AcuScan Action Plan - Case Study Example

Critical Thinking Case Study Part Analysis of Assumptions Kelly: The assumptions of Kelly are based on technological progression and real-time interpretation. Kelly assumed that the marketing executive is attempting to destabilize the authority by talking directly with the product developers. The second assumption undertook by Kelly was that successful product development necessitates better examination, which is quite time consuming. The third assumption was that adequate resources are required in order to complete the new product development task within deadline. The fourth assumption made by Kelly is that the budget distribution along with the timeline for the project is unrealistic. Pat: On the other hand, Pat assumed developing new products is important in order to expand the market. Firstly, Pat assumed that Kelly’s development team is creating hindrance towards organizational progress and better optimization of market. Secondly, Pat assumed that in order to gain success, there lays the need of introducing new products in the market prior to other competitors launch the same. The third assumption made by Pat was that irrespective of having faults in software, a run-time prototype of the new product could be launched in the market. Fourthly, Pat assumed that delaying the product launch can be expensive and might prevent the opportunity to grab the market. Fifthly, Pat assumed that in order to complete the new product development project on time, there is the need to hire additional workers who can support the existing pace of new product development. Pat further assumed that although hiring additional contractors will raise the expenses, the profit gained through such investment could counterbalance the expenses incurred during the period of product life cycle. Cliff: The assumptions of Cliff were quite direct in nature. The first key assumption made by Cliff was that in order to enhance the performance of AcuScan, there lays the need of lessening the budget in terms of diminishing expenses. Cliff also assumed that new product development is essential in order to enhance market share and increase profitability. Chris: Chris on the other hand assumed that the focus of AcuScan is only restricted to vertical markets and that the market must be expanded horizontally in order to ensure progress. The second assumption made by Chris was that the company required cutting expenses without laying off the employees. 2. Explanation of the arguments a. Kelly: As the senior engineer of product development department, Kelly must manage vital tasks and determining proper utilization of resources. He also requires certifying that the developed products generate expected outcomes. Hence, Kelly necessitates proper time on planning, developing, testing and retesting of the new product. Furthermore, Kelly also should maintain proper relationship with other departments such as marketing or finance to ensure fulfilment of organizational objectives. b. Pat: As a senior marketing executive, Pat requires to provide ideas on new product development, which can assist in increasing the profitability. Since Pat possesses the knowledge about how market works, she believed that the product development department must act with her plan and develop new product according to prescribed timeline. c. Cliff: As the CEO of AcuScan, the key objective of Cliff is to maintain adequate profitability and growth. Since the company is losing market share and the products are limited to specific market, it is the duty of Cliff to revive the company and make necessary changes. At the same time, Cliff requires to maintain the expenses and make sure that the works are completed within stipulated budget. d. Chris: As the Vice President of product development division, Chris requires to perform with the objectives of CEO. He also requires addressing the issue of budget and human resources while developing new products. 3. Evaluation of Argument a. Kelly: The argument of Kelly is quite emotional and logical in nature. The reason for making emotional arguments is that he is highly involved in the project and strongly believes that alternative solution is challenging. Furthermore, the argument was quite logical because he possessed considerable experience regarding development of new product. b. Pat: The argument of Pat is based on satisfying the requirements of emerging markets. Thus, she is concentrating on completing the new product development project within deadline without considering other components such as resource constraints. Her argument is emotional in the sense that it was based on fulfilling the goals. c. Cliff: Cliff desires to enhance the profitability of AcuScan. His argument is sound as he is considering the best interest of the company. His argument is also logical as it is based on growing the business. d. Chris: Chris understands the conflict between marketing and product development department. His argument is logical, as he understood that there is need to lessen the expenses in order to gain profitability. Furthermore, he also knows the importance to retain the employees in order to expand business in emerging markets. 4. Description of Fallacious Arguments Kelly: The first fallacious argument can be determined with the statement made by Kelly for his inability to complete the project on time due to the accessibility of inadequate resources. Additionally, Kelly argued that the marketing executive attempted to weaken her authority by conversing directly to the product development team, which is also fallacious. Pat: The other fallacious argument is Pat’s statement, where she claimed that the prototype for new product should be completed with minimal time and effort. Pat also made another fallacious argument by stating that the new product should be launched quickly without considering the resource and budget constraints of the company. Conclusion 5. Description of Problem The two most important problems faced by the company are loss of market share & profit and maintenance of existing business, while at the same time expanding into new market. 