QUESTION:

Camera one of the product which has seen dramatic reduction in the
sales due to the emergence of smart phone and other technology
devices which are built with camera.
In order to revive the sales and demand of the came in the market, you
are required to develop and introduce new camera. The new camera
also shall outperform existing cameras in the market.
Elaborate and provide detailed information about your new product
(camera) as below:
1) Discuss the Newness of the new product
2) Justify innovation of the new product
a. Problem addressed / opportunity, benefits or impact created
b. Uniqueness
c. Commercial viability ( Market demand & revenue model)
3) Discuss the application of Levitts idea in product development
a. Core Level
b. Actual Level
c. Augmented Level
4) Discuss the platform option used to develop new product
5) Discuss competitive strategy of new product
a. Differentiation & Positioning
6) Discuss new product growth strategy using Ansoffs growth matrix.

THE REQUIREMENTS
A written essay of approximately 3,000 words that evaluates business
issues from the topic in the next page.

The assignment must adhere to standard academic documentation

standards:
Please use appropriate citation and reference according to the
Harvard Name Referencing System in order to avoid plagiarism.
Font type should be Times New Roman.
Font size should be 12 pts.
Vertical/line spacing should be 1.5 line spacing.
You must use enough of your own words to convince that you
understand what you are writing and are not just cutting and
pasting. Normally your own words should be no less than 80% of
the total word count.
You should on no account make reference to www.wikipedia.com,
www.about.com, www.alibaba.com or the likes as sources for your
work.

These websites can be useful to provide you with the

definitions and the general ideas about the concepts within module
but it is not acceptable to be inserted into your academic writing.
You may include diagrams, figures, tables etc. without word
penalty.
You are required to use at least 4 references with 50% of them are
from relevant textbooks, magazines and academic journals.

MARKING CRITERIA & MARKS ALLOCATION

No

Criteria

Marks Allocation

Originality & Innovativeness

20

Application of Levitts concept

20

Product Platform Justification

15

Product competitive strategy

20

Application of Ansoffs growth matrix

20

Reference

Total

100

ASSIGNMENT STRUCTURE FOR INDIVIDUAL ASSIGNMENT

When completing the assignment it should have the following general
structure:
Title page
Marking scheme
Executive summary
Table of Contents
Body
Conclusions
Reference
Appendix

Marking Criteria

Marks are awarded based on the following guidelines:

Grade
Genera
l

Assessment Guidelines
Pass answers are expected to be legible, tidy, well organized and
written in clear, understandable English. Students who grossly exceed
the word limit will be penalized.
Superficial analysis, concepts ad language of the subject is absent or
scant. Irrelevant regurgitation of text book. Ideas are poorly

0-39%

expressed. Many key issues are ignored. Concepts and language of

the subject are used but are often confused in application and or
explanation.
Some understanding of the relevant models and concepts. Some

40-49%

elements of an appropriate structure are present. Restricted analysis

of some issues.
Evidence of reading and research. Understanding of the application of

50-59%

appropriate models and concepts is demonstrated. Key issues are

identified and analysed, although this may be restricted at times.
Some source s are acknowledged.
Evidence of wider reading. The assignment effectively interprets the
information and exhibits the integration of ideas across the subject

60-69%

area. The assignment has credible recommendations. A systematic

approach to development and evaluation is used. Most sources are

70%

acknowledged and referenced using Harvard system.

Arguments are clear and convincing. Confident integration of theory

and

and practices is demonstrated. Consistent referencing to sources

above

using the Harvard system.

Submission and Administrative Information

Individual should include the Coursework Submission and
Feedback Form with their submission. The lecturer will give the
CSFF before the submission dates.
Plagiarism is NOT acceptable. Representation of another person's
work as your own, without acknowledgement of the source, for the
purpose

of

satisfying

formal

assessment

requirements

is

considered plagiarism. The possible consequences of plagiarism

include:
Reduced grade for this module
Referral for this module
Failure of this module
Expulsion from the Institution
You can avoid plagiarism by using correct referencing, attribution.
You may not copy another individuals work in any way.