Product Development and Operations, business and finance homework help

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Description

Product Development & Operations – Category Manager Analysis

Due Date

Week 3

Note: While representative of possible situations faced by Alikay Naturals, all scenarios in this assignment are fictional.

Real Business

Let’s roll up our sleeves and use what we’ve learned this week in a real-life business situation. Each week, you’ll encounter a scenario where you will assume the role of a business person who works with or at a national discount retail store, like a Walmart or Target. These companies provide important, everyday staples for millions of people across the country and have become very successful businesses in the process.

Discount retail stores have locations in communities across the country. They often have strong and recognizable brands that are household names. We will explore how business works throughout this course by taking on a few of the many different roles at successful companies like these.

Your Role

This week, you’ll assume the role of a Category Manager for the Beauty Products category at a national discount retail store.

WHAT IS A CATEGORY MANAGER?

Category Managers are responsible for related groups of products (for example, baseball equipment or laundry detergents) for a retail business. They use research, information and insights about the category to change shopper behavior and increase sales of the products in the category. They also work with the suppliers of the products in their category to ensure that good products and services are available to customers.

As a Category Manager, part of your role is to analyze data and information about how well a product is selling to help the maker of that product improve the product and consider introducing new products. Rochelle and her team at Alikay Naturals have asked you, the Beauty Products Category Manager, to review one of their products and determine where it lies in the product life cycle. Additionally, they have asked you to recommend ways to improve the product in order to increase sales.

INSTRUCTIONS

Click DOWNLOAD TEMPLATE and DOWNLOAD RESOURCES at the bottom for all of your assignment materials!

Step 1: Product Life Cycle

Read the Product Report for Alikay Naturals Moisturizing Black Soap Shampoo. The Product Report contains important information that will help you to identify where the product stands in the Product Life Cycle and give you clues about what changes customers might like to see. Respond to Rochelle and her team at Alikay Naturals based on the information in the Product Report.

  • Identify where Moisturizing Black Soap Shampoo is currently positioned in the product life cycle. Write 2-3 sentences describing the rationale for your position.

Step 2: Product Changes

Based on what you've learned:

  • What recommendation(s) do you have for Alikay Naturals to improve or replace Moisturizing Black Soap Shampoo? Write 2-5 sentences that support your recommendation(s).

Step 3: New Product Development

Read the New Product Proposal, which contains three examples of possible products that could be developed to replace Moisturizing Black Soap Shampoo. Based on the information in this proposal and the customer feedback in the Product Report:

  • If you had to recommend one product, which product would you recommend they create? Write 2-5 sentences explaining your decision. Provide examples of the customer feedback that informed your choice.
  • Determine which type of innovation this represents from among the four main types discussed this week. Briefly explain why you chose that type of innovation.

Note: You should complete Step 4 after reading the material in Week 3

Step 4: Production Methods

Based on the product you chose in Step 3:

  • Determine which production method is most appropriate for the production of this product. Write 2-5 sentences explaining your decision.


