NPD : Product Strategy
Business Planning : Process Example
- Vision -> Mission -> Situation Analysis (competitive evaluation - future environment - Business objectives) -> SWOTs -> CSF (Critical Success Factors) -> Business Units detailed Product Plans -> Resource Planning (including budgeting) -> Implementation
Vision and Mission
- Vision requires : goals and targets
- Mission can change during the company’s life time
- The purpose of Vision and Mission :
- Driving company’s action
- Vision / Mission Example :
- To be, To do, Where, for the people (customers, shareholders, managers, employees, etc)
- Include : boundaries, diversification, balance, emphasis
- Mission statements are used as starting points of Marketing and Product Strategy
What is Strategy ?
- Plan to win
- Has the process of implementation built in
Concept of Strategy
- Positioning (market share, profit, etc.) + building organizational competencies
for implementation - Strategy as clear vision connected to flexible tactics
- Capacity to act to implement existing strategies
- Flexible organizations and management processes
- Motivate behaviour through :
- compelling vision plus reinforcement
- developing capabilities
- broadening perspectives
- CEO sets out and reinforces vision
- Strategy developed where people know what’s going on
SWOT Analysis
- Offensive area : Strength + Opportunities
- Defensive area : Weakness + Threads
