Product and Service Development (NSAB907B22CU) - Jaguar Report

This report provides a comprehensive analysis of Jaguar's product and service development, focusing on its product portfolio, lifecycle stages, and new product development (NPD) processes. The report begins with an introduction to Jaguar and its partner companies, followed by an overview of the different products and services offered, primarily focusing on the sedan and SUV product lines. The analysis then evaluates these products in relation to their lifecycle stages, including introduction, growth, maturity, and decline, providing specific examples like the XE, F-TYPE, XJ, and XF models. The report further explores how to manage these lifecycle stages and the appropriate product line management choices, suggesting strategies for each stage. A reflective statement details the NPD processes applied for new or improved product/service development, including idea generation, screening, concept development, business analysis, product development, test marketing, and commercialization, with a focus on the potential development of an electric car, the XMS-500. The report also outlines team contributions and discusses team functioning, the quality of the final presentation, and areas for improvement. References are included at the end of the report.

Product and Service
Development
(Part - B)

Table of Contents
1. An introduction to the organisation and partner companies........................................................1
2. An overview of the different products and services offered in their company’s portfolio..........1
3. An evaluation of a range of the products and services in relation to their life cycle stage..........2
4. Evaluation of how to manage the life cycle stages and the choice of appropriate product line
management choices........................................................................................................................3
5. Reflective statement.....................................................................................................................4
Explanation of NPD processes applied for new or improved product/service development......4
Contributions and which part of the pitch...................................................................................5
Team functioning........................................................................................................................5
Team undertaking the project......................................................................................................5
Team organize and plan their work.............................................................................................5
Level of interaction between the team members.........................................................................5
Group discussion enable creativity within the teamwork...........................................................6
Team work well together or was it dysfunctional.......................................................................6
Quality of the final presentation..................................................................................................6
With hindsight what should have been undertaken differently...................................................6
6. Conclusion...................................................................................................................................6
7. References....................................................................................................................................7

1. An introduction to the organisation and partner companies
Jaguar, one of the luxurious brand in automotive industry which was found in the year of
1935 by Sir William Lyons. Company is having it's headquarter at Whitley, Coventry, England.
In the year of 2013, Jaguar got merged with Land Rover and since then it's manufacturing took
place among different manufacturing plants of Land Rover. It has been found that, Jaguar is
dealing among two range of products (cars) in Sedan and SUV class. It has manufactured ample
number of successful cars like E-Pace, F-Pace, F-Type (among SUV class). On the other hand,
some of other Sedan class based cars like XF, XJ, XE and so on (Bustinza and et. al., 2019).
On the other hand, if it is talked about company's partners than it is having ample number
of companies who has partnered with the firm and has aimed to work in an appropriate way at
the cutting-edge of technology and share an understanding that belief, courage and innovation
that has enabled them to attain a range of goals and objectives in a specified time frame. In
present context, some of it's partners like Panasonic, GKN, Viessmann, Alpinestars, One All
Sports, Michelin and many more. All these firms has helped Jaguar in bringing upgrades within
it's cars considering updated technology and so on.
2. An overview of the different products and services offered in their
company’s portfolio
Jaguar is a multinational company having its headquarters in UK. It is subsidiary of Tata
motors. Jaguar was a company which did production of jaguar cars till the year 2013 then it was
merged with Land Rover. Originally this company was involved in making of motorcycle
sidecars after that they started making bodies for passenger cars. Jaguar is a company dealing in
luxury cars, sedans, SUVs, Land Rovers and encompasses portfolio of all terrain premium
vehicles. It is aim of Managing Director of Jaguar that they want to bring best and latest car
technologies, also they want that they offer their tech savvy customers and provide them with
secure and safe driving experience. Flagship products include the Range Rover, Discovery and
Range Rover Sport. Vehicles owned by Jaguar have advanced feature of connectivity. They
introduced 4G which is capable of having Pro services and WI-FI facility (Yu and Sangiorgi,
2018).
Company has also added optimized assistance. With added features of SOS emergency
call, secure tracker and remote premium are some of additional and unique facilities as provided
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by Jaguar. Jaguar owns many variety of cars including Jaguar XE, Jaguar XF, Halewood Body,
Merseyside apart from these, there are several other Categories such as Range Rover, Range
Rover Velar, Range Rover sport and many others. All vehicles are sold by Jaguar Land Rover
under the Jaguar and Land Rover Marques. This company deals in various models such as
Ultimate Range Rover, Most dynamic Range Rover, avant Garde Range Rover and many other
interesting models. They believe in providing luxury along with quality, comfort & uniqueness
in their products. This makes its products in satisfying dynamic needs of their target customers.
New Land Rover is bringing level of sophistication, capability, versatility and desirability to this
brand. The 2020, Range Rover Evoque is also a sophisticated evolution which is related to
original model it is a luxury compact of SUV market. This brand is providing new and
innovative dimensions of elegance and modernity that have never been experienced by their
target customers.
