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New Required Suggest ReferenceTEAM RESEARCH AREA RESOURCE FOUND & CHOSEN REVIEW AND REASON FOR CHOICE
the leader
· Role of production in strategy · Total Quality Management (Journal of Business Ethics. Sep96, Vol. 15 Issue 9, p963-972. 10p)
Raiborn, Cecily
Payne, Dinah
Business Horizons. Jan/Feb95, Vol. 38 Issue 1, p67. 4p. Schonberger, Richard J.
The overall picture of TQM is technique design to improve performance. TQM mostly convince to encourage the high moral behavior. There has three main element for TQM. There is empowerment, involvement and abilities. All of this element lead the employee to push their self to achieve the goal by their objective. therefore, we will use TQM to conduct to quality of an organization by spread the main three factor into deeply function such as training, put the right man in the right job, give new skill, provide the organization plan, emphasize on the need of people to help each other in a cooperative team for effort the goal.
· Just-In-Time and Lean Operation Implementing just-in-time philosophy to reverse logistics systems.Chan, Hing Kai, Yin, Shizhao, and Chan, Felix T. S. (2010) http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=a438e909-a888-47c9-985e-8aef946585b9%40sessionmgr115&vid=65&hid=119· Product Screening · Operational competitive priorities Analysis and synthesis: Chapter 8: Operations strategy as a source of sustainable competitive advantage, Strategic Operations Management. 2002, p155-181, Lowson, Robert H http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ffe09e15-cb4d-42d0-9d9c-351e2a745a1d%40sessionmgr115&vid=2&hid=117 (COMPETITIVE DIMENSIONS)
· Capacity Planning A review on strategic capacity planning for the semiconductor manufacturing industry, International Journal of Production Research. Jul2009, Vol. 47 Issue 13, p3639-3655, Geng, Na
Jiang, ZhibinIt is significant that company need to make a decision on capacity in order to meet a demand. This journal detail about strategic capacity planning and decision making on investment in capacity. The leader can use this strategy in our production.
· Demand Management Strategy Managing demand uncertainty through fuzzy inference in supply chain planning, International Journal of Production Research. Oct2012, Vol. 50 Issue 19, p5415-5429
Jung, HosangJeong, Suk-Jae
Demand Chain Management: Factors Enhancing Market Responsiveness Capabilities, Journal of Marketing Channels. Apr-Jun2012, Vol. 19 Issue 2, p101-119, Agrawal, Durgesh Kumar http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=9ccb2585-9773-4e7e-a322-3f8c49084a80%40sessionmgr114&vid=2&hid=117
This journal provide the information about demand chain management (DCM) by focusing on supply chain management and marketing in order to effectively meet differing customer needs.
· Learning curves Using Learning Curves for Revenue Recognition, CPA Journal. Apr2013, Vol. 83 Issue 4, p60-64, McKee, Thomas E.
McKee, Linda J. B
Extracting Value from Learning Curves: Integrating Theory and Practice, Creativity & Innovation Management. Mar2013, Vol. 22 Issue 1, p10-25, Linton, Jonathan D.
Walsh, Steven T. This journal detail about learning curve can increase productivity and can use it as forecasting curve to forecast resource consumption.
http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=339d6323-9804-4e1b-a5c1-5bf982c053fa%40sessionmgr114&vid=2&hid=117
· Inventory Management Dynamic planned safety stocks in supply networks, International Journal of Production Research. Nov2010, Vol. 48 Issue 22, p6859-6880, Kanet, J. J.
Gorman, M. F.
Stosslein, M
Inventory Management, Logistics Management. Jan2014, Vol. 53 Issue 1, p42-45, SAENZ, NORM
DEREWECKI, DON This source provided key considerations and practical recommendations related to inventory management. To have a good inventory management can avoid to excess space that relating to cost control and lower labor cost.
Effective inventory management can help company to reduce the cost. This journal explain about good inventory control to avoid excessive space related costs, higher labor costs, and loss of business.
