COMMERCE 4MC3 Chapter Notes - Chapter 16: Baskin-Robbins, Marketing Mix, Theo Parrish
7 Dec 2018
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Document Summary
During the strategic launch planning team is ready to build the actual marketing plan. Weak strategic planning shows up when product reaches market and there are errors. Product commercialization is most risky and failed process due to financial commitments. Strategic givens: decisions that are already made for us and come with the territory . Covers organizations full range of operations and are often set in concrete without knowing it. Skunkworks put in place to be immune to it. The pic (product innovation charter) was written early into the np so it probably needs to be revisited and updated (goals) Cash-to-cash metric (time-to-break-even metric): is time between the initial cash investment and the time of payment for the finished product and is becoming popular. Was first used in supply chain management. Platform decisions should be decided by considering how new the np is to the world and the firm.
