Evaluate the importance to FF of following the product development process before adding metal glasses frames to its product range.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2021). The mark or mark type is shown in brackets.

1. [Knowledge] Product development process includes: Generating new ideas including market research; Idea screening; Concept development and testing, e.g. product features, methods of manufacture, cost to produce; Business analysis, e.g. availability of finance and other resources; Product testing, e.g. developing a prototype; Test marketing; Commercialisation.
2. [Knowledge] Benefits of R&D: Keeping up with trends and anticipating new trends; Competitiveness; Product differentiation.
3. [Knowledge] Reference to Ansoff's Matrix can be rewarded.
4. [Application] Glasses frames and their design.
5. [Application] Competitors have R&D departments but FF does not.
6. [Application] FF needs new skills and equipment to design and manufacture metal frames.
7. [Application] Currently FF produces what wholesalers ask for.
8. [Application] Plastic and metal frames.
9. [Application] Involvement of lens manufacturer.
10. [Application] Frames to be marketed to wholesalers and direct to business with globally recognised brands.
11. [Analysis] Product development requires things that FF does not have at present: R&D department; employees with research skills and aptitudes; acquiring these may be expensive and take time.
12. [Analysis] Market research can provide useful information and help avoid mistakes and time wasting. Market research provides criteria for development.
13. [Analysis] Test marketing provides a cost effective way of gaining consumer feedback and assessing the viability of a new product before launch. This reduces the chances of failure as products can be changed in light of feedback.
14. [Analysis] Product development process includes consideration of availability of finance and other resources which will increase chances of successful development.
15. [Analysis] FF's core competency is making glasses frames. Product development succeeds if core competencies are linked to customers and market requirements.
16. [Analysis] Supportive managers and executives facilitate product development which is not immediately producing income.
17. [Evaluation] No indication of budget available – this is essential and must be adequate.
18. [Evaluation] Requires a positive high-level commitment from Directors.
19. [Evaluation] Funding for an R&D department and/or encouraging existing designers by payment or time is essential.
20. [Evaluation] Thorough market research is essential to ensure marketability.
21. [Evaluation] Marketing department must be involved in setting the parameters for research and development.