Solutions Life Cycle PDF

Module 3: External Solutions Life Analysis :...

Module 3: External Solutions Life Analysis : Cycle Analysis Market · Analysis * we have external - to do Competition analysis prior to the internal, ↳ External > Analysis : > - Solutions cycle Life ↳ Analysis observations in our market Product & Custome Portfolio Avoid introspective/navel- Analysis : gazing > - myopia. ↳ Internal Internal Audit.1 3 Life Solutions Cycle Launching Phase : and the External analysis on all the macrosegments we identified in our reference framework. · Product Life cycle set : of various stages which the product goes throughout its existence. Solution Life cycle how sales evolve I leads diff · : how this to. life cycle stages/phases ; Agregate crue made up 2 & of the product all lifecycles. 3 ↳ 8 phases. 1 - Launch phase : 8 ↳ We place the product on the wallet that has the profitability-risk Dinomial our 4 shareholders are willing to take. 7 S.-Accelerated 2 Growth Phase : L ↳ focused the on encouraging the consume to buy product. · How do we do it ? Tangible Assets. I find · Investment on distribution is essential so clients can reach the product easily. · Appy R& D services sequentally · ↳ Once thee's presence on te market , we need to segment the market. Offer segment state each , an unique value proposition , positioning ment & mix. defend better market. appropriate our position in 4. - Turbulence Phage : * There are companies that did not performed & name an uncomfortable not beneficial position. -> Companies have to leave the market. ↳ How ? Liquidating Creates & > - hair stocks turbulence ! ↳ > - Criticizing otes S. - Maturity & Late Maturity Phase : ↳ Moment for /Liquidity where Profits/Cash show. · Binomial will be balanced ! (rom past until nowl ↳ Late Maturity : - Hypersegmentation 6. - Decline Phase : ↳ All companies except the leader will desinvest. 7. - Obsolescence Phase : ↳ leader market has tunover. rises prices since no volume or /incentivizl te keep greater make distributos "product's distribution - margin to to keep - Nostalgic & loyal consumers will continue to consume he product stagmateand i ↑ time  Each eference market category within lifecycle prace. · a is in a * Po we need to segment ? * Depends market's on the maturity. Take into consideratio n... ↳ Economic & competitive environment is diff. in each phase. ↳ The priority strategic objective must be redifined in each phase. ↳ cost/benefit structure is diff. in each phase ↳ We will marketing need to adapt our program in each phase. key Objectives :. 1 Explain things to the brain while spending the least amount of money.. -Ensure 2 balance PIR binomial , he best performance & he a long. Ensure 3 long-term matrrity > - When binomial is balanced for time. Guiding Questions : (to analyze each phase. How 1 have sales in the last periods ? What is the foreseen growth grown for the next periods ?. 2 What ? are other industry companies doing Are they creating mental - a space , talking about tangible/intangible attributes etc.? Are they , rationalizing or expanding their product portfolios ? Do a lot or few companies offer the same product ?. 3 - Is it easy to find te product in dist. Channels ? have ? Now ask 4. What experience & knowledge do consumes do they for the product ? The launching Phase Compare · ↳ Link walket our product u/specific eshould align u/binomial * Brains associate diff. Ideas w/a single electic impulse > - achieved w/ comparisons. ↳ concentrate the on explaining product ! 3 They will spadas -Prescribes - Channel. ↳ This phase ends when the market feels that the new product is wallet. specifically assigned to the ↳ point of sale (wrere we sell ten-location) is relevant ! ↳ Beers cannot be same place as water sodas etc. , , romarketing Synapses > - neuronal connections connect clsimilar products · L When a connection is no longe used , the brain disconnects it & erases what it doesn't desn't understand of "interest it , ↳ Rational connections : -Related to products tangible concepts - Easie to manipulate - Elements that are easy to modity copy & overcome. , ↳ Sensorial connections : - Difficult to achieve easier to maintain. , Related intangible GPT like to product concepts google - - Neuronal networks  Launch Phase : Marketing Objectives ↳ whother solutions to facilitate comprehension compare existing our products. ↳ create demand primary ↳ Inform the market about innovation & its advantages. ↳ Encourage customers to test the product. ↳ tarn /dist networks a space. Marketing Plan ↳ Basic product conception ↳ Dilemma between peretration prices (high) , (low or skimming prices ↳ Informational communications program on product L Promotion to encourage people L Communications budget force) publicity : ↳ Depending on prices : Selective dist. , exclusive (high prices) or intersine dist. (how prices) · Ensure consumers understand in which wallet our solution fits ! ↳ Simple comparison.  