Figure 55 The Analyze gate review

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Gate Deliverables

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Within Phase Tasks

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Enabling Tools

Using this approach, a distinct risk control plan for conducting tactical marketing functions in the product commercialization process can be structured.

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The Analyze Phase

In this phase, marketing focuses on conducting a detailed analysis of market and segment trends, relevant competitive data, and specific customer preference data related to the product concept(s). The main objective is to refine the relative positioning of the offering conceptits price and sales forecast models that were originally estimated in the strategic portfolio renewal process.

To ensure a thorough analysis, marketing uses the data gathered from different sources in the Understand phase to analyze it; draw conclusions; and make positioning, price, and forecast recommendations to achieve the Analyze phase-gate requirements. Data on product concept variants is analyzed to assess key value and price drivers to refine price and sales forecast models. Customer feedback data on product/service concepts is evaluated to ensure that the offering's value is in balance with the branding strategy for the business. Marketing scrutinizes the competitive data and market trends to further refine the value proposition that will later be communicated in the marketing, advertising, promotional, and sales materials. Marketing also needs to consider the alignment of the maturing value proposition (form, fit, function, and features of the concept for a proposed price) to the entire brand. Based on the collective data analyzed, marketing works with the supporting disciplines to refine the business case.