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An industry breakpoint is a new offering to the market that is so superior in terms of customer value & delivered cost that it disrupts the rules of the competitive game E.g. Use of CDs in place of VHS tapes
For Product Development ,it the New Product Strategy that you need before executing the New Product Development.
CORPORATE STRENGTHS
New products in this firm will: Use our fine furniture designers (Herman Miller) Gain value by being bottled in our bottling system (CocaCola) Utilize innovative design (Braun) Be for babies and only babies (Gerber) Be for all sports, not just shoes (Nike) Be for all people in computers (IBM) Proliferate our product lines (Rubbermaid) Be almost impossible to create (Polaroid) Use only internal R&D (Bausch & Lomb) Not threaten P&G (Colgate)
INTEGERATED EFFORTS
DESIRED PRODUCT
FINAL PRODUCT!!!
Corporate Leaders
Head of Functions
2-
Focus The focus of company is defined by the Technology Drivers or/and Market Drivers of the firm. Questions addressed at this stage of a PIC may include:
What are your companys core competencies? What is your companys competitive advantage and the value that your company can bring to the target market?
3-
Goals and Objectives The goals and objectives section describes the companys short term and long term objectives of the new product. The goals and objectives should be measurable.
4-
Guidelines The guidelines component of the PIC is essentially a road map written by the Product Manager for the entire organization. It includes the time and entry to market, costs, product quality and so forth.