Managementul pe produs

Proiect realizat de :
Mandea Alexandru-Constantin
Plaiasu Mihai
Dumitrescu Florin
• Managementul produselor este o funcție organizatorică a
companiilor care se ocupă cu planificarea
produsului/produselor, sau cu marketingul produselor în toate
etapele ciclului lor de viață. Deși este implicat în întregul ciclu
de viață, totuși managementul produselor este concentrat în
special pe dezvoltarea noilor produse. Unii specialiști, de ex.
Linda Gorchels (2005) identifică anumite deosebiri
între managementul produselor și dezvoltarea noilor produse:
managementul produselor este un job holistic al managerului
de produs care include planificarea, prognoza și marketingul
produselor sau serviciilor; dezvoltarea noilor produse este un
proces al corporației (companiei) care include proiectarea și
comercializarea noilor produse. Managementul produselor
este o structură matricială a organizației în care managerul de
produs este însărcinat cu succesul produsului/liniei de
produse, însă nu are autoritate directă asupra persoanelor
care produc și vând produsul. Firma Procter&Gamble este
creditată cu crearea conceptului de managementul
produselor .
• Se consideră că managementul produselor include două
discipline profesionale: a) planificarea produselor; b) marketingul
produselor. Deși planificarea produselor și marketingul
produselor se deosebesc mult, totuși unele companii le
consideră ca o singură direcție, denumită managementul
produselor. În alte cazuri, managementul produselor poate fi o
funcție separată, ca o componentă a marketingului sau
proiectării.
• Managementul ciclului de viață al produsului include etapele :
concepție, proiectare, realizare, service.
• Managementul produselor realizează asigurarea în timp a
faptului că un produs sau serviciu satisface în mod profitabil
necesitățile clienților, prin monitorizarea continuă și modificarea
elementelor mixului de marketing, incluzând : produsul și
caracteristicile sale, strategia de comunicare, canalele de
distribuție și prețul.
• Managementul produselor cuprinde activități ale proprietății
(engleză ownership) asupra produsului, de la concepție până la
abandonare (engleză disposal). Prin managementul produselor,
acestea sunt manageriate în mod activ pe tot parcursul
unui ciclu de viață al produsului.
Principalele activități ale managementului produselor sunt:

• Monitorizarea continuă a cerințelor pieței;

• Elaborarea și stăpânirea planului de afaceri al produsului;
• Manageriatul strategic al produsului/portofoliului de produse, de la concepție la
abandonarea produsului;
• Managerierea procesului de creare a produselor;
• Monitorizarea și controlul bugetelor de dezvoltare a produselor;
• Dezvoltarea și susținerea politicilor de fixare a prețului produselor;
• Planificarea și managerierea lansării produselor;
• Dezvoltarea politicilor de suport post-vânzare pentru produse: lista pieselor de schimb,
echipamente de testare, programe de mentenanță etc.
Responsabilitățile managerului de produs includ următoarele:

• Definirea și planificarea liniilor de produse și ameliorării produselor;

