EXECUTIVE MSc in MARKETING
OLU TROPICAL WATER LAUNCH IN U.A.E
MOHAMED MIRSAB YASEEM SAMATH
MSC17 – 38 – 905
ASIA E UNIVERSITY
IN COLLABORATION WITH
STRATEGY COLLEGE OF BUSINESS & MARKETING
OLU Tropical Water Launch in U.A.E
Mohamed Mirsab Yaseem Samath – MSC-17-38-905
“This Research Project submitted in part fulfillment of the requirements of Asia e
University for the program Executive MSc in Marketing” May – 2018
Head of Sales – Pet Bottle Company (Pvt) Ltd
Asia e University in collaboration with Strategy College of Business and
Marketing Sri Lanka
I would like to express my deepest appreciation to all those who provided me the possibility to complete this report. A special gratitude I give to my supervisor Mr Lewie Diasz, whose contribution in stimulating suggestions and encouragement, helped me to coordinate my project especially in writing this report.
Furthermore, I would also like to acknowledge with much appreciation the crucial role of the staff of Pet Bottle Company (Pvt) Ltd, who gave the permission to use all required equipment and the necessary materials to complete the task. Special thanks goes to my manager Mr Chandana Wijesinghe, who provided me the guidance. ?
A product re-launch for a new market is a critical stage of any product development process. The success of the product is likely to depend heavily on how well marketing managers deal with the launch. Very little has been written on the kinds of tactics marketers use to launch their products. This project aims to rectify this by presenting the results of a detailed investigation into the actions and tactics marketers employ to launch the Olu Tropical Water to U.A.E which is a very demanding market. The project begins with understanding consumers: consumer innovativeness, growth of new products and network externalities the results show that for revolutionary innovations, marketers tend to emphasize the technological component of their products and concentrate more on positioning and attack tactics than on market preparation or targeting.
The project deals with understanding the relationship between product re-launch and organizations and brings together the factors that influence the capability of the company to launch an existing product to a new market: organizational resources, demographics, structure and environment. The last section provides more complete understanding of launch strategies that are seen as combinations of strategic and tactical decisions. This project tries to collect the main ideas on the considered issue, to highlight knowledge problems, and suggest directions for future research. The main theory used for this project is the The Stage Gate™ Model. It is an organized, structured product development and start-up process that helps reduce the product failures and increase the success of the companies in introducing new products. ?
Table of Content
1.1 An overview of the organization……………………………………………………………..1
1.2 Relationship to the organization…………………………………………………………….. 3
1.3 The relevance of the chosen context………………………………………………………… 3
1.4 Strategic Business Research Project scope and description………………………………… 5
1.5 Business case and rationale of the Strategic Business Research Project…………………… 6
1.6 Strategic Business Research Project Objectives……………………………………………. 6
1.7 Literature review……………………………………………………………………………. 7
1.8 Strategic Business Research Project Composition………………………………………….. 9
1.9 Identification of Strategic Business Research Project risks………………………………… 10
1.10 Resources / Budget allocation……………………………………………………………. 11
1.11 An outline of the Strategic Business Research Project plan……………………………… 12
1.12 Project Evaluation………………………………………………………………………… 13
2. Project Implementation and Assessment
2.1 Product development (existing product) and re-launch Process…………………………… 14
2.2 The Stage Gate™ Model…………………………………………………………………… 15
2.3 Idea Generation for existing product development………………………………………… 16
2.4 Scoping……………………………………………………………………………………. 20
2.5 Building Business Case……………………………………………………………………..20
2.6 Product Development………………………………………………………………………23
2.7 Testing and Validation…………………………………………………………………….. 25
2.8 Launching product onto the market……..…………………………………………………26
2.9 Defining the Marketing Strategy…………………………………………………………… 27
2.10 Defining the marketing mix……………………………………………………………… 28
Table of Content
2.11 Product Re-launch …………………………………………………………………………31
2.12 Sales Promotion………………………………………………………………………….. 32
2.13 Post launch review……………………………………………………………………….. 33
3 Self-Review and Continuing Developments
3.1 Self-Evaluation……………………………………………………………………………. 35
3.1.1 Personal Skills…………………………………………………………………………… 36
3.1.2 Personal SWOT analysis………………………………………………………………… 41
3.1.3 Identifying the preferred learning Style………………………………………………….. 42
3.2 Personal Development Plan……………………………………………………………….. 44
3.2.1 Professional Skills required achieving next job role (senior manager) ………………….. 45
3.2.2 My Action Plan for professional skills development…………………………………….. 46
3.2.3 Personal Development Plan vs. Personal Work Objectives……………………………… 47
3.2.4 Own learning against the achievement of strategic goals………………………………… 48
4 References…………………………………..……………………………………………. 50
5 Plagiarism Report……………………………………………………………………………52
List of Tables
Table No Title Page No
Table 1.1 Market Share 5
Table 1.2 Stage Gate Model 7
Table 1.3 Strategic Business Research Project Composition 9
Table 1.4 Internal Risks 10
Table 1.5 External Risks 10
Table 1.6 Budget 11
Table 1.7 Outline of the project Plan 12
Table 2.1 Selling Tools 32
Table 3.1 Skill Audit 40
Table 3.2 Identify Learning Style 44
Table 3.3 Assessment of Strength and Development 45
Table 3.4 Skill Requirement 46
Table 3.5 Action Plan 46
1. Project Proposal
1.1 An overview of the organization
PET BOTTLE COMPANY (PRIVATE) LIMITED
Pet Bottle Company is a well-established manufacturing and distribution of pet bottles since 1991. One of the fast growing in their specific industry with strong brands. Soon after the company diversified into the Non Alcoholic Beverage division.
1.2 Relationship to the organization
Area Sales Manager – On-Trade
As the Area Sales Manger, my contribution to the achievement of business objectives, by effectively managing, developing, and retaining quality relationships with international partners and manage sales pipeline, forecast monthly sales and identify new business opportunities
1.3 The relevance of the chosen context
Chosen scenario – Re-launch an existing product into a new market currently served
Re-Launch Olu Tropical Water in Middle- East along with new features after identifying current market gaps.
The Olu Tropical Water needs to be launched with improved features to attract new customers in Middle Eastern market.
OLU, A Reflection of Sri Lanka’s Refreshing Waters
Sri Lanka is renowned for its broad diversity of lakes, rivers, waterfalls and reservoirs, some perfected by nature and some built with precision by the country’s ancient Kings. Throughout many of these water-bodies, the nationally symbolic Lotus Flower or ‘OLU’ sprouts forth in hues of Pink, Blue and White, creating an aura of purity.
Why drink OLU?
Inspired by a flower that symbolizes purity within the Sri Lankan culture, OLU is a unique brand of pure drinking water sourced from waterways that originate from Sri Lanka’s rare cloud forests. These waters are gently filtered and purified through the earth’s natural minerals. Collected from the Central Highland of Sri Lanka, over 4500 feet above sea level, OLU is a reflection of Sri Lanka’s refreshing waters and the greatness of a unique heritage.
Sri Lanka and The Lotus Flower
There are three types of authentic water Lilies in Sri Lanka. In Sinhala, these flowers are commonly referred to as Olu (white) the Nil Manel (magenta) and the Nelum (pink and white colours).
Unlike any other native flower, the Lotus bears a meaningful link to Sri Lanka’s history, religion and culture. In February 1986, the Nil Manel or the blue lotus was named the National flower of Sri Lanka.
