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Developing and Managing Products

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You are a marketing manager for Nike. Your department has come up with the idea of manufacturing a baseball bat for use in colleges around the nation. Assuming you are in the business analysis stage, write a brief analysis based on these questions of the "Business Analysis".

- What is the likely demand for the product?
- What impact would the new product probably have on total sales, profits, market share, and return on investment?
- How would the introduction of the product affect existing products? Would the new product cannibalize existing products?
- Would current customers benefit from the product?
- Would the product enhance the image of the company's overall product mix?
- Would the new product affect current employees in any way? Would it lead to increasing or reducing the size of the workforce?
- What new facilities, if any, would be needed?
- How might competitors respond?
- What is the risk of failure? Is the company willing to take the risk?

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Solution Summary

The solution discusses developing and managing products.

Solution provided by:
Elisa Valdez, PhD
Education
  • Bachelor of Science in Business Administration, University of the Philippines
  • Master in Business Administration, Saint Mary's University
  • Doctor of Philosophy in Education, University of the Philippines
  • Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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