Think break

The sales office of a large flour miller has just received a bread-baking mix from the production department. Recently there was a marked increase in the number of small hot-bread shops and the salespeople think that these small bakers might be a good market for this product. A salesperson knows a small baker and takes a bag of the mix to him. The baker promises to try it and in a day or two the salesperson has a telephone call from the baker to say that the product was a failure - there were difficulties in processing and the final loaf was small and hard.

1. How might the salesperson have handled this better?

2. How did the company go wrong in its industrial product development process?

3. Suggest a product/service integrated product development process for this company to ensure more successful new industrial products.

Fig. 3.19 The product/service development process for industrial products.

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