EVALUASI

PENGEMBANGAN
PRODUK BARU

Tim Dosen JMP 2019

Stages of New Product Development (NPD)
(Booz, Allen & Hamilton, 1982)

New Product Strategy

Idea Generation
Screening and Evaluation

Busines Analysis
Design and Development

Testing

Commercialization
Bagaimana menentukan produk NPD yang sukses dari
yang tidak ?
3.
1. Perlu parameter,
Bagaimana
Faktor penentu kesuksesan mengukur
(CSF: critical success factors) sejauh apa
CSF berguna untuk menjamin kesuksesan
kesuksesan komersial produk ?
4.
Bagaimana
2. Bagaimana merancang
menentukan CSF ? suatu PROSES
untuk PRODUK
Baru SUKSES ?
 CSF untuk New Product Strategy

• a clear understanding of the goals for

the company’s new product program
• the return-on-investment (ROI)
expected such that the contribution of
new products to corporate goals is
well-understood Terjemahkan strategi ke istilah
• clearly defined specified areas of yang dipahami semua orang,
strategic focus, such as products, agar fokus pada tindakan
markets, or technologies, are needed sehari-hari dari setiap anggota
to give direction to the firm’s total new dalam organisasi
product program.
• The problem at this stage is not only
one of developing a clear strategy but
also its implementation..
CSF untuk Idea Generation

• understanding of customer’s needs

and wants is vital for new product
success Successful
businesses
Terjemahkan strategi keand
istilah
• A strong customer involvement is teams that
yang dipahami semua drive
orang,
necessary right from the idea winning
agar fokus pada new
tindakan
sehari-hari dari setiap anggota
generation stage. products have a
dalam organisasi
dedication
towards the voice
of the customer
CSF untuk Screening and Business Analysis

• Up-front homework is a CSF for

the screening and business analysis
stage
• as too many new product projects
*Solid pre-development
work drives up new product
move from the idea stage right into
success rates
Terjemahkan significantly
strategi ke istilah
development with little or no early
and isdipahami
yang stronglysemua
correlated
orang,
preparation
to financial
agar fokusperformance.
pada tindakan
• Up-front homework includes activities
such as financial analysis, undertaking *All of these
sehari-hari activities
dari lead
setiap anggota
to soliddalam organisasi
business
thorough market and competitive
analyses, research on the customer analysis prior to
needs and wants, concept testing, and
technical and operations feasibility beginning serious
assessments. development work.
 CSF untuk Design and Development

* Companies that develop

products quickly gain many
advantages over their
• The goal of reducing the Terjemahkan
competitors: strategiprices,
premium ke istilah
development time is critical yang dipahami semua orang,
valuable market information,
agar fokus pada tindakan
leadership reputation
sehari-hari with
dari setiap anggota
consumers, lower
dalam organisasi
development costs, and
accelerated learning
CSF untuk Design and Development

• The goal of reducing the

development time is critical

* Companies that develop Seeking customer

products quickly gain many
advantages over their
competitors: premium prices,
valuable market information,
leadership reputation with
consumers, lower development
costs, and accelerated learning
feedback is a vital
activity throughout
development stage, both to
ensure that the product
design is right and also to
speed development toward
a correctly defined target.
 CSF untuk Testing

• Product functionality is critical for the

testing stage
* Customer acceptance is critical for this stage * The purpose of the testing
to gauge whether the product is acceptable to the process is to ensure that all
customer, to measure the customer’s level of product performance
interest, liking, preferences, and intent to
purchase, and to determine those benefits,
requirements and design
attributes, and features of the product to which the specifications have been
customer responds. met.
Critical Success Factors and Metrics for Stages of NPD Process
M
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