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.