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Opsi: New Product Development and Market Share

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I have read and understood the rules on cheating, plagiarism and appropriate referencing as outlined in my handbook and I declare that the work contained in this assignment is my own, unless otherwise acknowledged. No substantial part of the work submitted here has also been submitted by me in other assessments for my degree course, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made Signed: ...................................................................... (for on-line submission it is only necessary to type your name in this space) MODULE TITLE: Operations Strategy for Industry MODULE CODE: UKFM OPSI 11--01 MODULE …show more content…

For sales and market share to be increased further, it will be necessary to achieve this through innovation with completely new product development and introduction, or more likely, as developing new products has become increasingly difficult to develop new brand/product extensions such as mixes and delivery systems,, and performance could be enhanced and margins protected by achieving world class marketing, innovation and production standards. At the same time costs will continue to be squeezed. Resources should be focussed on creating value that the customer is willing to pay for. Focus for Review The environment in which the company has been operating has become increasingly competitive from both similar companies fighting for share of a saturated market which has plateaued in size, and with the influx of generic products, which focus on low cost production as patents are challenged, and so Global Enterprises are unable to compete on such a simple low cost basis. The introduction of new product variants is occurring at an ever increasing rate to try to add value and prolong patent life, whilst totally new formulations and products are becoming harder to create. Meanwhile as existing products come off patent, generic companies quickly replicate them and win a substantial market share because they offer prices with which non-generic companies find it hard to compete.

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