User Needs - Plcor Dcor Scor Ccor - Hawley - 6-8-12 v1

User Needs Integration
Dick Hawley
Principal Industry Solutions Practice Manufacturing June 8, 2012
2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
Comments on Existing PLCOR Framework

1. User Needs Evaluation - Existing Process Elements do delineate Product Development tasks such as C3.4 Acquire Market Detailed Knowledge and C3.5 Specify Product Features and Functions. Background: The accuracy of the analysis of user needs and understanding of product requirements has direct impact on product success and profound ramifications on business financials. Diagrams have been included that outline the process of Marketing Product Management involved with new product and/or market introduction. The multiple intersections of User Needs requirements with this process framework have been depicted on subsequent diagrams. As User requirements have a pervasive influence on outcomes, it is important to understand how they are interwoven into the overall development process, touching directly product features , market segmentation, marketing strategy and market mix decisions. Recommended: 1) User Requirements and Needs be identified and assigned clearly stated Elements at each stage of the PLCOR model. For example an intermediate element C3.X Document a User Needs Evaluation be added to Create. 2) A framework for analyzing User Needs in a Quality context be adopted which will be used throughout the PLCOR model. This would include a systematic monitor and control loop process in which the REVISE market data acquisition flows back through this Quality Framework for analysis. Comparison to earlier documented User Requirement, originally determined and used in various product development stages, would be conducted and significant changes reviewed and analyzed to determine appropriate next steps. Next steps could include product or marketing program revisions. Comments: 1) Essential for market segmentation discussion and determining target segments. 2) Central to customer value assessments. 3) Important to validation of the value to customers of product features/functions and their associated product cost. 4) Accuracy essential for Quality of Market Research assessments 5) Documentation is fundamental to monitoring ongoing user needs shifts/changes that should trigger PLC actions 6) Provides defined evaluation parameters and structure needed for ongoing product evaluation.
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Marketing Management Framework
Marketing Product Management Framework

Corporate Policy Guidelines Gap / Market Opportunity Analysis Market Segment Analysis Market Data Acquisition & Analysis Selection of Target Markets User Needs & Buyer Behaviors
Marketing Strategy Marketing Objectives Marketing Mix Product, Price, Promotion, Position Placement
Product Strategy
Product Concept
Functional Specifications Product Development Plan Product Deployment
Marketing Program
Marketing Development Target Market Response

Evaluation & Control

Corporate Policy Guidelines Gap / Market Opportunity Analysis Market Segment Analysis
Market Data Acquisition & Analysis
Selection of Target Markets Marketing Strategy Marketing Objectives
User Needs & Buyer Behaviors
Marketing Mix Placement/ Channel Distribution
Product /Service
Pricing
Promotion / Advertising
Positioning
Marketing Program
Target Market Response Evaluation & Control
Market Opportunity Analysis _ Detail

Demand Analysis Generic Product / Market Analysis Channel Analysis
Industry Analysis
Specific Product / Market Analysis Market Potential Forecast

Market Segmentation Analysis
Competitive Analysis
Detailed Product / Market Analysis
Market Share and Sales Forecast
Market Segmentation Target Market Selection

Initial User Needs & Behavior Analysis Identify Basis for Segmenting Markets Document Customer Profiles by Segments Forecast Market Potential of Segments Determine Competitive Position within Segments Forecast Market Share by Segment
Determine Marketing Mix to Serve Segments Estimate Market Service Costs by Segment
Analyze Potential for Achieving Corporate Objectives by Segment
Select Target Market Segments
Long Range Expansion Portfolio Planning

Corporate Policy Guidelines
Group Objectives & Goals
Capabilities Inventory
Existing Product Evaluations & Forecasts
Existing Product Development
Existing Acquisition Programs
Gap / Market Opportunity Analysis
Preliminary Group Expansion Guidelines
New Product/ Markets TechnoEconomic Analyses
Data Integration
Product Line Expansion Plans
Group Expansion Plans 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein
are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
Long Range Expansion Portfolio Planning (continued) Specific Group Expansion Planning
Group Expansion Plans
Acquisition Targets
New Product Development
New Market Development
Personnel & Facilities
Financial Plans
Product Planning
Environmental Analysis Competitive Analysis User Needs Evaluation Technology Assessment
Corporate Resources & Capabilities
Corporate Objectives
Mission / Charter
Opportunity Threat Identification
Market Data
Product Strategy
Idea Generation & Collection
Risk Assessment
Evaluation Criteria
Screening
Product Plan Product Business Plan

