Product Development Operations – Category Manager Analysis

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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.