Ktg311 Product Development|Divisions Assessment Answer

v Table of Contents: include a list of divisions of the report with page references.

v Introduction

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