VERY HIGH LEVEL ANALYSIS METHOD FOR CONSUMER SYSTEMS PLANNING: RATIONALIZATION OF PRODUCT POSITIONING ALTERNATIVES

摘要

In the case of strategic product planning, reasoning is highly intuitive and plausibility-driven (inductive). In this paper it is shown that product policy decisions can be supported by a more deductive approach, the Very High Level analysis method introduced. This method uses results from High Level methods, which are increasingly being used in architecture and design analyses, function checks or syntheses. The examples given deal with positioning as a key criterion in strategic product planning, for which the opportunity on the basis of expected consumer requirements is calculated using Fuzzy logic based analysis methods. The conclusions are reached in a semi-quantitative way, meaning that calculated results are interpreted in a qualitative way.