New Product Analysis & Management

Strategic Management for New Products
Strategic Management of New Products

New Product Plan: Team Project
• • • • • • • • FOR NEXT WEEK; Bring a one page outline containing; Team name (new product name?) Team members and Student ID Co ordinator’s name and contacts New product/service idea Apprx timetable of team actions Research/information sources
Dr Bruce Perrott

MID TERM EXAM: Week 8
Visit UTS On-Line and study these documents; • MT exam structure and mark allocation • MCQuestion test bank • MCQuestion test bank and answers plus advice • Essay questions- technique and advice • Question marking guide
Dr Bruce Perrott

Dr Bruce Perrott

Dr Bruce Perrott

1

Strategic Management for New Products
Business Challenges
•Turbulent operating environments •Demanding consumers •Intense competition •Changing industry boundaries •Managing continuous change •Pressures on profit margins •Technology change/investment
Dr Bruce Perrott

LEVELS OF STRATEGY

Hierarchy of Strategy
* BUSINESS STRATEGY: Business DefinitionScope and Focus * MARKETING STRATEGY: Product-Market Decisions

HIGH LEVEL

LEVEL OF VIEW

META LEVEL

* SALES and CUSTOMER SERVICE; Linking the customer & the organisation Customers & Markets

OPERATIONAL LEVEL
Dr Bruce Perrott

Dr Bruce Perrott

Dr Bruce Perrott

2

Strategic Management for New Products
TASK/TOOL PURPOSE

Strategy as a Pattern of Choices
Served Markets Business Definition Target Competitors Generic Strategies Positioning theme Programs & Projects

Gerstner on Corporate Culture…..
“ I came to see, in my time at IBM, that culture isn’t y Just one aspect of the game-it is the game. In the end, an organisation is nothing more than The collective capacity of its people to create value”

Business type audit

Discuss the type of business culture you have and want (Hamel and Prahalad)

Answer these questions: * View of the Company’s future against that of the Competition
Conventional... [continues]

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