麦肯锡商赛的案例.pptVIP

CONFIDENTIAL Case Study in Integrating Market Research in Product Development Processes A Step by Step Approach Pacific Marketing Practice Tech Practice Jimmy Hexter GC/TP Martin Hirt GC/TP Marc Spaulding GC/TP Mike Sherman GC/HK February 20, 2001  THIS CASE STUDY ADDRESSES SPECIFICALLY THE FIRST PHASE OF THE VALUE DELIVERY SYSTEN The value Delivery System Choose the value Communicate the valu Procure, Distri-\ Service\ Price\ Sales\ Adver-\ Prom actors Develop perspective on key issues to Develop hypotheses on product design Test product attributes in focus groups Buying behaviors Modify product design hypotheses and Conduct research marketing messages dentify needs based segments  CHOOSING THE VALUE-CASE BACKGROUND Client situation Proposed Next steps How to tailor the new product so that it addresses the need of the target customer segment? Launch a two-stage market research effort to help define and sharpen the focus of the new product Identify key se ent(s)for company to pursue p s within Product features identification est key product features that best address the need of target segment on between  FROM CONCEPT TO PRODUCT CREATION-FRAMEWORK stage 2: Product features identificati Design and development Discuss types tings into cus group Contact market Supervise 喜= ndcrstaod and  STAGE 1: IDENTIFYING TARGET SEGMENT stage 1: Target segment iden Decide on research developme Werk wilh nd finalize segment for toiripary for quotes Detailed facu· Refined the compary h firrn