The water that creates OLU is sourced from a natural mountain spring obtained through a deep underground well in the Rosita Estate located in Kotagala in Hatton, close to Adam’s Peak and Watawala which is considered as the region with the highest rainfall in Sri Lanka.
OLU is bottled at the source itself while adhering to stringent quality and safety standards and processes.
A Cloud Forest or Fog Forest is an evergreen type of forest found mostly in tropical mountainous regions, frequently covered by clouds and mist. Covering only 1% of global woodland, these mossy forests found at an altitude between 3000 and 8000 feet, form unique ecosystems providing shelter to a large number of endemic species.
Sri Lanka is home to such forests of global importance. The high altitude cloud forests found in the central highlands of Sri Lanka are the catchment area for most of the country’s major rivers. These forests are found in the mountain tops of Pidurutalagala, Hakgala and Adam’s Peak.
However, across the world, these cloud forests are adversely affected by climate change. Recent research suggests that the frequency and strength of cloud cover is decreasing due to rising temperatures and in the next 100 years these forests may get warmer at an inconceivable rate.
1.4 Strategic Business Research Project scope and description
Make new Revenue from the Olu Tropical Water and to make it a strategically important product in the product portfolio of the Company and relaunch it in first ever international market. This will be done within 4 months with a project team that will be led by Brand Manager and 5 other members who will be from across the organization.
Olu Tropical Water being one of the most popular Mineral Water in Sri Lanka, U.A.E living Sri Lankan are the main target of this project.
Rum Market share of Sri Lanka
St Pellegrino 2%
Olu Tropical Water 72%
Table 1.1 Market Share
1.5 Business case and rationale of the Strategic Business Research Project
More than 100,000 Sri Lankans are living in U.A.E Being Sri Lankans, seek for pure mineral water from the motherland.
U.A.E water imports a large portion of the water consumed in the country. In the bottle water industry, imports are expected to account for approximately one-third of domestic demand in 2016-17. Additionally, a large portion of revenue for U.A.E water manufacturing is derived from bottling imported from overseas. Over the past five years, the industry has continued to recover from the effects of the alcopop tax introduced in 2008, which reduced demand for RTDs.
1.6 Strategic Business Research Project Objectives
• To sell 2000 500ml x 24 cases within first four months
• Branding to be completed in 25 leading bars and restaurants
• To have 5 major tie ups as pouring brand in 5 leading bars
• Within first three months customer satisfaction levels to be at 95% Increase product awareness amongst Target audience to 90% 7500 customers to acquired
• Supermarket Listing Starting from Dubai, Abu Dhabi, Sharjah
• Need to maintain an Appropriate stock and maintain customer complaints level below 1%
1.7 Literature review
International market for locally produced water segment is not been catered by OLU. This is an opportunity and expanding it capabilities for the foreign market will help OLU to sustain and to achieve long-term business objectives.
To accomplish this project the following models /concepts / frameworks will be used.
The core hypothesis will be The Stage Gate™ Model. Stage-Gate is an esteem making business process and risk model intended to rapidly and productively change an organization’s best new thoughts into winning new substances. At the point when grasped by associations it creates a culture of product innovation excellence – product leadership, speed and quality, alignment, robust solutions, accountability
The Stage-Gate model depends on the conviction that item advancement starts with thoughts and finishes once an item is effectively propelled into the market. This has a considerable measure to do with the benchmarking research that the Stage-Gate show configuration is introduced on, and is a substantially more extensive and more cross-utilitarian perspective of an product improvement process.
The Stage-Gate model takes the frequently multifaceted and clamorous procedure of taking a thought from commencement to launch, and separates it into little stages (where project exercises are directed) and doors (where business assessments and Go/Kill choices are made). Completely, Stage-Gate comprise of Pre-advancement Activities (business avocation and preparatory feasibilities), Development Activities (specialized, promoting, and operations improvement) and Commercialization Activities (advertise dispatch and post launch learning) into one finish, hearty process
The requirement for lean, fast and beneficial new item advancement has never been more prominent. Product life cycles are shorter, rivalry is more extreme, and clients and customers are more demanding. Organizations that fail to innovate are face a grim future. The issue is that triumphant with new products isn’t simple.
Table 1.2 Stage Gate Model
A Stage-Gate System is a theoretical and functional guide for moving a new project venture from thought to launch. Stage-Gate splits the exertion into effort into distinct stages separated by management decision gates (gatekeeping). Cross-practical groups should effectively summarize the recommended set of related cross-utilitarian exercises in each phase preceding acquiring administration endorsement to continue to the following phase of item improvement.
Stages are the place the activity happens. The players on the project group attempt key exercises to assemble data expected to propel the task to the following entryway or choice point. Stages are cross-functional (there is no innovative work or showcasing stage) and every action is attempted in parallel to upgrade speed to market. To oversee risk, the parallel exercises in a specific stage must be intended to accumulate key data – specialized, showcase, budgetary, operations in order to drive down the specialized and business risks. Each stage costs more than the previous one, bringing about incremental responsibilities. As uncertainties decrease, expenditures are allowed to rise and risk is managed.
Benefits of using Stage-Gate
The Stage-Gate Product Innovation framework has been alluded to as the absolute most critical revelation in product innovation – empowering almost 85% of all organizations to accomplish enhanced profits for their product improvement dollars and to accomplish new development.
When implemented properly, Stage-Gate delivers tremendous impact:
• Accelerates speed-to-market
• Increases likelihood of product success
• Introduces discipline into an ordinarily chaotic process
• Reduces re-work and other forms of waste
• Improves focus via gates where poor projects are killed
• Achieves efficient and effective allocation of scarce resources
• Ensures a complete process – no critical steps are omitted • The results:
A more effective, efficient, faster process that improves your product innovation results.
Supporting theories -Product Life Cycle, NPD, VOC method, A beta test
1.8 Strategic Business Research Project Composition
Head of International Marketing Develops and implements strategic international marketing plan for Olu Tropical Water. Stays abreast of changes in assigned marketing environment to best serve the objectives of the organization and adjusts plans accordingly.
Researches and develops pricing policies and recommends appropriate sales channels.
Project Manager Plan, budget, oversee and document all aspects of the Olu Tropical Water launch in Middle East
Country Head Managing all operations within a country. This involves taking responsibility for profit, revenue, cash and quality targets budgets and producing a detailed annual business operating plan. Recruit and manage staff, including performance monitoring, and possibly mentoring and training
Brand Manager Responsible for ensuring that the Olu Tropical Water, fall under their domain resonate with current and potential customers.
Manager Training and Development Ensuring everyone is fully trained up and can do their job effectively, help employees learn new skills and develop existing ones. As well as helping to design and develop the schemes
Channel Development Manager Partner with county head manager to provide support to reactivated and new resellers in developing business plans, expense budgeting and marketing plans. Follow and support new resellers through first product sale and implementation
Sales Executives Sells Olu Tropical Water by establishing contact and developing relationships with customers
Manger IT Advise and provide solutions on IT that will best help them grow and perform more efficiently.
Logistic Manager Planning and managing logistics, warehouse, transportation and customer services
Directing, optimizing and coordinating full order cycle
Table 1.3: Strategic Business Research Project Composition
1.9 Identification of Strategic Business Research Project risks
(Internal/External) and the plan to manage and mitigate risks
Internal Risks Mitigation of the Risk
Not Receiving Management Support – As the White Rum have not been considered as a key product over the past few years. obtaining management support for this new project will be a challenge A well-documented proposal written with proper recommendation to make sure that the management realize the important and give full focus.
