Analysis and Recommendation for the Mod Iv Product Development Team
Another reason was marketing/sales groups lagged in pace in Mod IV development. The marketing people were not involved in the initial project conception and thus were not enthusiastic about the product. It was not until later stage of the product development they were brought on board and forced to catch up. The negative effect was that marketing was in different page from manufacturing and engineering. Marketing decisions changed every time the marketing people changed. Friction and doubt were not uncommon. It would have been effective if the same marketing group stayed throughout the whole project.
Marketing lagging in pace was only a part of the bigger issue--- the perspective disparity between marketing and engineering/manufacturing. This was inevitable since they came from different background and conceived the project from different standpoints. One typical example is their values and priorities. While engineering/manufacturing’s priority is on designing and producing the product with lower cost and faster speed, marketing focuses on quality and meeting customer’s expectation, even though this might come across being costly and