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    Home Star Case Analysis-Pham Le Minh

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    Home Star, known for being "the first, the best, the only" appliance brand, is facing threats from competitor Vanguard claiming they are becoming "old school". To prevent decline, Home Star must (1) churn out new products for an upcoming trade show within 6 months and (2) fix their R&D process. To quickly develop new products, Home Star will conduct customer surveys, identify dissatisfied products/features, and make targeted improvements through new brand names, added functions/accessories, and adjusted prices. Home Star will also restructure R&D to better collaborate with Marketing based on customer and market demands, set performance targets for R&D, and establish subdivisions to keep up with changing markets through

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    Home Star Case Analysis-Pham Le Minh

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    phamleminh
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    Home Star, known for being "the first, the best, the only" appliance brand, is facing threats from competitor Vanguard claiming they are becoming "old school". To prevent decline, Home Star must (1) churn out new products for an upcoming trade show within 6 months and (2) fix their R&D process. To quickly develop new products, Home Star will conduct customer surveys, identify dissatisfied products/features, and make targeted improvements through new brand names, added functions/accessories, and adjusted prices. Home Star will also restructure R&D to better collaborate with Marketing based on customer and market demands, set performance targets for R&D, and establish subdivisions to keep up with changing markets through

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    Innovation and Venturing

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    Home Star Case Analysis-pham Le Minh

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    Home Star, known for being "the first, the best, the only" appliance brand, is facing threats from competitor Vanguard claiming they are becoming "old school". To prevent decline, Home Star must (1) churn out new products for an upcoming trade show within 6 months and (2) fix their R&D process. To quickly develop new products, Home Star will conduct customer surveys, identify dissatisfied products/features, and make targeted improvements through new brand names, added functions/accessories, and adjusted prices. Home Star will also restructure R&D to better collaborate with Marketing based on customer and market demands, set performance targets for R&D, and establish subdivisions to keep up with changing markets through

    Copyright:

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    Download as PDF or read online from Scribd
    Download as pdf
    1K views1 page

    Home Star Case Analysis-Pham Le Minh

    Uploaded by

    phamleminh
    Home Star, known for being "the first, the best, the only" appliance brand, is facing threats from competitor Vanguard claiming they are becoming "old school". To prevent decline, Home Star must (1) churn out new products for an upcoming trade show within 6 months and (2) fix their R&D process. To quickly develop new products, Home Star will conduct customer surveys, identify dissatisfied products/features, and make targeted improvements through new brand names, added functions/accessories, and adjusted prices. Home Star will also restructure R&D to better collaborate with Marketing based on customer and market demands, set performance targets for R&D, and establish subdivisions to keep up with changing markets through

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    of 1

    GMBA Program- KUBS

    INNOVATION AND VENTURING


    PROF. DONNA KELLY

    Assignment: “The Sputtering R&D Machine”

    Analysis maker: Pham Le Minh ( 2008417060)


     Summary:
    Home Star (HS) is an appliance business with the reputation “the first, the best, the only”, is
    threatened by competitor Vanguard with their claim on HS as “old school” in respect of
    making runaway hits.
    Analysis:
    HS is facing with serious issues that need to be solved:
    - Obsessed with smart appliance, networked home: Spend too much for R&D for developing
    future appliance in terms of time, human resources and costs
    - Lost in catching consumers taste and changing market: Disconnected between Marketing
    and R&D, as well as the long-standing, beloved header of R&D is keeping on his own
    principles regardless of current market demands and threat of losing HS’s leading position.
    To prevent the decline and turn to be old school, HS has to accomplish following missions:
    -> Churning out new products in the coming trade show is critical to Home Star(1)
    -> Fix R&D (2)
    1. Within only 6 months, probably there is not enough time to make a great breakthrough.
    Therefore, HS has to vitalize the image of HS products:
    - Make a customer survey in order to figure out list of products are in need or dissatisfied and
    categorize customers. Then, base on that database to produce products:
    Create new brand name’s image base on the current products but with additional functions or
    features ( clean, deodorization…)
    Choose some focused products and make improvements, such as more add-ons, accessories,
    change product-size, out-looking, price….

    Segments
    Categorize customers
    upon needs Promotional campaign

    New brand-name with additional features,


    Customer Dissatisfied
    functions
    products
    survey

    Improve with add-ons, accessories, new


    Dissatisfied features
    size, out-looking, price strategy
    of products

    2. Marketing and R&D must work together base on the customer and market demand as the
    first goal, try to make the right customers happy.
    Set the target for R&D: use measures in order to access performance, how effective R&D
    use Marketing’s database and outcomes. Maximize the full potentiality of each division with
    effective incentive close to objective of “the first, the best, the only”
    Set up sub-divisions within R&D with different goals: keep track with changing market and
    research for innovation and future technology
    Restructure the investment policy, budgeting for R&D: manage cost base on activities and
    capable of achieving target.
    Commercialize R&D operation with the HS’s strategic goals from the header of R&D, if it's
    essential, substitution is able to be considered for the long-term benefit.

    PHAM LE MINH
    [email protected]

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