Product Business Plan Development

Product Planning

Functional Specifications User Needs Analysis
Market Analysis
Product Management
Program Cost & Schedule
Sales Forecast
Product Cost & Availability
Functional Plans
Financial Analysis & Evaluation
Project Authorization
User Needs / Marketing Framework Integration

Impact of User Needs Evaluation Accuracy on Market / Product Results and Intersection Points with Product / Market Planning Process
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User Needs Integration Framework

User Needs
Selection of Target Markets
Marketing Strategy
Product Strategy
Interpretation of User Needs
Marketing Objectives Marketing Mix Product, Price Position Placement Marketing Program
Product Concept
Functional Specifications
Product Development Plan
Marketing Development
Product Deployment
Final Product Features Market /User Feedback
Target Market Response


User Needs
Selection of Target Markets Marketing Strategy Marketing Objectives
Marketing Mix Placement / Channel Distribution
Product /Service
Pricing
Promotion / Advertising
Positioning
Marketing Program
Target Market Response Evaluation & Control
Market /User Feedback
Market Opportunity Analysis

Demand Analysis Generic Product / Market Analysis Channel Analysis
Industry Analysis
Specific Product / Market Analysis Market Potential Forecast

Market Segmentation Analysis
User Needs
Competitive Analysis
Detailed Product / Market Analysis
User Needs
Market Share and Sales Forecast
Market Segmentation Target Market Selection

Initial User Needs & Behavior Analysis Identify Basis for Segmenting Markets Document Customer Profiles by Segments Forecast Market Potential of Segments Determine Competitive Position within Segments Forecast Market Share by Segment
Determine Marketing Mix to Serve Segments Estimate Market Service Costs by Segment
User Needs
Analyze Potential for Achieving Corporate Objectives by Segment
Interpretation from User Needs
Select Target Market Segments
Long Range Expansion Portfolio Planning

Corporate Policy Guidelines
Group Objectives & Goals
Capabilities Inventory
Existing Product Evaluations & Forecasts
Existing Product Development
Existing Acquisition Programs
Gap Analysis
Preliminary Group Expansion Guidelines
Market / User Needs
New Product/ Markets TechnoEconomic Analyses
Data Integration
Product Line Expansion Plans
Group Expansion Plans 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein
Long Range Expansion Portfolio Planning (continued) Specific Group Expansion Planning
Group Expansion Plans
Acquisition Targets
New Product Development
New Market Development
Personnel & Facilities
Financial Plans
Product Planning
Environmental Analysis Competitive Analysis User Needs Evaluation Technology Assessment
Corporate Resources & Capabilities
Corporate Objectives
Mission / Charter
Opportunity Threat Identification
User Needs
Market Data
Product Strategy
Idea Generation & Collection
Risk Assessment
Evaluation Criteria
Screening


Product Planning

Functional Specifications User Needs Analysis

Market Analysis Product Management Program Cost & Schedule
User Needs
Sales Forecast
Product Cost & Availability
Functional Plans
Financial Analysis & Evaluation
Project Authorization
Balanced Product Development Process

Balanced Results 5 Key Elements
Unbalanced Scenarios
Engineering Driven, Budget Driven, Market Driven, Out of Control
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The Leverage is Product Uniqueness and Fitness
Leverage in Product Planning
Force
Load
ROI
Assumption: New Product Ideas Fit the Users Needs Fitness for Use
22
Quality Definition / PLCOR-DCOR-SCOR Integration

Incorporating Quality Concepts and User Needs throughout the Product Life Cycle Model
23
Definition of Quality
Level 1 User Needs Level 2 Major Parameters
J M Juran
Level 3 Component Parameters
Quality of Market Research Quality of Concept Quality of Specification Technology
PLCOR PLCOR PLCOR DCOR DCOR SCOR DCOR SCOR DCOR SCOR DCOR SCOR DCOR SCOR SCOR SCOR SCOR SCOR
Quality of Design
Quality of Conformance
Manpower Management
Fitness for Use
Reliability Maintainability Logistical Support Promptness Competence Integrity
Availability
Field Service
User Needs Integration Framework

