Pertemuan Keempatbelas
Planning for New Products
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New Product Categories
• New to the world products; new products that create an
entirely new market
• New product lines; new products that, for the first time
allow a company to enter an established market
• Additions to existing product lines;
• Improvements in revisions to existing products; new
products that provide improved performance
• Repositioning; new products that are targeted to new
markets or market segments
• Cost reductions
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Customer Satisfaction
Opportunities
• Customer satisfaction analysis finds
opportunities for:
– New products
– Improvements in existing products
– Improvements in production processes
– Improvements in supporting services
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Success Criteria
• The characteristics include:
– Successful innovators listen to their
customers
– Strong leadership and rigorous measurement
provide overall direction for team projects
– Innovators keep score in different ways
– Leaders recognize that the product generation
race is never won
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Factors Contributing to The
Success of New Products
• Products fit with market needs
• Products fit with internal functional
strengths
• Technological superiority of products
• Use of new product process
• Favorable competitive environment
• Structure of new product organization
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Key Considerations
• There are two key considerations in newproduct planning:
– Generating a stream of new product ideas
that will satisfy management’s requirements
for new products
– Establishing procedures and methods for
evaluating new-product ideas as they move
through the planning stages
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New Product Planning
Process
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Customer needs analysis
Idea generation
Screening and evaluation
Business analysis
Product development
Marketing strategy development
Testing
Commercialization
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Developing Successful New
Products
• Includes:
– Coordination by a high-level general manager
– Interfunctional coordination by new product planning
representatives
– Forming a temporary task force responsible for new product
planning
– Appointing a new products manager to coordinate planning
among departments
– Adopting a matrix organizational structure for integrating newproduct planning with business functions
– Forming a design center similar in concept to a design team,
except the center is a permanent part of the organization
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Conclusions
• New product planning is a vital activity in every
company. Companies that are successful in new
product planning follow a formal process of new
product planning combined with effective
organization structures for managing new
products.
• The steps in new product planning include
customer needs analysis, idea generation,
screening and evaluation, business analysis,
product development, marketing strategy
development, market testing and
commercialization.
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