Presentation on theme: "The definition of new products is a difficult activity, which frequently ends in a stalemate: “It must be don” versus “It is impossible to realize in."— Presentation transcript:
The definition of new products is a difficult activity, which frequently ends in a stalemate: “It must be don” versus “It is impossible to realize in such a short time frame”. The root cause of this frustrating stalemate is most often the fact that we try to solve a problem in a much too limited scope. Roadmapping is a method to prevent these discussions by lifting the discussion to a wider scope: from single product to product portfolio and from a single generation of products to several generations in many years.
TRMs are exceptional analytical and marketing tools with the capacity to chart future market directions, forecast technological developments and help determine the strategic choices that companies need to make. Through this process, TRMs provide impetus for research and development, technological innovation and technology transfer.Technology roadmapping is essential for many reasons, in general: Technology and markets are changing more and more rapidly. Industry needs to address today's pressing needs and tomorrow's market goals. Many solutions are beyond the ability of individual firms. Companies want and need new partnerships to support their own technology strategies. Common needs demand leveraged solutions.
It also can helps companies and R&D organizations to think strategically, decide intelligently and collaborate strongly to deliver the critical solutions they need to succeed in tomorrow's markets. It aims to enhance the competitiveness of industries, identifying and developing innovative technologies important for success in the highly competitive global market.
The first use for this process was in the semiconductor industry at 1970, which the purpose was aligning technology investments with market needs, and the technology companies that have become dependent upon are Motorola and Vodafone. Our chosen target sector to implement the project in was the pharmaceutical industries, since their economy grow significantly, relatively high investments, in addition to the technological development of such industries as it is one of the large and advanced industries in Palestine.
As the pharmaceutical sectors has been chosen, four pharmaceutical companies have been decided to implement the survey on and choose one company to apply TRM model on. These companies were (A,B,C&D), for confidentiality purposes their names were not mentioned. A small survey was developed to find out the perception from those companies on technology roadmapping and their relationship with product development performance.
The survey was divided into three sections;the first one was about the business strategy of the company. The second was about company markets and products and special information about them. The last one was about the technology used in the company and about the R&D department and its work. in addition to general information about those companies, such as; their investment, their employees, their department…etc.
The results of the survey were: Market segment Company A: Palestinian market, Arab markets (Algeria, Yemen and United Arab Emirates), International markets (Eastern Europe, Kazakhstan, Uzbekistan and Russia). Company B: Palestinian local market, Export to overseas since 4-5 years (export to Algeria, Yemen and Jordan). Company C: Local market, Local Tenders, Exported to Russia and Europe. Company D: Local market.
The way of this is similar to all companies. Which is: Launched a new product by examine the market needs or when requested by a doctor from the company a particular product does not exist in the market is connecting with the senior traders and the question of the movement of this product in the last month, after an idea of sales for this category is an appropriate decision as to whether they need this product or not Then enters in the processes and make sure that after the administration of the need for market and their ability to obtain materials needed to produce this type is being introduced in R&D.
It was noticed that companies A&D are following the same way which is; monitoring and updating technology is done by using medias such that; internet, international magazine and by special persons who visited medical exhibitions. The selection of technology is done by a study of it from several aspects. Technology management is done without fixed steps; it is done randomly so there’s software to do that. It has a R&C department which make their usual duties in addition to the management of this department.
Company B: monitoring and updating done randomly not periodically by using medias; internet greatly, there is an R&D department which make their usual duties but without managing it orderly. Company D: there’s no monitoring and updating for technology and the selection of it based on finance greatly, no software, no R&D department but they done the duties of such department without any management.
Based on the result above; the status of these companies is extremely similar and doing the same thing, companies A and C are considered to be the best options of this project as their companies similar to the global ones relatively although there’s no innovation. Company C was adopted in our project, which was Dar AL- Shifa’ pharmaceutical company.
The requirement capture started with list of business drivers identified by the company as important because different product groups or part/component families may be associated with different drivers MARKET PRODUCT technology
Each of this market has weight (ranked) depend on important of market itself and the important of the product in this market to determine the three or four most important market as shown in the figure (this weight based on Dar AL-shifa’ company): Table 1: The weight of each market
this chart shows the percent of weight of each market in product family market
Products that will be launch in these markets in future this based on the Dar AL-shifa ’ company's valuation of these products is: In Grain market: Prostate Capsules In market Capsules: Hyper-tension Anti-biotic The importance of each of these products in both markets based on ranked of the Dar AL-shifa ’ companies as the following:
Technology Used for Anti-biotic product in Market Capsules : TECHNOLOGY PackagingWeightingGranulationDraying Final mix with lubrication Capsule filling ANT-BIOTIC
TECHNOLOG Y coatingWeightingGranulationDrayingFinal mix Compressio n Plastering or gar filling ANT-BIOTIC Technology Used for Anti-biotic product in tablet market:
The contributing technologies could be ranked by the dar-Alshifaa company’s as important Moreover, identified the highest weightings technology used in each of the products, to plot this technology and to determine the appropriate technology depending on where it and its competitors in the market (Based on this level): Base. Must have relevant base technologies in order to operate; base technologies are widely exploited by competitors and are typically of little competitive impact. Key. Key technologies are established product differentiators. They are well embodied in products and processes, their competitive impact is high. Pacing. Probable future differentiator technologies, typically under experimentation by one or more competitors, competitive impact likely to be high. Emerging. Emerging technologies are in an early research state, possibly emerging in other industries. Competitive impact is unknown, but promising – need to follow developments.
T5 Emerging Pacing Key Base LedLag Now T1 T4 T3 T2 Most important technology has highest weightings: Drying (T1) Plastering (T2) Capsule filling (T3) Final mix (T4) Blistering new machine (T5)
Technology watch its diagram that presents the desired technology to produce new products, develop current products or develop production lines through a specific time (in this case for 5 years). This diagram describes the new technologies to be invested by. Now Dar- Al shifa` company is working on merging the two lines (packaging, plastering) in one production line (packaging +plastering). There is an underway Research and development project on Granulation and capacity technology to be considered after three years, sponsor filtration after five years. Packaging +pla stering granulation + capacity sponsol filtration Current No w (2011) 2013 after 5year (2016)
As noted in the benchmarking, the company's level of technology is considered as good according to the local competitors, this is due to some barriers, which the most important one is the high capital investment. This company can apply acquisition integrated policy with other global company that has technologies in pacing level so, Dar el- shefa` company will benefit from these technologies to produce locally products with globally advantages. The integration with globally company will increase the quality and demand for the product, which affect the company`s market share