Academic Marketing Business Report - Innovative Product Launch in China -- 2

You have been employed as an innovation consultant at a successful Australian Juice company (Spring Valley) attempting to break into the Chinese market with a premium product.

Management have identified that despite the organisation being successful they do not have any formal innovation processes and have requested that you recommend and develop some formal systems/processes for the proposed new product.

1. You have been briefed to develop a model to help determine new product project priorities that will narrow down concepts to those that are superior, and a good company fit, i.e. a full screen.

2. You have also been asked to make sure Marketing and Research & Development are clear as to what they must do to develop the concept i.e. a product protocol.

3. It is expected that you apply the models to the current proposed new product launch into China to show management how they would work. You will need to justify why these models and any other tools should be adopted by the organisation as some functional managers are not convinced that a more formalised new product development process is necessary based on current success.

Evner: Research, Research Writing, Forretnings Analyse, Markeds Research, Business Skrivning

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