Corporate Policy Guidelines Gap / Market Opportunity Analysis Market Segment Analysis Market Data Acquisition & Analysis Selection of Target Markets User Needs & Buyer Behaviors
User Needs Quality of Market Research
Marketing Strategy Marketing Objectives Marketing Mix Product, Price, Promotion, Position Placement
Product Strategy
Analysis Framework Definition of Quality
Product Concept
Interpretation of User Needs Quality of Concept Interpretation of User Needs Quality of Specification Final Product Features Quality of Conformance
Functional Specifications
Product Development Plan Product Deployment
Market /User Feedback Quality of Availability
Marketing Program
Marketing Development
Target Market Quality of Field Response ServiceProperty. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein 2010 AT&T Intellectual
Initial User Needs Evaluation

The Important First Step to Quality Results. _
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Exploring Requirements : Quality BEFORE Design

by Donald C. Gause & Gerald M. Weinberg
Billions of dollars are squandered each year building projects that dont meet requirements, mostly because the requirements were never clearly understood. three critical but neglected human aspects of the requirements process: 1. Developing a consistent understanding of requirements among all participants 2. Developing the desire to work as a team on the project 3. Developing the necessary skills and tools for working effectively as a team to define requirements.
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User Needs Evaluation & Research Elements

Postulate Market Segment(s) and User Needs Establish a User Needs Analysis Program
Validation and Development of Postulated Concepts/Needs Prospecting for Concepts/Needs Define Need for Information in Terms of Analytical and Investigative Objectives Establish Practical Scope and Limitations Integration into Meaningful, Usable Patterns Development and Objective Testing of Working Hypothesis Organized, Disciplined Approaches Parallel Pathing of User Needs and Product Development Cycles Successes and Failures in Analysis
Pertinent User Needs Analysis implies/requires:
Primary and Secondary Data Collection

Final End Users and Intermediate Customer Activities, Operations, and Motivations Existing, New and Emerging Trends in Significant User Groups and Market Segments Total Economic Situations, Usually at Multiple Level Defined Research Methodology, Sources, Investigative Techniques and Questions and Collection Tools Structure Total Data Collection Plan Analyze, Quantify Significance of Findings and Finalize Opportunity/Market Model Interpret Total Findings and Relevance to Needs and Objectives
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User Needs Research Plan_
Sample Questions
Usage Needs How existing product satisfies user needs? Are Customer Support and Field Service meeting your needs? What would improve Service response time and effectiveness? Would any modifications facilitate ease of maintenance? Has the product availability and uptime met your requirements? What would improve user productivity? What would improve consistence and repeatability of user performance? What are unsatisfied needs? Competitive differentiators? Buying behaviors and Decision Process Who buys product? Why to they buy? What do they buy? (performance, features, price) Why do they buy that one? How do they use it? What problems do they have with it? Who do they buy from? Why? Who else do they consider? Why dont they buy from them? Who dont they consider? Why? How does price impact your decision? What sustaining costs enter into your decision? Knowledge sources Their sources of information? Use of manuals and support materials?
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Ongoing PLC Management
Iterative Process Controlled Loop Backs Examples of Monitoring and Control in the PLCOR processes
30
Evaluation Process for Existing Products

Determination of Criteria for Evaluation
Establish Product Evaluation Procedures
Matching Criteria with Performance to Identify Drop Candidates
Continue to Market Product
Comprehensive Analysis of Drop Candidates
Decision to Modify Product
Planning & Scheduling Product Departure

Marketing Management Control Process

Marketing Program Design Implementation Determination of Marketing Strategy Processes to be Controlled Determination of Performance Standards Development of Information Systems to Provide Results of Marketing Strategy Actions Evaluation of Strategy Results to Identify Performance Gaps Determinations of Needed Modifications in Marketing Strategy
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Alternative Marketing Strategy Positions
New Venture Strategy
Growth Strategy
Market Development Strategy
Market Retention Strategy
Balancing Strategy
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Distribution Channel Decision Process

Market Targets & Market Objectives Marketing Program Distribution Channel Objectives Channel Strategy Development Determine Channel Alternatives
Modification of Channel or Participants
Evaluation & Choice of Channels A B
Channel Arrangement Revision
Selection of Channel Participants Management of Channel Relationships Appraising Channel Performance

