Product and Service Development Report: Unit 22, January 2018

This report delves into the realm of product and service development, employing Burger King as a practical case study. It initiates with an introduction to the core principles of product and service development, emphasizing their critical role in business prosperity. The report then dissects the processes inherent in developing products and services, while also examining the varying levels of customer integration. The analysis is further enriched by applying these processes to the specific goods and services offered by Burger King. The report extends its scope to encompass the product life cycle stages within the company, and the essential aspects of product line management for individual products and services. Additionally, it explores team working dynamics, presentation methodologies, and the creative development aspects. The report concludes with a synthesis of the key findings and insights derived from the investigation.

Product and Service
Development

Table of Contents
INTRDUCTION..............................................................................................................................4
TASK 1............................................................................................................................................4
P1 Processes involved in development of products and services and levels of customer
integration...................................................................................................................................4
P2 Apply process of application to development of specific firm goods and services...............6
TASK 2............................................................................................................................................8
P3 Life cycle stage of product or services in the company.........................................................8
P4 Product line management required for individual products and services..............................9
TASK 3..........................................................................................................................................11
Covered in PPT.........................................................................................................................11
TASK 4..........................................................................................................................................11
P6 Critically reflect statement on team working, presentation and creative development.......11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRDUCTION
Product and service development define that process which help in providing success to
the business in effective manner. The process start with generating thoughts and ideas for
defining the correct concepts and complete such which determining introduction of products in
the large market place. The report is totally based on Burger King which is multinational food
restaurant and they provide different type of food and drinkable items to their customers (Tukker
and Tischner, 2017). This is the American global chain of hamburger fast food restaurants. In
this project, examine the process behind the new product development (NPD) and it will
considers the desired risks included. There are various theories and concepts integration which
help in developing knowledge and understanding for being capable to applied that skill of an
organisation. Along with this, identify the process which involved in product development and
services and also applied such procedures in application of specific goods and services within an
organisation.
TASK 1
P1 Processes involved in development of products and services and levels of customer
integration
A product define that term in which company offer product for sale. Product can be
service or an item. This can be physical and practical in form. Each product cost is fixed and sold
at set price. Company charge that price to the commodity which depend on the market, quality,
target segmented and techniques of marketing. In retailing scenario, products are known as
merchandise. So in manufacturing, goods are purchase in the form of raw materials and sale
these as finished commodities. In economic, the meaning of goods are used by political famous
economist (Tukker and Tischner, 2017). The concepts related to sub products, which is
secondary but still it is useful for production process.
Service is the useful term which help in providing necessary intangible benefits, its own
rights or important components of tangible products which assist in exchange the money and
identify the needs and requirements of an individual. At some time services are complex to
recognise due to they close for associated with desired products and services that includes
combination of diagnosis with the administration of medicine.
Product and service concept:

In current time period, most of the firm operates various businesses. They can define their
business in the form of products and services. The product and service concept is that process
where company require to place their product position in the large market place. Along with their
price, quality, distribution, service and distinguish elements etc. for trying to take position to its
goods and services in different manner and Burger King should not lose their desired customers
as comparison to its rivals they need to analyse the market situation according to buyers choice,
taste and preferences (Nagamachi and Lokman, 2015). Burger king mainly focus on their burgers
business which attracting large number of customers. Also organisation need to concentrate on
its business in that way where they try to analyse the strength of company regarding its products
and services. An enterprise appeals to the all customers in the large market area where most of
the buyers choose to do various practices. Therefore, various company wide range in their
abilities for offering products in different segment of the marketplace.
Customer Integration- The customer integration is that factor of management of
customers relation which can easily put techniques and methods for allowing buyers to own their
process in their separate transaction and do direct contact along with firm. It means that
requirement of middle person is reduced at this time. It is that way where company can do
business with the assistance of substantial saving on human resource. The level of customer
integration on products and services has been determining the improvement in the customers
communication level, make strategies of retaining buyers and maintain trust among them
towards their innovative goods and services, need to be improved commodities and target whole
market place, increasing power to tackle customers and also target desired buyers and also
enhancing the focus on business operations and functions in effective manner.
Product service system supporting sustainable performance:
The difficult process of making innovative and creative products for the customers who
desire to purchase goods from only to their fix firm (Homburg and Kuehnl, 2014). This approach
is totally based on service oriented business environment which need to developing new business
model. This framework has made for designing new services and products which help in
satisfying customers requirements and demand. So this concept directly affect the sustainability
performance of business which assist in earning maximum profit. The product service system is
based on existing difficult goods and the provision of supporting services while operating
business operations and its functions within the market place. This system comprise people and

