Explain product management offers a host of dilemmas, Operation Management

Assignment Help:

Product management offers a host of dilemmas and challenges to marketers. What products will give us a competitive advantage? Are the new products we are considering in keeping with our core competencies and the culture of the firm? What is the danger of cannibalization? How will consumers perceive our products, and is there a risk that our best and most faithful customers will be turned off by the new products? Often there are more questions than clear answers.

Your job as a marketing director is to determine what products to keep or add to your firms line. The decisions you make will impact not only revenues and profits (remembering that these are not the same thing) but also brand image, loyalty, and your competitive position. For our discussion this week, we will be playing the role of a marketing consulting firm hired by Burger King to recommend new products for their menu.

Some members of our team are arguing for healthy options and riding the wave of consumer interest in these products. These advocates claim the firm will not only increase revenues and profits but also enhance their ethical image. Others are taking a more traditional fast food approach and considering new types of burgers and sandwiches. Their contention is that it is not BKs job to be the health conscience of America, but rather to drive sales and store traffic.

Yet others are reminding these two groups that there may be other alternatives, and we should approach this with a creative and open mind. Your job is to make a recommendation for a menu strategy that will put BK in the best competitive position, taking into consideration revenues, profits, brand image, traffic, existing customers, new customers, and ethics just to name some of the many factors.

Be specific and precise in your recommendation and support it with both facts and reason. Keep in mind this is NOT about your preference BK is not interested in what you feed your kids but what America feeds theirs. We have a lot of consultants working on this project, so the marketing director needs you to be concise, yet detailed and specific.

Your opening post must be between 300 and 400 words, free from spelling and grammatical errors, and well organized. You must use at least one outside source (excluding your text and the materials posted in the class No Wikipedia) and cite that source at the end of your post. No more than 10% of your post can be quoted from the source.


Related Discussions:- Explain product management offers a host of dilemmas

Platts and gregory approach - operation management, Platts and Gregory Appr...

Platts and Gregory Approach - Operation Management The Platts and Gregory approach has three steps and is based on the approach of comparing what the market wants with how the

Explain face of economic and work adversity, Why are unions exploring new c...

Why are unions exploring new collaboration solutions in the face of economic and work adversity?

Explain after a risk workshop has been completed, After a risk workshop has...

After a risk workshop has been completed, risk interviews are often completed with subject matter experts. Assess the value of the interviews to identify risk response strategies.

Question 2, Exercise 2: Use of a Grid Analysis (Weighted Scoring Model) to ...

Exercise 2: Use of a Grid Analysis (Weighted Scoring Model) to Help Make the North American Plant Location Decision for the RX 330 This exercise illustrates how when deciding among

What are policy and operative decisions, What are policy and operative deci...

What are policy and operative decisions? Policy decisions are very significant, they are taken by top management, and they have a long-term impact and mostly relate to fundamen

Explain cost impact on the hotel''s external customers, The case describes ...

The case describes how quality, speed, dependability, flexibility and cost impact on the hotel's external customers. Explain how each of these performance objectives might have int

Explain how can service level agreements be monitored, How can service leve...

How can service level agreements be monitored? Construct a short service level agreement first, then discuss how this service level agreement can be monitored

Fast delivery - customers needs for a product, Fast delivery - Customers Ne...

Fast delivery - Customers Needs For a Product The time between a customer placing an order and receiving the product or service. The Royal Bank of Scotland's Direct Line insur

Explain systems model of organizations, Finding solutions to problems is af...

Finding solutions to problems is affected by how one frames the problem. In other words, what one thinks is wrong will influence what one believes the available solution(s) to be.

Explain portfolio management, Portfolio Management" Please respond to the f...

Portfolio Management" Please respond to the following: •From the e-Activity, determine what actions / changes are necessary within the organization to reach the synchronized stage

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd