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บทที่ 7 การพัฒนาผลิตภัณฑ์ (New Product Development PowerPoint PPT Presentation


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บทที่ 7 การพัฒนาผลิตภัณฑ์ (New Product Development. : NPD ). R&D  Old Product or New Product. What is new product ?? - ใหม่ในโลก - ใหม่ในองค์กร. ใหม่ใน โลก. หาได้ยากมาก ๆๆ. Ex. Theo Jansen’s mechanism. www.strandbeest.com. ใหม่ใน โลก.

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บทที่ 7 การพัฒนาผลิตภัณฑ์ (New Product Development

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7

(New Product Development

: NPD )

R&D Old Product or

New Product

What is new product ??

-

-


Ex. Theo Jansens mechanism

www.strandbeest.com


vacuum

segway

keyboard

10 1


Ex.

CES 2010


MICROSOFT windows 7

Steve Ballmer


2G

Dell smartphone to launch in China this week?


First mover may be lost

()

Follower may be win

( /

)


Follower / Imitator

Leader / Innovator

Matsushita(VSH)

HP(Laser Printer)

DELL (PC)

3 M (Post it)

Microsoft (Windows)

win

DVD ??

Palm (PDA)

DVD ??

Breeze (Tablet)

LOSE

Sony (Betamax)

Tanin (Radio)

Samart (Pager)


DVD - Blue Ray Disc

sony, (),

, , , ,

- HD-DVD

Toshiba, NEC


1.(New-to-the-world product)

2.(New product lines)

*

Google Android


iPhone3Gs


HONDA

*

*


3.(Additions to existing product lines)

Toyota CAMRY

Hybrid car


4.(Product improvements)

Ex. HD Handy Drive

Ex. Image


5.(Repositioning)

IBM HW SW

6.(Cost reductions)

-

-

-


  • Product idea=>

  • Product concept =>

  • Product image


Idea R&D

==


2. =>

2.1

2-3

2.2

2.3


3.

-

-

-

-

-


4. =>(Prototype)

R&D Prototype

5.

Launch Product


Ex. Sony


1. (Brand)

1.1 J&J P&G

1.2 "Sucker"

1.3

Coke 6 US$

1.4

MaMa Fab XEROX

1.5

HONDA =>CAR ROBOT JET

SOLAR CELL


China Brand

Ex .copy fake


2. (Packaging)

2.1 (Self-service)

2.2 (Consumer affluence)

2.3 (Company and

brand image)

2.4 (Innovation Opportunity)


3. (Labeling)

-

-

4. (Warranties) 5

-

-

-

-

-


1.

AirBus ==> A-380

.

.

.

2.

Enron Arthur Anderson

3.

SONY VDO betamax

Polaroid Camera


4.

Apple

Ex. PALM

5.

-

6.

Ex. Proton


Any Problem ???


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