019 Off All,
After reviewing the case study, please answer the following questions: 1. What were the strategic drivers of the portfolio prioritization effort? (5 points) 2. What were the objectives of the prioritization process? (5 points) 3. What were the principles of the process? (5 points) 4 . What was the gap between the budget available and the resources that were requested in the brand plans? What were the major challenges beyond the budget gap? (5 points) 5. What were the decision criteria? (5 points) 6. What is the largest franchise for Genentech as measured by Gross Profit? Is this a growth franchise for Genentech?
7. Why or why not? What is the 6 year CAGR of revenue? (10 points) 8. What franchise(s) represent the greatest growth opportunity for Genentech, by how much did revenue increase from 2014 to 2020 (forecast) and what is the CAGR? (10 points) 9. Is the growth in these franchise(s) assured? If not, what is the expected growth? What is the total downside revenue risk? What’s the potential opportunity cost of not investing? (10 points) 10. How would you balance investments across the 4 franchises? Explain your rationale. (10 points) 11. If you were asked to balance the $3B budget across the $3.4B of requests, what additional information would you need? What would you use as the most important decision criterion for balancing the product portfolio? (10 points)