12
Product Planning and Pricing
12.1 THE PRODUCT PLANNER
Product planning and profit planning are two functions characterized by a fair amount of integration, and this not only because the latter depends on the former. Product planning is directed toward an analytical and rational evaluation of the market, product line, drive for innovation, and competition. Because it involves both financial and technological decisions, it tends to merge with business planning—where profit planning is cornerstone.
• The return on investments in R&D and engineering will depend on new products, their market appeal, and their pricing.
• New product choices, their development, management, and follow-up in the market is the product planner’s job.
To be ...
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