Resume New Product Development

Structure New Product Development Chapter 2 SETTING: Phases of the new results plow model / Tasks required at each phase / grandeur of the managers / P&G example P&G EXAMPLE: acquirement of two cosmetic brands wasnt too successful. Questioning whether they should retire from the cosmetic market. Complete turnaround in the Cosmetic SBU( throw of the three strategic elements: PIC: honest situation assessment and chance identidication ( Underserved market, supply chain problems The New Product do by: path from the idea to the launching. Implemented a process same to the 5-stages process in Ch. 1. The New Product Portfolio: developing the safe products. Launching timing was a big issue (No lanzarás un rimel si ya los hay en el Mercado) The team contributed in effect: team leaders, managers involved, rewarding Systems. PHASES IN THE NEW PRODUCTS PROCESS 1.

Opportunity realization and requireion: generate new products opportunities 3 main streams of operation feed strategic planning: - ongoing marketing planning - current corporate planning: be the 1st player or leave - Special opportunity analysis The opportunities identified by these can be classified as: - An underutilized resource - A new resource - An external mandate - An interior(a) mandate: product innovation gap The process of creatively recognizing opportunities is called opportunity identification. We dont want to exploit all opportunities. Ongoing strategies. military rank: where should we look? Direction? 2. Concept Generation: select a potential opportunity, involve customers, collect available product concepts that fit in the opportunity and generate new ones. sometimes Concept generation = Opportunity identification (deodorant). Some another(prenominal) times concept generation requires the use of special techniques (Ch. 4-5). Evaluation: Initial... If you want to get a full essay, order it on our website: Orderessay

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