SCMI - Project Management
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Project Planning
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In parallel with T.S. Lim’s technical investigation, Sales and Marketing had been asked to estimate the market potential of Laz-skan. In a very short time, the Laz-skan project had aroused considerable enthusiasm within the function, to the extent that Halim Ramli, the Asian Marketing Vice President, had taken personal charge of the market study. The major conclusions from this investigation were: The Global market for Laz-skan type systems was unlikely to be less than 50 systems per year in 2008, climbing to more than 200 per year by 2012. The volume of the market in financial terms was more difficult to predict, but each system sold was likely to represent around US$300,000 of turnover. Some customization of the system would be needed for most customers. This would mean greater emphasis on commissioning and post-installation service than was necessary for UPM’s existing products. Timing the launch of Laz-skan would be important. Two ‘windows of opportunity’ were critical. The first and most important was the major world trade show in Geneva in April 2006. This show, held every two years, was the most prominent show-case for new products such as Laz-skan. The second related to the development cycles of the original equipment manufacturers who would be the major customers for Laz-skan. Critical decisions would be taken in the fall of 2006. If Laz-skan was to be incorporated into these companies products it would have to be available from October 2006.