Research and Development Management Microeconomics (Demand and supply)
COMPETITOR ANALYSIS: THE DEMAND AND SUPPLY APPROACH.Hassan, Hamimah, 2008
http://web.b.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=a438e909-a888-47c9-985e-8aef946585b9%40sessionmgr115&vid=114&hid=119
TEAM RESEARCH AREA RESOURCE FOUND & CHOSEN REVIEW AND REASON FOR CHOICE
Ping & Co.
· Role of production in strategy Operations Strategy
by Ted James (2011) Chapter 1 covers the role of operation, what operation management is and its strategies. chapter 3, operations strategy in organisations as the implementation of an improvement approach such as lean operations. Chapters 4 to 8 cover various improvement approaches including JIT, lean system and TQM (Total Quality Management)
The book covers most of the task outline.
· Total Quality Management Total quality management : NVR Naidu · Just-In-Time and Lean Operation Lean materials planning and execution a guide to internal and external supply management excellence by Donald H. Sheldon this book apply lean to the planning process and how it affects materials planning in supply management. we choose it because you can know how to make decision effectively and using minimum resources in the simulation.
· Product Screening Innovation management and new product development by Paul Trottin chapter 11, introduces the new products strategy and how to compete with other products by screening the most suitable product. And you will know how to make decision effectively when you need to think about your products in every round during the simulation.
· Operational competitive priorities marketing strategy and competitive positioning by Graham J.Hooleythis book focuses on the identification of target markets and the creation of a differential advantage. it helps to build the competitive positioning.
· Capacity Planning operations management :Kumar. S & Anil sureshThis book addresses key topics such as mrp and crp , material requirement planning and capacity required planning.
MRP abbreviation for material required planning precisely identifies the key objectives of how , where and how many units are required . this helps in planning production and storage . this also helps effectively reduce inventory costs and schedule the operation process effectively.
CRP helps determine the personnel and the equipment requirements to deliver the required units.
both CRP and MRp are key drivers to operation planning.
· Demand Management Strategy Demand Management Best practices: Process , Principles and collaboration
Crum collen et al
On demand operating environment: creating business flexibility by IBM Redbooks this book is completely dedicated to demand management. this book gives the overview of the demand management the definition , the process and the best practices .
a chapter dedicated strategic planning to manage uncertainty , performance measurements and managing demand.
this helps the team decide the decisions based on demand. Prioritising and managing the demand and working or making the decision based on it.
this book introduces the on demand operating environment what enable integration between people, processes, and data start deploying. analysis this book can know how to manage the demand.
· Learning curves · Inventory Management Operations Strategy
by Ted James (2011) Chapter 11 of the book covers the area of infrastructural decisions which should be made in the context of the operations strategy. These cover how structural elements should be managed such as Inventory management, capacity management and supply chain management.
Research and Development Management management development perspectives from research and development by Rosemary Hill this is a book which is helpful when you need to know how to do research about the business and make development plan
Microeconomics (Demand and supply) Microeconomics: Optimization,Experiments and behavior by Burkett this book explains what the microeconomics is and how it be applicated when do business.
TEAM RESEARCH AREA RESOURCE FOUND & CHOSEN REVIEW AND REASON FOR CHOICE
sanz consultancy · Role of production in strategy # Foreign market entry: production related strategies. Tang M & Yu JMC. 1990. Journal of Management Science.
#SKU classification: a literature review and conceptual framework. 2009. Kampen, T. Akkerman R. Van Donk D P.
This article discusses production planning methods companies adopt in foreign markets such as joint ventures, greenfields, etc. The authors highlight areas of production planning, pricing, and strategies in any form of foreign investment. This article is key to the business simulation as it helps us do succinct product plans, and investments for the different regions our product is available at. It also helps us guide in decision making, how to minimise production costs, and how to prioritise the efficiency of production when making decision. It also helps in deciding to invest in plants in other regions as well.
Discusses how companies distribute and produce their products. It identifies how companies can use production strategies to maximise demand. It classifies product groups based on either demand value or
demand volume.
This journal will be helpful for heads in their respective divisions to make decisions solely based on demand. As a learning outcome for this simulation, this article would also be helpful in each round of decision making and through analysis.”