3. 2 : Solutions Life Cycle prases Accelerated Growth Phase : ↳ Aim : increase sales. / market share ↳ Extend & develop the market ↳ Maximize presence a mk + share. easy /synaptic Human brains understand tram > - ↳ Use rational/tangible arguments. Sequential connections · taster L ↳ Avoid to overcharge the brain. * Add physical characteristics little How often ? new by little companies need. Repending the consumer's all acceptance. sar on apple traegy to elements If companies the tangible 1 ten it'll lasier be for to copy , , consume > but peaceful - accept those tangibles. Overall market grows Pcompetition ; & sales > - & But competitors louse market share homogenously ↑ demand ↳ at market > Do - not differential market stagnation try to > - > - corporate pac wars Investment : Network redist. - growth decreases ↳ Enfasis on logistics distribution. Be prepared ~ he consumers want to & moitStar consumTen ewodoe repent purchase buy -. , mouth- rebt fit the ↳ sales force budget > publicity budget consumer ↳ We should focus to advertise tangible aspects Marketing Objectives : ↳ Market : Expand & develop market ; demand expansion the is expandable. L Market : Maximiza presence& market share. presence · How do me now me are on accelration ? ↳ Compare evenues : growing Lothor joining te market many companies we. ↳ The market is growing L Advertise tangible aspects Marketing Plan : ↳ (tech Improve product ; add physical features improvements) L Importance features of tangible ↳ Adjust prices · Reduce then only to reach new client groups or maintain existing ones. ↳ Aim promoting adoption by new clients. ↳ Intensive dist. Strategy & multiply he dist. networks. ↳ Numeous competitors but maintaining a peaceful competitive climate · focus on maximize adoption by explaining he solution. Decelerated Growth Phase : & Max profit/max risk Build defences (that will help vs survive the turbuence prase). = fewer segments ↳ How ? explanatory segmentation - Market hasn't been Segmentation ; when ? based P/R binomial ; - on pre-segmented > to slow - down market Intangible elements - ↳abruptsateasureat te product winen ↳ De element > - consume's frust > - brand byalty. elements have limits , the more I better ↳ Characteristics : Ar market - decides to stop adding more tangibles since is mature. ↳ A flamed leader impact the market, ↳ can negatively * choose leader that aligns with your binomial provides market Hor do they know when to decelerate ? WI market research into. client perceptions. It heterogeneous , time · clients are to create & segments & intangibles slow market. - RRD expenses are high , but offer fewer advantages. - Companies balance the binomial. - Investments need to maintain. > - Target group : second majority > - 2-digit growth from one period to anoter , though at a some rate. Liquidity : actual cash/money in the safe # Lash from L Company should invest during the initial lifecycle to achieve returns doring the maturity phase ↳ Invest in tangibles ! Marketing Objectives : ↳ consolidate market development ↳ Maximize presence & defend mkt share. ↳ create brand importance of intangible attributes a strong image : Marketing plan : phase ? know at How do we we slow growth - sales decreasing (growing stor) - To grow - segmentation > - steal market share ! ↳ Develop intangibles. - hards to copy. Turburence Phase : conditions for confrontation > becies begin vary from - deceleration to the phase. - war breaks out in orde to captiente market share. competitors > - will ty to attack us wltangible attributes , but we defend ourselves wf - ↳ If we don't have segmentation intangibles defensive tool -intangible well defined as , we a will. compete wstangible attributes attributes.. ↳ Price war ! * But if segmentation is done diff. across companies , war will be quick. · Characteristics : -Negative liquidity. Only those that survive will reach maturity will from market some solutions disappear te during the turbulace phase > -. B not capturing the win. market share required by dist. channels. companies that survive may offer special promotions fight at the WI. - to price - Market growth slows down Target group market majority - : -concentrated industry Marketing Objectives : ↳ Market segmentation target segments & prioritizing ↳ Definition of a dear positioning strategy for each target segment. - Maximize market segments share in target Marketing Plan :  Maturity Phase : > - Avoid innovation a growth. -reduced liquidity > - Stable market No fighting in the market. *Although