Discussion Board

Discussion Board
The improvement and upgrading of the product is essential for the successful marketing of the product, especially in a highly competitive business environment. At the same time, the upgraded product should be promoted effectively to reach the target audience and to develop closer company-customer relationships. Moreover, the company needs to communicate the changes and improvements introduced in the course of updating of the product to all stakeholders to prove that the product has been improved consistently and that the product has better prospects in the market compared to the pre-upgraded version of the product. In such a way, the deliverables should reach the target audience, including not only customers but also stakeholders interested in the successful introduction of the upgraded product in the market.
In this respect, the most efficient way to reach the target audience is to use the modern telecommunication systems and information technologies. In fact, the use of internet may be very helpful and the target audience may benefit from modern telecommunication systems and internet as media of the delivery of detailed information on the new, upgraded product. At the same time, the company should place emphasis on the advantages of the upgraded product compared to the original product and avoid reminding about drawbacks of the original product.
As the matter of fact, consumers are interested in the appearance of new, advanced, upgraded products and often they do not think about original products. What they do need is to buy a brand new product that is much better than the original product (Newel, 2001). However, in actuality, the improvements may be not as significant as consumers should believe to buy the product. In other words, it is important to stress the key features that make the upgraded product good and better than its competitors. Even if these advantages and positive features of the upgraded product existed in the original product, they still have to be mentioned. In such a way, the company will have better chances to create a positive image of the new, upgraded product and make consumers buy it.
Furthermore, it is still important to distinguish deliverables to consumers and other stakeholders. To put it more precisely, consumers should see the advantages of the product compared to its competitors and, what is more important, they should want to buy this product. Therefore, the deliverables, such as newsletters and advertisements should focus on the creation of an attractive image of the upgraded product (Volti, 2005). In addition, the company should back up the assumptions concerning positive features of the upgraded product with factual information. For instance, some facts about its technical characteristics comprehensible to an average consumer will be enough to persuade the audience that the product is really good. On the other hand, it is important to avoid reminding the audience about drawbacks of the original product because they may feel apprehension in regard to the upgraded product.
As for other stakeholders, along with naming positive characteristics and features of the upgraded product, the newsletters and other deliverables should contained detailed information on the prospective marketing success of the upgraded product (Mohrman, 1998). What is meant here is the fact that stakeholders should understand why and how the upgraded product can gain the popularity among customers and attract new customer to the product. At this point, it is important to dwell upon the promotional campaign, marketing strategy used to introduce the upgraded product in the market, the analysis of the target customer group and adequate assessment of potential risks. The overall conclusion concerning the introduction of the upgraded product should persuade the stakeholders that the upgraded product is worth introducing, it is better and more successful compared to the original product and major rivals.
Thus, the deliverables should focus on emphasizing positive features of the upgraded products and detailed explanation of the reasons for success and effectiveness of the upgraded product. The audience should understand why the upgraded product is worth buying or why it is more successful than the original product that has failed. At the same time, the company should find a specific approach to each group in the audience, for instance, consumers, investors, and business partners. In such a way, the audience will grow confident in the new, upgraded product that may lead to the successful introduction of the product in the market, which is the ultimate goal of the deliverables. In such a situation, it is important to gain consensus through negotiations and coordination of all elements of deliverables and using team work to implement the project successfully.


References:

Mohrman, S. A. (1998). Tomorrow's organization: Crafting winning capabilities in a dynamic world. San Francisco: Jossey-Bass.
Newel, D. (2001). Gaining a Holistic View of the Customer. LA: Printword.
Volti, R. (2005). Society and Technological Change. New York: Random House.

