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.
External Standards
ISO 20000 IT Service Management System
Book References
Competitive Strategy, Michael E. Porter
Initiates