Product Development, Competitor Analysis
Absence of sufficient planning in product development and competitor analysis limits growth, risks loss of customers, and usually adds cost through the need to manage customer disappointments and subsequently reposition. Successful product development is dependent upon first having in place well defined market positioning and clarity around precisely who the target customers are, as defined under Core Business Drivers, Positioning, Customer Segmentation Such planning will define overall product development direction.
Williams Aviation Consultants Inc. provides product development and competitor analysis assistance, as part of the company’s commercial development expertise program, through facilitating a process that includes:
- Critical product need identification
- Core product definition and protection
- Customer perception versus agreed positioning
- Overcoming legacies
- Benefits and features analysis, competitive comparisons
- Identification of strengths, weaknesses, threats, and opportunities
- Unique Selling Proposition (USP) statement development
- Further enhancement of core product needs, where achievable with minimal cost and complexity
- Dispensing with components non essential to supporting the positioning and adding cost or complexity for which customers will not pay
- Supporting attributes, elimination attributes, and new product attributes
- Ancillary supporting products for delivering new revenue streams
- Future product development direction
