PRODUCT MANAGEMENT TECHNIQUES RESOURCES AND INSTRUCTIONS
\nScenario
\nMaverick Auto Company was established in 1968 in Dearborn, Michigan, by three former GM employees. Their mission was to be a small, nimble auto brand that could respond to the needs and wants of their customers. They are a niche brand in the auto market but have a loyal customer following. Their specialty is all-wheel-drive sedans and crossover SUVs. Below is a matrix of the basic information related to their current product portfolio:
\nModel\tMaverick Sprinter\tMaverick Descent\tMaverick Legend\tMaverick XKR\tMaverick CrossTracker
\nCar Type\t2-door coupe\t4-door small car\t4-door sedan\t4-door extended hatchback\t4-door crossover SUV
\nYears on the market\t25\t30\t15\t10\t3
\nYears since last redesign\t15\t12\t8\t5\t3
\nPercentage of Maverick’s sales\t7%\t18%\t27%\t34%\t14%
\nSubmarket category\tcoupes\/sports cars\t4-door small cars\t4-door sedans\thatchbacks\/wagons\tcrossovers\/small SUVs
\n# of total cars in category\t36\t78\t78\t28\t55
\nThis year’s sales position in category\t30\t37\t23\t8\t42
\nLast year’s sales position in category\t28\t36\t24\t11\t48
\nNext year’s project ( help with nursing paper writing from experts with MSN & DNP degrees)ed position in category\t34\t38\t23\t5\t35
\nMSRP\t$14,999\t$18,999\t$22,999\t$25,999\t$28,999
\nSeating capacity\t4\t5\t5\t5\t5
\nFuel economy (city\/hwy)\t28\/38\t24\/33\t22\/31\t22\/32\t20\/21
\nLuxury level (1 is basic, 10 is high luxury)\t2\t4\t4\t6\t7
\nAvailable upgrades\tLeather package\tLeather package, chrome wheels\tLeather package, chrome wheels, upgraded stereo system\tLeather package, chrome wheels, upgraded stereo system, tinted windows\tLeather package, chrome wheels, upgraded stereo system, tinted windows, plug-In hybrid package ($6,800)
\nYou have been brought in as a consultant to help Maverick Auto Company understand its product portfolio and present to stakeholders on how you intend to use product management techniques to manage their product development process. You will create a document that maps out the product life cycle from creation to launch. You will use a phase and gate map that visualizes each step for stakeholders, showing the process, ideas, and concepts in a timeframe appropriate for the product.
\nThen, using the research provided by the research team, determine which vehicle is in decline and should be replaced within the next five years.
\nThe Maverick Market research team has provided the following insights into the current state of customer wants and needs:
\n\u2022\tCustomers are less interested in small coupe-style vehicles.
\n\u2022\tCustomers like the option to upgrade the engine system to include more fuel-efficient options, like a hybrid fuel option.
\n\u2022\tCustomers often think of Maverick as a good commuter car, good starter vehicle, or good second family vehicle to complement a larger vehicle.
\n\u2022\tMaverick vehicles are popular in areas with adverse winter weather or frequent rain storms because of their all-wheel drive system.
\n\u2022\tCustomers like to be able to seat five passengers without feeling too cramped.
\n\u2022\tCustomers like the options to upgrade to a sport package, with front and side trim pieces, a rear spoiler, and a supercharged engine.
\n\u2022\tMost car companies are coming out with crossover SUV models and very few sedan or wagon-style vehicles.
\n\u2022\tThere are very few smaller all-wheel drive model vehicles on the market.
\n\u2022\tThere are few smaller vehicles that come with the plug-in hybrid as an optional upgrade, rather than standard.
\n________________________________________
\nDirections
\nDeliverable 1: Product Analysis and Recommendation
\nStakeholders have asked for a product analysis and recommendation to accompany your phase and gate map. This analysis should use product management techniques to inform product development recommendations.
\n\u2022\tStakeholders have asked you to conduct a product analysis on the five cars in Maverick Auto Company\u2019s product portfolio. Using information from the product portfolio and customer needs, provide the following to your stakeholders:
\no\tYour professional recommendation for which car is in decline and should be replaced in the next five years
\no\tExplanation for your reasoning
\n\u2022\tUse the customer research that has been provided in the scenario to help guide your analysis.
\no\tUse at least three customer insights to justify your recommendation to stakeholders.
\nDeliverable 2: Phase and Gate Map
\nThe phase and gate map is a product management technique used to inform product management decisions. Your stakeholders have asked you to support recommendations for each phase with examples. Consider how this informs your recommendations in the product analysis and recommendation that you created.
\n\u2022\tUsing what you have learned, complete the phase and gate map for the stakeholders of Maverick Auto Company.
\no\tUse the template provided for you. (This template is provided for you in the Deliverables section.)
\n\u2022\tIn considering the company\u2019s product portfolio, explain techniques you would recommend for product development.
\no\tTechniques can include questions to ask, product prototypes, activities, etc.
\no\tFor Gate 1, provide 5\u201410 different questions that would help screen various ideas.
\no\tFor Phase 1, provide 5\u201410 different techniques or activities that should take place determine if a product can move on to the next phase. You should also indicate which stakeholders are required for each technique or activity.
\no\tFor Gates 2, 3, 4 and 5, write 8\u201415 questions that need to be asked to help determine if product ideas should be moved on to the next phase.
\no\tFor Phase 2, provide techniques and activities to prepare a business case for stakeholders, providing 5\u201410 techniques to do so.
\no\tFor Phase 3, provide techniques and activities that will help the design and development of a prototype, providing 5\u201410 techniques for stakeholders.
\no\tFor Phase 4, provide techniques and activities to help test and validate the product, providing 5\u201410 techniques for stakeholders.
\no\tFor Phase 5, provide techniques and activities to help launch the final product, providing 5\u201410 techniques for stakeholders.
\n\u2022\tFor each phase, support your recommendations with examples and reasoning to justify the techniques you have chosen.
\n________________________________________
\nWhat to Submit
\nEvery project ( help with nursing paper writing from experts with MSN & DNP degrees) has a deliverable or deliverables, which are the files that must be submitted before your project ( help with nursing paper writing from experts with MSN & DNP degrees) can be assessed. For this project ( help with nursing paper writing from experts with MSN & DNP degrees), you must submit the following:<\/p>\n
1.\tProfessional Recommendation (250\u2014300 words)
\nAfter analyzing Maverick Auto Company\u2019s product line, make a professional recommendation on which product is in decline and should be replaced within the next five years. You should provide an explanation to support your recommendation.
\n2.\tPhase and Gate Map
\nComplete the provided phase and gate map to present to the stakeholders of Maverick Auto Company. Your map should be a professional document using the industry\u2019s product line to help drive your responses.<\/p>\n
________________________________________
\nSupporting Materials
\nThe following resources may help support your work on the project ( help with nursing paper writing from experts with MSN & DNP degrees):
\nCitation Help
\nNeed help citing your sources? Use the CfA Citation Guide and Citation Maker.
\nReading: Accelerating Product Developments Via Phase-Gate Processes
\nVideo: Stage-Gate in a Nutshell (4:23)
\nReading: The Product Life Cycle
\nReading: Product Life Cycle
\nPRODUCT PORTFOLIO AND RECOMMENDATIONS:
\nhttps:\/\/scholar.flatworldknowledge.com\/books\/31293\/fwk-127512-ch03_s02\/read (sec 2.2)
\nhttps:\/\/scholar.flatworldknowledge.com\/books\/31293\/fwk-127512-ch03_s03\/read (sec 2.3)
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