Abstract
The case illustrates the integration of the Marketing and engineering department in making the company successful in the market. Logitech is a software company that offers mob-tech devices and innovative pc solution devices in the market.The company mainlyoutsourced its production of units in Taiwan, however in the recent year, the company has plannedtolaunch a presenter similar toMicrosoft PowerPoint, in order to cater the business industry and travelling business individual to offer convenience and ease with smart user interface to plunge deeply into the market. Doingso, forthe firsttime, the company has started producing the presenter itself instead of outsourcing it to Taiwan.
In such situation, Yves Kracher the engineeringdirector and marketing head has been exposed to the risk of conflicting departmental views introducinganddesigning the new product.Previously, the company has incorporated a minimal role of marketing research and market advertisement for the launch of its products and face limited sales. Analyzing such results, Yves has reinforced the need for market research and its incorporation in the product (presenter) for successful launch and high sales in the market. However,the engineering departmentfindsit’s reluctant to incorporate the market research into the product development process of the presenter.
Such situation has created a deadlock for Yves and Logitech to develop the product and launch a successful presenter in the market with full incorporation of thecustomer insight.
Logitech Learning from customers to design a new product Harvard Case Solution & Analysis
Introduction
Logitech is a softwarecompany that initiated its business by offering PC solutionsand then moved towards offering mobile application devices like PresentersandBluetooth PC connectors.By virtue, and foundation, Logitech has always been regarded as the engineering company with a little incorporation of marketing in it.While pursuingany projectandproduct development process, the organizational structure outlined the synchronizationof bothmarketing andengineeringdepartment. This allowed the company to produce and develop better products in the market.
In the recent time, Yves, the engineering director and head of marketing identified the importance of customer insight, market research and advertisement for the new product launching.Since Yves has an MBA background and understands the importance of marketing research and customerinsight and behavior in product development, he has proposed the idea of making the best version of presenter to hit the markets.However, the engineering department finds it irrelevant to improve the product development process that may sync rightly with the customer demand and survey results.Such situationhascaused the company toproduce aninadequate presenter in the market, resulting in limitedsalesand product adaptability.
Under such circumstances, Yves has to develop the organization strategy and structure that will align and integrate both the departments and enhance the importance of market research to make the future products successful in market along with highadaption to customer demands, leading to more sustainable operations..............................
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