Acne Dressing project Essay

IntroductionIn betimes 2005 T.C. Chung, the departmental head of 3M mainland China healthcare division was facing a decision whether to launch a convergence called Acne Dressing in Taiwan. The Chinese subsidiary had been transformed from a petty sales office in 1969 to one of 3Ms most extensive and succeederful subsidiaries in the 2000s. The ripening pop has a couple of major problems that need to be puzzle out before Acne Dressing can be kicked off in Taiwan. Chung had the output go through 3Ms evaluation system and now hes facing a big question what to do with the harvest-tide and how to make rational decisions about the future. In this case answer we break the problems that need to be solved if the launch is to be done. We address these problems and put up concrete recommendations for Chung and his squad on how to continue with the project. Although Chung look intoms to be quite unfledged and in need of support, the powerful 3M resources for product development an d the knowledgeable project team consisting of different departments in 3M will provide him with all the resources he needs.AnalysisAs the development of Acne Dressing is a strongly technology-based project, the follow HQ was heavily involved in the NPIS review that the product at last passed. Some aspects of the final form on the product however, still expect not clear enough. During the review surgical process the local financial and proficient divisions took part in finding slipway to transform Hydrocolloid Dressing into a marketable product which costs were reasonable. The extent of this abstract seems not to discombobulate been adequate, as in the final stage of the review the HQ raised(a) the issue of the voltagely very costly product development. As this was the important concern raised by 3M HQ, it should becarefully looked into and further analysis done. There were two additional concerns, these raised by the local project team. Firstly, according to the teams r eview, the say-so customer group for acne treatment products in Taiwan seemed to be used to traditional methods for acne treatment.However, 3M had already graded that especially teenagers were employ other kinds of products to help with acne e.g. 3Ms Micropore Surgical Tape. Another thing to note relates to the fact that at this point nurses were the primary consumers of 3M hydrocolloid dressings. The case states that nurses had a lean to cut the product into small pieces and use those pieces for superficial skin blemishes. This shows 3M that versed users of the product had already started using it for their planned purpose and in an forward-looking way even without 3M asking them to do so. Secondly the team cogitate that there are no similar products as Acne Dressing in the taiwanese market.As this was the case, the information on customer behaviour and potential sales was limited. This strongly suggested that customers would need to be educated to realize the potential of the new product. During the time there was an ongoing hype for do-it-yourself health care in TW during the time, and people were actively looking for new ways to look healthy. This fact suggests that the target groups of Acne Dressing could well be very receptive for the marketing of never-seen-before products.ConclusionsChung has multiple options concerning the product. With help from HQ, he should analyze the process costs of transforming the high-end hydrocolloid materials into customer-sizing Acne Dressing. The team should calculate if the material could be reworked into a useful size with the designs made by technical service department, and specifically focalise on the costs of manufacturing. If the process is costly, the retail price of the product business leader be too high for the average 15-35 years old customer. A laymans idea would be to cut down the size of the mailboat and redesign it so it would be used like a plaster, of which one can cut suitable sized pieces for use. in any case, the project team should have the HQ laboratories conduct a proper research on the dressings effectiveness against acne. This would be crucial in marketing efforts especially as the customer group is used to traditional scientifically proven acne-treatment methods. A thoroughresearch for all health do is not needed with this position innovation because the material has already turn up its value in hospitals around the solid ground.This would follow the position innovation system through product upgrading (John Wiley & Sons, 2009). As 3Ms marketing department sees an hazard in the new product, this would be a great possibility for a nation wide marketing campaign around the new product. With the insecurity that the price might be too high for some consumers, it should be sold in three different varieties of packages. Small, sensitive and large. The small package would be aimed at a segment that could not afford to invariably use the product. It could be used for the absolute worst kinds of acne induced blisters. Also the small package would work as an low risk buy for the customers.After the product proved its excellency, the consumer would gradually move on to the medium and large packages. As the product would be quite new and remove consumers to change the way they purchase health-care, it is important to emphasize two aspects try out and user experiences. This would be achieved by letting consumers test the product and see its effectiveness. Then it would be important for the user experiences to be distributed in nation-wide campaigns in the largest media platforms.RecommendationsThe Acne Dressing is a great product for the current market situation. It has gone(a) through 3Ms organization-wide evaluation system, NPIS, without too many challenges. The product should be launched if the financial and technical service approve of the costs of manufacturing and deem the product positive. Chung must trust his local team and their advice, and abandon HQs advice in this matter. Should Acne Dressing prove to be a tremendous success in Taiwan, the possibilities for expanding are huge. As 3M Taiwan already has expanded to China, carry in a new product to the market of a trillion people could be business transforming. The whole acne market in the world is estimated to reach revenues of over $3 billion by 2016 (Wood, 2010). Chung must stick firmly behind the decision and trust the local team in Taiwan. The pessimism of the headquarters are not to be taken into wider consideration as long as necessary additional analysis is done.ReferencesBibliographyWood, L. 2010. Research and Markets The worldwide Acne Market Is Estimated To Reach Revenues of $3.02 Billion by 2016 at a conflate Annual Growth Rate (CAGR) Of 0.7%. online Available at http//www.reuters.com/article/2010/05/07/idUS223712+07-May-2010+BW20100507 Accessed 30 Sep 2013. John Wiley & Sons Ltd., 2009, Managing Innovation (Lecture slides)