Question

Jonathan Moore, president of Polar Manufacturing Company, has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve. He specifically feels they could do a better job in managing Polar's product mix. Jonathan calls a meeting of all the managers responsible for each of the product lines that Polar currently manufactures. The group decides that they need to eliminate the complete industrial product line of ice chests, and plan to do so by letting the product decline without any changes in the marketing strategy or product. The group also decides to delete Polar's line of personal thermal underwear, however this product is to be discontinued within the week due to its unprofitability. While discussing these strategies, the group has also uncovered several customer groups for which new products could be developed. The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development. Reference: Ref 11-2 Polar management is currently in which stage of new product development? Group of answer choices

idea generation

screening

concept testing

product development

test marketing

Answer 1

Answer - idea generation

Explanation - We can say that Polar management is currently in idea generation stage of new product development. Because, in idea generation stage we create process, communicate and develop the ideas to find the solution.