3. An evaluation of a range of the products and services in relation to their life
cycle stage
Jaguar, a famous automotive luxurious car manufacturer has mostly dealt among two
product lines and these are Sedan and SUV. If it is talked about range of Jaguar's Sedan class car
range and along with their life cycle stages then it is mentioned in a detailed manner underneath:
Life cycle stages of different SUVs of Jaguar (product line) : Basically, this is said to be
one of the beneficial product line of Jaguar with a range of cars like XF, XE, F - TYPE and XJ.
On the other hand, if it is talked about product life cycle then it has a range of stages and these
are Introduction, Growth, Maturity and Decline stage as well (Geissdoerfer and et. al., 2018). All
of these are described in an appropriate manner below:
Introduction : This is the stage where the product is introduced and struggles to gain
brand recognition. In present context, where Jaguar has manufactured XE in the year of 2014,
which can be considered at introduction stage because this car in present time is not carrying
much brand recognition in all over the world. Basically, it is required for Jaguar to focus on
promoting this car as much as they can.
Growth : F – TYPE is the car, which is coming under growing stage as it was launched
in the year of 2013 and since then, it's sales has been increasing rapidly over the years. This car
of Jaguar in present time, is carrying good image at international level. Including this, it can be
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said that this F -Type has given ample number of opportunities to Jaguar to enhance the profit
margins in specified time frame.
Maturity : This is the phase, where a product offers the best performance to the company
in regards to profitability and productivity. In present context, if it is talked about Jaguar's Sedan
class product line then it's XJ model, which was manufactured in the year of 2009 is offering
customers and to company with high range of benefits in specified time frame. Basically, firm
has sold most of its cars of this model only in all around the globe (Dinçer and Yüksel, 2019).
Decline : This is said to be the stage, where sales of a particular company's product
declines in a continuous sense. Here, XF which was launched in 2007 year has given ample
number of benefits to the company. But, over last two years it has been found that it's sales is
continuously decreasing, which impacted negatively upon Jaguar's performance level as well.
Henceforth, these are said to be the four different cars that are coming with a product line
of Jaguar i.e. Sedan. Basically, this section has showed all the different range of stages of
product life cycle with different cars. This has helped Jaguar in meeting all the requirements of
customers in much effective and efficient manner in specified time frame. Along with this, it has
showed ample number of benefits to the firm, which impacted positively upon overall
performance level of Jaguar's profit margins and on productivity as well.
4. Evaluation of how to manage the life cycle stages and the choice of
appropriate product line management choices
Different stages of life cycle of Jaguar's sedan class (product line) could effectively be
raised, which may aid firm in improving the sales conditions of XF, XE, F - TYPE and XJ that
are coming among various life stages of product line. All the modifications, recommendations
and justifications among different stages of sedan class of Jaguar is presented underneath:
Introduction : If it is talked about Jaguar's XE model, then it will be required for the
organisation to develop much more effective and efficient marketing strategies so that Jaguar
could effectively enhance sales numbers (Yu and Sangiorgi, 2018).
Growth : F – TYPE is said to be one of the crucial best selling car in present time and
this will give firm with ample number of benefits in near future. In present context, Jaguar could
effectively make alterations among it's existing car with appropriate and unique features.
Through this, profitability and productivity will improve in a short span (Fargnoli and et. al.,
2018).
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Maturity : In present context, XJ is one of the best selling luxurious car of Jaguar. Over
the years, Jaguar is said to be one of the company that has kept it's focus on building positive
image among luxurious automotive sector and for this, firm would require to updated technology
among XJ and in other models as well.
Decline : In present context, it is recommended to Jaguar to bring innovation among XF
and present in front of it's customers as a whole new version in front of customers. This will
effectively help Jaguar in gaining ample number of advancements (Matschewsky, Kambanou
and Sakao, 2018).
5. Reflective statement
Explanation of NPD processes applied for new or improved product/service development
Considering the New Product Development process, which was utilised for Jaguar, where
at the first stage me and my team mates have considered a range of ideas for Jaguar that can be
adopted by them for future success. Considering the first stage of NPD i.e. idea generation, I
considered a range of ideas for manufacturing a new car like electric plus fuel based engine
(highly economical) named as XM-20, XN-11 (diesel engine) with mileage of 40 kilometre per
litre and lastly, XMS-500 which is a new generation electric car that consists with Artificial
Intelligence, where I selected the last option in the second stage which is idea screening. The
third section (stage), which is concept development and testing where the best adopted idea is
going to be produced. This is where, features of XMS-500 will be discussed and implemented in
order to complete the tests related to different range of concerns like security, pollutions and so
on. After that, me and my group members has selected the best marketing strategy as well i.e.
social media which will help Jaguar in promoting XMS-500 at international level (Vendrell-
Herrero and et. al., 2018).
