Product Portfolio Restructuring

Methodology and Application at Caterpillar

Masha Shunko, Tallys Yunes, Giulio Fenu, Alan Scheller-Wolf, Valerie Tardif, Sridhar Tayur

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

We develop a three-step methodology to restructure a product line by quantifying the restructuring's likely effects on revenues and costs: (i) Constructing migration lists to capture customer preferences and willingness to substitute; (ii) Explicitly capturing the (positive and negative) cost of complexity across different functional areas, using statistical analysis of cost data; and (iii) Integrating these tools within a mathematical optimization program to produce a final product line, incorporating the possibility of differentiating products by lead-time (into different lanes). Our methodology is highly flexible—each step can be tailored to a company's particular setting, data availability and strategic needs, so long as it produces the necessary output for the next step. We report on the successful application of our methodology to the Backhoe Loader product line at Caterpillar: In collaboration with Caterpillar, we were able to significantly simplify this line, reducing the number of configurations from 37,920 to 135, in three lanes, while increasing sales by almost 7%.

Original languageEnglish (US)
Pages (from-to)100-120
Number of pages21
JournalProduction and Operations Management
Volume27
Issue number1
DOIs
StatePublished - Jan 1 2018

Fingerprint

Costs
Loaders
Statistical methods
Sales
Lead
Availability
Product portfolio
Product line
Methodology
Industry
Revenue
Substitute
Lead time
Willingness
Statistical analysis

Keywords

  • cost of complexity
  • machinery
  • manufacturing
  • product portfolio optimization

ASJC Scopus subject areas

  • Management Science and Operations Research
  • Industrial and Manufacturing Engineering
  • Management of Technology and Innovation

Cite this

Product Portfolio Restructuring : Methodology and Application at Caterpillar. / Shunko, Masha; Yunes, Tallys; Fenu, Giulio; Scheller-Wolf, Alan; Tardif, Valerie; Tayur, Sridhar.

In: Production and Operations Management, Vol. 27, No. 1, 01.01.2018, p. 100-120.

Research output: Contribution to journalArticle

Shunko, Masha ; Yunes, Tallys ; Fenu, Giulio ; Scheller-Wolf, Alan ; Tardif, Valerie ; Tayur, Sridhar. / Product Portfolio Restructuring : Methodology and Application at Caterpillar. In: Production and Operations Management. 2018 ; Vol. 27, No. 1. pp. 100-120.
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