1.1 strategy is important
1.2 defined strategy
Mission / Vision / core values: to be a leader
Company / business strategy: to expand market share by 10%
Innovation strategy: emphasis on technology, external cooperation
Functional strategy: IT strategy, human resources strategy
1.3 Definition of the direction
Organizational identity (Organizational Identity), core, long-lasting, unique
Vision (vision), Amazon will be able to buy buy online upload
Mission (Mission), Starbucks gave birth to the human spirit
Core Values (Values), individuals or organizations adhere to the principle emotionally
Organizational identification on product development
1.4 business strategy and corporate strategy
Business Strategy Business Strategy
1 to determine the target, select the product and target market
2 role in determining the product development process to achieve targets
3 cornerstone of product innovation strategy, a plan of attack, how much risk to assume leadership or a follower, technology or market-driven?
4 new product planning, selection, portfolio management, resource allocation ...
Corporate Strategy Corporate Strategy
Overall diversification strategy of the organization
What business competition? How to make different business unit synergies and enhance the advantages of the entire organization? - Pepsi each branch
1.5 innovation strategy, the development of high-level, how to support the business strategy, a clear innovation goals, direction and framework
It is how to define good?
Unanimously lay the foundation for the entire company collaboration
Innovative project priorities clear
It must be trade-offs
Strategic overall innovation strategy of supporting, planning and process: technology, platforms, organization and management, new products, processes, organizational culture, product life cycle
Innovation Strategic Framework
1.5.1 Strategic Framework Potter
Cost leadership Cost Advantage, development investment 0.3%
Differentiation Differentiation
Focus over a wider product base
Deliver unique high-quality products
Customer Care Performance
Investment, continuous innovation, the electronics industry sales revenue 20%
Market segments Segmenttation
Strategic Focus, Focus Strategy
Relatively narrow market
Focus on marketing and new product development, the development of higher investment, technology is important
In-depth understanding of customers, good relationships, proximity to customers, leading users to work together, new opportunities
Improve profitability
1.5.2 Miles and Snow's strategic framework
Explorers, first to market, seek growth, risk-taking
Analysts, quick follow-up, the product is usually better
Defender, risk-averse and stable market in the interests of
Respondents, have suffered threats reaction
1.5.3 continuous innovation and disruptive innovation, market segments from the beginning of the transformation and development
1.5.4 Innovation canvas
Breakthrough innovation Radical Innovation, focusing on purely technical innovation
Conventional innovation, Routine Innovation, functionality improvements, the new version of the development
Subversive innovation, Disruptive Innovation, the need for new business models, new technologies do not necessarily need
Architecture innovation, Architectural Innovation, technological innovation and business model innovation
Strategy 1.6 overall innovation strategy of support
1.6.1 Platform Strategy
Long-term perspective
The introduction of a range of products
Improve operational efficiency
A clear understanding of the underlying elements of the platform
Huge difference
1.6.2 Technology Strategy
decision making
Leader or a follower, or buy their own R & D, in which the border
The amount of investment
How to obtain and protect new technologies? Patents, trade secrets,
Technology Platform
What are the core competitiveness
Technology Foresight, Brainstorming, Expert Panels, Delphi, SWOT Analysis, Patent Analysis, Trend Analysis
Technology strategy, breakthrough innovation
Technical curve S
The initial slow progress
Overcome technical difficulties, significantly improved
Encounter bottlenecks and improves stop
Technology roadmap, complement the product roadmap, technical planning and overall planning coordinated
1.6.3 Intellectual Property Intellectual Property Strategy
Types of
Trade Secrets Trade Secrets
Plant variety rights Plant Variety Rights
Trademarks Trademarks
Copyright Copyright
Patent Patent
Management
Responsive
Proactive
Strategic
Optimized
1.6.4 Marketing Strategy
sales team
Price， Product， Place， Promotion
Marketing mix for product development
What is the product, tangible products, core products, additional products
Value proposition Value proposition, is essentially a trade-off between the value customers get from the product benefits and pay the price
Analysis of existing product portfolio
Stars star product
Question Marks products in question
Cash Cows cash cow products
Dogs Dogs Products
Direction and progress of product roadmaps Product Roadmap, convey project
1.6.5 ability strategy, technology, marketing, research and development
Internal capacity
External capacity, open innovation Open Innovation, use of external resources to generate ideas, develop new markets
END
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