Gdr Versus Kodak – Bart Film Scanner
Introduction
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.
QUESTIONS:
COMMUNICATION:
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
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.
QUESTIONS:
COMMUNICATION:
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