Đang chuẩn bị liên kết để tải về tài liệu:
Bài giảng Quản trị sản phẩm mới: Chapter 3 - TS. Đinh Tiến Minh

Bài giảng "Quản trị sản phẩm mới - Chapter 3: Opportunity identification and selection - Strategic planning for new product" has contents: New products strategy, new product strategy inputs and identifying opportunities, the product innovation, the product innovation charter. | 1/15/2018 Chapter 03 OPPORTUNITY IDENTIFICATION AND SELECTION: STRATEGIC PLANNING FOR NEW PRODUCT Dinh Tien Minh, Ph.D School of International Business - Marketing www.dinhtienminh.net info@dinhtienminh.net CHAPTER 03 OVERVIEW 3.1. New Products Strategy 3.2. New Product Strategy Inputs and Identifying Opportunities 3.3. The Product Innovation Charter 3.4. Product Portfolio 3.1. New Products Strategy 3.1.1. The Strategic Elements The Product Innovation Charter (PIC): a strategic plan for n ew products. The New Product Portfolio: ensures that products that meet financial and strategic criteria are pursued. 1 1/15/2018 3.1. New Products Strategy 3.1.2. Why Does a Firm Need The PIC? To chart the new product team’s direction (Technologies?/Markets?) To set the team’s goals and objectives (Why does it exist?) To tell the team how it will play the game (Rules?/Constraints?Other key information?) 3.1. New Products Strategy Examples in Vietnam? Markets Technologies Corporate Strengths Provide Direc tion for the new products team Guidelines 3.2. New Product Strategy Inputs and Identifying Opportunities 3.2.1. Product Platform Planning Product Platform: It is not efficient to develop a single product Platform: product families that share similarities in design, development, or production process. Brand platform: • Any team using a platform brand must conform to the strategy of that brand. • The value of an established brand is called its brand equity measured by market research. Category platform 2 1/15/2018 3.2. New Product Strategy Inputs and Identifying Opportunities 3.2.2. Opportunity Identification Identifying the “Greenfield Markets”: • Find another location or venue. • Leverage your firm’s strengths in a new activity center. • Identify a fast-growing need, and adapt your products t o that need. • Find a “new to you” industry 3.2. New Product Strategy Inputs and Identifying Opportunities 3.2.2. Opportunity .