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MINGGU KE 13: ANALISIS EKONOMI PENGEMBANGAN PRODUK

MINGGU KE 13: ANALISIS EKONOMI PENGEMBANGAN PRODUK. ELEMENTS OF ECONOMIC ANALYSIS (ULRICH, 2000). +$. Sales Revenue. Cumulative Inflow or Outflow ($). TIME. Development Cost. Ramp-up Costs. Marketing and Support Costs. Production Cost. +$.

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MINGGU KE 13: ANALISIS EKONOMI PENGEMBANGAN PRODUK

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  1. MINGGU KE 13: ANALISIS EKONOMI PENGEMBANGAN PRODUK

  2. ELEMENTS OF ECONOMIC ANALYSIS (ULRICH, 2000) +$ Sales Revenue Cumulative Inflow or Outflow ($) TIME Development Cost Ramp-up Costs Marketing and Support Costs Production Cost +$ TYPICAL CASH FLOWS FOR A SUCCESFUL NEW PRODUCT

  3. WHEN SHOULD ECONOMIC ANALYSIS BE PERFORMED?(ULRICH, 2000) • GO/NO-GO MILESTONES • OPERATIONAL DESIGN AND DEVELOPMENT DECISIONS

  4. ECONOMIC ANALYSIS PROCESS(ULRICH, 2000) • BUILD A BASE CASE FINANCIAL MODEL • PERFORM A SENSITIVITY ANALYSIS • USE THE SENSITIVITY ANALYSIS TO UNDERSTAND TRADE-OFFS • CONSIDER THE INFLUENCE OF THE QUALITIVE FACTORS ON PROJECT • SUCCESS

  5. TAHAP 1 : BUILD A BASE-CASE FINANCIAL MODEL • ESTIMATE THE TIMING AND MAGNITUDE OF FUTURE CASH INFLOWS AND • OUTFLOWS • 2. COMPUTE THE NET PRESENT VALUE OF THE CASH FLOWS

  6. TAHAP 2 : PERFORM SENSITIVITY ANALYSIS • EXTERNAL FACTORS : • Product Price • Sales Volume • Competitive Environment • INTERNAL FACTORS : • Development Expense • Investigation cost • Development cost • Development Speed • Investigation time • Development time • Production Cost • Product Performance PRODUCT DEVELOPMENT PROJECT Net Present Value

  7. TAHAP 3 : USE SENSITIVITY ANALYSIS TO UNDERSTAND PROJECT TRADE-OFFS PRODUCT COST DEVELOPMENT TIME DEVELOPMENT COST PRODUCT PERFORMANCE POTENTIAL INTERACTIONS BETWEEN INTERNALLY DRIVEN FACTORS

  8. LIMITATION OF QUATITATIVE ANALYSIS • IT FOCUSES ONLY ON MEASURABLE QUANTITIES • IT DEPENDS ON VALIDITY OF ASSUMPTIONS AND DATA • BUREAUCRACY REDUCES PRODUCTIVITY

  9. LANGKAH 4 : CONSIDER THE INFLUENCE OF THE QUALITATIVE FACTORS ON PROJECT SUCCESS (1) PROJECT FIRM MARKET MACRO ENVIRONMENT THE BROADER CONTEXT OF A DEVELOPMENT PROJECT

  10. LANGKAH 4 : CONSIDER THE INFLUENCE OF THE QUALITATIVE FACTORS ON PROJECT SUCCESS (2) • INTERACTIONS BETWEEN THE PROJECT AND THE FIRM AS A WHOLE • * EKSTERNALITIES • * STRATEGIC FIT • INTERACTION BETWEEN THE PROJECT AND THE MARKET • COMPETITORS • CUSTOMERS • SUPPLIERS 3. INTERACTIONS BETWEEN THE PROJECT AND THE MACRO ENVIRONMENT * MAJOR ECONOMIC SHIFTS * GOVERNMENT REGULATIONS * SOCIAL TRENDS

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