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chapter nine
Market share increase and
market situation analysis
Let’s posit that a new product has been developed that has differentiation
advantages in its core performance fundamentals and fully satises the
customer-preferred attributes identied via an importance satisfaction
gap analysis. All the reliability issues have been found, corrective actions
have been taken according to the results of failure analysis, and the effec-
tiveness of those actions has been conrmed through retesting. Now the
market share will remain high and possibly increase. However, it will not
increase endlessly. It will nally reach a limit.
Product val