Anul universitar 2019-2020 / Semestrul 2 / 18 feb 2020 / Anul 1

BUCHAREST UNIVERSITY OF ECONOMIC STUDIES

THE FACULTY OF MARKETING

Development of the [product X] market through design and aesthetics:

Case study portfolio

[representative image]

Student 1
Student 2
Student 3
Group …. , Series…., Year …..

Bucharest
2022

3/7/2019 9:49:00 AM Robert Semestrul 2_Anul univ_2017_2018

 INTRODUCTION

Section size: 0,5 pages Section score: 0,5 points

Explain your reasoning for chosing this generic product

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 I. GENERAL CHARACTERISTICS OF THE PRODUCT X MARKET

Section size: 2 pages Section score: 4,5 points

1.1. History / evolution of product design
(who, when and where manufactured the first product in this category, what were the most
important moments in the evolution of this product’s design, what were the main elements
that contributed to its evolution)

1.2. The market for product X

(what are the market trends, what are the main players in the market doing and what is
the trend they set for smaller companies)

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1.3. Common product features
(physical, technical, aesthetic, etc.; including those related to packaging)

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 II. CASE STUDIES
(this is where you choose product models: e.g. product X.1.0, W2.7, … of that product
category)

Section size: 6 pages (2 pages / product, of which 1.5 pages text and a representative image
with the product to fit in half a page)
Section score: 10 points
2.1. Product X.1.0
Strengths (mention here any positive aspects related to the product and, by extension, to the
company, representing an advantage over the competition)
You might mention things like:
 the main characteristics of the product or service; qualitative advantages;
 geographical / cultural characteristics that respond to the preferences of consumers
in a certain area;
 the problem / need of the consumer to which the product responds;
 how the product is differentiated from other similar products and how the company
tries to offer a memorable user experience;
 a memorable experience in terms of product presentation and sale;
 the elements of visual identity / packaging / label / communicating visual forms
that differentiate it from competing products;
 the benefits gained by customers / economic advantages / what pleasantly surprises
them / what generates positive emotions.

Weaknesses (mention here any deficient / negative aspects related to the product and, by
extension, to the company, representing a disadvantage in front of the competition)
You might mention things like:
 unmet consumer expectations;
 problems of consumers / what annoys them / prevents them from using the product
satisfactorily;
 risks and potential negative results of using the product / obtaining a poor result,
below expectations or lack of a result;
 missing features compared to competing models.

Opportunities (those circumstances external to the company, on the product market or in the
business environment, which may represent opportunities to improve the product and
implicitly its market position, in the current and future context)
You might mention things like:
 changes in consumer perception / consumption behavior;

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  consumer expectations that are not met but could be;
 future benefits for consumers, now possible due to external factors such as the
development of new technologies or new materials, scientific progress or new studies
reagrding consumer behaviour;
 solutions to customer problems / how the product or service could alleviate customer
problems;
 innovation of the product / label / packaging / commercial environment /
communicating visual forms, etc.;
 changes in the marketing mix;
 market or lifestyle trends, opportunities for exposure to new markets;
 developing the online environment and consumer participation in social media; digital
marketing development.

Threats (those circumstances external to the company, on the product market or in the
business environment, which, in the current and future context, may cause a deterioration of
the product's performance on the market)
You might mention things like:
 events with negative effects on the company's activity or business environment;
 changes in the configuration of the competition;
 incompatibility with current trends (e.g. ecodesign);
 changes in consumer perception / consumption behavior;
 new competitors entering the market, tax increases, changing consumer tastes,
declining birth rates, legislative or political factors, declining market demand, new
technologies incompatible with the product, pandemic.

Solutions proposed by your team to improve the product and increase its profitability through
design and aesthetic elements.

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2.2. Product W27
Strengths
Weaknesses
Opportunities
Threats
Solutions

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2.3. Product …
Strengths
Weaknesses
Opportunities
Threats
Solutions

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 CONCLUSIONS
Section size: 0.5 pages Section score: 0.5 points

BIBLIOGRAPHY
Section score: 2 points
Minimum 5 sources - edited in Harvard style
(details http://libweb.anglia.ac.uk/referencing/harvard.htm)

Other observations:
- Overall project aspect – 1.5 points (formatting, grammar, creativity, clarity, etc.)
- Ex officio points - 2 points

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