Budget Allocation- The budget allocation would be a critical factor for the project implementation since the funds are allocated by separate marketing budget To justify the budget by ROI and indicating the financial and non-financial benefits of the project
System Reliability – Olu stock system has changed recently and there have been issues raised. Therefore, the system should be reliable to support all features. Closely work with IT department to mitigate systems errors and accessible in Australia
Lack of Staff Knowledge – Overseas staff have not been exposed to this product and lack of product knowledge of the staff Adequate training to be given to staff and proper assessment to be conduct to make sure that knowledge given is well gathered
Pricing – There is a tendency of product price to be higher due to taxes and logistic cost Focus on unique selling point of the product
Table 1.4: Internal Risks
External Risks Mitigation of the Risk
Lack of Customer awareness 360 degrees communication campaign covering all channels to achieve maximum customer awareness
Competitor offering same features such as discounts and incentive schemes Need to keep a track on competitor response and try to continuously improve the product availability
Table 1.5: External Risks
1.10 Resources / Budget allocation
Research and Development 500,000
IT System Developments 100,000
Project Team Expenses 3,000,000
Human Resources 500,000
Marketing Communication Campaign 5,000,000
Staff Training 1,500,000
Offers to the bars 1,500,000
Branding Materials 500,000
Tie up fees 2,000,000
Printing Expenses (Menus, Tent Cards etc.) 1,000,000
Event Expences 1,000,000
Table 1.6: Budget
System development- new tariff, billing, charging, system identification of the Olu Tropical Water in U.A.E
campaigns and product analysis, marketing the product, carry out promotions, Tie ups, Tastings
Recruitment, payroll, hiring of employees, explaining and handling benefits
1.11 An outline of the Strategic Business Research Project plan
Table 1.7: Outline of the project Plan
Strategic Business Research Project Limitations
• Management focus could be negative on the project
• Cost and budget allocations
• Current level of brand image and awareness
• Internal processes
• Culture of the organization and the country selected
• Government Issues
• Customer Perceptions
• New Global Trends
1.12 Project Evaluation
Evaluation planning comes down to two questions:
1.What are the desired outcomes of your project?
2. How will you measure them?
It is tied in with building benchmarks and responsibility into your arrangement and utilizing them to assess the arrangement as you go and after the project is finished. It gives your task a more vital structure, gives proof to your outcomes and, imperatively, adds to the information base about compelling wrongdoing counteractive action
Dependable instruments give data that is probably going to be steady after some time. It won’t be influenced by little changes in such things as the state of mind of individuals who react to the project or different conditions interesting to when implementing the project.
Success of Olu Tropical Water launch can evaluate via
• Re ordering pattern and numbers
• No of listings at outlets
• Customer awareness
• Customer feedback at tasting sessions
• Facebook shares
• Number of visits on website
2. Project Implementation and Assessment
2.1 Product development (existing product) and re-launch Process
To implement a product re-launch by launching continuous developed companies by introducing new competitive products in the market. Product revenue increases sales revenue and customer base. A company will target new customers by introducing new products. Introducing new products can affect company expansion and new internal investments. Continuous research and planning is required if a company wants to achieve a successful product launch/re-launch. During this event all employees of the company contact R & D sales and marketing team. (Gluck, 2012) To succeed and attract customer attention, the new product will meet their needs and maintain brand promises. Today’s market quality for production is not the only thing customers are looking for. Product price, function and condition are very important.
Customers need adequate research and strategic planning before delivering new products (Glück, 2012). In Product Release Strategy defines many important positions in the product launch process. Such important phases; Development, internal test, external test, objective and target system, positioning, enthusiasm building and event time. Based on theoretical review, the manufacturer believes that the growth and initial process will vary from one company to another. For example, the business process (B2B) in business (B2B) is different from the business process for consumers. B2B’s market size is generally smaller compared to B2C. Sales in B2B are generally based on the value and size of the B2C. B2C’s mass marketing can generate many opportunities, which are not necessarily selling; However B2B is not useful for mass marketing. The sales process and purchase process are different in these two markets. B2B can go through many gates, which are not possible in B2C. The author believes that the company’s size will further affect the product launch process. A small scale budget with a small scale budget has fewer re-sources of people and funds when planning a product launch program compared to a large scale company.
2.2 The Stage Gate™ Model
The State Gate Model is an organized, structured product development and start-up process that helps reduce the product failures and increase the success of the companies in introducing new products. The state gate model is a proven successful method, and many international companies use it when launching/re-launching new or existing products. This note creates a state-of-the-art model that is most appropriate for this selected case study (Re-launching the product White Rum in the Australian Market. Stage Gate Model Continuous Levels and Gates, there are 5 levels, each of which is on the back of each gate. These positions indicate the steps taken during the NPD process. Gates is a test series, which are determined by specific criteria that companies decide to continue. (Cooper 2001)
The State Gate Model begins with the discovery of product development and ends with product launch/re-launch on the market. A post reintroduction re-scene is recommended after the market is launched. However, in recent research, Robert Cooper explains that the stage-cat model is a process that can be adjusted depending on the complexity and size of the program. For example, one and two levels can be evaluated together in a less risky plan, with the three and four stages, and ending with the fifth stage. This system has five doors five times. The author fully supports the idea of changing the status-gateway model according to the market needs. In a small process, the company can save time and money and can be accessible for all types of programs. A product development or start-up process is not reliable if it always requires the same steps. Different products differ from the different properties and their requirements differ naturally. Such a statement is being explored by various authors who came to the same conclusion; a strategy does not fit all the ingredients. (MacCormacketal., 2012)
2.3 Idea Generation for existing product development
A company represents a conceptual functioning concept of a company making the concept of production. As a step in the product development program, the concept generation helps to bring several concepts to the company as possible, reviewing ideas and determining the best options to be considered for product development. A good or bad product idea determines the success of a project because the generation will lead to new products offered to customers. There are many ideas that a company can work with, but the quality of feedback is usually low quality or less. It is important that this fact creates a process of creating new ideas that help a company make new successful products (Cooper 2001, 154). According to Cooper, it is very important to have a product strategy defining strategic focus areas that determine areas where you want to search for new developments. These clear notes help create clear and useful ideas that are hard to get from scattered searches.
There are two ways to create new ideas in a company; “Up and down ever found” or “top-down and programmed”. An example of a person who sells a “client convenience” When the seller defines a solution, he announces a new product idea to the company. On the other hand, “topbottom” is more direct and structured. A specific market segment and focus area is defined. A market research firm finds solved client issues, and this team is working on the project team, developing new products over the years (Cooper, 2001).
According to R & D and management Committee of OLU, 80% comments have come from analyzing customer demands and 20% from analyzing customer issues. From there, mineral water is evolving with more features to serve the company’s selected market. Product development was triggered by the end users’ (consumers) request. This is the starting point for creating many other products. However, recently, Pet Bottle Company has begun to develop customer and market research based product groups. As per the customer buying behaviors and consumer expectations, the management team believes that customer needs can be easily defined. The Pet Bottle Company Management Team sees customer consumption behavior and customer expectations as the main source of product development and a variety of ideas.
