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Critical analysis of comparative video case studies on Sales forecasting, product development, marketing and post-marketing issues
Task description: In this assessment, using the NPD/NSD concepts and frameworks that were discussed in seminars;
(a) You will critically analyse how this stage of the NPD/NSD was undertaken in two video case studies of high-tech firms that have been provided on Blackboard. (iOmniscient and Noja Power)
(b) In addition, you will use published information from two other technology firms to strengthen your discussion.
(c) Your focus will be limited to Sales forecasting, product development, marketing and post-marketing issues (we have covered the first half of the NPD process in Reflection 1)
Submission format: You must adopt following format in your analysis. Use the headings as applicable to case material. (You may not find evidence for all these stages Or the firms must have followed them in an informal way)
(1) The firm
Brief description of firms, their core product/s, degree of innovation and competitive advantage (newness and value creation problem-solving capacity).
(2) Sales forecasting
How was the sales forecasting undertaken? What methods? To what extent the cases used the methods discussed in seminars or did they follow a different way to determine sales potential of the product/service concept?
(3) Product protocol
Product protocol how did the firm allocated and managed tasks needed for the timely completion of the product?
How were the core protocol elements (eg: target market) were determined
4) Product design
To what extent product design was important to the firm?
Design process issues encountered and innovative aspects of product/service design?
See the applicability of frameworks discussed in seminars (eg: functionality vs aesthetics, contributions of design to new product goals, design goals and constraints, product architecture)
(5) Team building issues
What emphasis the firm placed on building effectives product/service development teams?
What was preferred team format adopted (functional, matrix and venture)?
(6) Product use testing:
To what extent they used the methods discussed in seminars? (Alpha, Beta and Gamma testing) or did they had different ways of product use testing?
(7) Product launch and marketing strategy
How was the product launch done? Was there a formal product launch?
To what extent they used the strategic decision-making framework discussed in seminars?
How was the first sale achieved? How did it help in subsequent sales?
Subsequent modifications/improvements to the product High-tech marketing
Any evidence of entrepreneurial marketing strategies to reach mainstream customers who are generally sceptical about new technology? (examples below)
o Gaining legitimacy in the market
o Use of a reference site
o Developing a compelling unique selling proposition (USP)
o Competitive differentiation
o Compatibility with current technology used in the market Service strategy
To what extent they used services in their product marketing strategy?
If the core product was a service, what stages of the service development adopted?
Training staff with the needed skills? How were the employees empowered?
(8) Public liability and environmental/societal issues
Was the products marketing campaign affected by any product liability or environmental/societal issues?
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