their technology which adopt to adjust systems value of knowledge at the time for changing in
life cycle process. Sustainable product service system help in providing an combination of
mixture of goods and services which are capable for satisfy their customers needs and demands
in the market place (Lee, Kao and Yang, 2014). This will assist in increasing efficiency of
resources where products are used by different users in better manner.
P2 Apply process of application to development of specific firm goods and services
The new product development process is the crucial elements for understanding
customers, competitors and market that help in developing products for delivering superior value
to the buyers. There are various types of steps which assist in making new product development
that are as follows:
 Idea generation- New product development procedure firstly generate specific idea for
the company. In simple words, idea generation is the process which assist in finding new
commodity idea or thought.
 Idea screening- It is the second step where firm need to do screening of specific idea in
proper manner. Idea screening refers to filter the ideas to hold one of the best thought
which help in making innovative and creative goods for their customers. The main m
motive of this step is to create and develop large number of ideas and help in reducing
major issues and problems that occurs at the time of developing thoughts.
 Concept development and testing - This is the third step where firm can make attractive
ideas which must be developed into concept of product. The product concept refers to the
detailed analysis of new product thoughts that states the exact meaning of customers base
in the large market area. It is important for Burger king is to know the requirement of
testing new groups of customers or target them.
 Marketing strategy development- It is the fourth step in the new product development is
the market strategy development (Behrendt and et. al., 2017). It is that time which help in
designing initial marketing strategies for the new products that can be based on product
concept for introducing such new product in the market.
 Business analysis- It is the fifth step in the product concept and marketing strategy,
management can identifying the business attracting point of the desired products and
services in better manner. New product development process including sales reviews,
profit and cost for the new product to find out factors for satisfying customers needs and

requirements. Firm can also looking at their sale past experience for providing same type
of goods and organised survey (Kindström and Kowalkowski, 2014). It can be capable
for estimating higher and lower sales for assess the wide range of risk in proper manner.
Burger king required to forecast the sale which can predicted the expected cost and
profits for specific products that includes finance, marketing, R&D and some other. Both
sales and costs facts can be used for analysing new product financial attraction points.
 Product Development- New product development process are come together with actual
product development in the firm. According to this step, various new product concepts,
drawing and perhaps rough prototype and examining the product description. If concept
of product passes from business testing then it should help in developing into physical
goods for make sure that idea of goods can be turned into working market where burger
king offering variety of commodities and food items.
Risks associated with new product/service development:
Competitor activity- In every business, there are various competitors who also make
similar and same type of products and serve to their customers in the large market place. If in the
market, the presence of one or more rivals can reduces and decreasing the prices of products and
services as compared with another competitors. Burger king sometime play role of competitor in
which they also developing and creating similar type of food item and offer to their buyers. By
this, the level of competition is continuously increasing among more than two organisation in the
large market place.
Customer behaviour- it is important for the firm is to analyse the customers behaviour
regarding their needs and demands (Carlborg, Kindström and Kowalkowski, 2014). Also they
should determining the attitude and behaviour of buyers towards their innovative products and
services.
Technical changes- Burger king also change and modify their techniques and methods
according to the alteration in the demand and requirements of their specific and target customers.
Minimising risk of new product failure:
Compatibility- In an organisation, there are two or more things which are able to do work
together with combination and without making any conflicts or issues. If company developing
and making some products or services in proper manner.

