Product / Service Marketing and Strategy

Process Design Pattern

Purpose

To understand customer needs and the strategies to delight the customers.

Outcomes

 

Activities

  • Understand customer needs
  • Anticipate customer needs
  • Identify supplier innovation potential
  • Identify product / service innovation potential
  • Propose new products and services or other ways to increase market share
  • Assess customer satisfaction with the current product set
  • Capture any new or revised product / service requirements.

Roles

Marketing Manager

Entry Criteria

A team has a need to understand customer needs and identify new product / service requirements. In addition, the team will need to evaluate the performance of current products and services.

Objects

  • Product / Service Strategy,
  • Product / Service Portfolio,
  • Product / Service Catalogue.

Process Owner

  • Business Unit Manager,
  • Business Improvement Manager,
  • Strategic Marketing Manager,
  • etc

References

This process links to the following Best Practice, External Standards and Product Standards. Links to other processes that this process may start are also indicated.