Professional Documents
Culture Documents
Product Planning
Product Planning: What?, When? and How?
• Market Segmentation
• Customers are divided in to distinct market
segments
• Map all products on to the market segments
• Evaluate strengths and weaknesses of firm’s
products versus competitive products
• Prioritize PD efforts
Step 2: Evaluate and Prioritize Projects
Market Segment Map
65 ppm 65 ppm
network
$23k $31k
55 ppm 60 ppm
Department Lakes network
$20k
Project
$35k Lakes
40 ppm
Extensions
$16k
Market Segment
25 ppm
$10k
35 ppm
$15k
40 ppm
$20k
Legend
Xerox
Workgroup product
30 ppm 40 ppm
network competitor
$10k $20k product
Digital
Technology
Light-Lens
Technology
Time
Step 2: Evaluate and Prioritize Projects
User Keypad
Interface Touch Screen Touch Screen, Remote PC
Platform
Next Development
Generation Projects
Product
Lakes
Project
Addition
to Product
Family Derivative
Product
Minor Development
Product
Enhancement
Current
No
Product Product/Process
Change Support
The Product Planning Process
• Step 3: Allocate Resources & Plan Timing
• Careful evaluation and selection of PD projects and
allocate resources optimally
• Timing must consider:
• Timing of product introductions
• Technology readiness
• Market readiness
• Competition
Lakes Project Mission Statement
Product Description
Networkable, digital machine with copy, print, fax, and scan functions
Key Business Goals
Support Xerox strategy of leadership in digital office equipment
Serve as platform for all future B&W digital products and solutions
Capture 50% of digital product sales in primary market
Environmentally friendly
First product introduction 4thQ 1997
Primary Market
Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.)
Secondary Markets
Quick-print market
Small ‘satellite’ operations
Assumptions and Constraints
New product platform
Digital imaging technology
Compatible with CentreWare software
Input devices manufactured in Canada
Output devices manufactured in Brazil
Image processing engine manufactured in both USA and Europe
Stakeholders
Purchasers and Users
Manufacturing Operations
Service Operations
Distributors and Resellers