Observability- In the business, company manager duty and responsibility is to analyse
and observing the market situations that can help in providing best suitable products to the
customers in the large market area.
Minimising risk in service management:
Intangibility- This is used in marketing for describing the inability to assess the gained
the value for engaging in the activity by using tangible information (Reim, Parida and Örtqvist,
2015). This can be used for describing services where the products can not be tangible in nature
which can be touched or seen.
Variability- It is the extend for which information or data describing the set of various
products and services. This is necessary for the company is to keep changes in their goods
features and characteristics in effective manner.
TASK 2
P3 Life cycle stage of product or services in the company
Life cycle stages of product
The product can be defined as manufactured good which is ready to sale to fulfil needs
and demands of clients. It has certain stages of its life cycle which includes introduction phase,
growth phase, maturation phase and decline phase. All these stages may helps to identify such
aspects which are future oriented decision making in respect to launch something new or modify
it due to current trends of market. All levels of product life cycle combines to make lifespan of
particular product which defines the story of profitability and success of itself. It indicates to take
appropriate actions for maintaining growth of business. Burger king tries to implement new
recipes and food innovations to maintain its growth to as well expand life span of its products by
making them more effective and efficient. Stages of life cycle are discussed below:
Introduction stage:- This can be explained as introduction of any product or brand in
market in front of clients (Gaiardelli and et. al., 2014). At this level, organisations tend to launch
their new goods or services in market to provide information about the same and it may an
expensive level for enterprise. It needs more efforts in respect of money and hard work to build
up image of it. Burger king has done its introduction phase effectively to attain increase of sales
because at this level sales are very low because people are do not aware about new product. It
takes a time to render information about new products or services in market. This stage involves
clients feedback to know about people's like or dislikes about goods.

Growth stage:- It is second phase of product life cycle as sales starts increasing day by
day to achieve desired target of company regarding profits and benefits as well. It is described to
gain short term achievements in respect to scale of production, margin of profits etc (Vezzoli and
et. al., 2015). Burger king make possible investments of capital in promotional activities or
advertisements of enterprise. This will helps to elaborate the factor of profit maximization at this
level for making missions or visions true.
Maturity stage:- This level is indicating that the firm had been achieved maximum profit
and benefits of the same product and now this is the time to make planning for future orientation
to introduce innovative or creative aspects in market to maintain the goodwill of firm or brand.
Burger king provides modified recipes, new recipes and innovative menu of food to its clients so
that it will manage its image in front of competitors.
Decline stage:- This is the last stage of life cycle in which goods or service start to shrink
that means decreasing of sales will occur. Clients are switching off to buy this kind of goods and
replace its value with other product of different brand. Sometimes, it may be possible that firms
have to make less expensive for attaining some profits or benefits. Burger king renders several
offers to its customers for maintaining profitability of organisation. Certain schemes of having
full meals of a person in limited amount of money.
P4 Product line management required for individual products and services
This is necessary for the burger king is to analyse the whole market area where they place
products in the large market area (Ulaga and Loveland, 2014). Also they should know that there
are various factors which help in understanding actual and real position of company products in
the huge market place. So firm can evaluate the location where they try to capture all target
customers in proper manner. These are two major strategies which help in analysing different
factors of marketing mix that are as under: Product standardisation- This strategy define the uniform representation where all major
aspects of goods are presented such as quality, material and price are used. In the context
of burger king, one of the most complex challenge faced by firm is to do
internationalisation in the degree of adaptation among its major business operations and
functions. The standardisation is mainly affected on all income or revenue in the business
operation that includes finance, production, R&D, marketing mix, organisation structure
and procurement. Also company can select to adopt their business operations which

