Voices of Customer” (VOC) is a driving force for new product development.The macro viewpoint of market perspective,a more global aspect of VOC,can reflect the overall situation of the state of art of market competition,by means of competitors status analysis,market opportunities seeking,and then provide a quantitative guidelines and assessment for the development of new products.In this paper,a systematic approach for the planning of new products,which is established on the macro viewpoint of market perspective,is proposed.A set of enabling techniques is also developed to overcome difficulties and to meet challenging involved in the planning.A typical engineering case study for a new vehicle program development is used to demonstrate the feasibility and effectiveness.
