Contemporary Business BUS508 (STRAYER)

ASSIGNMENT 1 – Weeks 2 & 3

Product Development & Operations: Category Manager Analysis

Save your time - order a paper!

Get your paper written from scratch within the tight deadline. Our service is a reliable solution to all your troubles. Place an order on any task and we will take care of it. You won’t have to worry about the quality and deadlines

Order Paper Now

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 businessperson at or who works 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 and 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 and 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? Explain your decision.

Determine which type of innovation this represents from among the four main types discussed this week. Briefly explain why you chose that type of innovation.

Note: You should complete Step 4 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 thinkAlikayis using for the Black Soap Shampoo? Explain your rationale.
  • IfAlikaychose to keep theMoisturizingBlack Soap Shampoo and launch your recommended product as a “limited time only” trial, what production method shouldAlikayuse 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 maturestage of theproduct lifecycle. Briefly describe the product, why you believe it is in this phase, and what improvements could be made to change its current path.

Points: 110

Assignment: Product Development and Operations – Category Manager Analysis

Criteria

Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Identify and explain where theAlikayproduct is in its life cycle and compose 3 questions that Rochelle shouldpose to her team, relative to the life cycle stage.

Weight:15%

Does not accurately identify the product life cycle stage and/or does not explain rational logically; does not cite supporting information. Does not include questions or includes questions that do not reflect course materials. Demonstrates inadequate understanding of stages of product life cycle.

Accurately identifies the product life cycle stage.

Explains rationale logically but not completely; does not cite sufficient supporting information.

OR

Does not accurately identify the product life cycle stage.

Explains rationale logically; cites adequate supporting information.

Includes 3 questions that showed adequate understanding of relevant life cycle phase.

Demonstrates adequate understanding of the stages of product life cycle.

Accurately identifies the product life cycle stage.

Explains rationale logically; cites some adequate supporting information from the course.

Includes 3 questions that showed good understanding of relevant life cycle phase.

Demonstrates good understanding of stages of product life cycle.

Accurately identifies the current product life cycle stage.

Explains rationale thoughtfully and thoroughly; cites complete supporting information from the course and may supplement with outside research.

Demonstrates excellent understanding of stages of product life cycle.

2. Describe how Alikay can improve their product or why they should consider replacing it. Support your answer.

Weight: 15%

Does not or minimally describes improvements; does not support recommendation. Demonstrates inadequate understanding of product report and its uses.

Partially describes improvements or reasons to replace product; partially supports answer with information from product report and/or course material.

Demonstrates adequate understanding of product report and its uses.

Satisfactorily describes improvements or reasons to replace product; fully supports answer with information from product report and/or course material.

Demonstrates good understanding of product report and its uses.

Thoroughly describesimprovements or reasons to replace product; clearly and fully supports answer with information from product report and course material and may supplement with outside research or ideas.

Demonstratesexcellentunderstanding of product reportand its uses.

3. Recommend one of the three replacement options. Explain your answer and identify which type of innovation it is.

Weight: 15%

Does not make recommendation or does not support answer with information from the course; does not accurately identify innovation type.

Demonstrates inadequate understanding of innovation.

Makes recommendation; minimally supports answer with information from course and product report; accurately identifies innovation type.

Demonstrates adequate understanding of innovation.

Makes recommendation; adequately supports answer with information from course and product report; accurately identifies innovation type.

Demonstrates good understanding of innovation.

Makes recommendation; fully supports answer with information from course and product report and may supplement with outside research or ideas; accurately identifies innovation type.

Demonstrates excellent understanding of innovation.

4. Explain what types of production methods would be appropriate for both the Moisturizing Black Soap Shampoo and the “limited time trial” product. Support your answers.

Weight: 15%

Does not identify production methods and/or does not support answer.

Demonstrates inadequate understanding of production methods.

Identifies production method; minimally supports answer with information from the product report and course material.

Demonstrates adequate understanding of production methods.

Identifies production method; adequately supports answer with information from the product report and course material.

Demonstrates good understanding of production methods.

Identifies production method; fully supports answer with information from the product report and course materials and may supplement with outside research or ideas.

Demonstrates excellent understanding of production methods.

5. Describe a product that you believe is in a mature life cycle phase and what could be done to move it to a growth phase.

Weight: 30%

Does not accurately identify product and/or does not explain rationale or strategy for change.

Demonstrates inadequate understanding of life cycle phases.

Accurately identifies product; provides acceptable rationale and some support from course material.

Demonstrates adequate understanding of life cycle phases.

Accurately identifies product; provides logical rationale and cited support from course material.

Demonstrates good understanding of life cycle phases.

Accurately identifies product; provides thorough, logical rationale and complete support from course material and perhaps also outside research or ideas.

Demonstrates excellent understanding of life cycle phases.

6. Write in a professional manner using correct grammar and spelling and appropriate citations.

Weight: 10%

Writing does not meet minimal standards.

Tone is not professional.

Lacking in logic, clarity, and/or consistent formatting. Contains many spelling and/or grammatical errors. Does not include citations or they do not allow the reader to locate the source.

Writing is satisfactory.

Professional tone is developing.

Shows moderate logic, clarity, and/or consistent formatting.

May contain more than 2-4 spelling and/or grammatical errors. Includes citations but they may be inconsistently formatted or they do not easily allow the reader to locate the source.

Writing is mostly good.

Tone is professional.

Shows logic, clarity, and consistent formatting.

May contain few or no spelling and/or grammatical errors. Includes citations that allow the reader to locate the source.

Writing is excellent.

Tone is professional and sophisticated. Shows logic, clarity, and consistent formatting.

Contains no spelling or grammatical errors and work is cited consistently so that the reader can locate the work cited.


 
"Looking for a Similar Assignment? Order now and Get 15% Discount! Use Code "FIRST15"
[promo3]