Case Study Analysis (REPORT) Essay Example | Topics and Well Written Essays - 2500 words

Case Study Analysis (REPORT) - Essay ExampleIt would also examine the role of marketing communications towards generating competitive advantage for business organizations and development of trust and confidence among the customers so as to generate long term profitability and sustainability in the business market. flurry of Contents Case Study Analysis (REPORT) 1 Executive Summary 2 Introduction 4 Part 1 4 New harvest-feast Development Process 4 Idea Generation 5 Idea Screening 5 Concept Development and Testing 5 Analysis of demarcation 6 Development of Product 6 Market Testing 6 Product Commercialisation 7 Product Life Cycle 7 BCG ground substance 8 Part 2 9 Marketing Communications Mix- Comparative Analysis 9 References 13 Introduction Business organizations are essentially in operation(p) in a turbulent business environment. The aspect of globalisation has increased the average number of players in the market which has increase the competition among the business organization s. This has intensified the need for ensuring business excellence that leads to creation of competitive advantage. ... using a antithetical strategy which includes improvements in the product or service mix as well as use of a marketing communications strategy that helps firms to communicate and reach out to their target audience. The heightened levels of competition in the markets has also compound the importance of brand image that is mostly important as it is widely being used by consumers to differentiate between the products and service offered by the different players in the market. The present study would analyse the aspect of new product development by including a comparative abridgment of different brands. Part 1 New Product Development Process New product development is a comprehensive process that encompasses the aspects of thought generation, idea screening, concept development and testing, analysis of business, development of product, testing the market and finally product commercialisation (Havaldar, 2010, p.188). Idea Generation Idea generation involves conceptualisation of new ideas for a product or service. The success of this stage largely involves garnering large number of executable ideas which can be either obtained from employees or from any other source. The idea must be such that it is largely unique in nature and has the ability to make a mark for itself in the market. In case of Denkit the teachers had two business ideas which were largely unique and innovative in nature as no such product was available in the market. In case of Hovis the company developed an idea that served to augment the present product offering of the organization by introducing new ideas for product development. Kit Kats new product development ideas chiefly include the aspect of modifications in packaging and design. Idea Screening The next stage in the new product development includes idea