Product Platforming: Customer’s View
The variety of customers and customer needs have significantly evolved and differentiated in the last decades, due to:
the evolution of cultivation techniques
the availability of new and improved crops
the economic and agricultural growth of many countries
the evolution of the social life.
Most of the agricultural machinery manufacturers have responded to these facts with a huge increase of their product offering variety and complexity (in the ’60s each of the major tractor manufacturers offered less than 10 tractor models in total; today no one has less than 100 models, plus an infinite series of options…). And this has been done mainly developing product families, with an increasing number of models and versions within each single family.
For customers this has represented an increased possibility to find the right machine for their needs and more alternatives of different brands for similar products.