• PRODUCT PLANNING is a periodic 
   process that considers the portfolio of 
   product development project to be 
   executed
      THE STEP PROCESS
  • Identify opportunity
  • Evaluate and prioritize project
  • Allocate resources and plan timing
  • Complete pre-project planning
  • Reflect on the result and the process
   1. IDENTIFY OPPORTUNITY 
  Identification of product development 
   opportunity come from several sources :
  • Marketing and sales personnel
  • Research and technology development
  • Current product development teams
  • Manufacturing and operations organizations
  • Current or potential customer
  • Third parties (supplier, investor, bussines 
   partner)
    The proactive approaches 
  • Document frustrations and complaints 
  • Interview lead user
  • Consider implication of trends
  • Systematically gather suggestion of 
   customer
  • Carefully study competitor’s product
  • etc
         2. EVALUATE AND PRIORITIZE 
                                PROJECT
      •  COMPETITIVE STRATEGY : Technology leadership, 
         cost leadership, customer focus, imitative
      •  MARKET SEGMENTATION : dividing market into 
         segments
      •  TECHNOLOGICAL TRAJECTORIES : technology S-
         curves
      •  PRODUCT PLATFORM PLANNING 
      •  EVALUATING FUNDAMENTALLY NEW PRODUCT 
         OPPORTUNITY : market size, market growth rate, 
         competitive intensity, depth of the firm’s existing 
         knowledge of the market 
      •  BALANCING THE PORTFOLIO