Dirkjan: Created page with "The puttick grid maps goods according to two dimensions, (product) complexity and (market) uncertainty. The model can be helpful to decide if a business needs to be positioned..."

2020-08-25T08:12:36Z

Created page with "The puttick grid maps goods according to two dimensions, (product) complexity and (market) uncertainty. The model can be helpful to decide if a business needs to be positioned..."

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The puttick grid maps goods according to two dimensions, (product) complexity and (market) uncertainty. The model can be helpful to decide if a business needs to be positioned as a separate brand. See

<html><a href="/static/files/MBI/Module%2017/puttick_grid.ppt">this</a></html>

power point for more details.

Depending on the grid there is usually one dominant key operational driver:
# Price
# Availability
# Functionality

The only exception is the 'Durables' quadrant as there the choice depends on the brand. As an example BMW's operational model needs to be closer to the 'functionality' box, while Tata would be closer to the 'commodity' box.

<html><img src = "/static/files/MBI/Module%2017/puttickgrid.PNG" width="400"/></html>

=Durables=
Characteristics:
* Try to score on all dimensions (price, availability, functionality).
* Multiple design groups creating different designs
* Diversity
* Reusing platforms and components
* High rate of change

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Puttick grid - Revision history

Dirkjan: Created page with "The puttick grid maps goods according to two dimensions, (product) complexity and (market) uncertainty. The model can be helpful to decide if a business needs to be positioned..."