Project Portfolio Management as a Tool for Strategy Implementation in the FMCG Sector: A Case Study

Abstract

This article presents an analysis of the strategy implementation process in an FMCG sector company using project portfolio management. The study was based on two methods: a case study and participant observation, which revealed the importance of three dimensions: functional, structural and instrumental. The key mechanism supporting strategy implementation is the WCOM programme, which integrates operational activities with strategic goals, ensuring consistency and efficiency. The findings indicate that effective project portfolio management not only enhances the efficiency of strategy implementation but also facilitates better alignment of operational activities with changing market conditions. The conclusions have applications in both practice and future research on project management in dynamic industries