Individual Project

The implementation of the project and the introduction of the upgraded product will need substantial efforts from the part of the company and management. In this respect, the decision making process plays a particularly important role because the company has to take the right decision and it is important to persuade stakeholders to accept the project and launch the upgraded product. In such a situation, a number of problems may arise. First of all, the original product has failed. Therefore, stakeholders feel anxious about the upgraded product. Hence, obstacles to the implementation of the project and introduction of the upgraded product arise because stakeholders may fail to believe in the success of the upgraded product. Secondly, the upgraded product has to be described in details but its positive features only should be delivered to the audience, whereas the adequate risk assessment should minimize the risk of error in the course of the decision making process. Thirdly, the company needs to develop and accumulate resources for the production of the upgraded products.
In such a way, the decision making process should undergo through several stages. In actuality, it is important to define clearly the scope management system and describe the decision tree which leads to the successful introduction of the upgraded product and implementation of the project. First of all, it is important to persuade the stakeholders that the failure of the original product does not necessarily mean the failure of the upgraded product. At this point, it is possible to refer to the poor development of the original product, the lack of time on its introduction, and so on. In other words, it is important to persuade stakeholders and decision makers that the original product failed and there was no other option but failure. In such a situation, it is important to show that the upgraded product is totally different because it was carefully developed and its introduction in the market was prepared. As a result, stakeholders and decision makers will understand that the upgraded product is needed instead of the original one. Secondly, the advantages of the new product should be assessed and analyzed in details to take the adequate and objective decision. In fact, if the upgraded product is really good, it is worth introducing but, if substantial drawbacks are revealed, the company will better refuse from the introduction of the new, upgraded product and accomplishment of the project. Furthermore, the introduction of the upgraded product will need substantial resources and decision makers should define clearly resources for the development and introduction of the upgraded product en masse. Otherwise, the reason to introduce the upgraded product is unclear, if there are not enough resources for its production en masse.
In such a way, the decision making process include several key stages: 1) refusal from the original product and understanding of the importance of the introduction of the upgraded product; 2) the assessment and evaluation of advantages of the upgraded product and potential risks associated with its introduction; 3) the definition of resources for the production of the upgraded product and launch of the production of the upgraded product en masse.
Furthermore, it is important to dwell upon the request review turn-around time and the approvals needed for the introduction of the upgraded product and accomplishment of the project. Basically, the time spent on the approval of the decision concerning the upgraded product should not take more than a week, preferably three-four days. This time will be needed for the accomplishment of all stages of the decision making process from the refusal from the original product to the introduction of the upgraded product. In fact, each of the three stages of decision making may take a day, whereas the last stage may need a couple of days. The rest three days may be used in case of some unexpected obstacles that may arise in the course of the decision making process.
The next step in the introduction of the upgraded product and implementation of the project is the creation of the form to capture change requests. In fact, this should be a standard form which all participants of the development of the product, decision makers and specialists, which can analyze the product from technical point of view. The form should include the fields, where the participants put their name and position in the company. The next field to fill in is the field, where the participants reveal their opinion about the product. The next field is the field for the assessment of the original product, which may be rated from one, as the worst mark, to ten, as the best mark. The next field will be the field for the assessment of the upgraded product from one to ten. After that participants indicate advantages of the upgraded product. In the next field, they mention drawbacks of the upgraded product, which they revealed. Finally, they make a decision whether the upgraded product is worth introducing or not and their suggestion concerning possible improvements of the product.
At the same time, the project manager should control and assess the forms properly. For this purpose, the project manager should have a log to record status of each request. The project manager should summarize basic advantages and disadvantages of the upgraded product identified by the participants, who filled in the forms of request. In addition, the manager should notice all the decisions and recommendations that have been made and put them in the log (Newel, 2001). On analyzing the recommendations and suggestions of participants, who sent the request forms, the project manager should take a decision concerning the scope of improvements, which should be made in the upgraded product, and take the decision whether the upgraded product is ready for the introduction in the market or probably more changes have to be made to admit the product to the mass production (Volti, 2005). In addition, the log should contain the comparison of drawbacks and advantages of the upgraded product, which should be positioned in two columns next to each other. In such a way, the manager will be able to compare strengths and weaknesses of the upgraded product. Finally, the manager should write down into the log his or her recommendations concerning the further development or introduction of the upgraded product.
In such a situation, it is extremely important to conduct the confirmation of the scope to close the project. In this respect, the company needs to take into consideration the opinion of specialists working on the upgraded product using forms they have filled in and the log completed by the project manager (Mohrman, 1998). In addition, the company has to conduct the marketing analysis of the original product and potential of the upgraded product. To meet this goal, it is necessary to compare the upgraded product to potential competitors and find out whether advantages of the upgraded product outweigh its drawbacks and whether the product has any advantages and strengths compared to rivals or not. In such a way, the company will obtain detailed information on the current position of the original product and prospects of the upgraded product. Therefore, the company will be able to assess whether the scope of the research is just or not and whether the project developed by the project manager and the team working on the project is worth implementing or not. Anyway, the company can take an adequate decision and confirm the scope of the project due to the potential advantages of the upgraded product and positive marketing effects of its introduction.

References:

Mohrman, S. A. (1998). Tomorrow's organization: Crafting winning capabilities in a dynamic world. San Francisco: Jossey-Bass.
Newel, D. (2001). Gaining a Holistic View of the Customer. LA: Printword.
Volti, R. (2005). Society and Technological Change. New York: Random House.

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