week 3 case study assignment

(1) Assumptions

To receive full credit you should provide the minimum number of assumptions (as indicated) held by each person. Use short statements. Use the number list feature to number each assumption .

Kelly

4-6

Pat

6-9

Cliff

2-3

1) Pat, Chris, and Kelly will work as a team to develop this new product that Pat has dreamed up.

2) Chris and Kelly will accept Pat as a team member even though she has no background in the company or the industry.

3) Pat’s acumen in the cereal industry will translate (and be effective) in AcuScan’s industry.

Chris

2-3

(2) Arguments

Use 2-6 sentences to explain the arguments made by each of these people.

Kelly

4-6

Pat

6-9

Cliff

2-3

Sales of the existing product are falling, leaving us with income primarily from servicing existing clients. This hurts profitability. Therefore, we need a new product to sell in a new market. However, in the meantime we must cut costs by 15% to maintain profitability

Chris

2-3

Indicate if:

Sound

Unsound

Indicate if:

Logical

Emotional

(3) Evaluate Arguments

Use 2-6 sentences to evaluate the arguments made by each of these people.

Kelly

4-6

Pat

6-9

Cliff

2-3

Unsound

Logical

Sales of the existing product are falling, leaving us with income primarily from servicing existing clients. This hurts profitability. Therefore, we need a new product to sell in a new market.

This might not be the only alternative. In fact, it seems unlikely that the company can both rapidly develop a new product and cut costs.

Chris

2-3

Person(s) holding Fallacious Argument.

NOTE: Some individuals may hold more than 1 fallacious argument, while others might not have any.

(4) Fallacious Arguments

Describe specific fallacious arguments, and identify the people who hold them. For full credit, you should provide 4-6 fallacious arguments.

Chris & Pat

The “shelf life” of this product will be as long as the iScanner in its industry

(1) Problems

Describe 2-3 problems that characterize the situation. Single sentence format is acceptable.

(1)

There is no process for developing new products at the company.

(2)

(3)

(2) Data/Arguments/Reasoning

For each problem listed above, describe the data, arguments, and reasoning that contribute to the problem. You should describe issues of data, arguments, and reasoning related to each problem, within 2-6 sentences.

(1)

People are running around trying to decide who is responsible for doing what. They cannot even come to an agreement on what the final outcome is going to be, much less formulate a plan to get it done. Because the iScanner was successfully developed years ago, Chris Martinas’ assumption that Kelly can “do it again” hides the need for a new systematic product development process.

(2)

(3)

(3) Underlying Problem

Describe the underlying problem that is the base cause of the conflict within the company. You should present the underlying problem in 1-4 sentences.

*You’ll have to do this one on your own since there is basically only one base cause of the conflict.

(4) Alternative Solutions

Propose 2 potential alternative solutions for this situation, in the format of 2-4 sentences each.

(1)

As Vice President of product development, Chris should take the lead in this first-ever product introduction at AcuScan. Chris should delegate all the responsibilities to the appropriate personnel.

(2)

(5) Relative Strengths & Weaknesses

Describe 1 strength and 1 weakness for each alternative solution.

Strengths

Weaknesses

(1)

First, this establishes accountability and authority. According to his job title, it is Chris’s responsibility to get products developed. Second, it sets a precedent for the next time the company develops a product.

*You’ll have to come up with this one on your own.

(2)

(6) Recommended Solution

In 2-6 sentences, describe the solution you would propose to the CEO and the reason(s) for that choice.

*You’ll need to come up with this one on your own.