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Appendices
Definition of Quality Framework for Requirements and Data Analysis
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Defining Quality Requirements Overall User Needs _ Value
Price Delivery Date Fitness for Use
Price versus Cost of Usage Over Useful Life
Original Price Paid for Product Operation Costs e.g. energy, consumable supplies Maintenance Costs e.g. repair, labor, spare parts Downtime Relating from Product Failure Depreciation of the Product value due to wear and obsolescence Loss on Resale or Trade-in
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Definition of Quality
Level 1 User Needs Level 2 Major Parameters
J M Juran
Level 3 Component Parameters
Quality of Market Research Quality of Concept Quality of Specification Technology
Quality of Design
Manpower Management
Fitness for Use
Reliability Maintainability Logistical Support Promptness Competence Integrity
Availability
Field Service
Definitions
Quality of Design
Selection of the level of excellence based on the imbalance between a high level of human wants and a variable level of human affluence Selection of grade or level of quality which relates to level of fitness for use and a level of affluence
Quality of Market Research

Identification of what constitutes fitness for use to the user
Quality of Concept
Choice of a concept of product or service to be responsive to the identified needs of the user
Quality of Specification
Translation of the chosen product concept into a detailed set of specifications which if faithfully executed will then meet the users needs
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Definitions
Extent to which the product conforms to the design. Alternatively quality of manufacture or quality of product Inherent Judgment of Fitness for Use Acceptance involves determination of product conformance to specifications that substitute for product supposed to do knowledge related to fitness for use. Production processes commonly utilize process specifications and criteria as means of maintaining conformance to product specifications
Technology Manpower Management
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Definitions
Availability
Continuity of Service Time related and measured by the extent to which the user can secure service when he wants it. Operational readiness or Uptime
Reliability
Freedom from failure, operational reliability Probability of a product performing without failure a specified function under given conditions for a specified period of time.
Maintainability
Serviceability, Repairability, MTTB, Probability of restoring service in specified time period, Mean Time for Scheduled Maintenance
Logistical Support
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Availability of spare parts, Timeliness of delivery

Definitions
Field Service
Users ability to secure continuity of service
Promptness
Response time to service calls, Availability of spare parts, Totsl time to restore, contractual commitments
Competence
Service force competence to diagnose and remedy failures Technological capabilities for diagnosis and management/supervising outside operations Training and performance monitoring
Integrity
Includes after sale service aspects of customer service and direct user interface.
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User Needs Integration

Comments on Existing PLCOR Framework

Marketing Management Framework

Marketing Product Management Framework

Functional Specifications Product Development Plan Product Deployment

Marketing Development Target Market Response

Evaluation & Control

Marketing Management Framework

Selection of Target Markets Marketing Strategy Marketing Objectives

User Needs & Buyer Behaviors

Marketing Mix Placement/ Channel Distribution

Target Market Response Evaluation & Control

Market Opportunity Analysis _ Detail

Specific Product / Market Analysis Market Potential Forecast

Detailed Product / Market Analysis

Market Share and Sales Forecast

Market Segmentation Target Market Selection

Analyze Potential for Achieving Corporate Objectives by Segment

Select Target Market Segments

Long Range Expansion Portfolio Planning

Group Objectives & Goals

Existing Product Evaluations & Forecasts

Existing Product Development

Existing Acquisition Programs

Gap / Market Opportunity Analysis

Preliminary Group Expansion Guidelines

New Product/ Markets TechnoEconomic Analyses

Product Line Expansion Plans

New Product Development

New Market Development

Personnel & Facilities

Corporate Resources & Capabilities

Opportunity Threat Identification

Idea Generation & Collection

Product Plan Product Business Plan

Product Business Plan Development

Product Plan Product Business Plan

Program Cost & Schedule

Product Cost & Availability

Financial Analysis & Evaluation

User Needs / Marketing Framework Integration

User Needs Integration Framework

Selection of Target Markets

User Needs & Buyer Behaviors

Interpretation of User Needs

Interpretation of User Needs

Product Development Plan

Final Product Features Market /User Feedback

Target Market Response

Evaluation & Control

Marketing Management Framework

Selection of Target Markets Marketing Strategy Marketing Objectives

User Needs & Buyer Behaviors

Marketing Mix Placement / Channel Distribution

Target Market Response Evaluation & Control

Market /User Feedback

Market Opportunity Analysis

Specific Product / Market Analysis Market Potential Forecast

Detailed Product / Market Analysis

Market Share and Sales Forecast

Market Segmentation Target Market Selection

Analyze Potential for Achieving Corporate Objectives by Segment