INT-640 Short Paper

.docx

School

Southern New Hampshire University *

*We aren’t endorsed by this school

Course

640

Subject

Information Systems

Date

Jan 9, 2024

Type

docx

Pages

Uploaded by BailiffWren4916

The Integration-Responsiveness Framework in Product Innovation Policy Tyler Weber Southern New Hampshire University

For the purpose of using the integration-responsiveness framework, I have selected to use India as my country of study. India is commonly known to be one of the most densely populated countries in the world, and has a current population of nearly 1.4 billion people in a geographical area that is roughly one third of the size of the United States (CIA, 2023). According to World Bank, India is also ranked as a lower-middle income country. Food is one way of exploring the culture of a nation or region, and in the case of India, there is much to explore. According to the Association for Asian Studies “Food in India is an identity marker of caste, class, family, kinship, tribe affiliation, lineage, religiosity, ethnicity, and increasingly, of secular group identification” (AAS, 2011). In a country that places such importance on food and cooking, it is necessary to have the tools to cook with, and that is why I propose that Ninja markets their air fryer products to the Indian market. Ninja makes a wide range of products with different capabilities, but for this study I will be discussing the Ninja Combi All-in-One Multicooker, Oven, and Air Fryer. Air fryers have become popular in the United States over the last few years due to their low price points and cooking speed while maintaining food integrity that leads to better cooking than microwaves. The reason I chose this specific model of air fryer from Ninja is because it is multifunction and features 14 different cooking methods including: Rice cooking, Sear/Sauté, Steam, Bake, Toast, Pizza, Slow Cook, Air Fry, and Broil (Ninja, 2023). Ninja has this model priced at $230 and several other smaller models with less functions priced lower than that with some being under $100. Ninja has placed themselves as an affordable alternative to traditional appliances, showcasing their products as multifunction machines that take up small amounts of space, which is a feature that takes aim at their competitors in the kitchen appliance market that sell ovens and microwaves which are traditionally larger and more expensive than air fryers and perform many of the same functions. Ninja sees the value of positioning themselves as

a brand with products of convenience in the United States, and in the video advertisement on the Ninja Combi website they show how an American family can cook dinner in a matter of minutes by putting all of their food into one device, cook different foods in different ways, and skip preparation steps for some foods like boiling water to cook rice. In taking the position they’ve taken with their advertising, Ninja appears to be targeting low to middle class families with a need for cost effective convenient cooking. With the product design and positioning in mind, I believe that this product is one that can handle globalization rather than responsiveness. In terms of target market, I believe that it is the same as the target market in the United States. The U.S. market may favor convenience more than the Indian market but I believe that considering the low income nature of India, the value of a device that can perform 14 different forms of cooking is something that Indian consumers will value just as much as the American market. Globalization would also promote cost saving and allow Ninja to sell the same machines that they sell in American and other global markets without developing adapted models that would cost more money to manufacture. One area of concern is the availability of electricity in India which is something that the Ninja Combi requires. However, Marketline’s PESTLE report on the country reassures that this is being solved and that “Programs that aim to increase the reach and accessibility of electricity, cooking gas and water, sanitation facilities such as household toilets, health insurance coverage, and banking facilities are major focus areas of the Modi government” (Marketline, 2023). One potential solution to this issue is to offer a battery powered model that would allow users to charge the battery at a location outside of their home, and bring it back to the home where they may not

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help