Indian Institute of Information Technology Design and

Manufacturing Kancheepuram.

Product Management
(MAN303T)

Name: B. Anupama Sai

Roll No: MDM19B034

Mail id: mdm19b034@iiitdm.ac.in

Assignment 2
1. List the advantages and disadvantages of Licensing form of market
entry strategy.
A licensing agreement allows a licensee to use a product that is already
owned by the licensor. The licensing form of entrance strategy is one in
which a corporation grants another company permission to utilize its
intellectual property in exchange for a license fee and recurring
payments. This allows a business to enter a market based on its
licensing.
ADVANTAGES:
1. It creates an opportunity for passive income.
2. It creates new business opportunities.
3. It reduces risks for both parties.
4. It creates an easier entry into foreign markets.
5. It creates self-employment opportunities.
6. It offers the freedom to develop a unique marketing approach.
DISADVANTAGES:
1. It increases opportunities for IP theft.
2. It creates a dependency upon the licensor.
3. It creates added competition in the marketplace.
4. It is offered for a limited time.
5. It could damage the reputation of both parties.
6. It is not a guarantee of revenues.
7. It takes time for royalty payments to arrive.
8. It may lead to royalty litigation.

2. Note: The responses to the following questions require your analysis

of the situation and presentation /listing of the appropriate
techniques/concepts. Make valid assumptions as required to conclude
your analysis.
(a) What will be the methodology to assess the current and future
performance of the company XYZ and its products? Illustrate the
methodology with suitable assumptions.
For significant investment products, test marketing is a useful tool for
tracking growth and observing variables. The kano diagram and
business analysis can be used to predict the product's future growth.
(b) Having made an entry in the enterprise space with a significant
number of clients in the last two years, what would be the mechanism
to get feedback for your services to plan improvements? Briefly
explain the mechanism you have chosen and its implementation.
Because the majority of the consumers are students and their relatives.
As a result, we may access client needs through a group research study
in which we can talk to some of our stakeholders and assess their
challenges. Forms can be utilized to collect feedback from students, and
meetings can provide teachers with useful information.

(c) Considering the fact that you have 10 products (courses) in your
portfolio at different stages of their lifecycle, how will you analyze
their performance and plan action accordingly? For example, the
course ABC, popular in the initial days due its case study-based
approach has seen very few takers among the student community as
courses with newer content have been launched by competition.
Certain skill-based courses are still in demand and may require some
changes in content and delivery to remain in the portfolio. New
courses introduced in the emerging areas like Blockchain technology,
Data science, Business Statistics and Artificial Intelligence are
showing good response and contributing to 50 to 60 % of the revenue
although there are many companies offering similar courses in the
online platform. You are required to assess the portfolio and take a
decision to ensure the right mix of courses for the firm. How would
you carry out the assessment?
We found that the above-mentioned developing sectors account for
roughly 60% of income, so if we focus solely on them while
disregarding others, we risk becoming a domain-specific platform,
which is not what we want. We need to appeal to a diverse set of people
and earn their trust in the platform. As a result, striking a balance
between revenue and difficult courses is essential. At first glance, it
 appears that courses that are no longer relevant will be eliminated, and
that old content will be scraped out while the spirit of the content is
preserved. The previous users' data and satisfaction levels for each
course are now being collected in accordance with 5th. The most
difficult courses, as well as the percentage of revenue generated by each
course, are tracked. The revenue is given the appropriate weights.

(d) How would you approach the competition/smaller service

providers and their impact in your strategy?
Competition is always or at any time beneficial to a company since it
motivates employees to offer their best and, if feasible, to go above and
beyond. If a small service provider succeeds, it will be considered a
success.

(e) A group of third Year Students at IIITDM have come up with a

concept which claims to impart thinking (real learning) while
augmenting the traditional classroom learning with a host of new
practices and creative use of technologies like AR/VR. The XYZ
management has given you a mandate to partner with external
companies for new products and services rather than rely on internal
talent. What are the possibilities (engagement models) that you will
explore before taking a final decision on engagement/partnership
with IIITDM student group?
I'd like to learn more about the product's flexibility, as well as whether
it's possible to customize it. Any specs can be changed as needed by the
product. I'd like to know when their goods will be available. This
enables me to keep track of how quickly they are progressing.

3. List five reasons firms may choose to pursue a product even if the
quantitative analysis reveals a negative Net Promoter Score (NPS).
If your Net Promoter Score (NPS) is low, it means you have more
detractors than promoters. Your clients are dissatisfied with your brand
as a whole, as well as with the customer experience and satisfaction
levels. As soon as they discover a better solution, they will go to your
competition.
1. Big businesses enjoy experimenting with new items. Even if a
product's NPS is negative, it may be classified as an experimental
product.
2. If a corporation has a sour relationship with its competitors,
competitors may resort to negative advertising. Even if the NPS is bad,
if the corporation acknowledges this, they will pursue the product.
3. If the company is confident in its product concept.
Even if the reviews are negative, they will continue to pursue them.
4. If the corporation does not use NPS as an absolute metric, it will
continue to market its product.