Name Instructor Date Assignment 1 Product Development Operat

Nameinstuctordateassignment 1product Development Operations Cat

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 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. Underline your selection: Introduction Maturity Growth 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? Underline your selection: Organic Bloom Shampoo Moisturizing Black Soap Shampoo with Dandruff Control Coconut Protein Shampoo and Conditioner Explain your decision. Determine which type of innovation this represents from among the four main types discussed this week. Underline your selection: Sustainable (eco-friendly) Frugal Sustaining 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.

Paper For Above instruction

In the dynamic landscape of retail product management, understanding the position of a product within its lifecycle is crucial for devising effective strategies for growth, improvement, and eventual renewal or phase-out. As a Category Manager for the Beauty Products category at a national discount retail store, my analysis of Alikay Naturals Moisturizing Black Soap Shampoo reveals key insights into its current market stance and opportunities for enhancement.

Firstly, based on the Product Report, I determine that the Moisturizing Black Soap Shampoo is positioned in the maturity stage of the product life cycle. The indications include stable or plateaued sales, widespread recognition, and intensified competition. The product has established a loyal customer base, but growth prospects appear limited without strategic innovation. The reasons for this classification stem from observed sales trends and customer feedback, which show consistent demand but also signs of stagnation, such as minimal new customer acquisition and heightened competition from similar products.

To deepen our understanding of its positioning, Rochelle should pose the following questions to her team:

• What are the current sales trends compared to previous periods, and what is the growth rate? This helps assess whether the product is maintaining, declining, or plateauing in sales.
• How does customer feedback reflect satisfaction levels and unmet needs? Understanding customer perceptions can identify areas for product improvement or innovation.
• What are our competitors doing in terms of pricing, positioning, and promotions? This contextualizes our product’s market position and opportunities for differentiation.

Regarding product improvements, I recommend that Alikay Naturals consider reformulating the Moisturizing Black Soap Shampoo to include natural, sustainable ingredients with added benefits such as scalp nourishment or dandruff control. Additionally, a packaging redesign emphasizing eco-friendly materials and transparent labeling could appeal to environmentally conscious consumers. To rejuvenate the product’s appeal, launching targeted marketing campaigns highlighting these enhancements could boost sales and brand loyalty.

In considering new product development, the proposed Coconut Protein Shampoo and Conditioner seems promising, particularly because it caters to consumers seeking eco-friendly, natural hair care solutions. However, I recommend the creation of the Moisturizing Black Soap Shampoo with Dandruff Control, as customer feedback indicates a demand for specialized solutions addressing scalp concerns, which aligns with trending consumer preferences for functional benefits.

This innovation falls under the disruptive category, as it introduces a new, functional aspect to the existing black soap shampoo line, potentially capturing a niche market and revitalizing sales. The disruptive innovation appeals to health-conscious consumers seeking products that combine natural ingredients with effective scalp care, which could differentiate our brand in a crowded marketplace.

In terms of production methods, Alikay Naturals is likely employing a batch production system suitable for products in the maturity stage—balancing efficiency and flexibility. For a limited-time trial of the new product, a small-batch or pilot production approach would be advisable. This method allows for testing consumer response while minimizing inventory risks and manufacturing costs.

Lastly, examining a mature product from my experience, I consider a well-established skincare moisturizer in the market for over ten years. It remains popular due to its proven efficacy but faces stagnation. To extend its lifecycle, I suggest reformulating to introduce new, natural ingredients, updating packaging to align with current aesthetic trends, and enhancing marketing efforts that emphasize its proven benefits while addressing current consumer values especially sustainability and natural ingredients.

References

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