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(solution) https://blackboard.strayer.edu/bbcswebdav/institution/BUS/508/1168


https://blackboard.strayer.edu/bbcswebdav/institution/BUS/508/1168_studios/Resources/assignment1_resources.pdf


Assignment 1

 

Product Development & Operations ? Category Manager Analysis

 

Due Date: Week 3

 

Note: While representative of possible situations faced by Alikay Naturals, all scenarios in this

 

assignment are fictional.

 

Real Business

 

Let?s roll up our sleeves and use what we?ve learned this week in a real-life business situation.

 

Each week, you?ll encounter a scenario where you will assume the role of a business person

 

who works with or at a national discount retail store, like a Walmart or Target. These companies

 

provide important, everyday staples for millions of people across the country and have become

 

very successful businesses in the process.

 

Discount retail stores have locations in communities across the country. They often have strong

 

and recognizable brands that are household names. We will explore how business works

 

throughout this course by taking on a few of the many different roles at successful companies

 

like these.

 

Your Role

 

This week, you?ll assume the role of a Category Manager for the Beauty Products category at a

 

national discount retail store.

 

What Is a Category Manager?

 

Category Managers are responsible for related groups of products (for example, baseball

 

equipment or laundry detergents) for a retail business. They use research, information and

 

insights about the category to change shopper behavior and increase sales of the products in

 

the category. They also work with the suppliers of the products in their category to ensure that

 

good products and services are available to customers.

 

As a Category Manager, part of your role is to analyze data and information about how well a

 

product is selling to help the maker of that product improve the product or consider introducing

 

new products. Rochelle and her team at Alikay Naturals have asked you, the Beauty Products

 

Category Manager, to review one of their products and determine where it lies in the product life

 

cycle. Additionally, they have asked you to recommend ways to improve the product in order to

 

increase sales. Instructions

 

Step 1: Product Life Cycle

 

Read the Product Report for Alikay Naturals Moisturizing Black Soap Shampoo. The Product

 

Report contains important information that will help you to identify where the product stands in

 

the Product Life Cycle and give you clues about what changes customers might like to see.

 

Respond to Rochelle and her team at Alikay Naturals based on the information in the Product

 

Report. Identify where Moisturizing Black Soap Shampoo is currently positioned in the product

 

life cycle. Bold your selection:

 

o Introduction

 

o Maturity

 

o Growth

 

o Decline

 

Describe the rationale for your position. Compose 3 questions that Rochelle should pose to her team to better understand the

 

product?s positioning and potential at this particular stage in its life cycle. (E.g., if you

 

have determined the product is in the Introduction Phase, you might suggest the

 

question: How have competitors priced similar products?) Step 2: Product Changes

 

Based on what you?ve learned: What recommendation(s) do you have for Alikay Naturals to improve or replace

 

Moisturizing Black Soap Shampoo? Step 3: New Product Development

 

Read the New Product Proposal, which contains three examples of possible products that could

 

be developed to replace Moisturizing Black Soap Shampoo. Based on the information in this

 

proposal and the customer feedback in the Product Report: If you had to recommend one product, which product would you recommend they

 

create? Bold your selection:

 

o Organic Bloom Shampoo

 

o Moisturizing Black Soap Shampoo with Dandruff Control

 

o Coconut Protein Shampoo and Conditioner

 

Explain your decision. Determine which type of innovation this represents from among the four main types

 

discussed this week. Bold your selection:

 

o Sustainable (eco-friendly)

 

o Frugal

 

o Sustaining

 

o Disruptive Briefly explain why you chose that type of innovation. Note: You should complete Steps 4 & 5 after reading the material in Week 3.

 

Step 4: Production Methods

 

Based on your understanding of Alikay?s position in the product life cycle and expected sales

 

volume: Which production method do you think Alikay is using for the Black Soap Shampoo?

 

Explain your rationale. If Alikay chose to keep the Moisturizing Black Soap Shampoo and launch your

 

recommended product as a ?limited time only? trial, what production method should

 

Alikay use for the test market product? Why? Step 5: Real-World Application

 

Choose a product at your company or one that you are familiar with that is in the mature stage

 

of the product life cycle. Briefly describe the product, why you believe it is in this phase, and

 

what improvements could be made to change its current path.

 


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