special topic in management

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timer Asked: Oct 4th, 2020

Question Description

The purpose of this assignment is to encourage you to create options.

Today, one of the biggest challenges that manufacturers face is commoditization. In business, commoditization is defined as the process by which goods that have economic value and are distinguishable in terms of attributes end up becoming simple commodities in the eyes of the market or consumers. This is true of personal computers, for example. It is hard to distinguish brands such as Lenovo, HP, ACER and Dell on the basis of their attributes. Commoditization understandably creates significant challenges for marketers. One way that they are trying to overcome them is by engaging in design thinking.

The most popular form of design thinking that many marketers like to engage in is called Human Centered Design. Human Centered Design is a structured approach that seeks to identify interests, factual research and options. Marketers use it to find new features or attributes in products that consumers are likely to be receptive to.

Imagine that you are a marketer or sales person for a commoditized product of your choice and that you are trying to persuade consumers to pay more for it. Please identify three to five features for that product based on 1) the interests/needs of the consumer, 2) on research and/or data and on 3) how it can be introduced to the product or how it is marketed. It is very important that you use the interests and needs of the consumer as your starting point. Think, before all else, of the need that you are trying to satisfy for the consumer. That is the starting point of design thinking.

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