Within production and operations management, inventory management and forecasting are fields where a variety of SKU classifications is traditionally used to support decision-making’
· Total Quality Management *The intervening effect of business innovation capability on
the relationship between Total Quality Management and
technological innovation.
Ortiz, J. P.,
, Benito, J. G. and Galende, J. (2009)
-Performance Management. Whittle, N. (2014)
# Taking an innovative approach to quality practices: exploring the importance of a company’s innovativeness on the success of TQM practices. 2013. Frank W. Brian F, Edwin T.C, Roberto C. International Journal of Production Research *Total Quality Management (TQM) and innovation management are key subdivisions under operations management division and these areas are essentials to increase company’s competitive advantage. Moreover, from most scholars, TQM is considered to have a positively effect on business performance. There are two types of TQM, Total Quality Control (TQC) and Total Quality Learning (TQL), which are also known as hard focus on efficiency and soft concentration on learning respectively. Consequently, it suggests that companies adopting the hard TQM practices support better innovation performance.
-Total Quality Management programs aim to offer products at the highest quality. Two basic principles are that cost of prevention are lower than cost of reduction and continuous improvement.
Improvements can be achieved via two approaches, i.e. target costing and kaizen costing. In target costing you set a price according to customer perception whereas kaizen costing is adapted when a product has already reached acceptance. In the second case efforts are done to reduce variable costs. Moreover by keeping the initial pricing the profits can be increased. Sanz needs to consider customer needs. according to that a price can be set and in the later stages cost reduction measures performed.
· Just-In-Time and Lean Operation -To Study the Impact of Just-In-Time System. Yap, J. and Shahryar, S. (2013). -In the Just-in-Time (JIT) approach goods are only produced when there is an customer demand. Inventories can be lowered in this case. Furthermore it can help to increase the firms performance. As one of the goals of JIT is to reduce the need for raw materials and work-in-process, there is a thrive to produce in the right quantity and quality. Financial performance can also be enhanced through JIT. For that reason it is important to take JIT as an option in the decision making of Sanz. Costs can be reduced by holding less inventory and by shifting responsibilities to the suppliers. Lower costs can be adapted into pricing and would create higher revenues. The net income and the return on assets will rise as a result of the mentioned aspects.
· Product Screening *Technology-based service proposal screening and decision-making effectiveness. Van-Riel et al. (2011).
*Rapid technological development and unstable consumption trends are the two biggest factors that cause product lifecycle in the technology industry to become shorter. Having said that, without innovation, companies are not able to survive in a long-term. Innovation for tech-based products and services involve high investments and failure rates. Therefore, Sanz have to make the innovation process more manageable and less risky by dividing the innovation process gradually into many stages.
· Operational competitive priorities #Operational · Capacity Planning *Capacity planning and performance contracting for service facilities. Jiang, Y. and Seidmann, A. (2014).
-Essentials of Operations Management. Slack, N. et al. (2011). Essex: Pearson Education Ltd
*It is very challenging for operation managers to make decisions on capacity investment and managerial incentives for the fact that it is time-based competition and the market demand is unpredictable. Investing in capacity is normally based on capital investments and involves considerable up-front fixed costs and its high utilisation can create high profit. If, Sanz over-estimates the demand, allowing capacity to be larger, the company will be over-investing as if it is the vice versa, the company will be under-investing, originating long lines and lost profit opportunities.
-The management of capacity is important to set an effective capacity which responds
to the given demand. In this connection the fluctuation of demand determine the decisions about the capacity. In the capacity planning Sanz needs to pay attention to following objectives:
– quality of product
– speed of adjustment to customer demand
-dependability of supply
-flexibility through surplus capacity
-costs
-revenues
-working capital.
· Demand Management Strategy -Demand Planning Needs Customer Profitability. Lapide, L. (2014). – Demand-shaping, which is the most important part of demand planning, cannot be done without having supply chain and corporate profitability in mind. The demand-supply planning process can be done in Sales and Operations Planning meetings and profitability traced back through Enterprise Resource Planning.