After that, next stage was business analysis where I considered a range of opportunities
for the new car that will help them in enhancing sales of Jaguar, profit margins and revenue as
well. Just when this step is going to get completed, then the next phase is product development
where me and my team mates has kept their focus on innovations as well and these will aid in
taking a range of modifications within the company. Apart from this, the second last stage i.e.
test marketing, where I have considered a range of methods that has helped my team mates in
focusing upon testing the new electric car of Jaguar like trial method and so on. Since the last
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stage i.e. commercialisation of XMS-500 where I kept my focus upon selecting the best selling
areas where Jaguar would directly gain competitive advancements in rightful manner.
Contributions and which part of the pitch
Basically, while developing this report me and my team mates has selected different
range of tasks in order to complete the project in a short span. Here, I was assigned with finding
out the best and innovative car ideas, which will directly grab attention of customers from all
over the world. Along with this, I have also contributed in the project at the time of adopting the
best marketing strategy for promoting XMS-500 all around the globe. Including this, I have
utilised the elevator pitch while performing this report.
Team functioning
In present context, me and my team members have considered five different types of
aspects like trust, conflict management, commitment, accountability and focusing on results.
This has helped me and the team in reaching to conclusion in specified time frame.
Team undertaking the project
At the time of working on this project to build the presentation me and my team were
filled with enthusiasm, motivation and performed all the tasks with the help of different range of
skills like conflict management, time management, problem solving and so on. Here, I have
analysed that this impacted positively on overall performance level of me and my team members.
Team organize and plan their work
Basically, me and all the team mates has organised all tasks and work considering
different range of models and theories like Tuck-men theory, Maslow's need hierarchy theory,
time management model and so on. This has helped us in managing all the difficulties and
planned the overall work in a specified time frame.
Level of interaction between the team members
At the time of conducting the report, I have found that all the team mates has dealt with
numerous issues, that might have impacted negatively on overall information that presentation
was going to present. But, me and all the individuals within the team used effective
communication as an approach and this has helped me and my team mates in meeting all the
requirements in specified time frame.
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Group discussion enable creativity within the teamwork
Yes, group discussion has brought creativity within team members. Basically, we were
having different sorts of perspectives, which has given different ways to look on a particular
topic. This not only brought creativity in me and my team mates but it also enhanced our
confidence level as well.
Team work well together or was it dysfunctional
If it is talked about team work, then it went positively because all the members were
discussing all the issues with each other. This has helped us in bringing positive solutions in
specified time frame.
Quality of the final presentation
After looking at the whole presentation, I can easily say the information that has been
taken into consideration was full of authenticity. Therefore, it can easily be said that final
presentation has been developed with high quality considering authentic resources and much
more other reliable data.
With hindsight what should have been undertaken differently
This could be understood with a good example of a situation where the marketing
strategy that we have utilised was bill board for electric car. I have analysed that, this type of
marketing approach is pretty much old, which might have impacted negatively upon promoting
the XMS-500 at international level. If this would have taken place, then me and my team mates
would act differently and make alterations among marketing strategy in the phase of business
analysis of NPD.
6. Conclusion
With the help of above mentioned report, it is being concluded that product development
whether to introduce a new product or make alterations among existing one could lead a business
organisation like Jaguar in gaining ample number of competitive advancements. Through this,
profit margins along with the productivity could effectively be enhanced in specified time frame
for the company in a short span.
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7. References
Books and Journals
Bustinza, O. F. and et. al., 2019. Product–service innovation and performance: the role of
collaborative partnerships and R&D intensity. R&D Management. 49(1). pp.33-45.
Dinçer, H. and Yüksel, S., 2018. Comparative evaluation of BSC-based new service
development competencies in Turkish banking sector with the integrated fuzzy hybrid
MCDM using content analysis. International Journal of Fuzzy Systems. 20(8). pp.2497-
2516.
Fargnoli, M. and et. al., 2018. Product service-systems implementation: A customized
framework to enhance sustainability and customer satisfaction. Journal of Cleaner
Production. 188. pp.387-401.
Geissdoerfer, M. and et. al., 2018. Product, service, and business model innovation: A
discussion. Procedia Manufacturing. 21. pp.165-172.
Matschewsky, J., Kambanou, M. L. and Sakao, T., 2018. Designing and providing integrated
product-service systems–challenges, opportunities and solutions resulting from
prescriptive approaches in two industrial companies. International Journal of
Production Research. 56(6). pp.2150-2168.
Vendrell-Herrero, F. and et. al., 2018. Uncovering the role of cross-border strategic alliances and
expertise decision centralization in enhancing product-service innovation in
MMNEs. International Business Review. 27(4). pp.814-825.
Yu, E. and Sangiorgi, D., 2018. Exploring the transformative impacts of service design: The role
of designer–client relationships in the service development process. Design Studies. 55.
pp.79-111.
Yu, E. and Sangiorgi, D., 2018. Service design as an approach to implement the value cocreation
perspective in new service development. Journal of Service Research. 21(1). pp.40-58.
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