21 May DESCRIBE IN DETAIL WHERE THE CURRENT PRODUCT IS IN THE PROJECT LIFE CYCLE.
Read the case study below and answer the questions that follow:
.learntoday.info/Learn/B279_Spring_15/site/Media/B279_Mod1CaseStudy.docx”>Module 01 Case Study
For this assignment, analyze the situation at the company in the Case Study. Where do you think the current product, e-textbooks, is in the Project Life Cycle? Based on your analysis of their current situation, write a 2-3 paper that does the following:
Describe in detail where the current product is in the Project Life Cycle.
Is the current product (e-textbooks) in the same position in the Project Life Cycle as the earlier product (hard copy textbooks)?
Describe what you believe led to the failure of the last two product launches.
What recommendations would you give to Martin? Susan? And the rest of the Project Team? Make certain your recommendations include specific examples of possible future action.
Your submissions should follow the essentials of APA (i.e., cover page, double-spaced, 12 pt. font, reference section at the end, in-text citations, etc.). For more information on APA, please visit the Online Library, which is available through the Resources tab.
Submit your completed assignment by following the directions linked below. Please check the Course Calendar for specific due dates.
Save your assignment as a Microsoft Word document. (Mac users, please remember to append the “.docx” extension to the filename.) The name of the file should be your first initial and last name, followed by an underscore and the name of the assignment, and an underscore and the date. An example is shown below:
Jstudent_exampleproblem_101504
You have been hired as a
consultant by a major company that produces college textbooks to determine why
the last products introduced into the market were failures. You begin by
interviewing the Project Manager that is responsible for deciding which
products are introduced into the market and for making sure the project launch
is successful.
As a very senior member of
management the Project Manager, Martin, feels a huge sense of personal failure
because of the recent disappointing results of their new products. You ask
Martin why he believes the products were not successful. Martin replies, “I
believe we failed because we moved away from what made this company successful
in the past. For decades we provided high quality text books that were widely
used in colleges across the country. Our Accounting Team convinced us it would
be more cost effective to switch to providing e-textbooks. Our marketing team
didn’t know how to promote a product based on such new technology and it
confused them and our customers. In the future I am going to recommend we step
back and depend on the technologies and products that have proven track
records.”
Martin suggests you interview the
member of the team responsible for marketing new products to hear her
perspective on the issue. When you arrive at Carol’s office you find her half
hidden behind a huge stack of paper fliers and pamphlets which describe the new
text books in glowing terms and brilliant colors. She is very enthusiastic
about this latest marketing campaign, “According to our research our target
customer is between 18-21 years old. Our research tells us they enjoy bright
colors and eye-catching advertisements”. When you ask if they had researched
what type of technical upgrades their target customer prefers she shrugs and
says, “We have been producing text books for decades, and our customers have
never complained about our features. While it is true that there are many other
companies entering the market we feel that our product is strong enough to
stand the test of time”.
Because of time constraints you interview
the balance of the rest of the Project Team together and they are eager to
share their insights. One young man, who works in Research and Development,
waves his hand in frustration. “I know some of the new features on the last
product didn’t fulfill all the promises made in the advertising but we were
rushed into production to make some arbitrary print deadline. Our customers are
leaving us in droves because our competition offers the latest features and
their features deliver.” Another member of the team complains that their
products are essentially the same as the products the company offered five
years ago.
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