totally depend upon its culture and attitudes. It is also an effective method which assist in
reducing price and cost for increasing quality of goods (Piscicelli, Cooper and Fisher,
2015). For reducing the differences in the products, they require to being capable for
increasing productivity, smooth distribution, reduce raw material cost and maintain
brands of products. Standardisation of product strategies analyse the balance of targeted
adaptation by saving the cost of specific goods. Product adaptation- This refers to the changes and particular alteration which are make
for ordering the adjustment for each market place. Adaptation is the best marketing
strategy in which products and services required to change that are totally based on
current goods and services. Also it will help in making creative and innovative
commodities for their customers. An organisation need to establish their brands which
can be apply internationally which will fit in the local market. Product adaptation
strategies need to consider most affecting factors within the multinational association.
There are different aspects which directly or indirectly affects the strategy of adaptation
within an organisation.
Macro factors and their impact on development of new products and services:
Burger king also analyse external factors which includes political, economical, social
technological, legal, environment. These factors directly or indirectly affect on business
operations and its major functions in effective manner. This can be included as demographics,
green problems and large society forces (Wallin, Parida and Isaksson, 2015). It can influence
different factors of business operations and functions that can help in earning more profits in
effective manner. So company also require to change their laws and rules with the modification
in government norms. This is necessary for the firm is to continuously changing factors and
company need to become flexible for adopting such things.
Role of innovation in Burger King:
In an organisation, innovation and creativity is important for attracting large number of
customers towards such type of goods and services in proper manner. So it is necessary for
burger king is to make always new kind of burgers and other items for gaining attention of
buyers. Also they try to not only focus on domestic as well as international customers for earning
maximum profitability and productivity within an organisation. Creativity is the ability to
developing new and unique idea and thoughts which help in implementing various strategies

within the firm. By using innovation techniques and methods, they introduce new idea, process,
product and solution (Tukker, 2015). The role of innovation in the business is important for
making new and unique type of products and services for their customers and attracting more
buyers. Innovation is an important part of business for creating and developing business
operations and function in proper manner.
TASK 3
Covered in PPT
TASK 4
P6 Critically reflect statement on team working, presentation and creative development
In Burger King, it is important for them is to analyse team working which help in
performing work or task for achieving desired goals and targets in effective manner. There are
three theories of learning and development that are discussed as under: Behaviourist approach- This approach of learning is totally based on idea in which
individual response to stimuli in their business environment. Behavioural approach help
in analysing and observing a person attitude and behaviour towards company products
and services. The positive feedback motivate and encourage employees for doing each
task or work for accomplishing desired targets and objectives. Cognitive approach- This theory are concerned with role of maintaining active mind in
learning process for identifying major opportunities and developing products in the
market place (Wiesner and et. al., 2015). In this theory, employees are mainly
participated in increasing skills and knowledge in proper manner. Humanist approach- This theory help in taking account for capturing whole market area
in society, also review right or wrong which dissolve in different manner. By using this
approach, the company can observing the human beliefs and values which assist in
developing trust among customers regarding effective goods and services.
Team working skills development:
It is important for the Burger King is to make effective teams for developing skills and
knowledge among employees for achieving desired goals and objectives in the firm (New
product development. 2017). Firstly, they need to organise company structure and make required
changes within an organisation. Secondly, manage and organise reward system for analysing

superior performance of the employees in better manner. Management need to maintain business
structure for increasing team working skills development and it will help in enhancing company
profits and earnings. This is necessary for cited firm is to maintain their team members skills and
knowledge for inspiring them towards achieving potential goals and targets.
Creative product and services development and entrepreneurship:
Product management assist in making creative and innovative products and services for
attracting large number of customers towards their effective commodities. This is important for
the firm is to make and develop new products for gaining attention of more buyers in proper
manner (Stark, J., 2015). So they need to provide open own business where they provide separate
services and products to their targeted customers. An entrepreneur always make innovative and
creative goods according to the requirements and needs of the buyers towards firm. It is
necessary for company is to attract domestic as well as international customers towards specific
products and services.
CONCLUSION
As per the above mentioned report it can be analysed that Product and service
development define that process which help in providing success to the business in effective
manner. The process start with generating thoughts and ideas for defining the correct concepts
and complete such which determining introduction of products in the large market place. The
product and service concept is that process where company require to place their product
position in the large market place. Sustainable product service system help in providing an
combination of mixture of goods and services which are capable for satisfy their customers needs
and demands in the market place. In every business, there are various competitors who also make
similar and same type of products and serve to their customers in the large market place. The
standardisation is mainly affected on all income or revenue in the business operation that
includes finance, production, R&D, marketing mix, organisation structure and procurement.
Adaptation is the best marketing strategy in which products and services required to change that
are totally based on current goods and services. Burger king also analyse external factors which
includes political, economical, social technological, legal, environment.

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Online