Abstract
Abstract The identification of the products and markets of tomorrow is a challenging entrepreneurial task to be achieved by Strategic Product Planning. The following presentation shows a way of emphasising Strategic Product Planning more strongly as the first cycle in the product development process and of embedding it into the complete process. This consists of the task areas of determination of potential & product, business planning and product creation. The method of scenario-management presented here enables the enterprise to plan the future. Based on developed future scenarios for markets and wide company areas, it is possible to determine the potential success — and dangers — for the established business at a very early stage [GF99]. In this presentation, the scenario-method will be introduced as a means to support strategic product planning by using the example of the development of future scenarios for the automotive industry. The future concept will contain the higher interaction of future market requirements (Market Pull) and possible technology potentials (Technology Push).
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