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NAME: INSTUCTOR: DATE: ASSIGNMENT 1 PRODUCT DEVELOPMENT & OPERATIONS – CATEGORY MANAGER ANALYSIS DUE DATE: WEEK 3 Note: While representative of possible situations faced by Alikay Naturals, all scenarios in this assignment are fictional. REAL BUSINESS Let’s roll up our sleeves and use what we’ve learned this week in a real-life business situation. Each week, you’ll encounter a scenario where you will assume the role of a business person who works with or at a national discount retail store, like a Walmart or Target. These companies provide important, everyday staples for millions of people across the country and have become very successful businesses in the process. Discount retail stores have locations in communities across the country. They often have strong and recognizable brands that are household names. We will explore how business works throughout this course by taking on a few of the many different roles at successful companies like these. YOUR ROLE This week, you’ll assume the role of a Category Manager for the Beauty Products category at a national discount retail store. WHAT IS A CATEGORY MANAGER? Category Managers are responsible for related groups of products (for example, baseball equipment or laundry detergents) for a retail business. They use research, information and insights about the category to change shopper behavior and increase sales of the products in the category. They also work with the suppliers of the products in their category to ensure that good products and services are available to customers. As a Category Manager, part of your role is to analyze data and information about how well a product is selling to help the maker of that product improve the product and consider introducing new products. Rochelle and her team at Alikay Naturals have asked you, the Beauty Products Category Manager, to review one of their products and determine where it lies in the product life cycle. Additionally, they have asked you to recommend ways to improve the product in order to increase sales. 1 BUS100: INTRODUCTION TO BUSINESS INSTRUCTIONS STEP 1: PRODUCT LIFE CYCLE Read the Product Report for Alikay Naturals Moisturizing Black Soap Shampoo. The Product Report contains important information that will help you to identify where the product stands in the Product Life Cycle and give you clues about what changes customers might like to see. Respond to Rochelle and her team at Alikay Naturals based on the information in the Product Report.  Identify where Moisturizing Black Soap Shampoo is currently positioned in the product life cycle. Underline your selection:  Introduction  Maturity  Growth  Decline Write 2-3 sentences describing the rationale for your position. 2 BUS100: INTRODUCTION TO BUSINESS STEP 2: PRODUCT CHANGES Based on what you’ve learned:  What recommendation(s) do you have for Alikay Naturals to improve or replace Moisturizing Black Soap Shampoo? Write 2-5 sentences that support your recommendation(s). STEP 3: NEW PRODUCT DEVELOPMENT Read the New Product Proposal, which contains three examples of possible products that could be developed to replace Moisturizing Black Soap Shampoo. Based on the information in this proposal and the customer feedback in the Product Report:  If you had to recommend one product, which product would you recommend they create? Underline your selection:  Organic Bloom Shampoo  Moisturizing Black Soap Shampoo with Dandruff Control  Coconut Protein Shampoo and Conditioner Write 2-5 sentences explaining your decision. Provide examples of the customer feedback that informed your choice. 3 BUS100: INTRODUCTION TO BUSINESS  Determine which type of innovation this represents from among the four main types discussed this week. Underline your selection:  Sustainable (eco-friendly)  Frugal  Sustaining  Disruptive Briefly explain why you chose that type of innovation. Note: You should complete Step 4 after reading the material in Week 3. STEP 4: PRODUCTION METHODS Based on the product you chose in Step 3:  Determine which production method is most appropriate for the production of this product. Write 2-5 sentences explaining your decision. 4 BUS100: INTRODUCTION TO BUSINESS ASSIGNMENT DUE DATE Product Development and Operations Category Manager Analysis Week 3 PRODUCT REPORT FOR ALIKAY NATURALS MOISTURIZING BLACK SOAP SHAMPOO Product Description: Finally, a way to get your hair and scalp truly clean with natural ingredients. Traditional cleansers tend to strip your hair of its natural moisture, leaving your scalp dry and itchy. This sulfate - free shampoo cleanses and moisturizes at the same time. Made from natural Raw Black Soap, it gets deep down into the scalp to remove product buildup. The tropically  scented blend contains a natural mix of Coco Seed Powder, Plantain Skins, and Tea Tree Oil to protect and moisturize the hair from scalp to root. No artificial thickening agents have been added, but don’t be fooled by the watery texture. This shampoo gets the job done. This product is 100% natural and 100% organic. Product Background: The Moisturizing Black Soap Shampoo product was launched in 2014, with the majority of sales coming from national retail stores. The product has not undergone any significant changes or improvements, with the exception of its packaging. STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 1 Sales Report: 2015 Units Sold Revenue Turnover (Avg. days on shelf) 2016 Q1 Q2 Q3 Q4 Q1 Q2 381,0 09 365,775 366,0 08 338,990 296,990 275,776 $4,572,108 $4,389,30 0 $4,392,096 $4,067,880 $3,563,880 $3,309,312 3.1 2.9 3.2 3.6 3.9 4.1 QUICK DEFINITIONS QUARTERS The financial world splits the year into four quarters, each 3 months long Q1: Quarter 1, January – March Q2: Quarter 2, April – June Q3: Quarter 3, July – September Q4 : Quarter 4, October – December UNITS SOLD The number of total products sold in a given time period REVENUE The money received by a business for the sales of its products in a given time period TURNOVER The average number of days individual products sat on store shelves waiting to be sold in a given time period User Survey Summary: Consumers who purchased the Alikay Naturals Moisturizing Black Soap Shampoo at any one of the national discount retail stores were asked to complete a survey. 