MKTG311 product development
v Table of Contents: include a list of divisions of the report with page references.
Ø Background – brief overview of problem being solved, purpose of report
Ø Research Process: provide a brief description of the research process.
§ What types of sources were consulted?
§ How were consumer needs measured?
§ Justify how you arrived at the importance weights. For example, why did you use self-rated, anchored, or constant sum measures of importance?
§ Describe idea generation method/s
Ø Key Terms: Define key terms that the reader (in your case, Dr. Manna) may be unfamiliar with.
v Situational Analysis
§ Problem description in more detail, including relevant data
§ How does the situation happen? Why does it happen? How does the need arise?
· Consider relevant cultural / social / legal / political / ethical / technological / economic aspects of the macro-environment.
§ Where? Describe the most common types of environments in which the problem occurs.
v Competitive Analysis:
Ø What is already being done to satisfy the need or handle the problem?
§ Identify relevant technologies
§ Identify competitors / alternatives, and their strengths and weaknesses.
v Opportunity Identification
Ø Benefit Proposition:
§ Provide a comprehensive profile of the target market.
§ Explain how the consumer’s life is improved by purchase and/or use of these types of products.
Ø Customer Needs:
Explain the target’s primary and secondary needs, and the importance weights placed on meeting these need