• Managementul contractelor și vânzărilor produselor;
• Fixarea direcției strategice bazate pe necesitățile clienților și obiectivele companiei;
• Interpretarea obiectivelor strategice ca sarcini operaționale;
• Îndeplinirea rolului de reprezentant pentru clienții interni și externi;
• Evaluarea riscurilor;
• Propunerea planurilor de contingență (evenimente neprevăzute);
• Branding (crearea unui brand pentru un produs sau serviciu).
 Studiu de caz
Tesla Motors - Model S
• Model S is designed from the ground up to be
the safest, most exhilarating sedan on the
road. With unparalleled performance
delivered through Tesla's unique, all-electric
powertrain, Model S accelerates from 0 to 60
mph in as little as 2.5 seconds. Model S comes
with Autopilot capabilities designed to make
your highway driving not only safer, but
stress free.
• Adaptive Lighting
• Model S now features full LED adaptive headlamps. Besides
enhancing the already great styling, they also boost safety:
14 three-position LED dynamic turning lights improve
visibility at night, especially on winding roads.
• Bio-Weapon Defense Mode
• Model S now features a Medical grade HEPA air filtration
system, which removes at least 99.97% of particulate
exhaust pollution and effectively all allergens, bacteria and
other contaminants from cabin air. The bioweapon defense
mode creates positive pressure inside the cabin to protect
occupants.
• All Tesla vehicles produced in our factory, including
Model 3, have the hardware needed for full self-driving
capability at a safety level substantially greater than that of
a human driver.
• Model S is a driver's car. The cabin combines meticulous noise
engineering with Tesla's uniquely quiet powertrain to obtain the
sound dynamics of a recording studio. The gem of the interior is the
17 inch touchscreen, which is angled toward the driver and includes
both day and night modes for better visibility without distraction. It
puts rich content at your fingertips and provides mobile
connectivity so you can easily find your destination, favorite song or
a new restaurant. Model S is designed from the ground up to be the
safest car on the road. Much of its safety is owed to the unique
electric drivetrain that sits beneath the car's aluminum occupant
cell in its own subframe. This unique positioning lowers the car's
center of gravity, which improves handling and minimizes rollover
risk, and replaces the heavy engine block with impact absorbing
boron steel rails.
• Side impacts are met by aluminum pillars reinforced with steel rails
to reduce intrusion, protecting occupants and the battery pack
while improving roof stiffness. In the event of an accident, eight
airbags protect front and rear occupants, and the high voltage
power source is automatically disconnected.
Tesla Model S Achieves Best Safety
Rating of Any Car Ever Tested
“Self-driving cars will most likely be our main form of transportation in
the future. As frightening as that may seem given past reports of cars
crashing while driving on autopilot, the technology isn’t all bad. In the
case of Tesla’s autopilot, it can actually be life-saving — just ask Joshua
Neally.
Late last month, Neally was driving home from his office in Springfield,
Missouri. While on the highway, he felt shooting pain through his lungs
and into his chest. Rather than pull over and wait for an ambulance, he
asked his Tesla Model X car to find the nearest hospital and put it in
autopilot. "[I didn’t want] to cross over the interstate and slam into
somebody or slam into one of the big rock walls," Neally told local news
outlet KY3. Neally thought the Tesla’s autopilot feature would be a safer
driver than he would be, he explained to Slate, since “he might have lost
control of the car and in effect become a deadly projectile when those
first convulsions struck.”
Neally’s prudence was rewarded. The Tesla drove him 20 miles to the
nearest hospital. He pulled into the emergency room and was treated for
a pulmonary embolism, a potentially fatal artery obstruction in the
lungs. He was released that night, and is now being treated for the
condition. "I'm very thankful I had it for this experience," Neally told KY3,
“It's the coolest technology I've ever seen I would say, let alone owned.””
“Electric vehicles have an obvious potential for saving lives. A recent study by the
American LungAssociation suggests that EVs could save thousands of lives per year
in the US by reducing air pollution. But there’s also a less known design advantage
of electric cars already saving lives today.
The driver of a Model S P85D, didn’t slow down before a turn on a small road near
Quantico last night resulting in his Tesla flying off-road and into a tree, which he
described as a “freak accident”. He told Electrek that he isn’t able to say exactly at
what speed he hit the tree, but he estimates it at over 45 mph and below 75 mph.
Despite the severity of the crash, the driver managed to get out by himself, called
his insurance company and waited for a tow truck. He was urged to go the hospital
this morning anyway just to verify that he was indeed OK, which x-rays confirmed.
The driver told Electrek today:
• “If it was any other automobile, the impact would have killed me. There are no
solid objects under the hood of a Tesla that would’ve pushed into the car and
into me. Also, I believe Tesla did a great job re-enforcing the front of the car to
absorb the impact.”
He is referring to the large crumple zone located in the Tesla Model S’ front trunk
(frunk), something easier to design with electric vehicles due to the lack of engines
and the use of smaller motors.
An engine in the front could have exercised pressure on the passenger cabin, but
instead, the front of the Model S acts as a giant crumple zone to absorb the energy
of the impact. The driver added that he “can’t see himself ever driving any other car
than Tesla” and can’t wait to order a new one.”
 Bibliografie
• www.tesla.com
• http://bigthink.com
• https://electrek.co/2017/01/16/tesla-model-
s-high-speed-crash-save-life/