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Prepared by Management Department | | New Product Development.

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Presentasi berjudul: "Prepared by Management Department | | New Product Development."— Transcript presentasi:

1 Prepared by Management Department | | New Product Development

2 Macro view of new product development New ideas, suggestions, concepts New products and services The organisation Macro environment Competition, finance, economic conditions, legal framework ? How does this process work

3 Successful new products Management authority support technical aspects communication Information general marketing external communication Strategy orientation objectives synergy product characteristics People multifunctional co-ordination product champion communication Organisational structure mechanism style Process timing pre-development activities development activities marketing activities launch activities Key themes from the product development literature Source: Hart (1995) in Bruce & Biemans, Wiley; Trott (2005), Prentice Hall

4 Current products New products Current markets New markets 1. Market penetration strategy 2. Market development strategy 3. Product development strategy 4. Diversification strategy Ansoff’s directional policy matrix Source: Ansoff, 1968 Purpose : Analyze the variety of growth options available to a business

5 Packaging Brand name Level of service Quality specifications Features A product is multi-dimensional Technology price

6 Packaging Brand name Level of service Quality specifications Features Change a dimension and you have a new product Technology Price

7 New to the world products "New to the firm" products Product line additions Product improvements Repositionings Source: Booz, Allen & Hamilton, 1982Fa Classification of new products

8 Idea generation Idea screening Concept testing Business Analysis Prototype development Test marketing Commercialization Monitoring and evaluation Organisational activities involved in NPD

9 How creative are u ?  Untuk melatih kreativitas anda, coba tuliskan minimal lima produk baru/modifikasi dari benda-benda sederhana sebagai berikut : Gelas- Pot Bunga Sumpit- Kursi Payung- Sapu Tas- Bohlam Bekas Topi- Botol plastik Batu Kerikil- Kaleng Susu Rumput ilalang - Kawat Source : Yoris Sebastian, Oh My Goodness

10 Be a problem solver  Untuk melatih kemampuan Anda sebagai problem solver, cobalah munculkan setidaknya lima ide produk atau layanan baru untuk kejadian – kejadian di bawah ini : Antrean orang di loket bioskop Seorang bapak kerepotan ketika harus membersihkan akuarium Seorang gadis panik karena tasnya kecopetan Banjir yang tiap tahun melanda Jakarta Anak kecil yang sedang asyik makan es krim Seorang nenek yang kesulitan ketika menyebrang jalan Ibu yang kerepotan membawa barang belanjaan Sopir yang sedang mengelap kaca mobil Teman anda mengeluh karena laptopnya rusak terbentur meja Source : Yoris Sebastian, Oh My Goodness

11 Departmental-stage models Activity-stage models Cross-functional models Decision stage models Conversion process models Response models Network models Models of New Product Development

12 New product project Engineering department Marketing department Departmental-stage model

13 per cent of activity duration of product innovation process end strategic planning concept generation technical development commercialisation Source: Crawford, 2000 Activity Stage Model

14 Marketing and sales Engineering and manufacturing Research and development Accumulation of knowledge over time External inputs: competitors; suppliers; distributors; customers. External inputs: competitors; suppliers; distributors; customers; university departments. External inputs: scientific and technological developments; competitors; suppliers; customers; university departments. External inputs: societal needs; competitors; supplier partnerships; distributors; customers; strategic alliances. Finance NPD as a network of interactions

15 End of Chapter 6


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