M4 Update 090415 Essay

5702 Words Apr 1st, 2015 23 Pages
05/04/2015 update:
请各位在周一06/04/2015 12点前把自己负责部分补充编辑完毕,如有困难,请提前告知。
暂定周一晚上澳洲东海岸6点再简单沟通一次(取消)

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Minor case FootView 3D
Module 4: Product and market development

1, What are the strategic options for product and/or market development for the organisation? – Ansoff’s product-matrix

Ansoff’s product-matrix

PRODUCTS / SERVICES

Existing products
New Products

M
A
R
K
E
T
S

Existing
Market

Market Penetration:

Price drop for current measurement unit (UK)-- not mentioned in case

Product Development:

New generation(cheaper) measurement unit & innovative and cost effective prototypes in UK market

New
Markets

Market Development:

Targeting new customer segments in the same
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Sending marketing employees to China for six months in order to establish relationship.
Began to make contact with senior people in the China business network, especially with the local trade association.
ConQ need spend heavily on advertising if they decided entry new market. May consider advertise the new products with the footwear retailers and manufacturers who using the products.
Efficiency of development
3D technology which ConQ developed was designed to detect unexploded bombs, and shows it provided highly accurate 3D imaging of feet.
Coli committed a team of ConQ scientists to develop innovative and cost-effective prototypes, and also provided them with considerable scope and independence to explore new product feature and designs.
Recruit young science and engineering graduates as idea generators.
Flatter organisation structure allows employees make judgment calls when need be.
Effective use of outside technology and external communication
Using the technology developed in defence to develop new products in the civilian (non- military) marketplace.
May using social media or set up forum to provide platform which the buyers and ending users could discuss their feedback.
Seniority and authority of responsible managers
Coli-CEO set up a senior management working group in 2012 which
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