Product and Service Development

This document provides a comprehensive guide on product and service development. It covers the product development process, the level of customer integration, processes applied to the development of specific organizational products, assessing the life-cycle stage of products or services in a company's portfolio, and more. The document focuses on the example of Guess, a clothing brand and retail store, to illustrate the concepts discussed. It also includes a reflective statement on team working and creative development.

Product and Service
Development

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Product development process and the level of customer integration....................................3
P2. Processes in application to the development of a specific organisational product................6
TASK 2............................................................................................................................................7
P3. Assess the life-cycle stage of the products or services in a company’s portfolio..................7
P4. Product line management choices required for individual products or services...................9
TASK 3..........................................................................................................................................10
P5. Design and pitch a product or service taking in to account market testing, product/service
launch and distribution...............................................................................................................10
TASK 4..........................................................................................................................................11
P6. Reflective statement that critically reflects on team working, creative development.........11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Development of products and services considered as the prominent engagement of all the
significant status in terms of bringing suitable products undertaking opinion to market release. It
depicts prominent changes in the existing products and formulation of prominent new tangible
and intangible elements that have suitable desire to satisfy the wants and preferences of
customers (Ács, Szerb and Autio, 2016). To prominently understand regarding the production
services development Guess is considered which is a clothing brand and retail store. The
headquarter of company is in California, U.S and also situated in approximately 80 countries by
undertaking the lifestyle factor. Currently, company tends to redesign itself by providing new
factors. Besides this it also tends to provide several fashion accessories and perfume including
watches bags and so on. The report trends to cover the prominent development of suitable
products and services and also apply the process to the specific commodity. Lastly suitable life
cycle stages of the production services are described and complete the reflective statement that
depict the creative development team working and suitable presentation.
TASK 1
P1. Product development process and the level of customer integration
Product development picked as the prominent changes in features and characteristics of the
existing product and its manufacturing considering the trends in the market and choices of
customers. With the help of prominent production services organisations provide effective value
to their potential customers. Guess prominently offer a variety of products including watches
glass clothing and many more in terms of becoming the leader of market and accomplished
competitive advantage and headquarter in California United States. The manager of company
prominently identified the product life cycle stage by analysing which product comes under
which stage and undertake upcoming decision to complete suitable objectives.
Besides this product life cycle stage is considered as the watches which are made with
leather and declined this state considering the suitable population by becoming more conscious
in terms of protecting animals as due to this, they do not prefer to those goods which are made
from leather. In regard of this the managers also take choices for innovation in which they make

permanent changes considering the leather watches and offer them as the hand beaded watch
(Bharwani and Mathews, 2016). The watch also developed considering the threads instead of
leather and undertake various materials which are eco-friendly and also design suitable pitch for
the prominent factors considering the market opportunity marketing strategy synopsis of
competition and many more. Considering the present time to deal with the situation which are
concerned with declining the sales volume and demand then the managers need to follow the
procedure of new product development in terms of making significant improvement in the
existing product that lies under the declining stage. The suitable process undertakes various
stages which are mentioned as underneath:
 Idea generation: It is undertaken as the prominent process to develop product
considering the generation of ideas. For this organisation’s conduct planning to develop
something innovative which relies and other prominent ideas and also generate by
identifying deviations within the market considering several methods. The Other
prominent sources come from the generation of Ideas considering market research
reviews internal sources identify opportunities and weaknesses industrial competition and
many more (Charter and Tischner, 2017). Besides this all the sources prominently of a
wide variety of ideas. Idea screening: It depicts the generator idea which is screened by prominent evaluation.
In this manager filter all the ideas in terms of selecting prominent options which is useful

