MKT301 Module 1

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? Refer to the stages of the product life cycle from the required background readings such as Richardson and Gosnay (2011).
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).
4. Overall, what is your impression of the potential for the success of the Hololens?

Assignment Expectations

1. Answer the assignment questions directly
2. Stay focused on the precise assignment questions, don't go off on tangents or devote a lot of space to summarizing general background materials
3. 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.
4. 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.

Product

For the Session Long Project you will be choosing a company whose product you personally use and applying the concepts from the background materials to analyze this company’s marketing strategy.

Make sure to choose a company that has a lot of information available, as you will need to analyze many different aspects of this company’s marketing strategy while writing up your Modules 1-4 papers. It is best to choose a large and well known company since these companies will generally have the most information available about it.

Do some research on your chosen company and the specific product from this company that you use, and also review the background materials on product classifications, the product life cycle, and new product development. When you are done with your research and have thoroughly reviewed the background materials, write a two to three page paper addressing the following questions:

1. Briefly describe the company and product you have chosen, and why you chose it. Then explain what type of product it is based on the classifications from Richardson and Gosnay (2010). [This answer should be one to two paragraphs in length]
2. What stage of the product life cycle is this product at right now? What strategies could this company use to extend the life of the product? Use the concepts from Richardson and Gosnay (2010) and Barrow (2011) in your answer. [This answer should be one to two paragraphs in length]
3. What recommendation do you have for a new product from this company that you would personally use if they introduced it? [This answer should be one to two paragraphs in length]

SLP 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.