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Mastering Advanced Product Phasing (APP) to Sustain Market Leadership

Mastering Advanced Product Phasing (APP) is critical for businesses to sustain market leadership. By developing a deep understanding
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Global Supply Chain Group - vivek BWVivek Sood: Sydney based managing director of Global Supply Chain Group, a strategy consultancy specializing in supply chains. More information on Vivek is available on and more information on Global Supply Chain Group is available 

Vivek is the Managing Director of Global Supply Chain Group, a boutique strategy consulting firm specialising in Supply Chain Strategies, and headquartered in Sydney, Australia . He has over 24 years of experience in strategic transformations and operational excellence within global supply chains. Prior to co-founding Global Supply Chain Group in January 2000, Vivek was a management consultant with top-tier strategy consulting firm Booz Allen & Hamilton.

Vivek provides strategic operations and supply chain advice to boards and senior management of global corporations, private equity groups and other stakeholders in a range of industries including FMCG, food, shipping, logistics, manufacturing, chemicals, mining, agribusiness, construction materials, explosives, airlines and electricity utilities.

Vivek has served world-wide corporations in nearly 500 small and large projects on all continents with a variety of clients in many different industries. Most of projects have involved diagnostic, conceptualisation and transformation of supply chains – releasing significant amount of value for the business. His project work in supply chain management has added cumulative value in excess of $500M incorporating projects in major supply chain infrastructure investment decisions, profitable growth driven by global supply chain realignment, supply chain systems, negotiations and all other aspects of global supply chains.

Vivek has written a number of path breaking articles and commentaries that are published in several respected journals and magazines. Vivek has spoken at several supply chain conference, forums and workshops in various parts of the world. He has also conducted several strategic workshops on various aspects of supply chain management. He received his MBA with Distinction from the Australian Graduate School of Management in 1996 and prior to these studies spent 11 years in the Merchant Navy, rising from a Cadet to Master Mariner.

More information on Vivek is available on  and more information on Global Supply Chain Group is available on

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For any businesses ,creating new products requires significant investment and poses a risk of failure. This is where the concept of Advanced Product Phasing (APP) comes into play. APP refers to a company’s ability to create a pipeline of products that sustains their market leadership. In other words, it is the ability to continuously develop and release new products in a timely and strategic manner, keeping the company ahead of its competitors in the market . By balancing the drive to profit from current products with the need to create next-generation products, a company can stay ahead of its competitors and remain relevant in the market.

In this blog, we will delve deeper into the concept of APP and explore how companies can leverage it to maintain their market leadership.

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What is APP?

APP refers to a company’s ability to develop and release new products in a timely and strategic manner. By creating a pipeline of products, companies can sustain their market leadership and maintain a competitive edge over their rivals. The APP process typically involves several stages.

The first stage is the ideation phase, where companies generate new ideas for products or services. This often involves market research, customer feedback, and competitor analysis to identify gaps in the market or untapped customer needs. The ideation phase is crucial to the success of the new product development process, as it lays the foundation for the entire product lifecycle. Companies need to take the time to understand the needs and preferences of their target audience, as well as the competitive landscape. By doing so, they can ensure that the product or service they develop is relevant, unique, and meets the needs of their customers. These techniques allow companies to gather insights from various sources and use them to generate innovative ideas that meet customer needs.

The next stage is product development, where companies take their ideas and turn them into viable products. This involves prototyping, testing, and refining the product until it is ready for launch. Companies must balance the need for speed with the need for quality, as rushing products to market can lead to subpar products that do not meet customer expectations. Once a product is developed, companies must then focus on launching it to the market. This involves creating a marketing strategy, identifying target customers, and building a distribution network to get the product to customers. Companies must also monitor the product’s performance and make any necessary adjustments to ensure its success.


Some oversights in APP

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One of the most significant oversights in APP is the failure to recognize the importance of a diverse product pipeline. Companies that focus too heavily on one product line risk becoming too reliant on a single source of revenue. This can be detrimental to their long-term success, as a single product line can become outdated or lose its market relevance, leading to declining revenues and reduced market share.

Another oversight in APP is the tendency to overinvest in new products without a clear understanding of the market demand. Developing new products can be expensive, and companies need to ensure that there is sufficient demand for the product before investing significant resources in its development. Failure to conduct market research and customer feedback can lead to the development of products that fail to meet customer needs or do not have a large enough market to sustain profitability.

