A framework for product architecture and technology selection in competitive environment

Product positioning is a key marketing activity that defines the profitability of the company. In turn, product position is characterised by product architecture and underlying manufacturing technologies. Thus, the problem of product positioning can be reduced to the selection of appropriate product architecture. The paper presents a framework aiding on product architecture and technologies selection decision at the early stage of product development process. The model integrates utility analysis and appropriate market segmentation with competitive reactions and has been applied to business environment with competitive tendering. The framework is thought to enhance the communication between product development and marketing teams and general management within SME while making product positioning decisions.