PRODUCT MANUAL RELEASE PHASE

|Product LifeCycle Planning Framework - Product Manual Release Phase

The primary objective of this phase is to ‘launch’ the product into the pre-defined target markets in line with previously defined expectations and strategic plans. The role out of ‘product release plans’ from a multi functional point of view in conjunction with Marketing Communications activities play a major part in this phase.

The Company ‘StageGate™ development process’ and mandatory risk assessment elements are prerequisite / integrated part of the ‘Product Release Phase’ and is complementary to the additional activities associated with compiling the ‘Product Business Plan’.

The business plan and related process elements ensures that all functional areas of the business are represented in a timely and proactive manner. The format also enables the Product Manager to manage with a degree of authority the multi-disciplinary team by a process of functional objectives and associated strategies.

In common with all other phases a situational analysis study (a continuous review of the market environment) followed by a strategic review of business opportunities continues throughout the ‘Product Release Phase’ with any deviations (from previous expectations) recorded and appropriately reported (...in parallel with the StageGate™ development process’).

The Product Release Phase incorporates the following (primary) management activities;

    • Stakeholder Management  (multi-disciplinary) ~ membership phase related.

    • Management through the ‘StageGate ™ development process’.

    • Strategic Market Analysis Review.

    • Product Business Plan conformance and update.

    • Internal (Company) Product Launch.

    • External (Market) Product Launch.

    • Optimisation of Sales and Marketing Communication strategies.

    • Engage AfterSales and Support Activities.

    • Business Review ~ Peer review group meeting.