to achieve goals. Considering the group members and their discussion regarding the pros
and cons of Idea then depict the best idea that undertake suitable can abilities to generate
revenues and satisfy customers. Concept development and testing: This stage come after screening of Idea and it is
helpful in accomplishing success which is essential to develop concept and also test it for
the prominent identification which is understandable acceptable and effective in terms of
meeting the needs of customers (Goodway, Ozmun and Gallahue, 2019). For this the
customer segment is identified for the suitable information and also relate to the new
idea. Besides this information is collected regarding the perspective of customers and
also helpful in searching whether customers like the idea or not. Marketing strategy development: It is the stage that plays an important role considering
the development of prominent ideas and also identify a detailed analysis of business in
terms of making sure that new idea it is best for the organizational strategic plans by
identifying cost and margins of demand and revenue (Tukker and Tischner, 2017). It also
undertakes suitable definition of target market planning of product profit objectives and
many more. It will also help in identifying the new ideas that will suitable profitable for
the unfavorable situation considering the business viewpoint. Product development: In this company make suitable identification to develop and
launch Idea within the market. They also consider the need of the process which is
followed for effective manufacturing considering the distribution of Idea. The process is
undertaken as the critical for the business in terms of converting their idea into the
physical form. Effective production or function for the company depict the manufacturing
of suitable Idea and co-ordinate with other functional units with the objective of
increasing revenues and profitability in the market. Test marketing: In this developed product is launched in market at the small level and
also considered as the developed product which is successful in the small market for the
prominent activities that are performed in terms of launching at the large level. Besides
this failure of developed product in the marketing test is helpful in finding prominent
reasons of the failure of product (Beuren, Ferreira and Miguel, 2013). With the help of it
it is also important to make suitable changes for the new product and also launched it
again as it needs to eliminate risk in the path of large-scale marketing.

 Commercialization: It depicts the suitable development of product considering the large-
scale to attain prominent result from test marketing. Undertaking the large investment
what is made by company then the developed product it is done by the production at large
scale to distribute at the large level. Besides this advertisement of the developed product
are done via magazines newspaper and TV.
P2. Processes in application to the development of a specific organisational product
Conducting the product life cycle stages, it is identified that the watches of guess are are
made from leather which are moving towards the declining stage and for this suitable process is
applied to develop its hand beaded watch which are mentioned as below: Idea generation: In this the managers of Guess leads to generate Idea by brainstorming
method and considering various ideas that are collected with the help of market research
develop current product (Kindström, 2010). The management tends to identify the overall
situation with their employees and also provide them suitable ideas which is beneficial to
deal with prominent situation. Besides this they came with the idea which is concerned
with digital watch and hand beaded watch. In this, the suitable idea for company is hand
beaded watch by Guess and for this, they are required to organize planning and develop
something unique by promoting ideas and analyzing suitable deviations within the market
area. Idea screening: In this the manager of Guess prominently screen the generated Idea by
identifying it with the help of dealing with suitable problem by accomplishing outcomes.
The organizational prominently undertake the feasible study for the ideas regarding the
hand beaded watch and digital watch. Besides this company also identified that there are
several Technologies that are helpful in terms of converting leather hand beaded watches
into digital watches but it needs huge investment to fulfil the demand. In this, proper
screening is conducted by the team members considering the various options that helps in
achieve objectives and goals and for this, they conduct proper discussion in order to
develop hand beaded watch by considering prominent abilities to generate sales. Concept development and testing: As per this stage managers of Guess prominently
develop effective ideas and conduct suitable screening of the managers who made the
decision to develop leather hand beaded watch into the normal watches (Stark, 2015). It

also prominently selects small group of individuals by offering additional information
which is concerned with the watch. Besides this they also identify the reaction of
individuals for the new watch. Here, the prominent testing is required before launching
product in market and for this, Guess suitably send hand beaded watch to the product
testing in terms of attracting maximum number of customers towards them. Marketing strategy development: In this the managers of Guess prominently develop
suitable strategies for the product of market. For this email marketing is considered to
promote and spread Awareness to their product regarding the hand beaded watch with the
help of emails that include suitable details regarding the features and price details. In
regard of Guess, they need to develop suitable market development strategy for their
innovative product which is hand beaded watch by conducting detailed analysis of their
business to make sure about the new idea and organizational plans. Product development: In this the manager of Guess make effective determination for the
development of hand beaded watch considering the market. Besides this the significant
practices are implemented with the objective of developing it together and distributing
the watch (Sigala, 2012). It also provides the suitable coordination and integration for the
activities considering the department and also introduce it in their target market. Here,
effective marketing and promotion is required before manufacturing their product by
undertaking the idea of distribution for their hand beaded watch. Test marketing: The managers of Guess make suitable attempt to launch the hand beaded
watch at the small market of the California. In this respect prominent results which are
accomplished by company in the time of launching their product at the large level in
United States. For this also eliminate the risk factor which is related to the large level
marketing. In this, hand beaded watch is send for testing within the market by launching
few samples of it as it is important to make required modifications for new product by
eliminating the risk factor from marketing.
 Commercialization: Undertaking the prominent success of test marketing managers of
gas consider Hand beaded watch in the US and nearby Nations. along with this they also
develop the watches at the large level by advertising it through various promotional
methods including magazines billboards posters radio and so on. In this, huge investment

