Working through cases based on actual launches, you will learn how to develop a coherent launch strategy. Objectives Explains the process of new-product introduction. Helps you identify product ideas that capitalize on market opportunities and are consistent with the company's capabilities and strategic objectives. Guides you in evaluating market research and translating it into market demand. Helps you launch plans that target priority segments and design test markets in order to resolve uncertainties in the launch plan.
Benefits Learn how to design decision-oriented market research and interpret research data.
Gain experience using focus groups to evaluate testing and move from informal test markets to full-blown test markets. Master the analytical tools needed to forecast new-product sales. Develop launch plans that include reaching and educating priority segments. Learn how to implement a system of responsive postlaunch control. Phillip E. Pfeifer , Professor of Business Administration, The Darden School, University of Virginia.