Implementing the whole product concept in strategic sector marketing

For strategic marketing, as it relates to specific sector or application segment, it is critical to identify key opportunity technology drivers and provide the product to satisfy those drivers. In the present business environment, however, services and support related to logistics, design and development cycle, and "in-use" support are extremely important and no longer inseparable from the hardware product. The "whole product" concept merges product with services and support. This paper, is a case study and takes the reader step-by-step through the process as followed by a power semiconductor company as it identifies and implements plans that, will provide the products and services found to be required in a selected market: power supplies for telecommunications and data communications. The process is reviewed from initial project planning to the execution of actions that provided both expected and augmented product. The results are assessed and from the lessons learned, a more effective approach is identified and offered.