Lecture Note YUNIA DWIE NURCAHYANIE yuniadwie@gmail.com
LAB. PROTOTYPE DESIGN PRODUCT
JURUSAN TEKNIK INDUSTRI UNIV. PGRI ADI BUANA SURABAYA Proses Pengembangan Produk Baru Sumber Ide dan Metoda Pengembangannya Market Definition & Target Selection Miskin kreativitas dan kelangkaan ide Tekanan dan batasan yang berasal dari masyarakat dan pemerintah (UU, Patent, Lingkungan, Norma & Aturan Adat, dll) Semakin pendeknya umur hidup (life cycle) sebuah produk karena kemajuan sains & teknologi. Biaya pengembangan (R & D) yang tinggi dengan resiko besar (tidak ada jaminan sukses). • I = f (T, C, P dan D); I = TCP/D • I = Index of attractiveness • T = Probability of successful technical development • C = Probability of commercial success (given that it is technically successful) • P = Profit if successful • D = Costs of development • An identification an area of opportunity • It is critical in specifying the size of a new product opportunity
• “….. Marketing is a social and
managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others …..” (Phillip Kotler) Analyzing Market Opportunities (to identify new markets for existing products and opportunity for new products). Selecting Target Markets (measuring and forecasting market demand for existing and future products). Developing the Marketing Mix (identifying the best strategy for increasing demand for a product; include making decisions about product attributes, channel of distribution, and advertising) Sales Potentials - size of market, growth rate of sales, length of life-cycle of products, etc. Penetration - costs of entry, time to become established,
vulnerability of competition, potential for product advantage for
users. Economic Scales - potential for significant market shares,
likelihood of competitive entry, significance of experience curve.
Inputs - investment required, raw material availability,
technological advancement necessary.
Reward - margin size, competitiveness of pricing structure,
ROI/ROR, etc. Risks - stability, probability of competitive retaliation, chances
of failure, patent of protection, rate of technological chance,
possibility of adverse regulation, etc. The consumer who will be the primary target group for the new product. Splitting of total market into identifiable groups that behave differently in regard to the product. To determine : (1) the size of potential market, (2) select the channels of distribution that may be needed, (3) estimate a potential pricing structure, (4) identify initial product positioning opportunities, and (5) guide market research. Demographic & Social-Economic - age, sex, income, race, marital status, family size, geographics, education, occupation, life cycle expectancy, etc. Attitudes - personality (attitudes to risk, loyalty to certain products), life style, product perception, purchasing policy (leasing, purchase/cash) and criteria (quality, service, price) etc. Usage Rate - heavy/light, buying patterns, etc. Preference/Choice - elasticity to price, importance of product attributes, purchaser/user, etc.