New Market Offering

Making It Happen by Creating Value

Chapter 6
New Offer Realization
…is the process of developing new core
products or services, augmenting them to
construct market offerings, and bringing
them to market.

All activities a supplier does to transform an

idea into a market offering that it
commercializes.
Market Offerings Create Value
Lowering customer’s Using this list, discuss
costs how each one may be
Provides superior applicable to your
performance
company.
Meets customer’s
changing needs
Lowers supplier’s costs
with savings being passed
on to the customer
Potential of Realization Strategy
Strengthen the firm’s Become a vehicle for
market position organizational
enhancement and
Improve the firm’s renewal
resource utilization
Why It ‘Goes South’
Change in business dynamics (technology,
market requirements)
Failed expectations when other areas do not
perform as anticipated
Unexpected technical problems
Problem-solving delays
Unresolved policy issues
General Realization Process
Model (Fig. 6.12, p. 253)
Using the model as a How are you going to
guide, try to design a connect your market
template that would research approach (pp.
best fit your project 256-265) with the
concept as you market offering
understand it. associated with your
client’s
product/service?