The true customer profitability model gives a comprehensive idea of the customer costs-to-serve. These include supply chain landed costs such as transport, product and ABC costs but also program and service costs as well as financial operation costs. Apart from the costs-to serve true customer profitability is defined by customer net revenues. This interrelation of various costs and the revenue will help to make decisions regarding the demand but also to reduce costs and maximise profits.
· Learning curves *Extracting Value from Learning Curves: Integrating Theory and Practice. Linton, J. D. and Walsh, S. T. (2013)
-Experience, Learning, and Returns to Scale. Arce, D. G. (2014).
*By understanding the behaviours of the learning curve, managers can have a better use and at the same time acquire a product underlying value. For instance, it is essential to consider in which stages learning occurs as it will help avoiding hasty and wrong decisions such as if technologies should be abandon when they are very beneficial from learning and/or to abandon mature technologies with small chances for further improvement.
– The learning curve demonstrates the relationship between cumulative volume and decreasing average costs. Analysing the experiences, costs can be reduced and return to scale increased. For example if Sanz would consider to reduce pricing to capture learning effects sales/production can be increased leading to reach or exceed the capacity. As can be seen Learning curve effects are interrelated to number of topics of production and needs contemplation.
· Inventory Management *Production & Operation Management. Bisen, V. and Srivastava, S. (2009).
#The effect of inventory management on firm performance. Koumanakos. D.P. 2008. International journal of inventory management on company performance.
*Effects of operational and structural conditions on inventory management in large manufacturing enterprises. Başaran, B. (2013) *In the chapter 6 of this book, it can be found the three main reasons to keep inventory. 1- Time: as in supply chain, it is important to maintain a certain quantity of inventory in a “lead time” from suppliers and to consumers at every stage. chain, 2- Uncertainty: as “inventories are sustained as buffers to meet uncertainties in demand, supply and movements of goods.”
and 3- Economies of Scale: it is a costly process in terms of logistic as situation of “one unit at the time at a place where user needs it, when he needs it”. Therefore, Sanz may use the LIFO accounting methods also know as “first in, last out” which is suggested in the book to record the value of inventory. One of the particularities of this method is that allows the production division to record the sale of the most expensive inventory first as prices increase over time because of inflation. In addition, this approach can be used to balance current costs and current revenue.
*Normally, Large Manufacturing Enterprises(LMEs) are able to hold more input supplies (equipment and raw material) and output (components and finished products) compared to medium sized manufacturers. Having said that, inventory management needs to have effective applications as it allows costs to be reduced. For instance, Sanz needs to avoid holding extensive inventories as it will affect net cash flow, reduce revenue and profitability, and increase costs.
Research and Development Management -Knowing When to Leap: Transitioning between Exploitative and Explorative R&D. Mudambi, R and Swift, T. (2013).
*Top management attention to innovation: The role of search selection and intensity in new product introductions. Li et al. (2013).
-In general it is assumed that R&D is beneficial for the companies performance. R&D can be of explorative or exploitative nature. Explorative R&D are associated with the high investments at the early stage of product development. In contrast exploitative R&D is based on existing knowledge. After weighing a number of factors Sanz needs to choose the right strategy according to the existing situation.
*New products and services are essential for companies to achieve higher performance as well as survive in a very competitive market. Such new products in the market is the outcome of search and identification of new knowledge and information, which is responsibility of Top Manager Teams (TMTs). For instance, if Sanz performs a more effective search and obtain new knowledge and information, the production manager will be able to make better strategic decisions in terms of innovation.
Microeconomics (Demand and supply) *Demand, supply, and their interaction on markets, as seen from the perspective of evolutionary economic theory. Nelson, R. R. (2012).
-Principles of Economics. Mankiw, N. (2012). 6th edn. *Companies must conduct a marketing analysis in which explains prevailing prices and quantities purchased and sold within the targeted market. Evolutionary economics believe the existence of long dynamics of the supply side in relation to development of technologies as pace and pattern of technological advances impact tremendously in the economy and industries. Therefore, there is a great value from consumers in terms of the changing and expanding range of goods and services available to be bought.
– The supply and demand model shows the relationship between the two factors and how it determines the price. For example an increase of demand would rise the equilibrium price for the an unchanged supply. Whereas the increase of supply would decrease the price for an unchanged demand. These implications can help to decide about capacity based on potential demand changes based on the situation analysis conducted.
