Foundation Rehearsal script

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Unformatted text preview: erhaps we are increasing our product breadth. We want to give customers what they want. The process is almost the same as repositioning a product. However, we need to broaden our perspective to include plant and equipment for our new product, and raising the money to buy the plant. Inventing a product takes longer than repositioning ‐ typically between 1.4 and 3.0 years, although most products are ready 1.6 to 2.0 years. Where do we get the data to plan a new product? We need two reports ‐ The Foundation FastTrack, and the Industry Conditions Report. The FastTrack was published yesterday, December 31st. We are making decisions on January 1st. We need to think ahead two to three years. As with repositioning, we use the Segment Analysis page of the FastTrack find out what customers wanted yesterday, then use the Industry Conditions report to project into the future. We need to know four things. When our product comes out of R&D, what will customers want for performance, size, age and reliability? We also need to get a sense for our capacity requirements. You will find the segment size and growth rate for next year on the Segment Analysis page. However, capacity must be evaluated in the face of competition. We can get a sense for competitors by looking at the Segment Analysis, the Perceptual Map, and the Prod...
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This note was uploaded on 01/19/2014 for the course BA 101 taught by Professor Daseau during the Fall '06 term at Oregon.

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