In the theoretical reviews of the process of creating a new idea, Robert Cooper (2001) presented two ways of making new ideas; “Bottom up” and “top down”. The first track in Pet Bottle Company is continuously used and well implemented. The second path is only to be used. Literature strongly recommends that both ways help companies to have high quality ideas from all sources Pet Bottle Company new idea generated mainly by the anthropological research of the generation system, This VOC system is considered to be very useful and expensive. However, considering the technological involvement in the company, it is recommended to use this method in the future as well as how successful it is in Pet Bottle Company. Other VOC modes prescribed from leading user analysis and product evaluation analyzes are implemented at Pet Bottle Company while collecting ideas for existing product development. For example, Pet Bottle Company works closely with leading companies in the same industry. This collaboration brings new innovative products that can be easily conveyed by customers to meet the end user needs.
Idea generation methods
In 2008, Cooper & Edgate conducted a comprehensive think tank, and the eighteen theoretical modes that are divided into three approach groups; Customer Methods Voice (VOC), Open Discovery Methods and other approaches. Other writers are studying the new product development process, and the new methods used by companies when creating new ideas for existing product developments.
Anthropological research many companies are used to identify new product opportunities. This is a VOC system, which is an expensive method but best. This method requires customers to understand customer needs. The company needs to be operating closely with its customers in order to understand customer needs. It is important to focus on customers’ work-flow in the B2C market, how to use customer products and to see what they are experiencing. New products are not just the older ones, but new solutions with latest features, efficiency and performance will increase.
(Cooper 2001, 163-164)
Lead user analysis is another VOC method which has been applied in many companies. The method was developed by Eric von Hippel in 80´s. The base of this theory is working with innovative customers, will lead in developing innovative products. Collaborating with innovative customers and discussing new solutions which would help them is very effective source in generating new innovative products. (Ulrich ; Epping-er 2012, 124; Edgett ; Cooper, 2008, 45)
Product Value Analysis and Identifying market trends are two other methods that use VOC to develop new products. The first time, a trial test conducted by Ron Sears, this time the customers contact the company’s product features, and then express their concerns, ideas and difficulties. This method helps companies that are in touch with customers and helps solve problems about them. The second method identifies market trends and needs through customer surveys or focus groups. After defining trends and needs, the company creates a team of experts discussing problems or potential solutions (Edgett & Cooper 2008, 4-5; Cooper 2001, 162-164; Kahn 2011).
Internal Search is another method that uses group knowledge and creativity to create new ideas for internal product development. This method is often called a brain tumor. This method is intended to create as many ideas as possible and generally two general guidelines are defined; First of all, all the judgments must vary, and all opinions have to come. The criticism should not be good and inappropriate. It helps to create more ideas. Secondly, the quality of those bridges, and more concepts; the better it is (Kahn 2011, 73; Ulrich & Eppinger 2012).
Another valuable source for creating new ideas is competitors. The idea is not to copy your competitor products, but to review their products to collect new updated products ideas. When using this method it is important to analyze every part of the competitors’ production and define what is wrong with it. It is important to analyze how the product works and what are the products used for the position of products. Another source for creating new ideas is technology universities and you can collect information about the latest development. Creating contact with research centers in various fields in your field is very useful for creating new ideas for new products (Cooper 2001).
Searching patents, The Company also provides information for the latest development technology. Patent provides a rich content that is used to create new ideas. Many of these patents are preserved for 20 years, and if they are to be used, they may be charged. However, patents should be protected, licensed or avoided (Ulrich ; Eppinger 2012).
All the proposed products from the generation will go into development. For various reasons such as strategic fit, resource availability, the idea is not enough to develop. Comments are dropped. For this reason, Robert Cooper proposes an idea where companies can also place all unused ideas which can be used for reference or development. A product screening architecture proposed by marketing experts is R-W-W (real, success, and value). The fundamental conception of R-W-W is three questions; Is it true first? Is there a real need for a particular product from the customer? If the product idea is clear, it is important to examine whether it meets customer needs.
Secondly, can we beat? It is important to define whether the product provides competitive advantage and whether the company has resources for success. Third, is it worth it? If the idea of a new question applies to the company’s development strategy, managers must define this question. The other question that needs to be answered: New product offer adequate profitability? Prior to the advancement of new production, we should answer the above questions (Kotler, et al., 2013). Before starting the NPD, the idea is a native concept that the author created briefly in the literary assessment over the generation process. The sources for which the company should concentrate must be generated from four main sources; Deep market research on customer choice, company internal sources, future trends and requirements and analysis
Scoping is the first step in the development of the product (existing product) and the launch process. At this point, an initial market valuation is first done. A quick scoping of market opportunities for product during initial assessment is essential. Such an assessment includes; Productivity, market acceptance and product requirements. This process is not a comprehensive market research; it is based on desk research based only on existing locations. Secondly, a product technical assessment focuses on technical evaluation conceptual assessment and technological processes, manufacturing process estimates, intellectual properties and technological solutions. A final financial and business rating is the final test before the recommendations are made. At this stage only a supervision of commercial and financial opportunities (Cooper, 2001). The market research justifies the elimination of some plans and justifies some of the acceptance. After reviewing the results, door protectors should complete their plan. After approving a project, the project team must also propose a proposal for the development of existing product.
2.5 Building Business Case
The second stage after the initial assessment is the last step forward. Studies at this point are elaborate. First, a survey of user needs and options is conducted. Defining customer value and benefits, a successful product can be determined. In support of this idea, a video developer, John Hogan, says a value management consultant says that a firm must decide whether a firm’s success should be brought to the customer’s value. Customer value helps to understand the impact of the company’s execution of the results. Research is important but cannot win a product without customer value (Hogan 2013). Competitive analysis is another important part of this phase. A successful company must provide more brilliant customer value and satisfaction than its competitors (Kotler et al., 2013). A comprehensive view of the competition is the competitors who determine what their strength and weakness, price and business model are. Moreover, market analysis, which determines market size, trends, premiums and buyers behavior, is linked to one of the two studies mentioned above. This analysis is a continuation of the initial research in the initial phase; however, it is still high in deeper analysis (Cooper 2001, 197).
At this point, the detailed technical assessment is considered very important. The company determines the potential risks faced by product finding and solving the product when evaluating. Production, suppliers and intellectual property are examined at this point. After a detailed assessment of the technology, a commenting test is very important before development. The conceptual test company helps to prove the interest of the client or the end user and adds final components to the concept. Finally, a plan of financial business analysis and actions is the final reports to be made before stage 4, which is the development (Cooper 2001, 184-191).
From theoretical studies, there are three estimates to be prepared before the development stage; Initial market valuation, initial technical assessment and initial financial assessment. Three initial estimates are made as part of evaluating ideas from the current product development program. From the market prospects, R ; D and Management team of Pet Bottle Company have the knowledge needed to get the initial assessment. However, by reviewing the size of the company and the limited group of customers, early studies are at the same time as advanced analyzes. It’s important to note that it is not necessary to evaluate the latest features of Olu tropical Water.
Product feature assessment depends on the product strategy. The creation of a business meeting is a development phase in the last quarter, as per Robert Cooper (2001) it is a very important step on the product restoration process. From market research, it was confirmed that the idea of product development for U.A.E market, Pet Bottle Company conducts a user’s needs/expectation inspection. However, such a study has not been deeply documented and analyzed in more stages. The inspector’s documents should be judged by helping to evaluate the customer’s needs effectively. Studies can be reused in the development of similar products, eliminating unnecessary expenses that do not increase the time saving and product paying product.
