For each assignment, you’ll encounter a scenario where you 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. You will explore how business works throughout this course by taking on a few of the many different roles at successful companies like these.
For this assignment, assume the role of a Category Manager for the Beauty Products category at a national discount retail store. 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.
Write a 2–3 page paper using the following 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.
Explain where Moisturizing Black Soap Shampoo is positioned in its life cycle by comparing its characteristics to the phases of the product life cycle. Cite supporting information from the course materials and readings.
Compose 3 questions about the product’s positioning and potential that reflect an understanding of the business decisions needed for the product in this life cycle phase. (For example, 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
Respond based on what you’ve learned.
Recommend product changes based on analysis of the information in the product report. Support the recommendation with references from the course material and/or readings.
Step 3: New Product Development
Read the New Product Proposals section of the product report, 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, as well as supporting references to course materials and reading, complete the following:
Recommend which of the following products the company should create, and support the recommendation with reference to the course materials and the product report.
Organic Bloom Shampoo.
Moist Black Soap Shampoo with Dandruff Control.
Coconut Protein Shampoo and Conditioner.
Explain which type of innovation the selected product represents from among the main types discussed this week. Explain why you chose that type of innovation. Support the choice with reference to the course materials and the product report.
Note: You should complete Step 4 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:
Describe which production method you think Alikay is using for the Moisturizing Black Soap Shampoo, and explain your rationale.
If Alikay chooses to keep the Moisturizing Black Soap Shampoo and launches your recommended product as a limited-time-only trial, what production method should Alikay use for the test market product? Why?
Support your answer with reference to the product report, course materials, and readings.
Step 5: Real-World Application
Choose a product at your company or a product 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. Provide support from the course materials and readings.
This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Propose how a product could be improved or replaced relative to its life cycle stage.
Download Resources – Product Report
This report is required to complete the assignment.
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