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Generic Product Development Process: PBM / Unit - 2 / O.U
Generic Product Development Process: PBM / Unit - 2 / O.U
Process
PBM / Unit – 2 / O.U.
Sanjay Kumar P. 1
The product development process
Sanjay Kumar P. 2
Adapting the Generic Process
Technology push
A firm begins with a new proprietary technology and
looks for an appropriate market in which to apply this
technology.
Example: Teflon (a tough synthetic resin, chiefly used to coat non-stick cooking
utensils and to make seals and bearings.)
Product development starts with an additional phase to
match a given technology with a market opportunity.
Gore-Tex rainwear,… Sanjay Kumar P. 4
Platform Products
A firm builds a product around a pre-existing
technological subsystem (a ‘technology platform’).
Examples: Sony Walkman, Polaroid cameras, Apple
Macintosh
The initial phase is platform development.
Consumer electronics, computers, printers,…
Process-Intensive Products
Production process places strict constraints on product
properties. Ex. Snack foods, breakfast cereals, chemicals,
semiconductors, paper,…
Sanjay Kumar P. 5
Customized Products
Customized products are a slight variation of standard
configurations developed in response to a specific order by
the customer. Ex. Switches, motors, batteries, containers,
…
High-risk Products
High-risk products entail unusually large uncertainties
related to technology or market. It is therefore necessary
to test earlier. Ex. Pharmaceuticals, space systems,…
Sanjay Kumar P. 6
Quick-build Products Detail design and testing phases are
repeated a number of times until the product is
completed. Ex. Software, cellular phones,…
Complex systems
Sanjay Kumar P. 10
PLANNING (PHASE ZER0)
Output of a planning phase is
Mission statement
which includes
Sanjay Kumar P. 18