Evaluate Product Performance.docx - Evaluate Product...

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Evaluate Product Performance The beginning point for a product performance evaluation is the audit conducted as part of the performance history portion of the back-ground analysis (see Chapter 5). This should have triggered problems and opportunities related to features, potential new-product entries, and/or quality issues that should be addressed in the product plan for the upcoming fiscal year. Aspects to evaluate about product performance include sales/profits by customer segment, channel of distribution, or geographic region; the complementary value of the product to others in the line; seasonal fluctuations in demand; the awareness and preference level for the product; rate of repeat purchases (retention); and the planned-to-actual performance. Product managers should avoid thinking about existing products as mature, but should rather treat them as “core brands.” Think about the brands as if they were being acquired from another company; envision the possibilities. Study customers to find out not only their buyer behavior, but
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  • Spring '18
  • Prof. Rowena Rosales
  • Product Manager, school study

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