DEVICE FOR PROCESSING INFORMATION FOR THE DETERMINATION OF THE COMPETITIVE POSITIONING BY MEANS OF THE METHOD FOR THE DEVELOPMENT OF INNOVATION OF PRODUCTS AND SERVICES BASED ON VALUE.

摘要

The present invention describes a method and device based on hardware and software that allows: entering, processing, storing, recovering, controlling and transmitting data by means of a computer. The method and device are complements of the computer system application. The method and device are complement of the patent application MX/a/2013/011807 of Mejía and Sánchez for the competitive positioning of the target product-service to innovate (TPStI) by means of the method for the development of innovation of products and services based on value (DIPSV). Marketing specialists (MS)-Product developing engineers (PDI)-Senior Management (SM) ponder the TPStI quantitative-qualitative information under design, producing: 1. situational analysis of attributes and characteristics by the creation of matrixes: market attractiveness (MAM), internal factors evaluation (IFE), external factors evaluation (EFE), internal-external factors evaluation (IE), competitive profile (CPM). 2. Combinations of attributes and characteristics that describe: strengths-opportunities (MAXI-MAXI); strengths-threats (MAXI-MINI); weaknesses-opportunities (MINI-MAXI); weaknesses-threats (MINI-MINI), which are basic for determining the action marketing strategies: offensive, immediate, adaptive and defensive, respectively. The aforementioned supports MS_PDI_SM to identify the competitive positioning of the TPStI under design.