Essay:

Essay details:

  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

Text preview of this essay:

This page is a preview - download the full version of this essay above.

Kentzie Rhodes

C204 Management Communication

Task 2

Western Governors University

SECTION A:

Scenario #1:

You are a manager of a company that has recently purchased a smaller company. The purchased company has an existing product, which will now be part of your product offering. The product is a weight-loss supplement called Weight Loss Optimizer. The product has been very successful for the previous owner, but the company had limited ability to adjust its manufacturing system to accommodate growth, as well as a limited potential sales audience. Your role is to oversee and coordinate all aspects of launching the product from the newly acquired company. You have a far greater manufacturing capacity and more potential customers readily available because you already sell several weight-loss related products to a large base of customers.

Weight Loss Optimizer has been proven successful by a research study. The study consisted of 100 participants, 90% of whom lost at least 15 pounds over a reasonable time period. To date, the study participants have successfully maintained their weight loss by continuing to use the product. Of the users, 80% were able to maintain their weight loss with the continued use of Weight Loss Optimizer. The 10% of study participants who were not successful may have been unsuccessful because they did not follow the program's protocol as set forth. An inherent risk in a weight loss product is the inability to determine if the product has failed to produce results or if the user has not followed directions. Dissatisfied customers present a challenge as a result.

Your success relies upon your external business partner, Pills Inc., who manufactures the pill casing for the Weight Loss Optimizer. You will need to work closely with this partner to ensure your manufacturing operation is able to increase as needed in a just-in-time environment to meet sales demands. Your contact's name at Pills Inc. is Susan Jones.

You have received a customer complaint via the company's social media page. The customer's complaint is as follows: “Weight Loss Optimizer does not work! I've been using this for a week, and I haven't lost anything! No one should buy this product!”

SECTION B:

To: Corporation A Management and Production Supervisors

From: Kentzie Rhodes

Subject: Launching New Product Weight Loss Optimizer

Good Morning Team!

I am very excited to share with you the information on the new product that we will be offering. This product was first created by Corporation B, as many of you know we have recently acquired Corporation B and with that acquisition, we gained this new product. The product is named Weight Loss Optimizer. I am very excited about this product, we will be conducting a meeting to discuss details, concerns, and the major advantages of this product. To better prepare everyone for the meeting I wanted to provide you all with a few details about the product. I will list some of the advantages as well as some of our concerns about the product. Keep in mind we will further discuss the details about this product in our meeting. I would love to get some additional input on our concerns and potential solutions.

Advantages:

1. 90% of participants in the research study lost 15+ pounds using Weight Loss Optimizer. Within the study, 100% of participants lost some weight, but 90% lost over 15 pounds. These results are amazing!

2. To date, the study participants have successfully maintained their weight loss by continuing to use the product. Of the users, 80% were able to maintain their weight loss with continued use of Weight Loss Optimizer. This is the factor that I am the most excited about- not only did the participants lose weight during the study, but they were able to keep it off! This will be a key selling point for our marketing team since other weight loss supplements do not have the ability to keep the users from gaining the lost weight back.

Disadvantages

1. The 10% of study participants that failed to lose at least 15 pounds. The 10% of participants that failed to lose at least 15 pounds during the study could serve as negative publicity for the product. Competitors may say that our product has a 10% fail rate and cause consumers to purchase their product which may have a lower fail rate. We can mitigate this disadvantage by being well-informed on our front. To help you all to be well informed I would like to explain to you why the product does not actually have a 10% fail rate.

a. It is unknown whether or not the participants that did not lose 15 pounds followed the program requirements. Since the participants were not observed 24/7, we are making assumptions that they followed the program's requirements when they very easily may not have.

b. It is critical to understand that the 10% of participants did indeed lose weight, they just did not lose over 15 pounds. Therefore, the product did not fail 10% of the time. The product did work, and the participants did lose weight, the participants did not lose over 15 pounds though.

