Reflecting Statement: iCase Product Development Analysis

This report is a reflecting statement on the development of the iCase product, a phone case designed for Apple devices. The assignment involved a team of four members, each responsible for different stages of product development, including idea generation, idea screening, concept definition, strategic analysis, product development and testing, market testing, commercialization, and product launch. The team used various techniques like brainstorming and a novel approach called 'Accidental Genius' to generate ideas. The report analyzes the team's interactions, the different stages of product development, market testing strategies using online forums and social media, and the commercialization plan for the iCase product. It also highlights the challenges faced by the team, particularly in team interaction, and suggests improvements for future product development efforts. The iCase product was targeted to increase the sales of Apple phones.

Reflecting Statement
Student’s Name:
Student’s Id:
Subject:

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Table of Contents
Introduction.................................................................................................................................................2
Main context...............................................................................................................................................2
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

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Introduction
The primary purpose of the paper is to reflect on the presentation that was prepared by the team.
There were four members in the team named, A, B, C, and D who worked for the development
of new product and service. Each member has presented a different stage for launching the
product in the market. iCase is the name of the product that would be manufactured by the Apple
Companies. The paper will discuss the way the team worked and interacted with each other. The
aim of the paper is to reflect that the team worked well in the development of the product.
Main context
The assignment was conducted by four members in the form of a team. The members were A, B,
C and D. A was playing the lead role in the work while B being the soul of the team. C was
responsible for creating the power point presentation. On the other hand, D failed to work
properly in the team as he was continuously arguing with every team members especially with A.
The team members divided each of the stages of working among them and then, started their
work.
A was engaged in generating as well as screening ideas for the development of the product
named, iCase. B was responsible for defining the concepts related to the product as well as
analyzing the strategies. C had the responsibility of testing the market and D was engaged in the
commercialization of the new product. The members support each other in analyzing as well as
evolving the new product. All the members of the team created their ideas for the expansion of
the product.
The development of new product consisted of eight stages such as the introduction of the product
in the new market, generation of ideas, ideas screening, development of the concept,
development of commercial strategy, expansion of the product, market testing and
commercialization (Angeloska-Dichovska and Petkovska-Mirchevska, 2017). Each stage
comprises of different tasks in launching the new product in the market (Levy and Gvili, 2015.).
iCase is the cover of the phone that contains various features and can be affordable to the
customers. It is a phone case with airbags to protect the screen of the phones forms cracking.
iCase can be used for protecting smartphones from dust (Marion et al., 2015). The primary
purpose of launching the new iCase product is to increase the selling of Apple phones in the

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target market (Carlgren, Rauth and Elmquist, 2016). The product targets the consumers of all
ages like young, middle and old persons.
‘A’ performs the work of idea generation and idea screening. The generation of idea was done by
using various techniques as well as methods. The team members held three meetings for
generating the ideas for the new products of Apple Incorporation. Brainstorming as well as mind
mapping was used as a technique but the team used a new technique named ‘Accidental genius’
for generating best ideas or insights for the product (Chang and Taylor, 2016). At the first stage
of product development, the team came up with several ideas but has not been used for further
process. The ideas were thumb insurance, glowing case, plane parachute, online house gym or
massage chair (Heirati and O’Cass, 2016). After the first stage, the team evaluates the ideas by
inviting the other members of the firm in a meeting. Among the five ideas, only one was passed
by all the members for the further process.
‘B' was involved in the second stage of product development. But the team worked together in
every stage of product development. In the stage of defining the concept, the team considered the
designing of the product as well as technical feasibility (Cui and Wu, 2016). Then, the team
ensured the ideas to be fit in the strategic plans of the business to determine demand, profit, and
costs. In this case, the team aimed to sell iCase to the users of iPhones and smartphones for
protecting the phones.
The stage of product development and market testing includes the creation of a prototype product
(Tan and Zhan, 2017). The team decided to recognize a profitable niche while launching the
product. The team members also decided to do market testing which they have done by taking
feedback or advice from their networks such as family, friends or relatives. The market testing
provides an opportunity to ask questions to the potential customers (Dubiel et al., 2018).
Facebook ads and online forums was used for testing the viability of the ideas (David, David and
David, 2017).
At the last stage of commercialization, it was decided that the product will be launch on 1st June
and would be available in all the stores of Apple (Van Weelden, Mugge and Bakker, 2016). The
digital marketing channels like Facebook, Instagram or YouTube was chosen for advertising the
product iCase (Droby et al., 2016). The quality of the final representation was quite satisfactory
as it systematically presents all the stages. But it could be better if the team members undertake

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unique methods or techniques for generating an idea as well as designing the product because it
could help in competing against the competitors in the market. The level of interaction between
the team members was not so good as one of the team member disagree with the other members.
It is required for all the team members to interact with each other properly for having an
excellent result of their work and completing the work properly.

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Conclusion
The paper concludes that the team members worked well together in the development of the new
product for the company. They performed all their functions well despite disagreeing with one of
the members. The team members have used every possible techniques or method for generating
ideas in the development of the product. It was observed that the level of interaction between the
team members was not so well because of the one team member. iCase is the product to be
launched for the Apple Incorporation as it will help in increasing the selling of Apple phones in
the market.

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References
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