at the there adjustments beginning , are some market shat. If me try to fight : ↳ Unbalanced binomial ; d profits ↳ Consumers will look for substinutes *T smores taken hom solution ↳ · positive liquidity : maturity Characteristics · : Negative liquidity : growth , till phases torbulence ↳ invest in company - Positive liquidity ↳ We sell same thing without needing so much investment. ↳ Avoid war ! - Advertising Cit neededs should fours on intangible features - limited players. Late maturity sub-phase : When solutions old replace to new emerge ones Astypesegmentation for ustomers who want a change * change to products/re-styling > - positive liquidity ↳ Prices will fall be ease changes , little risk - market decline · characteristics' ↳ Decline phase - Total demand declines w/1-digit growth in says figures. > - Demand not expandable are to high penetration rate. Intensive for market to increase. - dist. coverage unlikely Relauching products - Technology is popularied through minor product modifications. pased on technology. There's demand for th replacement of durable goods. - a - Oligopolistic market structure -Target group : market majorite - Positiva liquidite Low-cost model : ↳ eliminates services > - wate-subtracted ↳ Model maintained it : difference between cost & perceived value is high. model ↳ for the future. Provides margins & differentiates through tangible ↳ But also need to provide intangibles features. Marketing Objective : ↳ Maintain market share ↳ Maintain differentiation product ↳ find new niches L competitive advantage based on variables other than the product itself. Marketing plan :  Decline Phase : ↳ Air : invest in other solutions that se growing ↳Maintain original attributes of h product > ↳ Company can place higher price to dist. Since sales are decreasing & ofer companies will leave he market Residual phase : ↳ Despite low sales , thee's margin available · ↳ In this with sales , talk/distributors phase now companies can about new products. charcateristics · : -Balanced binomial. ↳ now sales/ now risk conly one product in marketh , Liquidity increases investments > - ano ↳ Aim : stocks ; at reduce on publicity & sales. - Demand deceases * Other u/ features products exist superior * change in preferences ↳ Alterations in socio-economic-political setting. # of competitors deveases - - Target focus : Leggard underutilization Overproduction&d of resources -. Marketing Objectives : ↳ Become the market specialist ↳ Maintain market demand or. disinvest Marketing plan :  Obsolance and Residual Phases : Obsolance :. e g : analogical cameras -> digital Very short -. Get double te prices w/you brand. for staying - Residual : extremet - low liquidity but positive. BUT How risk No competitors left raise prices low sales > re - compensate - can to. voume thus increasing the , margin. - The margin is distributed between companies & distributors , Marketing Objectives : ↳ Become the leader in the residual market. Marketing Plan : Success at Residual Phase : ↳ conventional camera - Leica ↳ leisure wallet ? Benefits > - Launch (1) Deceleration (3) 11 Billing > -. Cash Flow > - Accolection(2) (1) Publicity > - Turbuence Salestorn > - (4) Funestment - > (s)  ① In each : phase ↳ The economic is diff a competitive environment. ↳ The defined. primary strategic objective must be ↳ The cost and benefits will structure change ↳ The Program Marketing must be adapted E g. : e-bike 1: Reference framework ↳ Determine et with risk binomial China : EU : ↳ Wallet transportation ↳ Wallet : Leisure Synapse brain cells : The connection among crevious that by connected alsomething you already we learn now To introduce new brains solution two options. · a in our , * create a new retwork ↳ connect with one an existing E : Olives g. ↳ Wallet : food or leisure. Cog : TV ↳ Wallet home appliance : ↳ How to make people understand how to use a Tr ? * ↳ sell it with a buró. En When we launch a product : ↳ Objective : connect product w/wallet. Ensue consumers understand in which wallet our solution fits. > - This can be done colcomparison. · Brand Management Sonith - Medium redich ost ↳ profit ↳ increase Vodite > - incesse sales -high risk strategy > - implement > - analysis 4 Questions the to identify lifecycle :. Sales 1 growth. Compare sales from last period us next period forecast. 2 What. -. is competition doing ? ↳ creating mental space ? Advertising tangible/intangible attributes ? Rationalizing/expanding their product portfolios ? Has there been a increase decrease # of companies offering the same product ?. 3 -Is it to find the product in distribution channels ?. easy 4.. What have ? How do for experience & knowledge do consumes they ask the product ? Hor do it ? they perceive