TEAM RESEARCH AREA RESOURCE FOUND & CHOSEN REVIEW AND REASON FOR CHOICE
green · Role of production in startegy1).
Production & operation managementVikram Bisen 2009
Lucknow, India : Word-Press 2009.
2).
Vickery, Shawnee K., Cornelia Droge, and Robert E. Markland. “Production competence and business strategy: do they affect business performance?.”Decision Sciences 24.2 (1993): 435-456.
This textbook data contain how companies produce their products and how to manage the production to fulfill the demand of the market without cut product. It identifies how companies can use production strategies to maximise demand.Which can be use to decide the amount of product that going to produce in simulation production part.
2)This journal directly describe why production effect to the company strategy and how production relate to the demand of the product. Knowledge from this journal can use to analyze the amount of the product that company going to produce in the simulation.
· Total Quality Management 1).
Total quality managementWorld Congress for Total Quality Management (1st : 1995) Gopal K Kanji
London : Chapman & Hall 1995
2.)
Porter, Leslie J., and Adrian J. Parker. “Total quality management—the critical success factors.” Total quality management 4.1 (1993): 13-22. The main purpose of TQM is to improve the performance of the production. The knowledge from this textbook about TQM can use in simulation when company want to analyze their production result and sell result with the competitors. Lots of method and theory about TQM contain in this textbook. Which is very useful to use for the analytical part of the simulation.
2) This source provide how important of the TQM to the product in the company. In the highly competitive market, TQM for the product is very important to make a difference to the market share in the market. This data can also use to help when analyze the result with the competitor.
· Just-In-Time and Lean Operation 1)
Lean operations management gekwantificeerdVandaele, Nico 2008
Katholieke Universiteit Leuven
2)
Just-in-Time Systems
By Roger Rios, Yasmín A. Ríos-Solís1) One of the main purpose of JIT is to produce the product to meet the exact demand of the market and reduce the need for raw materials. These is the factor that production department manager have to consider.
2) This source give more understandable about the JIT system which can help to support and describe in the simulation result for each round and the solution to solve the problem that happens.
· product screening 1)
Product innovation leading change through integrated product developmentDavid L. Rainey 1946- MyiLibrary.
Cambridge : Cambridge University Press 2005.
2)
Product Management
2nd Edition
Dr. Canandan
1),2)The data from this source show that in business world there are many factor to considering in the selection product to sell or launch in the market. This data can use in simulation to product screening and decison before selling in to the market to gain the most profit and market share.
· Operational competitive priorities 1)
Solutions business problem solving
2012
Burlington, Vt. : Gower Pub. 2012.
Chapter 9 page 182
2)
Marketing principles and practice.
Dennis Adcock 2001
Harlow : Financial Times/Prentice Hall 2001.
Chapter 5 , Page 63
1)In simulation there are many competitors in the market. So it is very important for the head of production part to look at the result after each round and try to find the best solution to make the most effective way to win in the competition between their competitor. This source contain data about how to solve the situation that happen from the result.
2)When the result for each round come out. We can use this data to analyze what happen and preparing new competitive priorities for next round to make a better result and gain market share from the competitors.
· Capacity Planning 1)
Capacity Planning and Its Implications on the Infrastructural Development Needs of Some Selected Higher Institutions in the Eastern Senatorial District of Kogi State
by : Sule, Ja’afaru Garba, Dr. Ogbadu, Elijah Ebenehi & Olukotun, Gabriel Ademola
2)Design of advanced manufacturing systems : models for capacity planning in advanced manufacturing systems
Andrea Matta 2005
Springer 2005.
The management of the capacity is very important to fulfill the demand from the market. Planning for capacity is another factor that company have to consider. The factor for capacity that company have to consider in simulation is how many product that company can produce etc. which this source can use to plan the good capacity for company production.
2)In production department one thing that manager have to consider is the capacity of the product and its relate to the demand. This article provide data about how to plan this product capacity for the production. This data can also use to support the decision for each area production.
