6 Flashcards
(27 cards)
Wat zijn challenges bij projecten
Too much out-of-the-box:
The technology or idea the team decided to
implement may be too radical / different for the mother organization –> tensions!
Us vs. them:
The sense of community between the team members became so strong that they alienated themselves from the mother organization –> tensions!
Capability - rigidity paradox:
Core capabilities simultaneously enhance and hinder new product development efforts for example if a company is good in physical products but the market strat to go to non physical items there is a problem
Uit welke 3 onderdelen bestaat project management
Desirability: Does the project meet the needs and desires of the users
Viability: Is the project financially and
strategically sustainable
Feasibility: Is the project technically and operationally feasible
Wat is new product development
The complete process of bringing a new product, or service, to market
An item could compete with current items or could be an upgrade to those itmems
Waaruit bestaat new product categories
New to the world: Entirely new solutions or products that the market hasn’t seen so far
Additions to the existing product line (line extension): Different flavours or other small categories product width (different lines) and depth (different items in line)
Product upgrades: Upgrade to existing product
Why is new product development important
Changing consumers’ needs
* Increasing competition
* Technological advancement
* Improve society
* To increase company & brand reputation
* Critical driver of performance
Why do new product development fail
Poor design
* Incorrect market research
* Wrong timing
* Priced too high
* Competition
Wat is Cooper’s Stage-gate Process for NPD
Filter bad ideas out investigation
Stage 1: Idea formulation
Filter projects to business opportunities
Stage 2: Concept formulation
Filter projects to process product development
Stage 3: Product development
Stage 4: Test marketing
Stage 5: International marketing
Before every stage there is a gate that filter ideas and reviews the process
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Wat zijn de 8 stages of NPD
- Idea generation
- Idea evaluation
- Concept development
- Marketing strategy
- Business analysis
- Product development
- Market testing
- Commercialization
1 to 4 is pre development phase
5 and 6 are development phase
7 and 8 are post development phase
Wat is idea generation stage 1 of NPD
A process in which creative thinking is used to produce large number of ideas for new products
Internal and external sources
Open innovation
Wat is idea evaluation stage 2 of NPD
Categorizing into promising, marginal and rejected ideas
The idea must include:
➢ a clear description of the product
➢ the use of the product
➢ the relationship to the company’s present products
➢ the relationship to competing products
Wat zijn idea evaluation techniques
Scorecard: score product on different tasks
Value based scorecard
Wat is marketing strategy development stage 4
Analyze and describe the target market
Analyze the market and the competition
Define the marketing mix
Wat is concept development and testing stage 3
A detailed version of the new-product idea stated in meaningful consumer terms
Who will use it
What are the benefits
When will it be used
Testing:
Present to focus groups and see which has the highest appeal
Wat is de STP marketing strategy
Three-step process:
1. Segmentation
2. Targeting
3. Positioning
The point is to work out a way to achieve your objectives through using your
competitive advantage
Wat zijn de 7p’s van marketing
Price
Place: How product gets to customer
People: How does the staff look like
Promotion: How will you promote or communicate the product
Processes: What will be the customer experience
Physical evidence: What does the customer see when using the product
Product
Wat is segmentation of the STP market strategy
Divides the total potential market into smaller segments with similar characteristics
Geographic
Demographic
Psychographic
Behavioral
Wat is positioning in STP
Positioning refers to the place that a brand occupies in the mind of the customer and how it is distinguished from products from competitors
Wat is business analyses stage 5 van NPD
Sales, costs and profit projections or forecasts
Wat is targeting in de STG marketing strategy
Select the most profitable segment
Make sure you can reach it
Make sure you understand it
Wat zijn perceptual maps
Shows where the organisation stands in relation to its competitors
Axes reflect factors important to customers
Wat is PEST analysis
Factors that have an influence on a business
Political: Political factors are frequently outside an organisation’s control, but
organisations use lobbying groups or other influencers
Economical
Social
Technological
Wat is product development stage 6 van NPD
Includes the activities necessary to take the chosen concept and deliver a product for
commercialization
Turning your product into a reality
R&D staff, designers, engineers and marketing staff must work together to solve specific issues and to make decisions
Prototyping
Wat is market testing stage 7 van NPD
The product is ready to be branded
Testing the product in an actual market setting
Learning about the actual market size
Learning about how consumers use the product
Wat is het voordeel van prototyping
Early feedback
Validating the design of the product
Presenting to investors
Testing and refining the product
