Develop your SWOTs.-Compare your product with your forecast environment. How will your product fit in the external competitive environment? Demand-system support-Strong-Weak relationships relative to competitors? What is its competitive position-advantages/disadvantage relative to competitors?

Develop your SWOTs.-Compare your product with your forecast environment. How will your product fit in the external competitive environment? Demand-system support-Strong-Weak relationships relative to competitors? What is its competitive position-advantages/disadvantage relative to competitors? (SEE THE TRIANGULATION APPROACH FROM THE LECTURES). For opportunities and threats does the potential size and likely growth or demand-shrinkage rely on end-user numbers? End-user acceptance of the product-Pros/Cons? (Note: these are broad estimates) Potential threats and opportunities emerging in the macroenvironment, mesoenvironment or microenvironment-Please use attached table to summarise.

Attachments:

Development Process & Written Proposal Structure

 

Process for launch plan development and report  structure

Step 1. Develop your SWOTs.-Compare your product with your forecast environment. How will your product fit in the external competitive environment? Demand-system support-Strong-Weak relationships relative to competitors? What is its competitive position-advantages/disadvantage relative to competitors? (SEE THE TRIANGULATION APPROACH FROM THE LECTURES). For opportunities and threats does the potential size and likely growth or demand-shrinkage rely on end-user numbers? End-user acceptance of the product-Pros/Cons? (Note: these are broad estimates) Potential threats and opportunities emerging in the macroenvironment, mesoenvironment or microenvironment-Please use attached table to summarise.

 

Step 2. Identify the required product posturing based on the ability to be the lowest cost or the state of fragmentation in the market.  Mass/Segment/ Differentiate/Customise? Consider your position along operational flexibility continuum, level of market fragmentation, economies of scale, your available resources etc.

Step 2A Identify the strategy criteria for the required posture see lecture 6

Step 3. Identify and draw your products demand system (see lecture 7 and 3)

Step 4. Pick 1 Actor group to target from the Demand system to focus your efforts on (i.e., internet, retailers, wholesalers, celebrities, and end-users). If you are using segmentation, identify one sub-group to target from the chosen target actor group. (Remember-ask yourself who has the power in the demand system!)

Step 5 Describe your ideal contact (prototypical customer) for the segment or your target actor group. Then identify one touchpoint (where the target will interact with your outputs or employees) (such as product, retail store, or web page). Identify their hot buttons (Customer experience and Product/ Promotion/ Price (3 Ps)) at your touchpoint and the behaviour you want at and after the touchpoint. And tell the story at the touchpoint which will influence (FAMP) the customer to deliver this behaviour (e.g., physical product/ price/brand/service/communications)

Step 5 prepare a schedule-diary to implement (Use GANTT charts, timelines etc. where possible)

Structure of written assignment and presentation

  • Title page
  • Executive summary
  • TOC
  • Section 1: Introduction
  • Section 2: SWOTs
  • Section 3: Strategy (see step 2 and step 2a above)
  • Section 4: Proposed demand system
  • Section 5: Prototypical customer description for the target actor group or a segment at the chosen touchpoint.
  • Section 6: Customer experience and Product/ Promotion/ Price (3 Ps) at your touchpoint for your prototypical customer
  • Section 7: Implementation Program
  • Section 8: Appendices: Include the source assignment 1
  • Section 9: Bibliography

Please use this layout-Do not find one on the web and use that-They will be wrong!