A lack of collaboration and communication between teams can also result in oversight in APP. It is crucial that all teams involved in product development, from ideation to launch, work together seamlessly to ensure that the product development process is efficient and effective. Failure to communicate effectively can lead to delays, misalignment, and, ultimately, reduced product quality.

Pros and Cons



Allows for a pipeline of products that meet evolving customer needs and preferences

Requires significant investment in research and development

Enables companies to remain competitive and sustain market leadership

May result in products that are too similar and lack differentiation

Helps companies balance their drive to profit from current products with the need to create next-generation products

May result in delays and increased costs if the product development process is not streamlined

Can lead to increased revenue and improved customer loyalty

Can be difficult to predict market demand and customer preferences accurately

Can result in a better reputation in the marketplace

May face increased competition and a rapidly changing business landscape

Helps companies stay ahead of the curve in terms of technology and innovation

May require a shift in company culture and mindset towards innovation and risk-taking


Tesla’s APP strategy involves ideation and development of new EV models with advanced features and technologies, while also investing in improving the existing ones through over-the-air software updates and hardware upgrades. This approach has allowed Tesla to maintain customer loyalty and generate high revenue, even as new competitors enter the market.

For instance, in 2020, Tesla released the Model Y, which is a crossover SUV with a longer range and advanced features such as an updated autopilot system and a panoramic glass roof. At the same time, Tesla continued to sell older models such as the Model S, Model X, and Model 3 to cater to different customer segments.

This approach of balancing the drive to profit from current products with the need to create next-generation products is a key aspect of Advanced Product Phasing, and Tesla’s success with its EV product line is a testament to the effectiveness of this strategy.


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Advanced Product Phasing (APP) is a critical aspect of a company’s ability to sustain its market leadership and remain competitive in the ever-changing business landscape. By balancing the drive to profit from current products with the need to create next-generation products, companies can create a pipeline of products that meet evolving customer needs and preferences.

Successful implementation of APP requires a robust supply chain management system that allows for flexibility, agility, and collaboration with various stakeholders, including suppliers, customers, and regulators. Companies that invest in APP can reap significant benefits, such as increased revenue, improved customer loyalty, and a better reputation in the marketplace.




The global supply chain of products is an immense and complex system. It involves the movement of goods from the point of origin to the point of consumption, with intermediate steps that involve resources, materials and services to transport them. A supply chain encompasses activities such as purchasing, production, distribution and marketing in order to satisfy customer demands. Companies rely on a well-managed supply chain to meet their business goals by providing quality products and services at competitive prices.

Efficiently managing a global supply chain requires considerable effort, particularly when dealing with multiple suppliers located around the world. Complex logistics tracking systems are needed to monitor product movements from one place to another. Technologies such as artificial intelligence (AI) can help companies keep track of shipments across different locations for greater visibility into their processes.

what did Our Reader say?

(549 rating) 1676,People
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Chief Operating Officer Graphite Energy

I have experience with many of the well-known top-tier strategy firms but chose Global Supply Chain to support me on my supply chain projects. They always meet and exceed my expectations due to the quality of the work, the ability to work collaboratively with internal teams, and the flexibility to adjust the project approach when required.

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CEO - Large Global transnational corporation From: FOREWORD - OUTSOURCING 3.0

When I engaged Vivek’s services for supply chain transformation in one of the companies I was heading, we expected the careful and methodical approach that he was famous for... I was pleased to note that the original target set for 3 years was surpassed by almost 70% in just 18 months.

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Vice-President Supply Chain Asia Pacific

I have used their services for several business transformations and workshops in many companies. Each time an outstanding workshop and project result was delivered ensuring the success of the business transformation project. Savings surpassed $25 Million per annum in one case. Very powerful ideas, were implemented very diligently.

Global Supply Chain Group - Jean Briac Le Dean

Jean-Briac Le Dean
Co-Founder & Agen

Vivek is a very collaborative and open leader who leads teams by example. Whether internal teams, or clients teams, all are impressed by his intensity, energy level and drive to make things a little better.

Global Supply Chain Group - Lorna Calder Johnson

Lorna Calder Johnson
Omni-Channel Product Marketing
P & L Executive

Vivek's transformation expertise is apparent from his results and dedication to operations and supply chains. His strategic expertise, knowledge and network make him a standout even among an excellent team.

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