Explain tangible and intangible attributes of the product
Objective: To recommend a new product strategy for a clearly identified target market that addresses the organizations root problem.
Expectations: Begin by reading the “Mattel Confronts Its Marketing Challenges” Case in the text.
Prepare a case analysis and proposal with a comprehensive new product strategy for a clearly identified target market.
Your proposal must include:
Assumptions and missing information
Identify root problem & problem definition
Identify target market and segmentation strategies
Development of alternatives for New Product
Evaluation of alternatives and recommendation of new product development and or course of action to management
New Product Strategy – comprehensive description of tangible and intangible attributes of the product, “type” of product, form of strategy option used for this new product development, differentiation and positioning strategy. Be sure to include your rationale supported by data.
Be sure your case analysis and proposal is comprehensive and includes the appropriate marketing concepts that will convince the Mattel Management of your expertise and validity of ideas.