is required for hand beaded watch regarding the development of product which is done at
the time of manufacturing and production at the large level.
TASK 2
P3. Assess the life-cycle stage of the products or services in a company’s portfolio
Product life cycle give the prominent detail regarding the demand of customers over a
significant period of time. Because of the regular changes occur in the current Technology life
cycle and trends and products from effective launch the effect of the demand which is already
exist. At the starting stage every product experience suitable growth but with time people start
losing interest in the same commodity and attracted towards something else (Wasson, 2015).
Each and every product need to go through various stages which is not possible to retain
customers for the current product. When the product reaches at the specific level it goes on the
declining stage and cannot be neglected. For this, the project life cycle of new products of Guess
are mentioned below:
 Introduction: In this product is prominently launched in the market and only few
customers are known about the available options and regarding the trial of product.
Besides this suitable stock is available for the various outlets and does not impact the
shortage of product on the organization (Yu and Sangiorgi, 2018). Moreover, the focus is
on increasing then income group considering the price level to keep it hike in terms of
seeking attention for the specific deviation of society. In this Guess undertake, Black case

stainless steel watches and for this, they need more investment in order to advertise their
products with the help of online method to attract their customers. In relation with Guess
all the prominent products and services are offered that are attractive including clothes
and watches which are the prominent product that are offered by focusing on promoting
to spread awareness in the market. Growth: In this the promotion strategies are enhanced for the market segment and
permanently and hence the use of quality techniques which is helpful in influencing their
customers in terms of purchasing new product (Haeberle and et. al., 2016). Considering
the stage for the sales in terms of increasing suitable Returns which are received for the
prominent investment. At this stage, Cassidy Unisex touch watch are relies in order to get
effective return and for this, Guess can opt adaption to enhance their market demand.
Along with this, Guess can also decrease suitable prices in terms of enhancing their sales.
In relation with Guess the products undertake suitable watches and perfumes in this state
that are helpful in achieving increase sales and demand with huge competitors. Maturity: In this the brand become stable with more options that are present in the
market. Suitable prices are required to be fixed as per the other options which are present
in the market full stop it is because of the reason in terms of remaining cos theta in the
market it is required to fixed with the capacity of giving prominent competition wind
industry. Here, Gold tone case silicone watches is relies at this stage as in this, the
product is matured considering the demand and also required to improve their products in
terms of designing and sustaining in market area. At this stage the products of Guess
undertake bags watches jewelry in terms of having maturity and the prices of these
offerings does not change that helps in making effective revenues.
 Decline: It is the last stage in which complete each towards the declining of sales and
face loss. It happens because of the reason that company need more advanced product
within the market in terms of giving tough competition to other brand and also helps in
capturing the other market area (Mendes and et. al., 2017). It is possible because of
prominent development and innovation in existing product and promote it through
advertisement to increase sales and revenues. In this stage, Guess leather strap watches
are relying but it gets decline because of the awareness of animals and for this, company
need to undertake major initiatives to make it more environment-friendly. In relation with

Guess what is are considered as the suitable product for the declining stage in this
customer’s find less attractive towards the watches and does not purchase it.
P4. Product line management choices required for individual products or services
Considering the present scenario of company, it is identified that watches are the
prominent product which is offered by company and required suitable choices. For this the
managers of an organisation have prominent choice considering the innovation that helps in
making suitable changes for the current product. It also depicts the choice for renovation in terms
of performing prominent activities that helps in making product a completely new commodity
(Sun and et. al., 2017). It is identified that the sales of individual watch which is the leather
analogue watch start declining because of the lack of innovation. It is also seen as the population
which are less preparing towards the product and also manufactured by the skin of animals.
It is another reason for the declining of sales and demands and to deal with the situation
the managers of companies required to go through with the prominent innovation within their
decision to develop and he introduced the product for the suitable sales and demand of company.
For this the managers of guests are taking decisions in terms of effective innovation for suitable
product by which they opt organic Threads instead of leather and name it as the hand beaded
watch. The innovative product undertakes suitable calendar timer and other important products
that helps in attracting white customer base and the innovation is also seen as the environment
friendly more fashionable and luxury product of company. By undertaking the introduction stage
in these suitable products are offered for the excellent services to their respective customers by
undertaking the design and quality. In regard of this, company tends to opt innovation after
identifying the prominent differences for their product and take corrective actions for it. It
effectively depicts the product development in which marketers and investigators conduct lot of
research considering the development of product and its processing.
Furthermore, in Growth stage the suitable range of product for this watch is also available
by undertaking several varieties like Cassidy unisex touch, Logan Unisex touch and so on. For
this, company tends to opt adaptation as in these products are already in the demand. Despite
from this, in maturity stage the products are belongs from the no profit and no loss stage as by
this, they can undertake renovation regarding their products in terms of enhancing their demand.

