A 6 page paper based on a case study provided by the student. In this case, a company is trying to find a new product based on their technology, a retina scanning system, because revenues have been dropping. A new product for a new market has been suggested by two members of the management team but the manager of product development has refused to cooperate. The paper analyses the arguments made and offers recommendations to the CEO. No Bibliography.
Name of Research Paper File: MM12_PGacusc.rtf
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retail use * Kelly has made an assumption there is not enough time although he offers no evidence to support this conclusion * Pat makes an assumption the Optimize product
can be launched on time with 2/3 the original budget, which is 60 percent less than what is needed at this time. * Chris assumes Pat and Kelly can work
out differences without intervention Arguments First, it is necessary to recognize the situation is a territorial power battle wherein one person, Kelly, is determined not to relinquish any of
his perceived power by allowing other persons, Chris and Pat, to initiate a new idea for his pet product that are outside the vertical market for the product. Cliff: *
The company needs a new product because the current product is in a mature market with little growth potential. This is a sound and logical argument based on fact -
revenues have dropped, iScan market is mature, economic conditions demand a new product in a new market. * The companys budget cannot be extended to even the initial amount of
$575K requested. While this seems logical, it is not. Chris is not considering other sources of funds, such as loans. * Need to make the August launch date but without
the required funds. This is both logical and emotional. The logic is based on Pats information that a competitor will release a similar product to Optimize within 8 months, which
would be August or September. In terms of capturing market share and retention of reputation as being on the leading edge, Optimize needs to be out before the competitor. It
then becomes an emotionally-based argument fueled by desperation as opposed to reason. They do not know for certain the competitor will release the product. AcuScan could announce the launching of
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