Assignment 1

Anonymous
timer Asked: Nov 9th, 2016

Question description

Hi Brenda-

I need your assistance with turning the answers i came up with for this template into a paper.

These are my professor's notes:

The template is a guide able to help you address the issues raised by the questions of the assignment. You should submit a separate Word document with your responses in paragraph format following the APA guidelines with proper citations using Times New Roman double spaces, cover page, reference page, etc.. Please do not just fill in the blank boxes of the template with your responses as this will not allow you to follow the proper guidelines for writing assignments.

(i have attached a copy of the template for which i answered the following)

These were my answers:

Step 1

MATURITY

I appears to me that the Alikay Naturals Moisturizing Black Soap Shampoo is in the Maturity product life cycle because they have been able to accurately predict how long the product will sit on the store shelves before they are purchased, they have a good understanding of how much it cost to make their product and it's sales have begun to flatten.

3 questions

What adjustments are your priority as a result of your most recent customer survey?
What is your most effective strategy when it comes to customer retention?
Have you considered a Men's product line?

Step 2

As i user of Black Soap in it's raw form- i know that although it is very beneficial it tends to also be extremely drying to the skin. Have you considered the addition of an ingredient such as Shea Butter to counteract the dryness.

Step 3

Coconut Protein Shampoo and Conditioner

If i could recommend that they create one new product i would go with the Coconut Protein Shampoo and Conditioner. As i user of Black Soap in it's raw form- i know that although it is very beneficial it tends to also be extremely drying to the skin. When it comes to hair- Moisture is paramount in order to prevent breakage and promote growth as well as length.

Disruptive

I chose this type of innovation because as i indicated before- i know Black Soap to be very drying to skin and hair. So unless Alikay doubles down on the moisture factor in it's current product then it might be time to go in a different direction. The properties of Coconut Oil have been nothing short of Amazing when it comes to moisturizing and improving the quality in both hair and skin.

Step 4

I believe that Alikay is using the Time-Based production method for the Black Soap Shampoo because it seems that they are focused on creating and delivering products as quickly as possible without sacrificing quality.


If Alikay chose to keep the Moisturizing Black Soap Shampoo and launch my recommended product as a limited time on trial offer i would propose utilizing the Job production because this approach is flexible and it can be changed.

Stage 5

I have used the solid form of Shea Butter that is sold at Walmart for years now. Although i enjoy the benefits and improvement that i see in my skin and hair i would like to see some improvement to the the texture of the product itself. It comes in a plastic tub and it is very hard to scoop out because it is almost in a solid form. I would like to see an aerated version of the same product so that it would be softer and easier to manage.

Business is products WEEKS 2 & 3 PRODUCT DEVELOPMENT & OPERATIONS ASSIGNMENT DUE DATE Product Development and Operations — Category Manager Analysis 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 WEEK 4 & 5 and have become very successful businesses in the process. FINANCE & ACCOUNTING Business is money 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 or consider introducing new products. Rochelle and her team at Alikay Naturals have selling WEEK 6 & 7 MARKETING & SALES STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 1 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 STE P 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 and describe the rationale for your position. Introduction Growth Maturity Decline STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 2 • Compose 3 questions that Rochelle should pose to her team to better understand the product’s positioning and potential at this particular stage in its life cycle. (E.g., if you have determined the product is in the Introduction Phase, you might suggest the question: How have competitors priced similar products?) STE P 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? STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 3 STE P 3: NEW PRODUCT DEVE LOPME NT 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? Organic Bloom Shampoo Coconut Protein Shampoo and Conditioner Moisturizing Black Soap Shampoo with Dandruff Control Explain your decision. • Determine which type of innovation this represents from among the four main types discussed this week. Sustainable (eco-friendly) Frugal Sustaining Disruptive STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 4 Briefly explain why you chose that type of innovation. N OT E : You should complete Steps 4 & 5 after reading the material in Week 3. STE P 4: PRODUCTION METHODS Based on your understanding of Alikay’s position in the product life cycle and expected sales volume: • Which production method do you think Alikay is using for the Black Soap Shampoo? Explain your rationale. STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 5 • If Alikay chose to keep the Moisturizing Black Soap Shampoo and launch your recom- mended product as a limited time only trial, what production method should Alikay use for the test market product? Why? STE P 5: REAL-WORLD APPLICATION Choose a product at your company or one that you are familiar with that is in the mature stage of the product life cycle. Briefly describe the product, why you believe it is in this phase, and what improvements could be made to change its current path. STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 6
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) Market Share (% of total discount retail store shampoo sales) 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 3.8% 3.7% 3.7% 3.4% 3.0% 2.8% 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 MARKET SHARE A company’s market share is its portion of total sales in relation to the market it operates within. For example, if a company sells $100 million worth of tractors a year domestically, and the total tractors sold in the United States is $200 million, the company’s US market share for tractors would be 50%. 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 22 32 22 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 31 20 18 9 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 31 14 23 12 19 Moisturizing Black Soap Shampoo will be the only shampoo in my shower in one month 32 14 23 12 19 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 other shampoos, I wish it would treat dandruff”; “Seems like the quality has declined since I first tried it” 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 absorbessential 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 Moist Black Soap Shampoo with Dandruff Control Our original Moist 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, and 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 product may be ordered online with custom scents mixed according to your preference.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 add hydration and balance. This thick formula is fortified with Prunus Amygdalus Dulcis (Sweet Almond) Oil, a natural protein that envelops the 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 Men and women should have different hair-care products 32 22 14 18 14 In my opinion, shampoos with protein conditioners cannot be used on colortreated hair 14 31 32 11 12 Assuming equal quality, I prefer a shampoo + conditioner in one versus two different products 12 6 54 18 10 I’d be willing to pay a premium for a shampoo that stimulates hair growth 6 9 16 34 35 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. 5 Non-User Survey Summary (cont’d): NON-USERS, IN TARGET MARKET (%) Strongly Disagree Disagree Neither Agree or Disagree Agree Strongly Agree I feel herbal shampoos tend to be watery and need to be used in large amounts to create a good lather 12 14 28 19 27 I choose my shampoo based on its specific function 12 7 22 30 29 The scent of a shampoo is just as important as its effectiveness 19 22 15 24 20 Keratin and soy proteins give a better shine to hair than artificial foaming agents and synthetic colors 3 7 15 45 30 Dandruff shampoo effectively prevents a dry, itchy scalp and flakes 12 10 9 44 25 The shampoo industry is already flooded with too many effective options 22 32 23 14 9 I am willing to pay more for high-quality, effective hair products 8 18 12 37 25 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. 6
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