· Demand Management Strategy 1)
Demand management best practices process, principles, and collaborationColleen Crum 1953- 2003
Boca Raton, Fla. : J. Ross Publishing 2003.
2)Production control and demand management in capacitated flow process industriesFransoo, JC (Jan) 1993
Technische Universiteit Eindhoven
Demand management is very important in the simulation. Because we have to use theory to support our demand forecast decision for each round of the simulation. This source give us many useful knowledge about how to decide to make the demand for each round to gain the most market share from the competitors.
2)Production and demand always the two critical factor for the successful company. The production that’s not suit the demand can cause the big loss to the company. This source explain how to manage this two important factor together to make profit in the simulation.
· Learning curves 1)
PV Learning Curves: Past and Future Drivers of Cost ReductionKersten, F. ; Doll, R. ; Kux, A. ; Huljic, D.M. ; Görig, M.A. ; Breyer, C. ; Müller, J.W. ; Wawer, P. 2011
2)
learning curves theory, models, and applications
Mohamad Y. Jabar1)This source provide data about learning curve and the reasons why produce more can reduce the price. We can use this source to describe the theory of learning curve that effect to the price of the production in simulation.
2)Learning curves is one of the most complicated theory in this simulation. So this source will describe more about learning curves. This is very important theory to use in support the idea.
· Inventory Management 1)
World class production and inventory managementDarryl V. LandvaterNew York ; Chichester : Wiley 1997
2)
Essentials of inventory management
Max Muller c2011
New York : AMACOM c2011.
The data provided from this source is about how to manage the product to satisfy the demand of the market and what process that the firm should do about the cut product that left from sell. In simulation we have to select the area that produce the product and also where to start to sell the product. Which the data from this source can help to making decision about the order of place that product going to sell.
2)It is important to company to have a good inventory management because without a good inventory management can make loss from cut product that left in the market. This source provide lots of theory to support the idea in simulation about how to manage the inventory in production department.
Research and Development Management 1) Universal methods of research complex problems, develop innovative ideas, and design effective solutionsBella Martin Brudesign : M HaningtonBeverly, MA : Rockport Publishers 2012.
2) Business-driven Research and Development: Managing Knowledge to Create Wealth
Ganguly, Ashok In simulation we have to do research and development for the product.But there’s condition in R&D so we have to plan before do R&D. This source can help a lot about the decision and also the methods that going to use before making any R&D decision in the simulation.
2) This source provide data about how to make the most successful R&D for the company. It is important for company to do in house R&D to decrease the cost of production to gain more profit in the simulation. This source can help manager in production department decide when and when not to do the new R&D.
Microeconomics (Demand and supply) 1)
On-demand supply management world class strategies, practices, and technologyDouglas A. Smock 1948- c2007
Ft. Lauderdale, Fla. : J. Ross Pub. c2007. 2007.
2)
EconomicsJohn Sloman 1947- 2006
Harlow : Financial Times Prentice Hall 2006.
The data from this source is useful when determine the market outlook in the simulation because we should calculate
New Product Pricing strategies
New Product Pricing/Pricing strategies
Name
Course
Tutor
Date of submission
Introduction
The main reason as to why a marketer comes up with a product is so as to satisfy some particular need in the society. The producers thus intend to fill a particular gap in the market place by producing a particular good and at the same time make profits. Setting a price for this product is a very important task as price has to meet the balance between the utility of the product to a buyer and at the same time ensure that the seller gains a profit. This paper will explain the introduction of dietax meal free cholesterol takeaway boxes into the market, the market segmentation for the product, the target market as well as the pricing strategies. The product lifecycle will also be taken into consideration and the prices that will be charged at the different stages.
