The document summarizes Xerox's product planning process. It discusses identifying opportunities for new products, evaluating and prioritizing projects, allocating resources and timing. Key aspects include developing a product plan and mission statements for selected projects. An example product planning process is provided for the Lakes Project, which aimed to develop a networkable digital machine to serve as a platform for future products and capture 50% of the digital market.
The document summarizes Xerox's product planning process. It discusses identifying opportunities for new products, evaluating and prioritizing projects, allocating resources and timing. Key aspects include developing a product plan and mission statements for selected projects. An example product planning process is provided for the Lakes Project, which aimed to develop a networkable digital machine to serve as a platform for future products and capture 50% of the digital market.
The document summarizes Xerox's product planning process. It discusses identifying opportunities for new products, evaluating and prioritizing projects, allocating resources and timing. Key aspects include developing a product plan and mission statements for selected projects. An example product planning process is provided for the Lakes Project, which aimed to develop a networkable digital machine to serve as a platform for future products and capture 50% of the digital market.
The document summarizes Xerox's product planning process. It discusses identifying opportunities for new products, evaluating and prioritizing projects, allocating resources and timing. Key aspects include developing a product plan and mission statements for selected projects. An example product planning process is provided for the Lakes Project, which aimed to develop a networkable digital machine to serve as a platform for future products and capture 50% of the digital market.
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Product Planning
CHAPTER 4 Product Development Process
• These activities address a portfolio of product
development projects, resulting in a product plan and, for each selected project, a mission statement. Xerox Lakes Project Example Product Planning • The Product Planning Process • Identify Opportunities • Evaluate and Prioritize Projects • Allocate Resources and Plan Timing • Complete Pre-Project Planning The Product Planning Process The product plan identifies the portfolio of products to be developed by the organization and the timing of their introduction to the market The Product Planning Process Questions • What Product Development projects will be undertaken? • What mix of new products, platforms, and derivative products to pursue? • How do the various projects relate to each other as a portfolio? • What will be the timing and sequence of the project? Mission Statement • What market segments to consider? • What new technologies to incorporate? • What are the manufacturing and service goals and constraints? • What are the financial targets of the project? • What are the budget and time frame for the project? A Product Plan Identify Opportunities Idea Sources for New Products • Marketing and sales personnel • Research and technology development organizations • Current product development teams • Manufacturing and operation organizations • Current or potential customers • Third parties such as suppliers, inventors, and business partners. Evaluate and Prioritize Projects • Opportunity funnel can collect 100s or even 1000s of opportunities during a year. • Select the most promising projects to pursue. • Basic perspectives to prioritize: Competitive Strategy, market segmentation, technological trajectories, and product platforms Competitive Strategy • Technology leadership • Cost leadership • Customer focus • İmitative Market Segment Map 65 ppm 65 ppm network $23k $31k 55 ppm 60 ppm Department $20k Lakes network $35k Project Lakes 40 ppm Extensions $16k
Modes Local Network, Internet Local Network, Internet
User Keypad Interface Touch Screen Touch Screen, Remote PC
Image Automatic Image Quality
Processing 600 dpi 600/1200 dpi 1200 dpi 1800 dpi
Diagnostics On-Board Remote-Dialup Remote
Diagnostics Diagnostics Repair
Document Document Document Document
Centre Centre Centre Centre 220, 230 240, 255, 265 2XX 3XX Hodaka Lakes Lakes Next Project Project Extensions Platform
Time Product Platform Planning • A platform development project creates the architecture of a family of products. • Derivative Products may be included in the initial platform development effort or derivative products may follow thereafter. • One technique for coordinating technology development with product planning is the technology roadmap. Platforms vs. Derivatives Product-Process Change Matrix Extent of Production Process Changes Research and New Next Single Tuning and No Technology Core Generation Department Incremental Process Development Process Process Upgrade Changes Change New Breakthrough Core Development Product Projects Extent of Product Changes
Platform Next Development Generation Projects Product Lakes Project Addition to Product Family Derivative Product Minor Development Product Enhancement
Current No Product Product/Process Change Support Aggregate Resource Planning Lakes Project Mission Statement Product Description Networkable, digital machine with copy, print, fax, and scan functions Key Business Goals Support Xerox strategy of leadership in digital office equipment Serve as platform for all future B&W digital products and solutions Capture 50% of digital product sales in primary market Environmentally friendly First product introduction 4thQ 1997 Primary Market Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.) Secondary Markets Quick-print market Small ‘satellite’ operations Assumptions and Constraints New product platform Digital imaging technology Compatible with CentreWare software Input devices manufactured in Canada Output devices manufactured in Brazil Image processing engine manufactured in both USA and Europe Stakeholders Purchasers and Users Manufacturing Operations Service Operations Distributors and Resellers
