Georginelli Dental Research (GDR) was a global company with production facilities in the United States, Europe and China. GDR place much of its marketing emphasis on education and research. Moreover, the dentist who practice their research in the GDR research institute, they are GDR brand loyal and prefer its product over other brand. The company wanted to retain its market share in dental imaging through digital advances so as to cautiously get its profit margin in film sales. Angelo Bella (the project manager) attempted to commercialize a new dental film scanner under the Bart Film Scanner name. The objective of the company is to introduce a low cost film scanner that could provide a bridge to huge tread of digital imaging and to keep the very profitable film portfolio viable. The major challenge for the project manager Angelo Bella was because this Bart Film Scanner previously failed attempts by other teams at GDR to develop a low cost but not profitable dental film scanner. GDR has an edge of providing far more critical detail than the competitors like Kodak, Fuji and Agfa. The object of this case study is to find out how Bella meet time to market and cost goals by motivating his team.
1. As a project manager, what should Bella do now that Namath has given the approval to proceed with Bart? * Bella should come up with a strategic marketing plan with GDR objective, which show the target market share and exactly what GDR are looking to accomplish. * Bella should have complete product understanding that covers technical aspects and should work closely with BT Wang team in order to insure that Bart film Scanner is completed within the expected time frame and have high product quality. * Bella should make sure that past mistakes are not repeated while working on Bart film Scanner. 2. What are the keys to success for the Bart team?
The keys to success for Bart team are:
* Bella should work on the four “Ps” of marketing place, product, price and promotion. * Team motivation, share ideas, and work on “can do” strategy. * Focus on product goal and work with team to get the result.
3. What types of roadblocks will Bella face and how can he overcome these to keep Bart on schedule? 1. Management approval: because of previous failed attempts it was difficult to get management approval, for that Bella need to start the project with enthusiasm, full of excitement, by erasing painful memories, motivation with believe to achieve goal and learning from the previous attempts failures. 2. Low cost: work for low cost product with high profitability. 3. Time to market goals: product should be completed within target time frame and should be lunch on the right time. 4. GDR Managers: many of the Bart team manages have the approach that internal cost structure of GDR is conducive to design anything inexpensive. Bella should have one o one meeting with them to understand why they don’t believe and to present them his believes on the project. 4. What role should BT play on the project and why?
BT Wang has a very crucial role in the success of Bart project as BT team need to develop a product, which fulfills: * Company goal and objective to have low cost product, and high profitability. * Customers’ expectation to have high quality product on low cost.
1. Should the team follow GRD’s phases-and-gates process or some other commercialization process for the scanner? There is no harm for Bart team to follow GRD’s phases-and-gates process so as to take the decision on the basics of information available including business case, competitive assessment, risk analysis, recourses available and input from all over worldwide region. Beside this, there is nothing wrong to follow some other commercialization process which is more beneficial to make the project successful. 2. Who should own the overall project schedule, updates to the schedule and...
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