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Growth Through New Products & Services Within the range of marketing, perhaps the single most difficult activity is the generation of new business volume. Growth of sales and profit is critical to success, yet only a certain part of total corporate growth goals can be achieved through further development of existing businesses. All areas of potential growth need to be assessed for productivity, timing, resources, and risk. Daniel Jay Morrison & Associates can help you to evaluate and then maximize your business growth activities: |
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| What growth goals exist: | Are
they realistic given the resources, what growth can be expected from existing lines, what
timing controls the development? |
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| What is the status of the market, the consumer, the competition: | What
do you know about the environment in which your new product activity must be successful? |
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| What corporate charter exists for the development range of new products: | What
does the corporate "vision" permit you to launch? Is there a guideline for the magnitude of the new
business, manufacturing methods, raw materials, company technology, or personnel skills? |
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| Have you a deliberate process for the development of new products: | Does
this process detail costs, timing, checkpoints, management review, consumer interface, and
other activities to assure continuing promise or winnowing of ideas? |
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| Are budgets adequate for the task: | What
will be the cost for each step, is management ready for the investment, what is the
payback schedule, what are the risks? |
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| How do you know if you have a success, a failure, a very high potential needing a few refinements, or a “flash-in-the-pan”: | What
preplanned measurements, guidelines, goals, and other benchmarks exist to assure that real
progress has been made, and if not how to correct emerging problems? |
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| Daniel Jay
Morrison has been extremely active in the new products field for more than thirty-five
years, both as a marketer and consultant. Experience
has ranged from extensive food and beverage involvement to leisure products, clothing, and
services. Use our experience
to help meet your goals while saving critical time and money.
Within his twenty-five years on the client-side in line management of national and regional brands, Daniel Jay Morrison has fourteen years of experience focused solely on New Products Development. His direct personal efforts generated in excess of $1 billion in new retail sales. He had line responsibility for the development and market introduction of twenty lines of new products as well as innumerable line and size extensions. He has developed a proven process of evolutionary qualitative research, which has been instrumental in the development and refinement of new products and the addressing problems in going businesses. |
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© DJM & Associates, Inc.™ |
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