29 Jun Trident MKT301 module 1 case
Question
Module 1 – Case
ESSAY MUST BE ORIGINAL AND NOT COPIED FROM SOMEWHERE ELSE. SCHOOL USES TURINTIN CHECKER FOR PLAGIARISM.
PRODUCT
Assignment Overview
Virtual reality was once billed as the next big disruptive technology when it was introduced to consumers through video games in the 1990s, and since became widely used for a wide variety of training applications in industry and government. So one would think that over 20 years after the introduction of virtual reality to consumers, it would be considered a mature technology. However, Microsoft is developing their Hololens product which aims to be the next generation of virtual reality. The Hololens is creating a lot of buzz about being a “game changer” with a potential to change our lives.
Microsoft Hololens is an “augmented reality” system where you can view 3D computer-generated holograms side by side with the real world. Want to see what your house would look like with a different color paint? Want your kids to play video games by running around your backyard with holograms rather than sitting in front of a TV? Would you prefer your science teacher draw diagrams on the chalkboard, or use holograms to illustrate the concepts? These are just a few examples of what Hololens may do if it lives up to the hype.
Review the background materials on product management with a close attention to the Pearson tutorial on products and services, Richardson and Gosnay (2011) and Paley (2007). Then do some research on Microsoft Hololens using the Trident library and Internet search engines. News about Hololens changes by the day, so make sure to focus on the most recent articles and information that you can find. Focus on articles published in reputable magazines, newspapers, journals, or similar sources.
Case Assignment
When you are finished reviewing the background materials and doing some research on the latest developments with Microsoft Hololens, write a four- to five-page paper addressing the following questions:
1. What type of new product do you think Hololens is – is it an innovative product, a replacement product, or an imitative product? Explain your reasoning with respect to the definitions of these three types of new products in Richardson and Gosnay (2011) and the potential features of Hololens.
2. What stage of the product life cycle do you think virtual reality technology is in general right now? Also, what stage of the product life cycle do you think Microsoft’s Hololens augmented reality technology is in?
3. Based on the most research you have been able to find on Hololens, what steps in the new product development has Microsoft already completed? Which of the remaining steps that they have not completed do you think will be the most challenging or most crucial? Refer to either the eight stages of the new product development process in Richardson and Gosnay (2010) or the six phases discussed on pages 158-161 of Paley (2007).
Assignment Expectations
· Answer the assignment questions directly.
· Stay focused on the precise assignment questions, don’t go off on tangents or devote a lot of space to summarizing general background materials.
· Make sure to use reliable and credible sources as your references. Articles published in established newspapers or business journals/magazines are preferred. If you find articles on the internet, make sure it is from a credible source.
· Reference your sources of information with both a bibliography and in-text citations. See the Student Guide to Writing a High-Quality Academic Paper, including pages 13-14 on in-text citations. Another resource is the “Writing Style Guide”, which is found under “My Resources” in the TLC portal.
Module 1 – Background
PRODUCT
Required Material
A good first step in getting started with this class is to review this tutorial that will introduce you to the main concepts covered in Modules 1-4 including the “4 Ps”:
Introduction to marketing. (2014). Pearson Learning Solutions. New York, NY. http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=12141
Now get started on the main topic of this module, the first of the “4 Ps” – Product. The following tutorial will introduce you to some of the main concepts of this module:
Products and services. (2014). Pearson Learning Solutions. New York, NY. http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=12052
Finally, delve deeper into this topic with the following two book chapters:
Richardson, N. & Gosnay, R. (2010). Chapter 5: Product management. Creating Success: Develop Your Marketing Skills. Kogan Page Ltd., London, GBR. [Ebrary]
Note: When looking up books in Ebrary, don’t copy the entire reference into the search engine. Instead only include the name of the author and the title of the book. For example, to find this book, enter the following search terms into the search engine:
Richardson Creating Success: Develop Your Marketing Skills]
Paley, N. (2007). Chapter 7: How to manage your product strategy. Marketing Strategy Desktop Guide (2nd Edition). London, GBR: Thorogood, London, GBR .[Ebrary]
Under “Optional Readings” are three additional textbooks that go into more detail that are useful if you would like to see more examples of the concepts from this module.
Optional Reading
Ramachandra, K., Chandrashekara, B., & Shivakumar, S. (2010). Chapter 3: Product strategies. Marketing Management. Himalaya Publishing House, Mumbai, IND. [Ebrary]
Cheverton, P. (2004). Chapter 25: Product. Key Marketing Skills : Strategies, Tools & Techniques for Marketing Success. Kogan Page, London, GBR. [Ebrary]
Ruskin-Brown, I. (2006). Chapter 4, Part 1: The marketing mix – the “Product”. Mastering Marketing. Thorogood, London, GBR. [Ebrary]
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