BUKU : GLEN L.

URBAND
HAL 17-34
STRATEGI PENGEMBANGAN PRODUK

 REACTIVESTRATEGIES
 PROACTIVE STRATEGIES
REACTIVE STRATEGIES
 DEFENSIVE
 IMITIATIVE
 SECOND BUT BETTER
 RESPONSIVE
PROACTIVE STRATEGIES
 RESEARCH AND DEVELOPMENT
 MARKETING
 ENTREPRENEURIAL
 ACQUISITION
 ALLIANCES
REACTIVE vs PROACTIVE
Untuk mengetahui strategi yang sesuai,
harus diperhatikan hal-hal sbb :
 Growth Opportunities
 Protection for innovation
 Scale of Market
 Competition
 Position in Production/Distribution System
 Synthesis and recommendations
MARKETING AND R&D COOPERATION

 Dalam strategi Proactive, berarti

bahwa perusahaan harus aktive
dalam mengembangkan produk
dan pasar.
 Hal tsb dapat difokuskan dalam
pengembangan teknologi (R&D)
dan konsumen ( marketing) atau
pengembangan keduanya.
 Kerjasamayang baik antara R&D
dan marketing akan membawa
kesuksesan dalam
mengembangkan produk.
CROSS FUNCTION INTEGRATION
IN PRODUCT STRATEGY

 Kesuksesan dalam strategi

pengembangan produk tidak hanya
keberhasilan kerjasama antara bagian
R&D dan Marketing saja, tetapi juga dari
bagian Produksi dan finansial.
Humor in Product Design
As the customer As Marketing
wanted it. interpreted it.

© 1984-1994 T/Maker Co. © 1984-1994 T/Maker Co.

As Operations made it. As Engineering

designed it.

© 1984-1994 T/Maker Co. © 1984-1994 T/Maker Co.

 R&D

MARKETING PRODUCTION

FINANCE