Pet Bottle Company management team emphasizes the importance of competitor products, which is to produce the existing product. First, the company analyzes the product that does not meet customers. The company confirms that new solutions meet the value of customers 100% to meet their needs. As regards the industry, company size and product types offered by the company, it is clear that Pet Bottle Company concludes competitor analysis in this position. In a theoretical assessment, it suggests that a deep market analysis should be carried out before proceeding to product development. Such an analysis was made in the early stages of the first, but the editor again found that the conditions were not documented or studied. One concludes that the teacher should be conducted at the same time as early courses and in-depth analysis. Stage gate models allow companies to change positions according to their needs.
2.6 Product Development
How is the product line required for growth to go to the next stage? At this point, the R ; D team begins to develop this idea for a physical product (Kotler and others 2013). An important part of growth is to create a prototype and begin testing the customers as soon as possible. At this point it is very important to get customer feedback and input continuously. Customer feedback will help to maintain product development in the right direction, meet all customer requirements (Cooper 2001, 253). Cooper says that rapid development at this point is very important. The product must come to the fastest market in order to win competitive advantage and get a quick return. Furthermore, Stephen Tackey and Donald Reynergen (2012) from Harvard business re-analysis have analyzed many interesting myths in product development. Such myths may affect product development and early processes. First, the authors argue from the economic point of view, when purchasing components for a project, it should be done in small quantities, and not every packet should be checked without creating packets.
This process will help improve circulation time, performance, and quality. Secondly, teachers organize managers without concentrating on all resources in a project to organize resources, which do not bear the product development process, but it is also recommended to avoid the start of development, while creating a series of other projects. Such a move does not increase the rate of growth if the company is not ready for practice (Thomke ; Donald, 2012).
Once the product’s first prototype has been developed and tested with the customers, continuous improvement is necessary. The development team should always give priority to customer feedback and features that bring value to the customer and not the product itself (Hogan, 2013). Moreover, Robert Cooper (2001) states that a post launch plan is very important to be developed in parallel with the product development. At this stage the company will need to define what will occur after the product launch; what should be measured and how it will be done?
The problem of the company’s experimentation problem relates to market testing. Market testing is a new practice, and the company does not directly use a product. Olu was introduced in the U.A.E market, using a strategy in all markets. It is recommended that product re-output from theoretical review should first be tested at a smaller level. Marketing testing helps to test marketing strategy, how attractive it is to customers or end users. A structured market test is recommended to restart the future product by evaluating the theory of advice and company’s long-term goal. The development phase is already in the company and is well structured and delivered in the official report. Pet Bottle Company project managers have developed such a documented strategy and are based on a platform-entry model. Changes in this phase are not recommended as the development process is being constructed according to the needs of the company by following stage-gate model guidelines. The existing strategy describes the necessary steps required with new features, the possible study, prototype design, internal test, and technical evaluation in the existing production. However, the management team should consider the current findings, from the theoretical studies of the development phase. For example, it is important to focus on the
scale of the economy, the importance of time and resources management
2.7 Testing and Validation
The purpose of this phase is to check the product thoroughly and prepare for the final conclusion. The test to check product functionality and documentation is important. Avoiding this stage often results in failed product output. There are many test methods that can be implemented from the priority test, which measures the market arrangement. During this test the final product is presented to the customer and its options are faced. The concept and development tests done in previous stages, the illustrations used only cannot be fully reliable for the final product release. According to Cooper (2001), this type of test helps in little improvement in product design. A message from the Customer Priority Test is a valuable source of information that can determine how the product should be linked to the customer. However, the product is not recommended to supervise, but the customer can evaluate. Customers are more productive than what the sellers are doing to measure how they operate.
A beta test is another test system, which has been carried out for a long time and includes customers and partners. In general, the beta test is the second stage of the test. During this test, the product will be displayed in real business environments. The visual product will help define the strengths and weakness. Some disadvantages of the product are sometimes not correctly shown in the study analysis (Cooper, 2001). All aspects of product, benefits and function are checked during beta testing. The feedback received is important and carefully analyzed. Customer responses provide the most valuable marketing materials used when introducing new products.
The following benefits and features derived from customer feedback can be used in designing advertising and sales (Vellendi, 2008). According to Sony & Cohen (2000), beta testing is the most important part of the test and evaluation phase. Other features, such as the creation of a legal document, creation of production plans, and training of sales services are also undertaken at this stage. (Sonny and Cohen, 2000) Market testing is the final test method before the product starts. Benefits and Cost Production Strategy depend on the distribution channel and product uniqueness. According to Vellandi (2008), this test is fully tested and customizable in limited market or marketplace, and is used to test the launch strategy and marketing plan. Apply checks to the complete section of the selected section and the final product will be exposed. The main objective of this type of tests is that the expected sales and market exports provide green / red light for the start of the final products before going to the ticket. The second decision of this type of testing, the company can evaluate various initiatives by introducing small divisions into two different groups. This type of test in industrial products is also called trial sales; each detail is accurate for the final project (Cooper 2001, Vellandi 2008).
2.8 Launching product onto the market
Product development and start-up process is the introduction of the product in the final stage market. Marketing and sales participation at this point is important. For instance this is essential for developing a marketing plan (Cooper 2001). According to Manktelow & Carlson, one of the earliest stages is estimated to be underestimated or if a new product is not considered a failure.
Strategic management approach towards implantation plan
Companies are based on two types of product diversity: the relevant and unrelated difference. These two types of differences vary in the activities involved. In the relevant diversification, companies allocate productive factors in activities requiring similar cognitive or similar resources; Concurrent transformation companies stimulate the company depending on how resources or services differ from each other in different products or services When determining the advantages and disadvantages of diversification, prosperous theory takes into account two hypotheses: The strategic evidence of the companies may be professionally cohesive and these resources should not be altered throughout the enterprises. Strategic sources can categorize definitive and unreliable resources.
Examples of intelligent and concrete evidence include: brand name, consumer loyalty, and technical intelligence, and skilled worker, physical and financial assets. These include various resource firms, particularly rare sources; create performance differences within the industry. Altering or selling strategic resources leads to distraction for the companies seeking more resources. If we go into detail about the resources of the enterprises, such as brand reputation, customer loyalty, and some excellent assets offer the company to enter a new product development to the market. In addition, the sales team can sell various units, which leads the company for a cost benefit; otherwise, these ineffective resources can lead to inefficient investment. Van and many others (2011) suggest that differences can already reduce existing transaction cost by using more locally available resources. Flexibility of production (capital and labor) factors allows the company to use more pre-determined reasons. Apart from the fact that resources must be used for the production of one product, the difference is not a clever strategy, since it is difficult to make manufacturing factors harder.
2.9 Defining the Marketing Strategy
The company’s purpose and objectives are defined by the company since the beginning of the company’s planning, in a product launch process. Marketing objective is to create a value for customers and ensure a lucrative relationship with customers. A marketing strategy is needed to accomplish this. The marketing strategy defines how to manage a customer group as a group and how this client team will be served. The customer division is defined by the division and target and how it is to serve the company’s customers comes from the difference and stance (Kotler, et al., 2013). The market segment has similar requirements to the customer group and is very similar to marketing activities. Market Each Market Analysis and Customers choose one or more segments.
Furthermore, Kotler et al (2013) defines positioning as a place which companies occupy in the customers mind to distinguish their products from the competitors. In the positioning of a company, the customer value differentiations and the advantages of the products towards the customers are very important. If a company promises better value than the competitor, it is a must to deliver those values. This process is reached through the differentiation of the market offering to create greater customer value (Kotler, et al. 2013).
