Techno will be launching a new generation high-speed Ultra-High definition camera. In the coming month. The camera features a 900megapixel capture digital processor with the ability to zoom into an object from two hundred meters away and still produce a top-quality clear image. It will be the first of its kind and will also be the first video/imaging device to roll out from Techno’s production lines.
After launching the camera, we will have to work together to ensure that the product enters the market most stylishly and successfully (Burmester et al.). All teams featuring in the product triad will be involved in post-launch activities to help push the product out into the market. The design team, the engineering team, and the management team will work together to see the following steps through.
Techno, in this case, is venturing into t anew line of business. Previously they have only concentrated on the production and distribution of mobile smartphones and generic phones. The market will not be ready for a camera from techno. This step puts a lot of workload on the management. The management will play a key role in introducing the product to potential clients. This step will call for aggressive marketing strategies aimed at reaching the most remote areas (Burmester et al.). This process is mainly to create attention and curiosity from stakeholders in the market (Burmester et al.). The marketing strategy will take advantage of the Camera’s superior features to gain some grounds against the competition. As the product manager, I serve as the bridge between the engineering and design teams and the sales department. I will delegate the task of publicizing the product to the sales department within which there is a marketing sub-department. I will expect results and statistical evidence on popularity from them before I can authorize mass production.
The first people to get familiar with the product will be the large-scale stockers of Techno’s products. These fundamental elements will train the use and maintenance of the camera. This step relates to the design team. The team will recruit more people to assist in the process. The recruits will then train on how to use the cameras to achieve optimal results. Usually -we expect the dealers to train the end-users to use the camera. Once their training period comes to an end, the firm will deploy trained personnel to the dealer stores. They will have a short-term contract for training dealers on handling, storage, and usage of the new product. At the same time, if there happen to be interested customers, then they will show them how to use and take care of the product. Once the dealers are familiar with the new piece of equipment, the process will then move on to the next step, which will involve the end-users.
Techno’s engineers will train individuals who will be making use of the camera on its use. To begin with, the company will put training tutorials and manuals on its website and other media marketing channels (Burmester et al.). These tutorials will be delivered in an audiovisual format to boost understanding and grasping of the mechanics of operation. In addition to the use of marketing channels to push information on how to use the camera and to take care of it to the public, the dealers will be readily equipped to train customers who happen to land at theirs hops. The design and engineering teams will conduct training jointly.
Once the public has sufficient knowledge, training, and information about the product, its usage, its features, and prices, they will be asked to give feedback to the marketing manager. The marketing manager will forward the feedback to the design team so that the team will find a way to react to all the comments by including more features or reducing some. The customers will determine what the final product will look like and how it will operate (Terninko). The feedback will be consolidated and reconsidered by the design team alone. It is upon them to come up with a design that meets the needs of all the customers. The marketing department will work alone on this step.
Once the design team realizes an optimal design. The same team will go-ahead to design a production line that will facilitate the mass production of the cameras. Depending on the publicity figures obtained from steps 1 and 2, the team will develop for mass production while the engineering team careful and effectively implements the designs. When done with the design work, the design and engineering teams will remain in place to monitor the operation of the newly installed mass production system, to test the quality of the product and to approve the product batches that meet the predesigned specifications for release into the market. Design and production will sorely be delegated to the design and engineering teams.
The product triad will work together to set up a system through which customers can continue giving feedback on the products they purchase (Terninko). They will be free to use the feedback channel to call for support, to report errors and failures, and to call for improvements in the product. The sales and marketing team will be the depart meant to handle this. They will come up with a sound customer support system.
The product’s success evaluation will be by an external analyst in coordination with the product triad. The analyst will access all the information that he or she might need, and in return, he/she will give back qualitative and quantitative analysis. The first parameter to be inspected will be the extent to which the product meets the promised expectations. These data will be from the end-users. Secondly, the volume and trend of sales will indicate whether the product is faring well in the market. Lastly, the analyst will give feedback as to whether the product is giving back profit to the company, whether it is operating within the pre-planned budget and whether in what trend the profit margins are moving.
Terninko, John. Step-by-step QFD: customer-driven product design. Routledge, 2018.
Burmester, Alexa B. et al. “The Impact Of Pre- And Post-Launch Publicity And Advertising On New Product Sales.” International Journal Of Research In Marketing, vol 32, no. 4, 2015, pp. 408-417. Elsevier BV, DOI:10.1016/j.ijresmar.2015.05.005.
Cooper, Robert G., and Anita F. Sommer. “Agile-Stage-Gate: New idea-to-launch method for manufactured new products is faster, more responsive.” Industrial Marketing Management 59 (2016): 167-180.Baxter, Mike. Product design. CRC Press, 2018.
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