= Primary Level Input (Interim Plan)
= Not Required
= Market Dev. Manager Responsibility /
Authorship
= Creative Team Workshop
= Functional Area With Responsibility/
Authorship - PM Orchestration
= Recommended Content
= Revised Content
Account
©Copyright Arcturus 2022, All Rights Reserved.
7
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Introduction
Growth
Decline
Maturity
Exit
MARKET DEVELOPMENT PROGRAMME - ACTIVE LIFECYCLE
Interactive
Product Management Phase
Executive Summary
Overview & Scope
Strategic Intent - What needs to be achieved…
Assumptions & Dependencies
Product Positioning - Overview
Product Plan - Overview
Business Canvas - Product / Service Dashboard
Funding Requirements / Financial Projection
Human Resource Requirements - Consolidated
Advance Development and Research Programme - Overview
Risk Analysis
Contingency plan
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Purpose Statement Of Context & Objectives
Scope & Purpose
Context
Objectives - Short, Medium, Long Term
Assumptions & Dependencies
Action Plan and Owners
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Marketing Environment - Situational Analysis
Market Environment - Overview & Scope
Market Research and Intelligence Programme
Market Environment and Trends
Markets/ Segments to be addressed…
Market Size and Growth - Statistics
Market Developments and Trends.
Products, Services, Technologies and Innovations
Product / Service Trends
Technology Trends
Technology Roadmap (Market)
Marketing Audit (External & Internal)
Voice of the Customer Analysis - VOCT
Work-study/Ergonomics/Design Preference - Workshop
Market Entry & Exit Requirements
Advance Development & Research - Intelligence Feed
Market Opportunities
Market Distribution Requirements / Structure
Competitive Benchmarking - Competitors
Human Resource Requirements
Financial Budget Requirements
Assumptions & Dependencies
Marketing Environment - Action Plan and Owners
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Strategic Marketing Programme Plan
Strategic Product Marketing Plan - Overview & Scope
Product Vision Statement
Product Plan Objectives
Advanced Development and Research programme
Strategically Aligned Creative Ideas & Selection Programme
RADA(R) - Strategic Analysis - Programme
Market Share Objectives ~ Product Forecast
Business Scenario / Contingency Planning
Customer Needs and Applications Analysis
Product Solutions and Interdependencies
Product Name/ Strapline / Designation - Workshop
Continuous Improvement - Lean programme (features)
Strategic Analysis - SWOT Analysis
Product Life-Cycle Analysis / Management
Competitive Advantage ~ Product Differentiation
Perceptional Positioning - Emotional Benefit V Rational Perf.
Product Cost Estimate and Value Analysis
Market Segment Strategy
Pricing Objectives and Strategy
Product Positioning Objectives & Strategy
Product Branding Objectives & Strategy
Product and Ancillaries Release Plan. (Milestone Project Plan)
Product Forecast and Delta Analysis
Product Launch Plan
Product Distribution Strategy
Product Manual - Produce/Compile/Maintain
Product Withdrawal plan
Strategic Alliances (opportunities) Plan
Product / Service Ecological Policy
Defined Critical Success Factors
Financial Viability and Modelling
Phase Funding Requirements
Marketing Plan - Assumptions & Dependencies
Marketing Plan - Human Resource Requirements
Programme - Financial Budget Requirements
Reporting project status/recovery planning
Strategic Dashboard - Visual - Produce/Compile/Maintain
Compiled / Documented Product Marketing Plan
Product Development - Objectives & Strategy
Marketing Communications Objectives
Procurement - Objectives
Manufacturing / Operations - Objectives
Sales - Objectives / Strategy
After Sales and Support Objectives / Strategy
Strategic Product Marketing Plan - Action Plan and Owners
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Procurement Plan
Overview & Scope
RADA(R) - Strategic Analysis - Programme
Procurement Objectives
Assumptions & Dependencies
Risk Analysis
Component / Service Obsolescence Plan
Last Time Purchase - Components / Service
Human Resource Requirements
Financial Budget Requirements
Action Plan & Owners
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Marketing Communications
Overview & Scope
Marcom Objectives & Strategy
RADA(R) - Strategic Analysis - Programme
Advertising / Media Planning Calendar
Social Media Plan
Trade Shows & Conferences Plan
Marketing Communication Budget
Assumptions & Dependencies
Product Withdrawal Communications
Critical Success Factors
Human Resources Requirements
Financial Budget Requirements
Quality Plan
Action Plan & Owners
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Sales & After Sales Plan
Overview & Scope
Ad Sales Objectives & Strategy
Sales Forecast
RADA(R) - Strategic Analysis - Programme
Mark After Sales (Customer Support Plan) - Tech. Sales
Sales Distribution Plan
Product Launch Plan
Product Withdrawal Plan - Execution
Critical Success Factors
Assumptions & Dependencies
Human Resource Requirements
Financial Budget Requirements
Action Plan & Owners
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Financial Planning & Product Viability
Overview & Scope
Financial Objectives
P&L Account
Discounted Cash Flow Analysis
Return On Investment - ROI
Sensitivity Analysis
Key Ratio
Risk / Sensitivity Analysis
Funding Requirement
Assumptions & Dependencies
Action Plan & Owners
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Legal & Compliance
Overview & Scope
Legal Requirements
Assumptions & Dependencies
Human Resource Requirements
Financial Budget Requirements
Action Plan & Owners
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