New Product Development Coursework - page 1
Keywords: new product development, marketing, internet, flower delivery,
By ozzy on 11/10/2006 21:28:24
Level: Bachelor Honours Degree (BA, BEng, BSc etc)
Page Number: 1 of 8 pages: 1 2 3 4 5 6 7 8
New Product Development Coursework
Austen Jones (Engineering, Manufacture & Management, Year 4, M.Eng, 1995)
Essay Question
Choose a particular field in which a number of products (services) offered by different manufacturers (service providers) compete directly with each other. Write an essay analysing the role played by technology and marketing policies in the competitive process between the products. Wherever possible compare and contrast the different approaches to technologies, features and marketing policies taken by the different manufacturers.
INTRODUCTION
The chosen field of discussion in this essay is the flower delivery business, specifically in the UK. The technological differences that will be discussed focus on the marketing aspects of the different competitors rather than on the technology of the 'products' that each offer. The marketing strategy (this includes approaches to technology) and advertising media employed by Interflora will be compared to those of FlowerNet
FlowerNet's marketing hinges on the use of the Internet, therefore, after this introduction, what is meant by the term 'the Internet' will be clarified, together with a short discussion about its increasing importance, and the Internet's most amiable child - the World Wide Web. After this section of the essay, attention will be paid to the roles that are played by technology and the respective marketing strategies in the competitive process between the 'products'. Finally, the conclusions of the essay will be listed.
THE INTERNET (& THE WORLD WIDE WEB)
"As a net is made up of a series of ties, so everything in this world is connected by a series of ties. If anyone thinks that the mesh of a net is an independent, isolated thing, he is mistaken. It is called a net because it is made up of a series of interconnected meshes, and each mesh has its place and responsibility in relation to other meshes." - Buddha
The same is true of the Internet! The Internet is essentially a large number of different types of computers that are connected together and are able to communicate with each other by virtue of a number of standard communication protocols that they each adhere to when transmitting and receiveing data.
Most people first make use of the Internet by using electronic mail, or e-mail. This is a very simple, yet powerful, tool which allows the
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