Assignment IMNPD UC3F1603

QUESTION: Camera one of the product which has seen dramatic reduction in the sales due to the emergence of smart phone and other technology devices which are built with camera. In order to revive the sales and demand of the came in the market, you are required to develop and introduce new camera. The new camera also shall outperform existing cameras in the market. Elaborate and provide detailed information about your new product (camera) as below: 1) Discuss the “Newness” of the new product 2) Justify innovation of the new product a. Problem addressed / opportunity, benefits or impact created b. Uniqueness c. Commercial viability ( Market demand & revenue model) 3) Discuss the application of Levitt’s idea in product development a. Core Level b. Actual Level c. Augmented Level 4) Discuss the platform option used to develop new product 5) Discuss competitive strategy of new product a. Differentiation & Positioning 6) Discuss new product growth strategy using Ansoff’s growth matrix.

THE REQUIREMENTS A written essay of approximately 3,000 words that evaluates business issues from the topic in the next page.

The assignment must adhere to standard academic documentation standards:  Please use appropriate citation and reference according to the Harvard Name Referencing System in order to avoid plagiarism.  Font type should be Times New Roman.  Font size should be 12 pts.  Vertical/line spacing should be 1.5 line spacing.  You must use enough of your own words to convince that you understand what you are writing and are not just “cutting and pasting”. Normally your own words should be no less than 80% of the total word count.  You should on no account make reference to www.wikipedia.com, www.about.com, www.alibaba.com or the likes as sources for your work.

These websites can be useful to provide you with the

definitions and the general ideas about the concepts within module but it is not acceptable to be inserted into your academic writing.  You may include diagrams, figures, tables etc. without word penalty.  You are required to use at least 4 references with 50% of them are from relevant textbooks, magazines and academic journals.

MARKING CRITERIA & MARKS ALLOCATION

No

Criteria

Marks Allocation

1

Originality & Innovativeness

20

2

Application of Levitt’s concept

20

3

Product Platform Justification

15

4

Product competitive strategy

20

5

Application of Ansoff’s growth matrix

20

6

Reference

5

Total

100

ASSIGNMENT STRUCTURE FOR INDIVIDUAL ASSIGNMENT When completing the assignment it should have the following general structure:  Title page  Marking scheme  Executive summary  Table of Contents  Body  Conclusions  Reference  Appendix

Marking Criteria

Marks are awarded based on the following guidelines: Grade Genera l

Assessment Guidelines Pass answers are expected to be legible, tidy, well organized and written in clear, understandable English. Students who grossly exceed the word limit will be penalized. Superficial analysis, concepts ad language of the subject is absent or scant. Irrelevant regurgitation of text book. Ideas are poorly

0-39%

expressed. Many key issues are ignored. Concepts and language of the subject are used but are often confused in application and or explanation. Some understanding of the relevant models and concepts. Some

40-49%

elements of an appropriate structure are present. Restricted analysis of some issues. Evidence of reading and research. Understanding of the application of

50-59%

appropriate models and concepts is demonstrated. Key issues are identified and analysed, although this may be restricted at times. Some source s are acknowledged. Evidence of wider reading. The assignment effectively interprets the information and exhibits the integration of ideas across the subject

60-69%

area. The assignment has credible recommendations. A systematic approach to development and evaluation is used. Most sources are

70%

acknowledged and referenced using Harvard system. Arguments are clear and convincing. Confident integration of theory

and

and practices is demonstrated. Consistent referencing to sources

above

using the Harvard system.

Submission and Administrative Information  Individual should include the Coursework Submission and Feedback Form with their submission. The lecturer will give the CSFF before the submission dates.  Plagiarism is NOT acceptable. Representation of another person's work as your own, without acknowledgement of the source, for the purpose

of

satisfying

formal

assessment

requirements

is

considered plagiarism. The possible consequences of plagiarism include:  Reduced grade for this module  Referral for this module  Failure of this module  Expulsion from the Institution  You can avoid plagiarism by using correct referencing, attribution.  You may not copy another individual’s work in any way.