-0-STR-0058-90098-01-05Doc.Controlling:Doc.Controlling:Doc.Controlling:Doc.Controlling:Doc.Controlling:Doc.Controlling:Client:Projectnumber:Projecttitle:Projectstart:Branchoffice:Partners/CompetenceCenter:Documentationtitle:Typeofdocument(e.g.workshop):Dateofissue/ofpresentation:Placewherehardcopyisfiled:Resp.forpreparation:Resp.forgraphic:Automaticword-division:Documentlastaccessed:Donnerstag,13.Januar200016:20Uhr"On""Off"Draft:goodpoorFaxmediumControllingenteredinlistComments:One-doc.Pages:Corrections:Doc.CodeNo.:Projectmanager:(lastname,title,firstname)documentINFOrmationdocumentINFOrmationDateProductiondaysStand-byneededon:Nightshiftneededon:Weekendshiftneededon:Whenwillthepres.bedeliveredtotheclient?Lastproductionday:2.day3.day4.day5.day6.day7.day8.dayRegistered(date):Received(date/time):Receipt(date/time):1.dayPlanning:Workdays…ASTR-0058-90098-01-051003/9858Major,Dr.Friedrichx0185232300000100AkquiseDr.MajorA.90000.058.98.01STR50Launchpräsentation,GenfimFebruar1998Dr.SedranWinstel…x………………………………………………………-1-STR-0058-90098-01-05LaunchingaNewModel–Keyprinciplesforanexcellentproductlaunch–RolandBerger&PartnerAutomotiveRoundtableGeneva,March4th1998RolandBerger&PartnerGmbH–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Düsseldorf–Frankfurt–HamburgHelsinki–HongKong–Kiev–KualaLumpur–Lisbon–London–Madrid–Milan–Moscow–Munich–NewYork–ParisPrague–Riga–Rome–SãoPaulo–Shanghai–Stockholm–Stuttgart–Tokyo–Vienna–Zurich-2-STR-0058-90098-01-05A.Productlaunchesarebecomingmoreimportant3B.Capturingmarketopportunities:keyprinciplesforsuccessinsalesandmarketing9C.Masteringthelaunchcurve:keyprinciplesforsuccessinoperations19D.Creatingexcellentproductlaunches:lessonslearned40IndexPage-3-STR-0058-90098-01-05A.Productlaunchesarebecomingmoreimportant-4-STR-0058-90098-01-05Asproductlifecycleshortenandmodelprogramsproliferate,thenumberandfrequencyofnewcarlaunchesisincreasingSource:RolandBerger&Partners-AnalysesShorterproductlifecyclesMorenewcarlaunchesModelprogramproliferation20001998351996311994271992199036199720%80%51200050%Main-stream50%Niche56789101112198586878889909192939495969798FordVWGMFiatAveragemodelcycle-length(years)ExampleVW222914-5-STR-0058-90098-01-05Therefore,managingthetransitionfrompredecessortosuccessoraswellaslaunchingcompletelynewvehiclesbecomesmoreimportantUltimaIIUltimaIEOPUltimaITime/MonthsMarketlaunchUltimaIISOPUltimaIIPre-launchLaunchPost-LaunchVolume-6-STR-0058-90098-01-05Optimizingproductlauncheshasasignificantimpactonthevehicle'slife-timeprofitabilityandonthemanufacturer'sbottomlineSource:Clientcase;RolandBerger&Partnerss-AnalysisClientlaunchSalesVolume100%CapacityWorldclasslaunchAdditionalsales100,000unitsTime/MonthsImpactoflaunchspeedonmodelprofitabilityVehicleprofitability[mn$]ClientlaunchWorldclasslaunch3,0003,300+10%-7-STR-0058-90098-01-05LaunchqualityCustomerloyaltyCustomersatisfactionBrandvalueProductdifferentiationRetailermotivationInaddition,productlaunchesalsohaveimportantqualitativeimpacts-8-STR-0058-90098-01-05ThekeychallengeinanyproductlaunchistooptimizemarketpullandavailabilityatthefastestandhighestpossiblelevelVolumeTimeMarketlaunchSOPLaunchAvailability:MasterthelaunchcurvePull:BuildandcapturemarketopportunitiesDemand/SalesSupply/Production...
