Chapter 11 – The Pursuit

Publisher Summary This chapter discusses the mechanics of product management and the elements required to manage a product after initial launch. It discusses the definition and role of a product manager, followed by a discussion of the learning curve and the resulting cost reduction that should be achieved along with the international focus concerning currency changes and how they affect the product profitability. It also centers on the external focus of promoting the new product in the marketplace and discusses the market development of the product and application development. . The market feedback is used to determine the next version of the product and the means for deciding, which feedback to accept and how to structure the implementations. Price pressure in the marketplace and how it can affect the profitability of the program is also discussed. To complete the business and product planning cycle, a growth strategy is presented within the framework of the original business plan.