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Product - Service Deconstruction
Product - Service Deconstruction Josep Mª Monguet
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Product - Service Deconstruction
Product - Service Deconstruction Josep Mª Monguet
Product - Service Deconstruction Josep M Monguet Product - Service - - PowerPoint PPT Presentation
Product - Service Deconstruction Josep M Monguet Product - Service - - PowerPoint PPT Presentation
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Product - Service Deconstruction Josep Mª Monguet
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Product - Service Deconstruction
Product - Service Deconstruction Josep Mª Monguet
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Product - Service Deconstruction
www.i-cell.net
jm.monguet@upc.edu
i2b/1
Product –Service Deconstruction 2014
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Product - Service Deconstruction
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Attributes and Referents Relevant Drivers Deconstruction Matrix Evaluation and goals
a) Select, prioritize and weight the attributes
- f the product/service
to be analyzed. b) Target in relation to a “Referent” benchmark Select and prioritize the drivers that may impact in the product/service. This step may be passed up if all the drivers are relevant. Adapt the 7x7 matrix [Attributes Quinary Drivers], according to the attributes selected and ordered by its relevance. Study and discus each
- ne of the elements of
the matrix to establish goals. Matrix elements may be passed up if not useful.
To Do
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Need (Rational or Emotional) Prices & financing Emotional Quality Rational Quality Aesthetics Image & Brand Customer Experience Empathy Security Durability Novelty Specialization Capacity, Logistics & Terms Product –Service Attributes
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Product –Service Attributes prioritization
Attributes Cost C [ 0 to 10] Value V [0 to 10] Weighted value WV = C * V Referent (10) Current position CP [0 to 10] Target T [CP to 10] Deviation from Target D = CP – T Prices & financing Aesthetics Image & Brand Novelty Customer Experience Empathy Specialization & Line Capacity, Logistics & Distribution Security & Durability
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Business drivers and Product –Service Attributes
Business Drivers Essential drivers Technical Commercial Attributes Integrative Thinking Leadership and values Tendencies Different. design Technology acceleration Embedded services Consultative selling Prices & financing Aesthetics Image & Brand Novelty Customer Experience & Empathy Specialization & Line Capacity, Logistics & Distribution Security &Durability
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Product - Service Deconstruction Impulsores
Fundamentales Técnicos Comerciales
Quinarios Atributos
Pensamiento integrativo
“Cool hunting”
Nuevos Productos Neo-liderazgo
Capital humano
Alianzas creativas “M&A”
Singularización
por diseño
Diferenciación
por tecnología / Procesos
Tecnologías de
Información y Comunicación Gestión global del suministro / Logística Servicios incrustados /
Sostenibilidad
Ventas consultivas Precios y Financiación Producto Línea / Mix Distribución Estética / Imagen /Marca Novedad / Especialización Experiencia del cliente /Empatía
(Racional / Emocional)Calidad / Seguridad/ Durabilidad
Capacidad/ Logística /Plazos Servicio técnico Sostenibilidad de la firma
[Análisis por deconstrucción] [Reconstrucción creativa de la oferta] [ Nuevo modelo de negocio]
Evolución de la Oferta al Quinario. Aguilà - Monguet 2011