Module 1 – Case
INTRODUCTION TO MARKETING, CONSUMER, AND PRODUCT
Assignment Overview Virtual reality was once billed as the next big disruptive technology when it was introduced to consumers through video games in the 1990s. It became widely used for a wide variety of training applications in industry and government. So one would think that more than 20 years after the introduction of virtual reality to consumers, it would be considered a mature technology. However, Microsoft is developing its Hololens product, which aims to be the next generation of virtual reality. The Hololens is creating a lot of buzz about being a “game changer” with a potential to change our lives.
Microsoft Hololens is an “augmented reality” system where you can view 3-D computer-generated holograms side by side with the real world. Want to see what your house would look like with a different color paint? Want your kids to play video games by running around your backyard with holograms rather than sitting in front of a TV? Would you prefer your science teacher draw diagrams on the chalkboard, or use holograms to illustrate the concepts? These are just a few examples of what Hololens may do if it lives up to the hype.
Review the background materials on product and services marketing. Then do some research on Microsoft Hololens using the Trident Library and internet search engines. News about Hololens changes by the day, so make sure to focus on the most recent articles and information that you can find. Focus on articles published in credible magazines, newspapers, journals, or similar sources.
Case Assignment When you are finished reviewing the background materials and doing some research on the latest developments on Microsoft Hololens, write a 3- to 4-page paper addressing the following questions:
What type of product do you think Hololens is? Is it a shopping product, a specialty product, or an unsought product? Explain your reasoning with respect to the definitions of these three types of products.
What stage of the product life cycle do you think virtual reality technology is in right now? Also, what stage of the product life cycle do you think Microsoft’s Hololens augmented reality technology is in? Refer to the stages of the product life cycle from the required Background readings.
Based on the most useful research you have been able to find on Hololens, what steps in new product development has Microsoft already completed? Which of the remaining steps that they have not completed? Which do you think will be the most challenging or most crucial?
Overall, what is your impression of the potential for success of the Hololens?
Assignment Expectations
Answer the assignment questions directly. Do not copy and paste the questions. Instead use keywords such as Product Type of Hololens, Product Life Cycle of Hololens and so on to organize your paper. Include an introduction and a conclusion.
Stay focused on the precise assignment questions and don’t go off on tangents or devote a lot of space to summarizing general background materials. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.
Make sure to use reliable and credible sources as your references. Articles published in established newspapers or business journals/magazines are preferred. If you find articles on the internet, make sure they are from credible sources.
Author- Adam Huler