產(chǎn)品管理：newproductstrategy(doc11)英文版-產(chǎn)品策略(存儲(chǔ)版)
【正文】 aking ideas. Everyone is in it together. The CEO and New Product Development The Nicholas J. Webb Consulting Group You Need a Champion When the time es for your business to develop a new product, you might think the involvement of a dedicated project team is enough to handle the task. According to TEC new product development expert Mitch Gooz233。s existing line, strategic plans, and so on. A new product venture won39。 says. Whether you employ surveys or conduct focus groups with documented leadusers, customers offer valuable input throughout the early stages, as well as during successive phases of development. Webb agrees. The reason so many new products fail in the marketplace is that they don39。s products? What about lost accounts? What about potential customers? If you can find a way to reach these people, you39。 and Nick Webb, it39。 says. A seniorlevel champion usually not the originator of the new product idea, since he or she won39。s initial effort. You have to capitalize on something the pioneer missed. What might that be? The originators of a new product might have had difficulty keeping costs under control, or they may have missed certain features and benefits that would generate value for customers. In either case, successful imitators find a way to offer the same value for less money, or more value for the same amount of money. Gooz233。 notes. It39。s: ? Resources ? Marketing expertise ? Distribution channels ? Sales ? Technology and operations Without these core petencies in place, you shouldn39。re ready to sell effectively, Gooz233。 asks. Are you fully apprised of technology needs for this line? Are there gaps or deficiencies that should be addressed before embarking on new product development? You should know your petitors, too. When it es to product design, production engineering, marketing and finance, what are their strengths and weaknesses? And, of course, the bottomline strategic concern: profitability. Profitability should be assessed at each stage of development, from manufacturing to launch to customer service, Webb says. This assessment includes calculating fixed and variable costs, expected sales price and anticipated sales volumes. New product development is costly but those costs can be estimated and managed. Know What You39。 1 New Product Strategy The Nicholas J. Webb Consulting Group A Climate of Innovation New product development doesn39。s strengths and weaknesses? Gooz233。 notes. A short time frame makes it more likely that market conditions will be favorable for the eventual launch. Both TEC experts warn, however, that speed in and of itself is no guarantor of success. Many methods involved in getting to market ahead of others can actually end up costing more money. Reducing product testing time could result in product performance problems later on, including added warranty and servicing costs and that can translate into customer dissatisfaction, a major negative. 4 Speedtomarket works best if you39。t even make it to market. 5 Companies most often succeed in new product development when they leverage their own core petencies. There must be strong links between the new product and a pany39。re considering adding a new product to your line. Have you looked at the process (and proposed oute) from a strategic
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