Managing the NPD Product Portfolio › Product Analysis
Product Analysis
CA Clarity PPM Accelerator for NPD provides a set of factors to help you determine four key marketing tenets:
- Market Attractiveness
- Competitive Position
- Technical Capability
- Customer Value Perception
These four areas are scored using a simple stoplight calculation. Each of the values are linked to a specific number which drives a green, yellow, or red stoplight display.
The product properties page includes Product Analysis that provides a section for each of the four market areas. To view the product properties page, click Products in the Portfolio Management menu. Select the product to view and click product analysis.
To rate Market Attractiveness, the following questions are available:
- Market Growth Projections
- High Growth
- Moderate Growth
- Low Growth
- Product Price Protection
- High Price Protection
- Downward Moderate Price Trend
- Significant Downward Price Pressure
- Product Extension Leverage
- Significant Opportunity for Product Extensions
- Moderate Opportunity for Product Extensions
- Limited Extension Capability
To rate Competitive Position, the following questions are available:
- Competitive Position
- Dominant Position
- Top Tier Position
- Market Trailing Position
- Competitive Trend
- Competition Declining
- Competition Stable
- Competition Increasing
To rate Technical Capability, the following questions are available:
- Technical Synergy
- Known Technology with Expertise In-House
- Known Technology with Expertise Available
- Unknown Technology
- Technical Delivery
- Existing Delivery Environment In-House
- Existing Delivery Environment Available
- Delivery Environment Unavailable
To rate Customer Value Perception, the following questions are available:
- Customer Price Perception
- Premium Price
- Premium Price at Risk of Commodity Pricing
- Commodity Pricing
- Product Perceived Value
- New Perceived Benefit
- New Usage of Product
- No Change from Existing Products