a) Product
Dietax is an already packaged takeaway meal that is new in the market and it is cholesterol free so as to cater for the needs of those consumers who want to live healthy by eating healthy. The main ingredients in this takeaway meal are raw foods that make it non perishable and thus making it to even be on the shelves and fridges of the supermarket as well as the retail shops. These raw foods including some varieties of vegetables and fresh vitamins and cereals
b) Market segmentation
Market segmentation requires that a producer should know their customers well as well as ensuring that the customers get exactly what they desire from the product (Art, 2004).Art (2004) emphasizes that the process also involves an establishment of strong relationships with the co marketing partners and in a nutshell he defines it as the process in which he a marketer partitions his market into customers who have similar needs thus their consumer behavior is similar or almost similar. In the case of dietax whole packaged meal market segmentation is developed so as to reach the various market segments. The method used for dietax whole meal market segmentation is benefit segmentation (Charles, W., Joseph, F and Carl, M., 2008).This sort of segmentation groups the customers according to the benefit which they derive from the consumption of a product. This group of people is the ones seeking for a nutritious diet without any artificial ingredients out of will or even doctor’s prescription. This particular clientele is derived form people who watch a healthy nutritional intake and at the same time they lack enough or appropriate time to prepare their own meals. This could arise due to their busy schedules that would render it inconvenient for them to do their meals and thus they buy.
c) The benefit market segmentation was arrived at as a method of market segmentation because the target market is composed of people who have similar needs to cut on their calories and to live healthy.
d) Target market
The niche market has been identified by use of psychographics which refers to a group of people who have similar lifestyles attitudes and values as far as diet intake is concerned. As earlier noted the dietax whole meal is free from cholesterol and is also rich in nutrients which are also balanced to ensure that the packaged meal meets all the diet requirements of those people who consume it.
The niche market therefore consists of the following classes of people;
The elderly people who are interested in the consumption of healthy meals and they may not make it to prepare their own meals. Research by the marketing team prior to the production of the dietax meal revealed that there is a large number of elderly people between the age of 60 to 80 years who would like to consume healthy meals but they also they are not in the constant behavior of preparing these meals in their homes.
The people who are suffering from maladies such as blood pressure problems or diabetes and are under the doctor’s prescription of consuming only healthy meals also forms a target market for the dietax whole meal.
Obese adolescent kids who are attempting to watch their weight and are thus on the lookout for the healthy meals and any other obese person attempting to cut down their weight.
Any other person who would like to eat healthy and thus maintain a healthy look and also live long.
e) This product has the benefit of being rich in nutrients and still low in cholesterol thus ensuring that the product is beneficial to the target market by helping them eat and live healthy.
f) The introductory price for dietax is $3.50 per package.
g) The pricing strategy that is used is skimming so as to recover the production costs incurred for the product and thus make it profitable. Skimming shall accomplish the objective of capturing a profit margin that is high and also in achieving an objective of recapturing the production costs.
h) The product is worth this price for the different costs that are have been incurred in the research prior to its production and also to recover the production cost as well as ensure that the producer makes a profit after the sales.
i) The prices charged at the different stages of production are
3.50$ at introduction stage which is relatively high so as to make high profit
3.00$ at the growth stage. The price is reduced so as to capture more customers in the market. At this stage the distribution is also more intense and the discounts are also reduced.
2.75$ is charged at the maturity stage in response to the rising competition from people producing similar products. At this stage incentives are offered so as to make sure competitive products will not drive product out of market,
2.75$ the prices are maintained at this stage as the niche market still identifies with the product and makes high purchases.
Conclusion
The dietax whole meal product as newly introduced in the market has to be promoted and brought to the doorposts of the clientele and this will be especially necessary especially in the initial stages of its production. The product is introduced using the skimming pricing strategy so as to recover the costs that are incurred especially during the research process. This price is reduced slightly after the introduction stage of the product so as to ensure that the price is favorable and also so that it competes effectively with the competing products. The product will also keep undergoing innovations so as to ensure that it meets the standards that are expected and thus maintain the loyalty of the customers.
References
Art, W. (2004) Handbook of market segmentation: strategic targeting for business and technology firms. Chicago. Probus Publishing Co.
Charles,W.,Joseph,F.&Carl.M.(2009) Marketing.USA. Cengage Learning
Malcom, M &Ian, D (2004) Market segmentation: how to do it, how to benefit from it. Oxford. Elsevier Butterworth-Heinemann.
Walter,L., Michael,V &Craig,C (2010)The price advantage USA McKinsey and Company
William, M., Robert, J. &Jack, R. (2009) Business.USA. Cengage learning.