In declining stage, undertaking the early times of product which are at high demand gets down
and company tends to opt innovation to relaunch their products to achieve new market area.
TASK 3
P5. Design and pitch a product or service taking in to account market testing, product/service
launch and distribution
By considering the discussion it is identified that the products of case at the declining stage
by which company face loss will in the market and their customer base. In terms of overcoming
the situation the managers of company make prominent choices considering the innovation for
the specific product which is helpful in accomplishing success at the prominent rate. In terms of
improvised product which is the hand beaded watch tends to offer triple undertaking the timer
calendar and other important services and few elements are mentioned as underneath: Market opportunity for proposed product: The population of US prominently focus on
making decision for the specific product which is more eco-friendly and also luxurious at
the same time. In relation with hand beaded watch it is low priced and luxurious that
prominently offer suitable market opportunities in terms of having attraction due to
enhanced preferences for the product and the value of money. Marketing strategy: It depicts the prominent approach to achieve competitive advantage
within the market. In terms of hand beaded watch, the managers of Guess please to opt
penetration pricing by which they can offer their watch at the lower prices in terms of
reaching to the wide market (West and Di Nardo, 2016). In the managers of respective
company also use relationship marketing including social media and email to generate
awareness regarding the product and managers also opt expensive marketing in terms of
spending distribution techniques for the product. Synopsis of competition and industry: It is identified that the Retail Industry is quite
competitive in United States and for this there are Less organisations that offer watches
which are produced with thread and other organic material. Some of the competitors of
Guess undertake Wet Seal, Venus company, Talbots and so on. Considering the
renovated product what is hand beaded watch it is identified that it faces moderate
competition within the industry by giving tough competition and gaining opportunity in
market.

 Financial overview:
 Investment required: The manager of company need suitable proportion of capital as the
investment. In the early times it was investing to achieve leather in terms of making
watches but now they can use the investment to gain threads and other organic materials
for their innovative hand beaded watches. Besides this company can also invest around
$24000 million.
TASK 4
P6. Reflective statement that critically reflects on team working, creative development
Undertaking the process of development of presentation there are various activities are
performed by each member and group is also involved for making contribution to complete the
presentation in prominent way full stop the preparation of presentation have my contribution to
identify the life cycle stages of the project considering the innovation within Guess. Besides this
the prominent stages and identified with suitable strategies in terms of introducing it in the
market in an effective manner. Every member also offers the task in which they are interested
and effectively perform.

Moreover, the team members also work hard and give their first presentation to their team
members in terms of convincing them to deal with prominent structure of the report which is
helpful in developing in the presentation form. Defective development is made by assigning the
leader for the team and work can be delegated. For distributors are also helpful in terms of
guiding every team member considering the project and objective of the project. Moreover, to
deliver the presentation practice it is important that all the audience are communicated in an
effective manner. Along with this final decision prominently need approval of team members by
offering chance of conflict and also try to eliminate it.
All the team members are significantly involved for the International informal manner
considering the discussion of work. Besides this prominent group discussion is conduct among
the members by offering opinion for the evaluation of suggestion that is helpful in launching the
creativity within the teamwork. Teamwork was performed by the team members collectively and
also guided in an effective manner to perform their path and generate best results. It also depicts
the prominent quality of presentation which is required for suitable improvement in an effective
way. Moreover, in terms of improving the issue for the group discussion is made in suitable style
of writing is selected in terms of making enhancement in the development of presentation.
While undertaking the presentation, I identified that overall process for the growth and
development of suitable products and services as our team was offered significant responsibility
for offering an innovative idea by which the business can accomplish suitable objectives. To
identify the idea for the research which is conducted for company regarding the existing product
on the grounds of which idea give the significant range of watches which was identified.
What were your contributions and which part of the pitch was presented by you?
At the time of considering the overall presentation for the task which is allocated by the
manager considering the team members according to the capabilities and interest. For this, the
task was assigned to me which is concerned with the product life cycle. In this, I need to identify
each and every stage of PLC for the wide range of products which is provided by Guess. Here, I
have analysed all the stages of PLC for the new product which is planning by company to launch
or make modifications in the existing product. It happens because I realised the the success of
product which is being possible only when I make mistakes which is done in regard of current
products which are not repeated. Moreover, on that basis I also tends to identified that the
suitable range of watches lies under the introduction stage in order to gain suitable popularity.