2.10 Defining the marketing mix
After defining the marketing strategy, the company should prepare the marketing mix. The marketing mix is the most important set of marketing tools which companies can use to influence the demand of the customers for its products. This set of tools is collected into a group called the four P´s of marketing (Kotler, et al. 2013, 53). The four P´s stand for product, place, price and promotion (Kotler ; Keller 2009).
The product created by the company or manufacturer who wants to sell the product to the customer. The main rivalry of the production company is formed and this is considered a marketing mix. If a product does not fulfill customer requirements, satisfaction, price, promotion and location marketing cannot be achieved (Agrani, 2010)
The price of the product defines product value for the customer. This is the most important factor affecting the market. Price is determined by many factors; Product cost, market share, target customers, product etc. (van Vliet, 2013).
Promotion is all about defining the way how the company will communicate with the customers. The core message is delivered to the customers via defined promotion tools used in sales and marketing. Promotional activities help to differentiate the product from competitors, and create a good relationship with the customers (van Vliet 2013, Akrani, 2010).
Place is considered as distribution channel which is used to deliver the products to customers. However the type of product, which a company offers, influence the way how it should be distributed (Ehmke et al. 2013).
Theoretical estimate of commercialization or output is directly affected by marketing and sales activities. Don Adams (2012) described B2C marketing process as “marketing operations” in the last stage of the sale / recycling process. Marketing starts from an innovation phase and continues throughout the entire product launch process. To create a marketing plan, the marketing team should collect customer data continuously. This idea should be collected from generation to generation in testing, development and different analysis. Pet Bottle Company staff can collect customer intelligence to take forward the new Olu Water in U.A.E market.
With Pet Bottle Company current marketing strategy and the main market, the customer section is usually defined from the start of the project (when searching for new solutions). However, marketing strategy is different for different markets for the same product. For instance, in UAE, spirit industry is often worried about quality and its taste but Local industry is more interested in price. Moreover, if the company decides in future to add a new product group to the customer, the customer will change the target and the product groups that the company will sell.
Both the advantages and disadvantages of the Olu Tropical Water should be assessed before re-launch. According to sales and legislative partners, distinguish between two disadvantages; the first disadvantage compared to competing products or solutions is the company’s short history in the market. Customer can lead to hesitation before making a decision on new version of the product. However, it is a short-term loss because it builds its credibility in the OLU market and is increasing daily on the customer note list. On the other hand, the author believes that increasing customer testimony in the future will reduce market uncertainty. At the same time, however, the manufacturing company (Pet Bottle Company) offers many advantages to the target market (UAE) in terms of new products. For example, the Olu Tropical Water has provided so many advantages to other products. In addition, the growth and re-introduction of the Olu Tropical Water in the UAE market define some of the most important aspects of them and their customers.
The main listed benefits are;
• Quality of the product
• The design of the bottle
2.11 Product Re-launch
According to Dan Adams (2012), 80% of B2B transactions today find customer supplier. Adams marketing divides into two stages: Initial marketing, which begins with the innovation phase and late marketing, is implemented when the company produces the product for the market. Marketing planning finds marketing plans as a process to start thinking generation and con-dunes through all the new product processes (Cooper, 2001).
Adams also proposes that the customer must have developed a B2B model with a 4 PS. “Provide the Right Medium for the Proper Market for Proper Market Use” (Adams, 2012). With proper preparation, the product needs to satisfy market needs. The right product is provided by fulfilling previous products. Customer needs to understand and build customer value for product.
Before launching a new product it is important to understand which media preferences the target customers have. By using the right media, a company can use more efficient-ly the investment in promoting the new products into the market (Gray, 2012). On the picture below, nine traditional media and nine online media are listed. The factors that influence the company’s decision should firstly be decided in a research where customer’s media preferences are listed. Then, company should consider the available resources to implement each listed media. The industry in which the company is operating and the position of the company in the industry, are two other important factors which influence the decision on which media channel should be used (Adams, 2012).
Direct marketing visits are limited to a variety of trading strategies, but its international partners are not limited to the sale of goods directly in the selected market. Face-to-face presentation is important for customers when new products or new products are introduced and most dependent on shareholders’ ability and resources will adversely affect marketing decisions. The author believes that direct marketing visits should be intensified and added to the company’s agenda. As a result of research on the existing marketing plan, the print media was a source of marketing effectiveness. Two, print articles and print advertising were on OLU marketing plan. Print advertisement has been a major contributor to Olu Tropical Water, as it was collected for the last year. Several offers have been identified by advertisers promoting the advertiser logo immediately to customers and end users. Such promotions are important not only to produce product awareness but also to strengthen the international trade of OLU
2.12 Sales Promotion
Sales promotion is one of the most important success factors affecting the success of the product launch. Sales are done by promotional stimulus activities, which is the courage to buy customers a product or a service. Excellent, effective results, sales promotion activities are linked to personal sales, which is another important promotion tool used in an important successful preparation (Kotler et al. 2013). According to Philip Kotler, Gary Armstrong, Lld. C Harris and Nigel Piercy (2013), Personal sales are sold by the product sold by contacting and selling customers and future relationships. In today’s market vendors are not entrepreneurs who are dependent on the customers or take care of their needs and try to find solutions (Kotler et al. 2013). In addition, the sales team should be ready to meet customers and provide new products. Confidence on the product may affect the reliability and image of products in the customer’s view (Adams, 2012). In the table below, it lists some of the popular selling tools used by companies that support sales group.
Sales Material Need
Product Background Sheet YES Product Data-Sheet YES
Product Brochure YES Presentation for Distributors YES
Product Presentation YES Competitive Comparison YES
News Release Reprint YES Customer Testimonials YES
Product Video YES Customer Evaluation Guide YES
Table 2.1 Selling Tools
From the theoretical review was found out that Sales promotion combined with personal selling is one of the most important factors which influence the success of product re-launch. Olu offers Mineral Water that is completely new for the UAE market. Several media activities are recommended above; however constant interaction with the customers is required. As per the sales Partners and Customers that sales visits are very necessary for introducing OLU Tropical Water, this recommendation is justified with the uniqueness and the purchasing behavior in Spirit industry.
Moreover, from the product re-launch study conducted by Haaga Helia in 2014, sales visits were ranked as the second most preferred approach after seeing the new products. In the theoretical review it was stated that for a successful sales promotion, the sales steam needs to be well prepared and confident about the product that will be introducing to the customer. To fully prepare the sales team for a successful product launch, a set of the most important sales tools for a B2B product launch were suggested. Referring the theory and taking into consideration the industry in which OLU is operating, the author created a list of the most relevant sales tools which OLU should prepare in order to help its sales team for a successful product re-launch of Olu tropical Water. A review of each tool by checking the current status is conducted
2.13 Post launch review
To measure the success or the failure of the product launch it is necessary to conduct a post launch review. In a post launch review it is important to discuss what went well during the launch of the product and what can be improved in the next product launch. A typical post launch review should be held within two months as the team members have all the information still fresh in mind. The launch process is recommended to take place in a friendly environment, with continuous constructive feedback without blaming team members for things that have gone wrong (Edgett, 2013). How-ever, according to the company case study conducted by Scott Edgett (2013) a product post launch review is held between three to six months after the launch. In authors opinion the example shows that the time of post launch review can be applied differently by companies according to their business type or industry. The author supports the idea that the industry and the type of the product which company is offering influences the timing in which a company can receive reliable results from its product launch
From the analysis of the current sales materials the author discovered that the majority of the sales material recommended by the theory is not available for the existing product, The only materials that are fully completed are the company presentation that includes the technology and product and the videos of each existing product. The other materials are either in creating process or not applied at all. The author strongly believes that an immediate focus in creating such materials for Mineral Water product is necessary. For the Mineral Water which Pet Bottle Company is planning to re-launch in UAE market with new features, the sales team must have available some of the most basic documents such as product presentation, data-sheets, frequently asked questions, technical report etc. As mentioned in the theoretical review, a well-prepared sales team is essential for the success of a product re-launch. From the feedback collected by the author during this study, the majority of customers and end-users asked continuously for documents that prove the superiority of Olu Tropical Water towards the existing one. Customer reference and product details (with latest added features for Olu Water) are also among top most requested documents. Moreover, as per the assembly and sales partners the author confirms that customer reference and clear details are very important for the customers. ?
