1. PRODUCT PLANNING

2. PRODUCT PLANNING is a periodic process that considers the portfolio of product development project to be executed

3. THE STEP PROCESS Identify opportunity Evaluate and prioritize project
Allocate resources and plan timing
Complete pre-project planning
Reflect on the result and the process

4. 1. IDENTIFY OPPORTUNITY
Identification of product development opportunity come from several sources :
Marketing and sales personnel
Research and technology development
Current product development teams
Manufacturing and operations organizations
Current or potential customer
Third parties (supplier, investor, bussines partner)

5. The proactive approaches
Document frustrations and complaints
Interview lead user
Consider implication of trends
Systematically gather suggestion of customer
Carefully study competitor’s product
etc

6. 2. EVALUATE AND PRIORITIZE PROJECT
COMPETITIVE STRATEGY : Technology leadership, cost leadership, customer focus, imitative
MARKET SEGMENTATION : dividing market into segments
TECHNOLOGICAL TRAJECTORIES : technology S-curves
PRODUCT PLATFORM PLANNING
EVALUATING FUNDAMENTALLY NEW PRODUCT OPPORTUNITY : market size, market growth rate, competitive intensity, depth of the firm’s existing knowledge of the market
BALANCING THE PORTFOLIO

7. 3. ALLOCATE RESOURCES AND PLAN TIMING
Resources Allocation
Project timing
The product plan

8. 4. COMPLETE PRE-PROJECT PLANNING
Once the project has been approved, but before substantial resources are applied, a pre-project planning activity takes place.
MISSION STATEMENTS : product description, key business goals, target market, stakeholder
ASSUMTIONS AND CONSTRAINS of manufacturing, service, environment
STAFFING AND OTHER PRE-PROJECT PLANNING ACTIVITIES

9. 5. REFLECT ON RESULT AND PROCESS
The team ask several questions to assess the quality of both the process and the results.
Does the product plan support the competitive strategy of the firm?
Are the elements if the mission statement consistent
etc

10. IDENTIFY CUSTOMER NEED

11. THE METHODS
GATHER RAW DATA FROM CUSTOMER : interview, focus groups, observing the product in use.
INTERPRET RAW DATA IN TERM OF CUSTOMER NEEDS :
1. Express the need in term of what the product has to do
2. Express the need as specially as the raw data
3. Express the need as an attribute of the product
4. Avoid the words must and should

12. ORGANIZE THE NEED INTO HIERARCHY (primer, sekunder, tertier)
ESTABLISH THE RELATIVE IMPORTANCE OF NEED
REFLECT ON THE RESULT AND THE PROCESS