preview

Applpoly Case Study

Decent Essays

How ApplPoly Products got into the present situation?

In our textbook[1], it says to move quickly and also avoid expensive new-product failures, companies should follow an organized new-product development process: (1) idea generation, (2) screening, (3) idea evaluation, (4) development (of product and marketing mix), and (5) commercialization. The hypothesis to have marketers to discover product flaws early, and find the remedy to it, has proven unprofitable. This process requires much analysis of the idea before the company spends money to develop and market a product.

However, ApplPoly reversed the step (3) and step (4), so it came to the dilemma. In step (3), an idea is evaluated more carefully, and at this time an actual …show more content…

Next, the following content will provide more possible perspectives of the idea evaluation.

Immediate Action and Recommendation

Taking a step back allows Abby Preston to also rethink about the product application/ usage and demographic problems aroused, such as the durability against fire hazards. Conventional tests will take more investments and time to do so; results may vary as well. On the same token, it will be a waste of time, money, and effort to completely scratch out and terminate the project of two years. Despite these scenarios, Abby still has two bargaining chips with her- her direct boss and the capability of producing these new foamed PS (polystyrene) products as support. Therefore, without sparking direct conflict with the managers, she should continue her demonstration around the world. However this time, Abby must select a few countries to carry out these product demonstrations. Selecting a few colder countries in Europe such as Norway, should be her next direct step. By doing this, she could cut down both time and cost compared to her original plan of demonstrating also to Japan. With a smaller budget, Preston and her immediate supportive boss should better appeal to other managers. Meanwhile, this method could also buy her time to prove the domes built in the U.S. could withstand the tests and challenges brought up by the architects and fire marshal; after all, “it takes time for potential users to ‘see’ and accept new ideas”. In the

Get Access