3. Self-Review and Continuing Developments
Self-evaluation is the process or the method where an individual ranks the quality of his or her own work. This process helps an individual to correct his or her mistakes and make use of other procedures that will better his or her work. Leader is person who is engaging with difference people in different levels at internal and external parties. To assess the leaders about their knowledge skills and attitudes not only superiors but also peers, subordinates, other internal parties and external parties can be used. By using a questionnaire, interviews, group discussion which asks participants to rate the leaders competencies according to observed behavior usually leadership competencies, in addition to that it can be interviewed or get answer for questioner from the leader to evaluate him or her to know competencies in his or her perspective The ability to lead effectively is based on a number of key skills. As a manager, the below personal skills are required for the successful implementation of this particular project
3.1.1 Personal Skills
Time Management is vital devices requirements for every employee. To accomplish defining targets and objectives of Pet Bottle Company, the administrator must skilled to guide its staff in appropriate way to achieve with in planned timelines. Management can have prepared to regulate the time wasters in association and manage them sensibly which will guide them toward new task.
“The way we communicate with others and with ourselves ultimately determines the quality of our lives” – Anthony Robbins
Effective communication is most important abilities. It is vital to convey about Pet Bottle Company objectives, targets and demands with its employees on time. In this way, Management communicate with employee’s objectives, targets, duties and choice in different level. Management should fit to deal with conflict gently and listen their subordinates.
In the organization, plenty of unseen issues are arises in various level, which is stressful for employees and managers too. Pet Bottle Company was faced 6% of sales decrease cause of highly competitive market creates stress among the people within the organization.
To deal with these circumstance supervisors more likely than not grew new marketing strategies to recoup its position get back in the market and relief to employees and management from pressure. Management must ready to make right decisions on at correct time to mitigate this situation.
Coaching and Counseling
At the workplace of Pet Bottle Company, there are so many small issues arises during a working period, which are facing by employees and this reason can affect productivity and performance of organization. To solve these issues, managers should able to use counseling, mentoring and coaching skills on time, using is skills to provide full guidance to employees will helps to come out from the situation. In this way, lots of issues arises in organization can be solved on the spots.
Gently given advice has motivated and inspired toward work can long run of business.
Manager should use these skills to support their staff for learning new systems implemented in the Pet Bottle Company. This can be done by face to face short teaching on the job site, which is more comfortable to learn about new systems
Change is important process of organization which can be accepted by organization due to various factors behind its environment, such as change of IT system, divisional structure and centrally controlled budget. Organization come over from this situation, managers should adopt good leadership style to lead the Pet Bottle Company can adopt new strategies. Leading the Pet Bottle Company in right direction in current situation depends upon the managers so leadership skills is most important for managers
Personal Skills Audit
A skill audit is a review of existing skills and identifies the skills required for future leadership requirement for the project implantation. This evaluation finds out the skills required to perform the present role and plan to develop necessary skills for future leadership requirement. As a management person it is necessary to evaluate the current skills for the successful implementation of the proposed project (re-launching process of olu tropical water) it is a must to set up necessary strategic goals such as increase sales, profit maximization and high market share
Leadership Skills Excellent Good Bad Rating
Pay attention and Listen Carefully ? A
Make notes and Sketches ? B
Ask questions and repeat my
Understanding of what was said ? B
Be Sure others are listening before I speak ? A
Speak slowly and clearly ? A
Have the Listeners understand of what was said. Encourage questions ? A
Consider the tasks and Objectives ? A
Consider the Resources – equipment, knowledge, skills and attitudes ? A
Consider the alternatives.
Brainstorm ? B
Reach a Decision and evaluating each options ? B
Write the plan down and review it with the post ? A
Execute the Plan ? A
Evaluate the Plan ? A
Continually Observe the Group. Know what is happening and attitude of the group ? A
Make Instructions clear and pertinent ? A
Pitch in and help When necessary ? A
Quickly deal with disruption. Guide the post toward selfdiscipline. ? A
SETTING THE EXAMPLE ? A
Was the Job Done? ? A
Was the job done right? ? A
Was the Job done at on time? ? C
Understand the situation. Listen Carefully, summarize. Check the facts. Make sure I understand ? A
Help list many options as possible ? B
Help list the disadvantages of the options ? B
Help list the advantages of the
Options ? B
Let the Person decide on solution ? B
EFFECTIVE TEACHING B
Choosing the Learning Objectives ? B
Provide a discovery experience that help the learner understand the need for the skill ? B
Demonstrating or explaining the skill ? B
Allowing the learner to practice the Skill ? B
Evaluating the Process ? A
Table 3.1: Skill Audit
3.1.2 Personal SWOT analysis
I am good at communicating with people as I have known that it has helped me a lot in my work. I have utilized my communication skills in dealing with worst situations also and gaining help from my team members in such situation and convincing the management. Further, I also have technical skills which has been helpful for me in gaining information that I need for my job and to communicate with my team members. I have good skills in getting along with my team and have got skills in leading a team for accomplishing certain work in certain time limit.
My major weakness is that I cannot cope up with the problems that arise suddenly as I panic in such situations instead of dealing with it with calmness. I am more emotional to cope up with such situations and lose my patience and confidence quickly when something comes up suddenly. Due to my weakness, I get more stressed and destroy my own hard works due to rush and low confidence in such situations.
I always look for better techniques and solutions in order to cope with changing trends and situations in the industry or organization. I look forward for new learning to deal with new and different situations which help to gain success in future.
The threat to me is me myself as some of my habits have become obstacle that doesn’t give me a passage for going forward in my career. I am also a threat as I have some weaknesses which may hinder the path to success for future as well as in the present. I have always believed on working on myself assuming that I am expertise on it, and cannot take criticism well.
3.1.3 Identifying the preferred learning Style
Learning styles can be defined as a set of cognitive, emotional, characteristic and physiological factors that serve as relatively stable indicators of how a learner perceives, interacts with, and responds to the learning environment. Honey and Mumford developed the learning style, based on the work of Kolb, and describes four learning preferences Activist, Theorist, Pragmatic and Reflector. These are the learning approaches that individuals prefer. In order to know about ourselves we need to know about our own learning styles, so there are some techniques that help us to find out our preferred learning style. Learning questionnaire and Kolb are some of the techniques that can help us to identify our learning styles.
According to Kolb, there are four learning styles which are diverging, assimilating, converging and accommodating (Pavlina, 2009). But Honey and Mumford’s developed four learning styles to explain Kolbe’s model, which are theorist, pragmatism, activist and reflector are some of the learning styles (Rose, 2011). Activists seek challenge, are open minded, and gregarious. Through the learning questionnaire I was able to know that my learning techniques were theorist and pragmatism. As I like to solve problems practically and like to experiment on techniques so as to improve the status of the organization as well as believe in practical situations, it shows that I am a pragmatist. Further, I also think in a logical manner and believe in disciplined approach. Common Learning Styles
• Visual (spatial): You prefer using pictures, images, and spatial understanding.
