product design and development. chapter objectives 1)define product and describe categories of...
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Product DesignProduct Designand Developmentand Development
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Chapter ObjectivesChapter Objectives1) Define product and describe categories of product
development2) Explain where product ideas come from3) Explain how an idea becomes an opportunity and describe
four types of utility4) Explain how to research an industry5) Forecast demand for a product6) Learn breakeven analysis to estimate number of sales
units at which net income is zero7) Describe process of developing a product that meets
customer needs8) Learn how to protect product with patent
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ProductProduct•“…something that can be
marketed to customers…provides…a benefit and
satisfies a need.”
Tangible v. IntangibleTangible v. Intangible
(Good) v. (Service)(Good) v. (Service)
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Types of Product Types of Product DevelopmentsDevelopments
1. New-to-the-market2. New to the company3. Improvement in an existing
product4. Extend existing product line
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Sources ofSources ofNew Product IdeasNew Product Ideas
Entrepreneur = Creative Solicit people within the organization
• Marketing• Sales• Research• Manufacturing• “Entrepreneurial” Units
Outside• Customers• Competition
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Sales from New ProductsSales from New Products
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CustomersCustomers
•“…buy products to fill unmet needs and because they expect to derive some
value or benefit from them.”
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UtilityUtilityTime
Place
Ownership
Form
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When Is an When Is an Idea an Idea an Opportunity?Opportunity?
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IndustryIndustry
•“…a group of related businesses.”
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Understand IndustryUnderstand Industry
Evaluate• Segment Market• Find Niche- Unmet need
Assess CompetitionUnderstand Customer NeedsForecast Demand
• Similar Businesses• Potential Customers• Published Industry Data
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Assessing CompetitionAssessing Competition Industry sales growing/contracting? Major competitors? Product differ? Opportunities/threats? Recent changes/direction? Technology? Mature/new company success? Reasonable profits?
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When to Develop and Market a New When to Develop and Market a New ProductProduct
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Breakeven AnalysisBreakeven Analysis
•“…total sales revenue must exactly equal all your expenses (both variable and fixed).”
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Breakeven CalculationBreakeven Calculation
Selling PriceSelling Price
-Variable Cost per UnitVariable Cost per Unit
Contribution MarginContribution Margin
Fixed CostFixed Cost
Contribution MarginContribution Margin== Breakeven (Units)Breakeven (Units)
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Risks to Product Risks to Product DevelopmentDevelopment
Trade-Offs
Time Pressure
Economics
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Development ProcessDevelopment Process
•“…series of activities by which a product idea is transformed into a final product.”
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The Product Development ProcessThe Product Development Process
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PatentPatent©“…‘right to exclude others from
making, using, offering for sale, or selling’ the invention in the U.S. for 20 years.”
• Must: Be new Not be obvious Have utility
Website: Website: http://www.uspto.gov