Furthermore, I came to know that the suitable accessories are at the declining stage as they have
not innovated things according to the increasing demand of customers. For this, I need to present
that this part of the presentation before the management of company and on that grounds they
tends to decide several strategies which can opted by them in several strategies.
How did the team function?
By undertaking the presentation for the whole team which was allocated several task
according to their capabilities regarding the management of designing of product and its
development. It happens as the manager has appropriate knowledge for the benefits and feature
of product in order to offer their products within the market. All the members of team work
collectively as they are communicated towards the progress for their roles effectively by which
they can perform their job.
How did the team undertake all necessary activities?
All the members of team were given suitable instruction by their leader considering the
prominent expectations. For this, I was given prominent responsibility of writing the content
effectively considering the presentation and consulting with their team members. Because of this,
I can offer effective presentation on time by which they can deliver to their members regarding
the production department.
How did the team organize and plan their work?
The leaders of team a lot time to their employees in regard of performing suitable
activities that should be completed by performing their job role. For this we planned to collect
the suitable information considering the products and strategies which was adopted by the
company.
What was the level of interaction between the team members?
Each and every team member had effective communication skills by which they are
allowed to interact with each other so that they can made effective presentation. The team
members were prominent responsible for taking decisions considering the share of data to one
another. Moreover, I was held responsible for collecting suitable information from the members
to finalize the content that should be presented.
Did the group discussion enable creativity within the teamwork?
Yes, a group discussion was conducted for team that helps in enabling all the team
members to provide their suggestions and opinions regarding the enhancement and bringing

innovation in the products and services of company. In that group discussion I suggested the idea
regarding the launch of wide range of watches by focusing on their designs and accessories by
considering the requirement for the innovation and a suitable product which are kept For the first
three stages of product life cycle. These decisions were enabled creative within the team as the
lead to motivate the team members to give suitable opportunity by considering their views.
Did the team work well together or was it dysfunctional?
All the activities went well but at the time of allotting responsibilities leads to generate
conflict among the team members as some of them felt that they are more capable of doing better
things then what is assigned to them. But they were managed effectively by which the quality of
presentation was quite better.
What was the quality of the final presentation?
Every activity was performed prominently and the members provided me suitable data on
time that help me in offering content for better quality regarding the management of time. If
enabled in order to provide better quality of presentation.
Recommendations for improvements
In order to enhance the overall performance of team and manage the group along with the
several issues which were faced like conflicts. For this I analyse several factors that should be
taken into consideration regarding the help of several things that can be resolve suitable issues.
For this some of the prominent recommendations which are made including:
 It includes the barriers that should be identified because of the conflicts that arise within
the team members so that the prominent barrier can be eliminated and the chance of
conflict can be reduced.
 At the time of formulating team, it is essential to identify the capabilities of all the team
members so that the issues which are related with the assignment of responsibilities can
be prominently managed.
 Team working skills can be taught to the team members by considering the development
among all the employees. With is the conflict is faced that would not arise in Future in
front of the team member.

CONCLUSION
The above report inferred that it is significant for an endeavour to build up its items so they
can meet prerequisites on schedule and addition recipient results. Improvement of item or
administration is done in two different ways. First is change in quite a while and second is
making an item that is totally new. To build up an individual item, business concerns follows
different cycles that are engaged with new item improvement so agreeable functions are
performed. The stages in the product development stages of generation of ideas from various
sources, screening all ideas, concept development, devising marketing strategies, developing
product, testing it in markets and commercialisation. There are different exercises which are
acted in group and imagination is created among colleagues.

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