• Aural (auditory-musical): You prefer using sound and music.
• Verbal (linguistic): You prefer using words, both in speech and writing.
• Physical: You prefer using your body, hands and sense of touch.
• Logical (mathematical): You prefer using logic, reasoning and systems.
• Social (interpersonal): You prefer to learn in groups or with other people.
• Solitary (intrapersonal): You prefer to work alone and use self-study.
To identify the suitable learning style, the personal assessment should be done by answering for very important questions against myself as done in below table.
Behaviors ( Self Questions) YES/NO YES/NO
Am I More Private? YES
Am I introspective and Independent? YES
Can I Concentrate well? YES
Am I aware of my Own Thinking? YES
Am I analyzing the different ways that I think and feel? YES
Am I spending time on self-analysis? YES
Am I keeping a personal Log, Diary or a Journal to record personal thoughts? NO
Do I Prefer travelling or holidaying in remote places away from crowd? YES
Do I know My Self and My Mind? YES
Do I Prefer a quiet place to work on problems? YES
Do I ask help for any problem from someone else? NO
Do I spend too much time trying to solve a problem rather than asking from someone else? YES
Do I have Personal goals and Plans? YES
Do I know My Direction? YES
Do I prefer to work for My Self? YES
Do I prefer the Group Study? NO
Table 3.2 Identify Learning Style
According to the above self-assessment, it’s got to know that my learning style is Self-study which is called as “SOLITARY (Intrapersonal) Learning style”.
3.2 Personal Development Plan
Step 1:- My Objectives
• To move from Current role as manager to Senior Manager in next 3 years.
• To Complete the Executive MSc by middle of 2018
• Build new contact with business professionals, leaders and managers to gain more knowledge
• Improve the knowledge of research ; project development
• Utilize the strengths in areas of the project to success
• Take the mistakes as a learning point for this project
Step 2:- Assessment of Strength and Development
My Strengths My Development Areas
Good self-motivation and drive To understand the role of Senior Manager in the Wider business (other functions)
Ability to balance study and work To get a detailed Understanding of all key elements of Project Management
Work under Minimum Supervision To build a network outside
Have been using some project implementation techniques as part of my current role
Table 3.3 Assessment of Strength and Development
3.2.1 Professional Skills required achieving next job role (senior manager)
• Communication (Oral and Written)
• Customer and Public Relations
• Problem Solving
• Critical thinking
• Decision Making
Identify a business mentor outside of current job Function 1
Consider Applying some short placement or some limited work shadowing in other functions 2
Request some additional study leave 3
To Complete MBA in focusing on senior management position 4
To Study Psychology as an external course which will be very helpful for management career 5
To Incorporate some responsibility for internal communications in current role in order to maximize opportunities to network / influence managers outside of the job role 6
Table 3.4 Skill Requirement
3.2.2 My Action Plan for professional skills development
Action Measure Support Required
Speak with manager to identify possible mentor Select and Contact mentor to book meeting Senior Manager
Formally request additional Study leave Leave time formally calculated as study leave Manager/Payroll
Organize work shadowing 5 days in 3 different departments for each
6 Months General Manager
Register for Psychology
Professional diploma class Complete and Certificate gained General Manager
Diploma in Strategic
Leadership Complete and gain certificate Senior Manger
Complete Master Ex-Msc Complete and gain Certificate Manger/ General
Get CMI Membership as
Charted Manager Get membership Certificate General Manager (work experience certificate needed)
Get CIPD Membership as
Developer Gain membership Certificate General Manger/
Table 3.5 Action Plan
3.2.3 Personal Development Plan vs. Personal Work Objectives
Personal Development plan is the important tools for professional development which helps me to assess my skills and abilities to achieve personal goals. With the help of PDP, I can easily assess the strong capabilities and high competencies of personal skill and taking necessary steps to improve in weak areas. The following methods are suitable for assessing the outcomes.
Reviewing and monitoring:
Self-reviewing is important method to evaluate the exact performance of the proposed plan, when review indicates some weakness behind outcomes develop a new plan which can be achieved. Suppose the self-learning skill is not completely achieved because of engaging in other activities. Therefore time period is extended for next 3 months for gaining that skill. Regularly monitoring the working pattern and create the working document where every single activity are recorded. That worksheet shows what is achievable and what need to be achieved
Using the appropriate table and listing out skills needs for development and continuously keep records of improvement in different stages. Then compare the latest competence with old one. Suppose I can able to construct good planning for new product development and prepared budgetary process is as a standards requirement, indicates the achieved skills is met the organizational standardized for that level or role. However increase the sales by 2% and performance of team members is higher than before also determine the outcomes of my skills development is satisfied.
The assessment of the personal development plan for working techniques, the portfolio is the best strategy to evaluate. This demonstrates my own aptitudes are enhanced in certain level and in a few abilities still need improvement. It shows the debilitate region and gives me vital recommendations to enhance required areas identified with my work goals and objectives. This is the type of working record which encourages me to improve my abilities for new careers.
3.2.4 Own learning against the achievement of strategic goals
Setting SMART goals starts with different number of levels as it should cover lifetime as well as short term goals (Black et al., 2007). In order to construct PDP the first step in setting the goals starts with analysis of what one wants to achieve in their life so that it gives a picture that shapes all other aspects for decision making. Then, the goals can be set for short time and further shorter time and so on. SMART represents smart, measurable, attainable, relevant and time-bound variants. In order to learn new management skills, new techniques, developing positive thinking, adopting negotiation skills, and learning art of dealing with people. SMART goals for personal development can be summarized as below:
• Increase personal skills for professionalism.
• To communicate effectively with team members.
• To develop new strategy for better performance by using minimum resources.
• To learn stress management techniques.
• Set target for projects.
• Organize the work space.
The outcomes of a PDP against personal work objectives can be assessed by assessing PDP records and action plans. After setting personal development goals, its outcomes also should be assessed in order to know whether it has increased the ability to contribute to the success of the organization or not. The accomplishment of personal development goals provides a foundation for success in career. To achieve my personal development goals I need to set SMART targets or goals that will help me to develop my skills personally and professionally. Further, training and development programs are necessary to help me to achieve my goals for personal development. I need to plan my daily routine and follow it with accuracy. To assess the outcomes of PDP that I have employed, I need to review it regularly and monitor also so that I can know the progress of the plan. In order to evaluate the effectiveness of personal development plans, first the original objectives should be reviewed in order to find out the progress in personal development. The original objective that was asserted was to develop the skills to motivate the employees and to learn setting objectives for the company. Review of the development plan helps to know if the plan is working or not.
It also generates concept to assess the impact of development plans. It is also essential in order to gain sources of advice and guidance.
PDP is not limited to the benefit of only individuals but also entire organizations. PDP programs are adopted by organizations with a large workforce to align the personal goals of the employees to the mission, goals and objectives of the organization. This helps build a workforce that is trained to be competent with the needs of the organization. PDP works best when applied uniformly at all levels of an organization’s hierarchy. This ensures that the members at every level of the organization work in complete co-ordination to achieve the goals of the organization. By providing PDP opportunities to its employees, the organizations earns their loyalty and praise. An organization must ensure that PDP programs is applicable to all members of its staff at all levels of hierarchy to keep all employees satisfied and happy.?
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