上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Product plan must be regularly updated to reflect changes in Competitive environment Technology Information on the success of existing products Poor planning may result in Inadequate coverage of target markets with competitive products >Poor timing of market introductions of products Mismatches between aggregate development capacity and the number of projects pursued >Poor distribution of resources,with some projects overstaffed and others understaffed Initiation and subsequent cancellation of ill-conceived projects Frequent changes in the directions of projects 1三
Product plan must be regularly updated to reflect changes in Competitive environment Technology Information on the success of existing products Poor planning may result in Inadequate coverage of target markets with competitive products Poor timing of market introductions of products Mismatches between aggregate development capacity and the number of projects pursued Poor distribution of resources, with some projects overstaffed and others understaffed Initiation and subsequent cancellation of ill-conceived projects Frequent changes in the directions of projects
上游充通大 SHANGHAI JIAO TONG UNIVERSITY Four Types of Product Development Projects Fundamentally new products >Heavy development effort ·Unfamiliar market ·High risk ·Long-term success Examples:The first digital copier Xerox developed New product platforms >Major development effort Examples:The Xerox Lakes
Four Types of Product Development Projects Fundamentally new products Heavy development effort • Unfamiliar market • High risk • Long-term success Examples: The first digital copier Xerox developed New product platforms Major development effort Examples: The Xerox Lakes
上游充通大粤 e SHANGHAI JIAO TONG UNIVERSITY Derivatives of existing product platforms An extension of an existing product Minor development effort >Examples:The Xerox new copier based on an existing light- lens(not digital)product platform Incremental improvements to existing products >Adding or modifying some features of existing product >A slight change to remedy minor flaws in an existing product
Derivatives of existing product platforms An extension of an existing product Minor development effort Examples: The Xerox new copier based on an existing lightlens (not digital) product platform Incremental improvements to existing products Adding or modifying some features of existing product A slight change to remedy minor flaws in an existing product
上游充通大￥ SHANGHAI JIAO TONG UNIVERSITY Case:The Xerox four categories of projects New Hodaka Legend Platforms Lakes Project Product H-Net Derivatives Release L-Net ●● Improvements 595 6010 392 393 Fundamentally New Astro 1996 1997 1998 1999 2000
Case: The Xerox four categories of projects
上游充通大 e SHANGHAI JIAO TONG UNIVERSITY The Suggested Process Multiple Projects Evaluate and Allocate Identify Complete Product Opportunities Prioritize Resources and Pre-Project Development Projects Portfolio Plan Timing Product Planning Mission Process of Plan Statements Projects The ability to adjust the product plan over times is vital to the long-term success of the enterprise The suggested five-step process: Identify opportunities Evaluate and prioritize projects >Allocate resources and plan timing Complete pre-project planning >Reflect on the results and the process
The Suggested Process The ability to adjust the product plan over times is vital to the long-term success of the enterprise The suggested five-step process: Identify opportunities Evaluate and prioritize projects Allocate resources and plan timing Complete pre-project planning Reflect on the results and the process