Building up new product development strategy by product pricing and marketing analysis chart

Abstract

In product development and planning, enterprises often adopt matrix chart for strategic study. For example, QFD for the quality control of product parts and their best combination of quality control analysis or image words for two-dimension image scale for product appearance analysis or product appealing, purchase intention for consumer's preference study. Furthermore, value evaluation by the weights of product form, operation, quality, safety, and purchase intention and product prices for strategy matrix analysis are often used in new product development. The Pricing and Marketing Analysis chart (PMA) collects the functional items and sales of data of enterprise products and competing brands to establish product database. With product prices and sales of the enterprise and competing brands as the analytic variables, market share, major enterprise products, and major competition products in the same setting price range will be analyzed through related data. The product marketing strategy squares can help make decisions for new product price, functions and marketing strategies. Through PMA, YAMAHA 125°c motorcycle is used as an example to illustrate how to conduct marketing strategy analysis to enhance competitiveness of new products.