Essay on New Product Launch Strategy: Evaluation Model

Words: 6105
Pages: 25
Open Document
ARTICLE IN PRESS

Technovation 26 (2006) 1244–1252 www.elsevier.com/locate/technovation

An evaluation model of new product launch strategy
Yi-Chia ChiuÃ, Benson Chen, Joseph Z. Shyu, Gwo-Hshiung Tzeng
Graduate Institute of Business Administration, National Chung Hsing University, 250 Kuo-Kuang Road, Taichung 402, Taiwan

Abstract The objective of this article is to develop an empirically based framework for formulating and selecting a product launch strategy. Managers usually face Fuzzy decision scenarios. Traditional decision-making methods fail to satisfy a manager’s need in this regard. Thus, a hierarchical fuzzy multi-criteria decision-making (Fuzzy MCDM) method for evaluating a new product launch strategy is proposed in this …show more content…
Gatignon et al. (1990) suggested that entry strategy encompasses the marketing mix variables, in particular the positioning of the new brand in relation to currently competing brands and the marketing activities undertaken to support the entry. Unfortunately, while these prescriptions provide the steps one should go through in putting together a launch plan, they provide no explicit advice as to what decisions go into launching a new product and whether or which of these decisions may be interdependent (Hultink et al., 1997). In this regard, Hultink et al. (1997) presented a rigorous identification of the launch strategy components by reviewing the previous launch strategy literature and interviewing managers responsible for making launch decisions. These strategic launch decisions govern what to launch, where to launch, when to launch, and why to launch. The product launch decisions laid out above are based on a mix of strategic and tactical decisions that must be mutually reinforcing to produce new product development success (see Fig. 1). New product strategy crafting varies widely across companies and competitors even in the same industry (Wind and Mahajan, 1988), a situation which points out the importance of the ‘‘match’’ or ‘‘fit’’ between the competitor environment and the new product strategy (Calantone and Cooper, 1981). Droge and Calantone (1996) specified
Show More

Related Documents: Essay on New Product Launch Strategy: Evaluation Model

United Cereal Case Essay

1 1 Introductory reflection The United Cereal Eurobrand case, set within the European organization of the giant multinational breakfast foods company United Cereal, portrays the background of a launch decision for a new cereal product, the ‘Healthy Berry Crunch’. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European Vice President. The case focuses especially on two central decisions confronting her: Should ‘Healthy Berry Crunch’…

Words 11260 - Pages 46

Case Analysis Cisco Essay

is a $100 B technology company which provides internet networking solution to telecommunication and broadband service provider corporations. Cisco is leader in developing the networking equipment for the industry. Cisco wants to develop a new generation router Aggregation Services Router (ASR) 9000 to satisfy the growing demands of market for faster and cheaper networking equipment. Cisco realized that to protect its leadership position in…

Words 2309 - Pages 10

Tutorial 1 Managing The Service Encount Essay

have been properly acknowledged. I have read and understood the statement relating to academic dishonesty and plagiarism published in the ‘Department of Strategy and Organisation Undergraduate Handbook’ on My Place. I hereby confirm that this assignment complies fully with these guidelines.”…

Words 849 - Pages 4

Strategic Marketing Of Mahindra Reva

versions have been launched in this market for four years. During this period, the sales of electric cars market in the Britain have surged, especially in the past two years. Now, Mahindra Reva decides to launch its new product Reva e20, the successor of G-Wiz in the UK, and plans to export another new version halo to the country. The problem is whether the company can re-occupy the market just as it had done 10 years ago. This report aims to provide some recommendations on its strategic marketing objectives…

Words 4357 - Pages 18

SWOTT An Essay

Business Model and Strategic Plan Part II: SWOTT Analysis Paper Karim Jalil BUS/475 February 16th, 2015 Dr. Richard Taylor Table of content I: Introduction: ………………………………………………………………………………….….. 3 II: SWOTT: ………………………………………………......…………………………………….. 3 II: External Forces ……………………………………………………………………….………… 3 a). Economic Factors ………………………………………………….………….. 4 b). Legal and Regulatory Factors ……………...………………………….………. 4 c). Technological Factors …………………..…………………………….……….. 4 d). Innovation Factors…

Words 3163 - Pages 13

Marketing and Total Product Concept Essay

Sections: Multiple Choice; Short Answer; Case Study TOPICS (The key study areas are underlined below.) PRODUCT * Total product concept * Product life cycle * Product classification * Product differentiation * New product development process * Product adoption process * Product modification * Managing products through the lifecycle * Packaging * Product mix * Services * Service characteristics and challenges * Service quality * Extended services…

Words 926 - Pages 4

Essay about Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

Metabical: Positioning and Communications Strategy for a new Weight-Loss Drug Q & A 1. Who is involved in the decision making process? What is the decision making process for Metabical? Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug. The consumer decision…

Words 3260 - Pages 14

Oliberte Marketing Plan Essay examples

Marketing Plan Oliberté International Marketing MIB Front - Team 4 I. Executive Summary II. Concept Statement A. Company Background and Mission B. Products and Services C. Business Model: Sustainability and Uniqueness D. Strategic Intention E. Marketing F. Risk Analysis G. Differentiation H. Evaluation: Factor of success III. Situation Analysis A. Industry Analysis 1. Industry overview 2. Porter five forces 3. Market size 4. Position in the market life cycle 5. Available distribution structure…

Words 13201 - Pages 53

Marketing and Unilever Essay

: NEW PRODUCT DEVELOPMENT COMPANY NAME : COLGATE PRODUCT :SKIN CARE TONER/MOISTURISER Introduction Unilever is among world’s leading companies in fast moving of consumer goods(FMCG) It has over 400 products divided in 14 categories. Unilever proudly declares that everyday 150 million people are choosing their products to feed their families and clean their homes. Unilever is one of the world’s top makers of packaged consumer goods and moves countless products like…

Words 2802 - Pages 12

Bmw the 7-Series Project a Essay

several months, engineering prototypes1 had to be designed, built and tested so that one last round of design revisions could be made in time for launch. Traditionally, BMW hand-built and assembled its prototype cars in its…

Words 7244 - Pages 29