Abstract

Product life cycle (PLC) analysis studies patterns of sales over time and the reasons behind those patterns. Such analysis can be challenging because of the interconnected effect of technical product characteristics, marketing mix elements, and the environment (e.g. competition, consumers). Moreover, employees from different functions have different backgrounds and perceptions about the origins of patterns, which constrains mutual understanding and hampers decision-making. The group model building (GMB) approach can be an effective method to support teams in solving complex dynamic problems, such as a PLC analysis of product sales. This study uses a GMB approach and presents a system dynamics model, which supported cross-functional collaboration in analysing causes of stagnating product sales in the PLC of a healthy snack product in a food processing company. Through multiple GMB sessions with the company team, a system dynamics model was developed, and several strategies were analysed. The model has proven useful in explaining the reasons behind the sales stagnation and in studying possible interventions. Moreover, GMB was successful in increasing participants’ insight into the causes of the problem, improving communication, and creating a shared vision about the problem.

摘要

产品生命周期 (PLC) 分析研究随时间推移的销售模式以及这些模式背后的原因。由于技术产品特性、营销组合要素和环境（例如竞争、消费者）的相互影响，这种分析可能具有挑战性。此外，不同职能部门的员工对模式的起源有着不同的背景和认识，这限制了相互理解并阻碍了决策。组模型构建 (GMB) 方法可以成为支持团队解决复杂动态问题的有效方法，例如产品销售的 PLC 分析。本研究使用 GMB 方法并提出了系统动力学模型，它支持跨职能协作分析食品加工公司健康零食产品 PLC 中产品销售停滞的原因。通过与公司团队的多次 GMB 会议，开发了系统动力学模型，并分析了几种策略。该模型已被证明在解释销售停滞背后的原因和研究可能的干预措施方面很有用。此外，GMB 成功地提高了参与者对问题原因的洞察力，改善了沟通，并就问题建立了共同愿景。