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Conglom Foods: how can a marketing person help with the product development

See attachment defining a matrix organization.

You have been hired as the marketing strategist for the beverage unit of Conglom Foods. Conglom operates in a matrix structure; people from "support" divisions, such as marketing, work within product units (e.g., beverages). There are marketing strategists in other Conglom units; you will consult with them on a semi-regular basis. (Pls. see the attached file for an explanation of matrix organizational structures).

Conglom currently produces carbonated and non-carbonated cocktail mixers, such as tonic water, Pina Colada mix, and grenadine syrup. Sales have stagnated, and you believe it's because of the product's limited market. You also see an opportunity for Conglom to expand into new markets.

The beverage unit management is intrigued by the idea of developing a new product for a new target market, but they don't know how to get started. Pls. answer the following questions:

1. Write how you, a marketing person, can help with the product development concerning the followings:

1) the role of marketing
2) marketing's involvement in product identification and promotion

2. You have an initial meeting with the beverage unit's product and operations managers. Your goals are to:

1) discuss how and why environmental factors are affecting sales.
2) introduce the idea of developing and marketing a new product, possibly to a new target market.

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1. Write how you, a marketing person, can help with the product development concerning the followings:

1) The role of marketing.
The role of marketing in improving the sales of the beverage unit of Conglom Foods should commence with targeting new markets. For example, the beverage unit of Conglom Foods can target children with a new carbonated fizzy drink. Alternately, the beverage unit of Conglom Foods can target the teenagers by coming out with an energy drink. The role of marketing would be to identify the market segment that needs to be targeted, develop a product for that target market, and stimulate demand for the beverage unit of Conglom Foods product by doing market ...

Solution Summary

The 466 word solution presents several ideas for how marketing can assist with product development.

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