1 / 18

Class 4: Product Architecture

This document discusses product architecture and platform strategies for three drill types: Pistol, Straight, and Angle drills. It provides market share calculations indicating that the IR brand has a nominal share of 30%. Key factors affecting market share include branding, variations with cosmetic differences, and those with substantial differences. There are also insights on outsourcing, downward and upward substitutions affecting perceived quality in various market segments. The data helps illustrate how these elements impact overall market performance.

alexis-frye
Télécharger la présentation

Class 4: Product Architecture

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Class 4:Product Architecture October 2006

  2. Product Platform Strategies: Examples

  3. Strong Interdependence Weak Interdependence

  4. PISTOL DRILL

  5. STRAIGHT DRILL

  6. ANGLE DRILL

  7. Market Share Calculations • IR has a nominal share of 30%. • Branding • IR only: no change • ARO w/label or cosmetic differences only: +5 % pts • ARO w/substantial differences (e.g., different housing): (+8 % pts for pistol, +6 % pts for straight and angle) • Outsourced economy product: -10 % pts of share in economy market • Downward substitution (e.g., precision housing on standard product): • +Y % pts for lower segment from increased perceived quality (0% motor, 1% anglehead, 3% housing, 3% chuck) • - X % pts for upper segment from cannibalization(0% motor, 0% anglehead, -5% housing, -3% chuck) • Upward Substitution (e.g., economy motor on standard product) • -Z % pts for upper segment from decreased perceived quality (-10% motor, -5% anglehead, -5% housing, -10% for chuck)

More Related