Problem solving process PISCOPISCO Problem Information Solutions Choice Operation Edward de Bono.
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Transcript of Problem solving process PISCOPISCO Problem Information Solutions Choice Operation Edward de Bono.
Problem solving process
PISCO
ProblemInformationSolutionsChoiceOperation
Edward de Bono
So – what are you going to do?
• How to decide??• What methods might you use?
– Would Innowiz give you some ideas?– Affinity diagrams?– Some sort of collation of ideas?– How to assess them?– Which criteria do you want?
MARKETING
ANSOFF MATRIX
Product or serviceDevelopment: implementation of new technology
Market PenetrationMarket developmentDisruptive innovation
Diversification
Market
Pro
du
ct
or
serv
ice
Present New
Pre
sen
tN
ew
BOSTON MATRIX
Problem Children
Dogs Cash cows
Stars
Relative market share
Mark
et
gro
wth
ra
te
low high
low
hig
h
MARKETING MIX
Four Cs• Customer’s requirements• Cost• Convenience• Communications
Cash
USP
Unique Selling Proposition
“Brands are made up of USPs: stuff that’s either been invented, patented, protected or done so well for so long that any usurpers
or imitators don’t stand a chance”Mary Portas,
Telegraph magazine, 2 June 2012
PRODUCT or SERVICE SUCCESS?*
Factors in the success of new products or services:
1 Strong market orientation 5 x • Better than competing products and
services • Better in ways which are highly valued
* Baxter, M; Product Design
Factors in the success of new products or
services:*2Early planning and specification 3 x
Product or service must be• Sharply defined• Precisely specified early in
development• Assessed in a thorough and stringent
manner
* Baxter, M; Product Design
Factors in the success of new products or
services:*
3 Company factors 2.5 x
Technical excellenceMarketing excellenceTechnical & marketing synergy
* Baxter, M; Product Design
MARKET RESEARCH
Direct:
a) Qualitative - use of small samples, unfocused questions, leading questions. Leads to ideas and formulation of larger-scale, quantitative work.
b) Quantitative - use of large samples, focused questions, closed questions. Leads to more concrete and numerical statistical research data.
MARKET RESEARCH
Indirect (sometimes known as desk):
a) Market trends obtained (eg from Mintel)
b) Data on products and services already on the market
c) Consumer magazine data
d) Identification of market leader(s)
e) Identification of state-of-the-art and the current product paradigm
Product analysis methods:
Feature analysis
Parametric analysis -
particularly price / performance
Stripdown analysis
Feature analysis
• A matrix process• List of competition across the top• List of attributes down the left• Add ticks or information as
appropriate…
example
• Floor boxes for electrical systems• What did the company ask for?• How did we set out to investigate
the market?
The direct route
• Interview stakeholders– Electrical consultants– Electrical contractors– End users
• Establish their priorities
1 Investigate the major players in the market – who were they?
2 Obtain examples of their products3 Test them against our criteria
from the direct investigation
The indirect route
Floor
boxes…
Features analysis example
This chart was produced by Cableduct for the floor box
Data to be found in file that is on Blackboard
This was deliberate on our part!!
Parametric analysis
• The concept is to compare products or services in different categories and draw graphs
• The most important graph is that for performance (vertical) against price
Price – performance analysis – vacuum cleaners
Which? Scores
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Price
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