2,000 consumers responded. STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 2 User Survey Summary (cont’d): ALIKAY NATURALS MOISTURIZING BLACK SOAP SHAMPOO USERS (%) Strongly Disagree Disagree Neither Agree or Disagree Agree Strongly Agree My hair looks and feels better after two weeks of using Moisturizing Black Soap Shampoo 8 10 32 34 16 I like the density and consistency of   Moisturizing Black Soap Shampoo relative to other shampoos 22 41 16 12 9 Moisturizing Black Soap Shampoo leaves my hair more hydrated than other shampoos 6 26 18 21 29 Alikay Naturals leaves my hair smelling great relative to other shampoos 22 34 25 18 1 Moisturizing Black Soap Shampoo gives my scalp a deeper clean than other shampoos 2 8 18 43 29 Moisturizing Black Soap Shampoo prevents my scalp from feeling dry and flaky 32 22 15 12 19 Moisturizing Black Soap Shampoo will be the only shampoo in my shower in one month 15 33 8 38 6 I’d be more likely to continue regular use of Moisturizing Black Soap Shampoo if it were available at a lower price point 4 22 44 18 12 What suggestions do you have to improve Moisturizing Black Soap Shampoo? “Too watery”; “Have to use too much to do the job”; “While I feel like the product works, I’m not a fan of the scent”; “I’d like something I can put on my hand versus directly on my scalp”; “While it cleans effectively and dries out my scalp less than others, I wish it would treat dandruff”; “Seems like the quality has declined since I first tried it”; “I wish it had a more appealing smell”; “This shampoo doesn’t have the same thick consistency as other shampoos” STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 3 NEW PRODUCT PROPOSALS Alikay Naturals Organic Bloom Shampoo This custom product is designed to clean and moisturize hair while stimulating significant hair growth without residue buildup. This all-natural, organic blend includes 14 of the best essential oils and herbs that strengthen the hair at its foundation. Hair follicles absorb essential nutrients to promote growth and nurture fresh, new, shiny hair. Our product includes many botanicals, such as Olea Europaea (Olive) Fruit Oil, Simmondsia Chinensis (Jojoba) Seed Oil, and the rare Emu Oil, which regrows hair by increasing cellular activity at the scalp. This one-of-a-kind product helps customers’ hair bloom and flourish, leading to impressive and almost unbelievable results. Some testers have even seen up to four inches of hair growth within ten weeks. Alikay Naturals Moisturizing Black Soap Shampoo with Dandruff Control Our original Moisturizing Black Soap Shampoo is renewed and improved to promote a healthy scalp. Melaleuca alternifolia (Tea Tree) Oil prevents dandruff by reducing scalp infections, fungus and inflammation. Horsetail Powder, a plant powder, reduces dandruff due to its silica content.These essentials break down undesirable residue at the roots to support a clean and moisturized scalp. This new twist on a classic favorite is bound to revive hair and scalp. Alikay Naturals Coconut Protein Shampoo and Conditioner Indulge your senses with this exclusive blend of organic coconut milk to nourish your hair, hydrolyzed keratin to add strength and elasticity, and weightless coconut oils to provide hydration and balance. This thick formula is fortified with Prunus Amygdalus Dulcis (Sweet Almond) Oil, a natural protein that envelops your hair shaft to build strength and elasticity, add softness, reduce frizz, and revitalize incredible shine. This tropically-scented shampoo will make your hair look, feel and smell great. Non-User Survey Summary: An online survey was conducted asking consumers that 1) frequent any one of the national discount retail stores and 2) have never used the Alikay Naturals Moisturizing Black Soap Shampoo about their shampoo preferences. 4,000 consumers responded. STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 4 Non-User Survey Summary (cont’d): NON-USERS, IN TARGET MARKET (%) Strongly Disagree Disagree Neither Agree or Disagree Agree Strongly Agree Having an organic shampoo with all natural ingredients is important to me 2 9 14 52 23 I prefer a thicker shampoo that is heavy on proteins to revitalize my hair 8 9 17 43 23 Most natural shampoos I use are not rich in proteins and don’t provide additional nutrition to the scalp 12 16 23 32 17 A daily dose of proteins can strip out the nutrients and therefore is unsafe and unhealthy for the hair 33 29 18 12 6 I use anti-dandruff shampoo only under a doctor’s recommendation 16 48 18 12 6 In my opinion, shampoos with protein conditioners can not be used on color-treated hair 14 31 32 11 12 Assuming equal quality, I prefer a shampoo + conditioner in one versus two different products 12 6 34 38 10 The scent of a shampoo is just as important as its effectiveness 12 16 15 37 20 Keratin and soy proteins give a better shine to hair than artificial foaming agents and synthetic colors 3 7 15 45 30 I value an all-natural shampoo that reduces dandruff 3 18 8 40 31 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 5
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Hello,Attached find the completed work. If you need anything changed kindly let me know.All the best.
Attached.

NAME:
INSTUCTOR:
DATE:

ASSIGNMENT 1
PRODUCT DEVELOPMENT & OPERATIONS – CATEGORY MANAGER ANALYSIS
DUE DATE: WEEK 3
Note: While representative of possible situations faced by Alikay Naturals, all scenarios in this assignment are
fictional.

REAL BUSINESS
Let’s roll up our sleeves and use what we’ve learned this week in a real-life business situation. Each week, you’ll
encounter a scenario where you will assume the role of a business person who works with or at a national
discount retail store, like a Walmart or Target. These companies provide important, everyday staples for millions
of people across the country and have become very successful businesses in the process.
Discount retail stores have locations in communities across the country. They often have strong and recognizable
brands that are household names. We will explore how business works throughout this course by taking on a few
of the many different roles at successful companies like these.

YOUR ROLE
This week, you’ll assume the role of a Category Manager for the Beauty Products category at a national discount
retail store.
WHAT IS A CATEGORY MANAGER?
Category M...


Anonymous
Really helpful material, saved me a great deal of time.

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