Procedure for evaluating the potential of new products

• Technical differentiation
• Products and system solutions
• Value chain of the customer

Position of competition

• Strength, weaknesses
• Differentiation, Positioning

Customer benefit

• Communication of benefits
• Customer expectation implicit / explicit
• Additional benefit, value
• Customer perception

Target customers

• Customer potentials
• Analysis of existing customers
• Knowledge about customer and decision processes
• Clustering
• ABC-Analysis (Sales, margins)

Segmentation

• Existing and possible new segmentation approaches
• Country and regional structure of sales and potential sales
• Sales and potentials regarding applications and technological aspects

Marketingmix

• Products and assortment
• Pricing
• Sales and distribution
• Communication sales and distribution
• Key Account Management

Sales performance

• Target, objectives, management and organization
• Mission critical processes
• Costs and results
• Benchmarking / Comparisons