Corporate strategy is the core of the organization and the primary plan for the company's business areas and the company's competition to gain competitive advantage.
Corporate strategy is the integration of a company's departmental strategies to support the larger organizational strategy.
Platform strategy is the basis for most companies to develop new products. It launches a series of products in rapid succession (such as the BMW series), encourages a customized product strategy with a long-term perspective, and provides a significant differentiation point from competing products. . It is defined as a series of subsystems and interfaces, thereby establishing a common framework to efficiently develop and manufacture other extended products.
Senior managers should develop a clear innovation strategy to explain how the company's innovation work supports the overall business strategy.
The responder strategy only responds to threats, has no strategic goals, and has unclear responses to market changes, that is, there is no clear technology development plan or market entry plan.
Niche strategy: A composite strategy based on specialization strategy. If it is targeted at Chinese enterprises, niche strategy can be understood as a corporate growth strategy. It refers to the enterprise selecting a specific product or service field, concentrating its efforts to enter and become a leader, from the local market to the national to the global, and at the same time establishing various barriers to gradually form a lasting competitive advantage.
Defender strategy companies focus on core competencies or even a single technology.
Technology strategy: A plan for technology maintenance and technology development that can support the future development of the organization and the realization of the organization's strategy.
Technology Forecasting: (Technology Forecasting) The process of gaining insight into the future to predict technology trends and their potential impact on the organization: brains, experts, Delphi, SWOT, patents, trend analysis methods.
Disruptive innovation: creating a new market and new value network, ultimately leading to the disruption of existing markets and existing value networks.
Marketing strategy: must be based on business goals and consistent with business goals.
Product Innovation Charter - Areas: Target market (place), key technologies and marketing methods (how), market size and competitors' strengths and weaknesses (players).
"Skimming pricing": Also known as high pricing or skimming prices, that is, setting the price at a higher level when the product first enters the market (even if the price will limit the purchase of some people) ), before competitors develop similar products, recover investment as quickly as possible and obtain considerable profits. Then as time goes by, prices are gradually lowered to allow new products to enter the market with high elasticity. Generally speaking, skimming pricing strategies can be used for brand-new products, products protected by patents, products with small price elasticity of demand, popular products, and products whose future market situation is difficult to determine.
Project types in portfolio management: breakthrough type, platform type, derivative type, support type.
Senior managers formulate correct new product strategies for the company, select projects, and achieve balance.
Product Designer: Designs the framework of the current product line and plans for the future.
In non-financial evaluation: strategic consistency, risk level, time to market, product advantages, and legal implications are all important factors to consider.
Governance of the product development process: Provide guidance, decision-making and supervision for the organization's strategic execution framework.
The success rate of an organization's new products depends on the quality of its new product development practices and processes.
Design thinking includes discovering, defining, generating ideas, and evaluating.
The basic principles of integrated product development (IDP) begin with understanding customer needs and end with continuous design improvement.
Waterfall model: requirements, design, implementation, verification, maintenance.
The three main roles of agile products are PO SCRUM MASTER and team.
Lean products: eliminate waste and increase productivity. The customer determines the value.
Sprints: Teams respond to unpredictability through an incremental and iterative pace of work.
Governance: The framework, functions, and processes used to guide activities in project, program, and portfolio management.
Gateway management: suitable for projects with higher costs and higher risks.
Product strategy is specified by the top product manager.
Top management is responsible for the company's vision and mission.
The process manager is responsible for the strategic results of the new product development process. Includes managers responsible for production capacity, output quality and engagement within the organization.
High-performance product teams are affected by four factors: structure, process, people and culture.
A cross-functional team can improve product development speed and product success rate and should be composed of representatives of all functions that have a key impact on the success of the project.
Creative development: The creative process of generating, developing, and communicating new ideas.
Convergent thinking: Use existing knowledge and experience to guide numerous information and solution possibilities into a structured logical sequence to draw a normative conclusion.
Product design process: concept description, product design specifications, technical specifications.
Product design specifications: Stereotyped design performance is converted into quantitative parameters.
TRIZ: It is a problem-solving method based on logic and data that helps improve the team's ability to creatively solve problems. Basic activities include: functions, resources, ideal solutions, contradictions and trends.
Steps of risk management in new product development projects: identification, assessment, mitigation
IDOV: identification, design, optimization, verification
Four types of indicators: Lagging indicators (measurement of past performance) Real-time indicators (measurement of current performance) Leading indicators (measurement of future performance) Learning indicators (measurement of future improvement)
ATAR: Predictive Potential Sales Model, Used to calculate net present value.
Ethnographic market research: qualitative, descriptive. Disadvantages: It takes a long time.
Multivariable Techniques: Quantitative
In the concept generation stage, the most commonly used market research method is customer interviews.
In the concept evaluation stage, the purpose of market research is to evaluate the project concept and select projects
Concept testing: The product concept is displayed in front of target consumers and gets responses to clarify the customer's needs. Real need.
Product usage test: First clarify the purpose you want to achieve, and then choose the test method.
Product life cycle: introduction stage - establishing awareness, developing the market - skimming sales method.
Growth stage - brand preference, increase market share
Maturity stage - intensified competition, maintain market share, maximize profits
Decline stage - sales decline
Complexity makes products sold directly to buyers, while uncomplicated or low-priced standardized products are mainly distributed through indirect channels.
Circular economy - creating a closed loop within the product life cycle, starting from raw materials. Several levels of design and business model.