Professional Documents
Culture Documents
Product Strategy
What Is a Product ?
• Product: A bundle of attributes
• The Total Product
– Tangible attributes: materials, size, weight,
design, packaging, performance, comfort
– Intangibles: brand image, styling, other
benefits (installation, delivery, credit,
warranty, after-sale service, return policy)
Managerial Issues
Product Product
Line Life
Decision Cycle
Firm’s
Competitive Product Internal
Situation Strategies Situation
• Existing Products
– Product phase-out
– Product modification
– Product introduction into new markets
– Product performance management
• New Product
– Product development
– Product introduction
– Product performance management
Global Product Development
Technology
Cultural Specificity
Orientation of Product Uniqueness Type of Product
of Product
Industry
EXPORT MARKET
COMPANY
Similarity of Legal
Firms International
Regulations
Experience
Product Adaptation
- Upon Entry
Export Sales Goal
- After Entry Competitiveness Of
for the Venture Product Adaptation Export Market
- Upon Entry
Promotion Adaptation
- After Entry
- Positioning
Promotion Adaptation
Entry Scope - Packaging/Labeling Product Familiarity Of
Positioning
- Promotional Approach Export Customers
Packaging/Labeling
The View from Toyota
Application of Software
Electrical Products
Strategy 1: Product communication
Extension (Dual Extension)
Continuous Dynamically
Innovations Continuous Discontinuous
Innovation Innovations
Continuous Innovation
• Product length
Total number of brands
• Product width
Total number of product lines
• Product depth
Total number of different offerings for a
product category
New Product Development
• Consumers
• Competitive Analyses
• Channel Members
• Employees
• Top Management
• Inventors
• Consultants
• University Research
New product Development Location
• Quality of launch
High service quality
On-time shipment
Appropriate product availability
Quality sales force and support
Quality and amount of promotion
International Launch Decisions
• Timing of launch
• Consumers and countries
• Marketing mix decisions
Product mix
Place
Price
Promotion
Degree of Product/Service Newness
• Product Factors
Relative advantage compared to competitive
products
Compatibility with the needs of the consumers
Observability, or communicability to other
consumers
Trialability – the ability of consumers to experience
the product with only minimal effort
• Country (Market) Factors – the
country may be a
Lead country – wealthy industrialized
country where the product is adopted first
Lag country – developing country that
adopts the product later
Adopters
• Innovators
Risk takers who can afford to pay a higher
price during the introduction stage
Primarily consumers in developed
countries
• Early adopters
Consumers who purchase the product
early in the lifecycle stage and who tend to
be opinion leaders in their community
Primarily consumers in developed
countries
• Early Maturity
Consumers who enjoy status of being
among the first to purchase a popular
product
Consumers are primarily from developed
countries
• Late Maturity
Consumers who adopt popular products
when the risk associated with them is
minimal
Consumers are from both developed and
developing countries
• laggard
The last consumers to adopt a product;
they are risk averse and conservative in
their spending
Consumers are primarily from developing
countries