tailieunhanh - 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, School of International Business - Marketing info@ CHAPTER 03 OVERVIEW . New Products Strategy . New Product Strategy Inputs and Identifying Opportunities . The Product Innovation Charter . Product Portfolio . New Products Strategy . 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 . New Products Strategy . 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?) . New Products Strategy Examples in Vietnam? Markets Technologies Corporate Strengths Provide Direc tion for the new products team Guidelines . New Product Strategy Inputs and Identifying Opportunities . 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 . New Product Strategy Inputs and Identifying Opportunities . 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 . New Product Strategy Inputs and Identifying Opportunities . Opportunity .