Puttick grid
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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
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.
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
