Develop product definition and commercial analysis.

Produce summarised analyses

Review these with Sales Management to obtain sales forecasts

Review with Product Development teams to determine timescales & costs

Obtain written approval to proceed from Business Management

Provide the Company with market information and analytical summaries [‘Know more about the customer than he does himself’]

Interpret customer requirements [needs/wishes/wants]

Identify “Things the customer has not even thought of yet”.

Translate customer requirements into concepts/ definitions that the business can evaluate.

Specify products and the markets in which they can be sold so as to optimize the margin

Determine if products can be made in-house or bought externally, and which of these options is the most efficient

Negotiate the start and end of projects and the product cost

Edit operating manuals, guides and other technical support literature to apply & maintain Company standards and to meet end-user needs

Specify the launch conditions and selling package, including product references and descriptions, with outline Bill of Materials

To approve the final status for release of products [reference quality documentation]

Specify the support requirements [training, data, internet, phone help, etc.]

Create the literature content and advise the Marketing team on key issues

Advise Marketing on presentation methods at trade shows

Monitor the run-down and deletion of discontinued products

Determine the correct market price and discount structure

To create, maintain and observe market price trends

To recommend and adjust product prices & discounts at appropriate times

Maintain up to date market analysis of competitors and their products/services

Potential entrants

Competitor profiles

Competitor tactics & strategies

Anticipate market trends

Sales analysis and forecasting

Analyse sales and present management summary

Forecast sales for 1 to 3 years and review regularly with Sales Management and Production