Death Perception
Name
Professor
Course
Date
Death Perception
Introduction
The two poems, “Elegy for my father, who is not dead” by Andrew Hudgins and “Do not go gentle into that good night” by Dylan Thomas portray perceptions about death from different people. “Elegy for my father, who is not dead” by Andrew Hudgins shows its perception from the eyes of a son and a father. The father is ready to leave the world and wants to go with the son. However, the son feels that he has not lived yet and is not ready to leave death as his father is. It has two perceptions of a younger generation and an older one that has lived its life. “Do not go gentle into that good night” by Dylan Thomas portrays the perception of a son’s plea to his father that he may not just leave the world gently but do so with a rage. In spite of the life that the father has lived, the son still feels that there is still enough life left in him to make one last impact before he dies. The son suggests that his father should apply the zeal he had in his young life before he dies. It depicts the need to live one’s life to the full before death beckons. The poems show that while the old are ready to let go and accept death, the young are not ready and would like the older generation to continue fighting for their lives. The young generation is not satisfied with the efforts their fathers are putting in their lives. In addition, they perceive the place where one goes after death as being a good one where they are peaceful and rested.
Comparison of the two poems
The poems are similar in the sons” perceptions. In both of them, the sons feel that they are not ready to let go of this world. In the first poem “Elegy for my father, who is not dead” by Andrew Hudgins, the son envisions his father’s death and how his father sees it as a welcome relief as he awaits his son to join him. According to the poem, the son thinks, “he thinks that when I trail him he’ll wrap me in his arms and chuckle, they way he did when I got on earth” (Hudgins n.p.). In addition, he feels that the father’s perception towards his impending death is too cavalier, and he is not okay with that. The author writes about the son, “I can’t just say goodbye as cheerfully as if he were embarking on a trip to make my later trip go well” (Hudgins n.p.). He is uncertain about the whole issue. The second poem “Do not go gentle into that good night” by Dylan Thomas also depicts a son who is not ready to face the death of his father. He feels that there should be more fight from his father, and he should not accept death “lying” down. In the poem he says, “do not go gentle into that good night, old age should burn and rave at the close of day” (Thomas n.p). He depicts his father’s situation as a “sad height” and beseeches him to fight. Both sons are not ready to see their father’s go yet and wish they would put more fight for their lives.
The second theme is the depiction of death as leading to a gentler place, giving the perception of a better place. In the first poem “Elegy for my father, who is not dead” by Andrew Hudgins, the son thinks of the father as being ready to go to a fresh world where he seems to be assured of his reservations. Hudgins states that, “in the sureness of his faith, he talks about the world beyond this world as though his reservations have been made…. a little bit – a new desire to travel building up, an itch to see fresh worlds” (Hudgins n.p). This shows that the father believes he is going to a better place. In the second poem, “Do not go gentle into that good night” by Dylan Thomas, the son describes the death as a “good night.” This seems to be why he asks his father to rage against a dying light. The son beseeches his father several times “not go gentle into that good night” (Thomas n.p). The use of the word good shows that the place where people are perceived to after death is a good one, possibly better than the one they live in.
Conclusion
Both poems, “Elegy for my father, who is not dead” by Andrew Hudgins and “Do not go gentle into that good night” by Dylan Thomas show that the sons are not prepared to accept the passing away of their fathers and feel they should fight more for their lives rather than just die without a struggle. In the first poem, the son feels the father is already ready for his death while he himself is not ready to say goodbye to him. In the second poem, the son feels his father is giving in to death without a fight. He wishes that is father would not go so gently but instead go out with rage. Both poems also agree that the fathers will be going to a more peaceful and better place after their deaths. The first poem refers to the place as being a fresher world while the second refers to it as leading to a good night.
Works Cited
Hudgins, A. Elegy for my Father, who is not Dead. Web. March 30, 2013 from http://flouri.shyou.org/wikianthology/elegyformyfatherwhoisnotdead
Thomas, D. Do not go gentle into that good night. Web. March 30, 2013 from http://www.poemhunter.com/poem/do-not-go-gentle-into-that-good-night/