2. Potential customer dissatisfaction. While our goal is to please 100% of our customers 100% of the time, it is not always the reality. Below I have listed some ideas that will help up to decrease customer dissatisfaction.

a. We want to hear the complaints before the public hears the complaints. This will give us a chance to resolve the problem. By doing so we can turn a dissatisfied customer into a satisfied customer just by having good customer service. The packaging of the product will have several ways to contact our customer service team. We also are including customer surveys in the packaging, once the customer fills out the survey, and either submits in on our website online or mails it to us, they will receive a coupon for 20% off their next purchase of Weight Loss Optimizer.

b. We must stay active on all social media/customer interaction platforms. If we are staying involved and quickly responding to the complaints posted on these platforms, we can reduce the number of potential consumers who read the complaint without our resolution to the problem. Several members of the marketing and customer service teams have worked together to develop quick responses to potential complaints.

I am confident that our team will make this launch a success! Please keep in mind our management team is open to ideas from all levels. Supervisors please share this information with your employees during your morning meetings and report any ideas and suggestions to management. I look forward to speaking with you all Tuesday, November 21, 2018, at our meeting that will be hosted in the engineering conference room. I am beyond excited to work will you all on the launch of this new product!

Thank you,

Kentzie Rhodes

Product Manager

SECTION C:

To: Corporation A's External Stakeholders

From: Kentzie Rhodes

Subject: Launching New Product Weight Loss Optimizer

Good Morning,

I am very excited to announce that Corporation A will be launching a new product soon. This product is called Weight Loss Optimizer. Studies have shown that this product not only aids in weight loss, but that it also helps to keep users from gaining the weight that they lost back. We hope that you will be just as excited as we are about the launch of this product. Corporation A wanted to provide you will some of the details about the product, specifically the potential advantages and disadvantages of the product.

Advantages:

3. 90% of participants in the research study lost 15+ pounds using Weight Loss Optimizer. Within the study, 100% of participants lost some weight, but 90% lost over 15 pounds. These results are amazing!

4. To date, the study participants have successfully maintained their weight loss by continuing to use the product. Of the users, 80% were able to maintain their weight loss with continued use of Weight Loss Optimizer. This is the factor that I am the most excited about- not only did the participants lose weight during the study, but they were able to keep it off! This will be a key selling point for our marketing team since other weight loss supplements do not have the ability to keep the users from gaining the lost weight back.

Disadvantages

3. The 10% of study participants that failed to lose at least 15 pounds. The 10% of participants that failed to lose at least 15 pounds during the study could serve as negative publicity for the product. Competitors may say that our product has a 10% fail rate and cause consumers to purchase their product which may have a lower fail rate. We can mitigate this disadvantage by being well-informed on our front. To help you all to be well informed I would like to explain to you why the product does not actually have a 10% fail rate.

c. It is unknown whether or not the participants that did not lose 15 pounds followed the program requirements. Since the participants were not observed 24/7, we are making assumptions that they followed the program's requirements when they very easily may not have.

d. It is critical to understand that the 10% of participants did indeed lose weight, they just did not lose over 15 pounds. Therefore, the product did not fail 10% of the time. The product did work, and the participants did lose weight, the participants did not lose over 15 pounds though.

4. Potential customer dissatisfaction. While our goal is to please 100% of our customers 100% of the time, it is not always the reality. Below I have listed some ideas that will help up to decrease customer dissatisfaction.

c. We want to hear the complaints before the public hears the complaints. This will give us a chance to resolve the problem. By doing so we can turn a dissatisfied customer into a satisfied customer just by having good customer service. The packaging of the product will have several ways to contact our customer service team. We also are including customer surveys in the packaging, once the customer fills out the survey, and either submits in on our website online or mails it to us, they will receive a coupon for 20% off their next purchase of Weight Loss Optimizer.

d. We must stay active on all social media/customer interaction platforms. If we are staying involved and quickly responding to the complaints posted on these platforms, we can reduce the number of potential consumers who read the complaint without our resolution to the problem. Several members of the marketing and customer service teams have worked together to develop quick responses to potential complaints.

The team here at Corporation A is very excited about this opportunity, and we hope that you are also excited. Feel free to contact me if you have any questions or concerns about this new product.

Thank you,

Kentzie Rhodes

Product Manager

...(download the rest of the essay above)

About this essay:

This essay was submitted to us by a student in order to help you with your studies.

If you use part of this page in your own work, you need to provide a citation, as follows:

Essay Sauce, . Available from:< https://www.essaysauce.com/essays/marketing/2018-11-26-1543210231.php > [Accessed 16.10.19].