There are two parts to this assessment; Part 1: a Managing Market Acceptance Report and Part 2: An oral presentation of the report’s findings to the class. The presentation must be a summary of the report contained in no more than 10 PowerPoint slides an approximately 5 – 10 minutes in length.
For Part 1, students are required to write a 1,500 word report on a topic relating to managing market acceptance.
Students are to select a new Business to Business product or product line that has been recently launched on the market. Note that this must be a B2B product, not an end user consumer product.
The Managing Market Acceptance Report must focus on answering the following questions:
• • What did the company do to stimulate adoption of the new product by individual customers? Were these activities successful? How can these activities be improved?
• • What did the company do to improve diffusion of the new product in the market? Were these activities successful? How can these activities be improved?
• • Which specific additional measures can be undertaken in the short term to improve market acceptance of the new product? And which specific measures can be undertaken in the longr term? What are the expected key bottlenecks and how can they be resolved?
• • Which variables are currently used to track the effectiveness of efforts to improve market acceptance of the product? What additional variables might be used?
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