6. Description of Data, Argument and Reasoning There are several facts that validate the problem of AcuScan. For instance, profit is downward sloping and the new business only represents 30% of the entire business. Moreover, the organizational resources are presently tied up to maintain the existing business, which can hamper the expansion of business in other geographical area. 7. Description of Underlying Problem The underlying problem of AcuScan is that there exist a conflict between marketing executive and senior engineer of product development. The marketing executive of the company possesses valuable knowledge about accomplishing goals and desire to complete the project in deadline. On the other hand, product development engineer challenged the plan of marketing executive based on his experience and understanding. Thus, there must be certain common grounds wherein they can develop new product without compromising the organizational objectives and performance. 8. Alternative Solutions There are two key solutions to deal with the problem of new product development. The first solution is to outsource the work of new product development and employ the existing employees to maintain customer relationship. The second solution is to compress the product development project in various phases through standardized method. 9. Relative Strengths and Weaknesses of the Solution The key strength of the first solution depicted above is that it can provide necessary resources for completing the project and permit the existing employees to concentrate on the current business. However, outsourcing can put the product development project to those individuals who do not possess sufficient knowledge about organizational infrastructure. The key strength of the above framed second solution is that compressing the project in different phases can ensure that the product development activities are conducted appropriately and every aspect of new product is performing as expected. However, one key weakness is that by using this alternative, the complete product might not be available on deadline and might lose some customers. 10. Recommended Solutions Based on the above discussed two solutions, the second solution is recommended to the CEO. The reason is that AcuScan does not possess adequate employees to complete the project on time. Thus, outsourcing may not be a valid alternative option for the company. Furthermore, according to the experiences of product development department, even in best circumstance, the project cannot be completed within deadline and forcing to complete within deadline can lead towards deterioration of quality. Thus, by taking into concern the second option, AcuScan can effectively introduce quality and durable product in the market. Part 2: Executive Summary 11. Purpose and Scope of the Document The purpose of the document is to create a plan of action, which is essential to direct AcuScan for accomplishing maximum level of profitability. The document helps in offering effective solutions to AcuScan by addressing the problems faced by the company during project development and therefore to make certain changes. 12. Summary of the Situation AcuScan is a reputable company, which deals with security scanning products. In order to enhance the business, AcuScan has undertaken a new product development project namely iScanner technology. However, the project has faced certain problems with respect to expenses as well as resources. While on the one hand, the company requires introducing a new product in the market, on the other hand, the company also necessitates reducing expenses in order to maintain profitability. 13. Key Points Relating to the Situation Following are the key points that must be addressed for satisfying the objectives and bring profitability. Moving new market without compromising existing business relationships Budget and resource limitations for new product development Resolving the conflict between Director of new product development and marketing executive In addition, it is worth mentioning that the engineer of new product development department does not agree with the strategy provided by the marketing executive and such disagreement is delaying the progress of the new product development project. The marketing executive has an apparent plan for introducing new product quickly in the market in order to leverage technological and first mover advantage. Thus, the marketing executive is concentrating on finishing the new product on deadline. On the other hand, concerning the reputation of AcuScan towards maintaining quality, the senior engineer of the product development department strongly believe that in order to develop quality products, it would take more time and thus will surpass the deadline. 14. Conclusion AcuScan can accomplish its intended organizational objectives and bring the new product in the market. The introduction of the new product will certainly aid in generating sufficient sales, which in turn can assist to gain a profitable margin. In AcuScan, there is need to deal with expanding the business and reducing the expenses. Furthermore, due to problem in profitability, the organization requires to maintain the expenses without laying off the employees. 15. Recommendations Thus, in order to fulfil the objectives of AcuScan, it is recommended that the product development project require segregating in various phases so that it can be planned, developed and tested carefully. Dividing the product development project in various phases will certainly help in addressing the key issues of the company. For example, development of the new product in various phases will consume less time and thus will necessitate optimum resources. Besides, it is also recommended that AcuScan can organize a development team including most knowledgeable staff. It will help the rest of the human resources to manage the existing business effectively. Furthermore, it is also recommended that the existing employees must be utilized in order to complete the project because only they can understand the existing infrastructure of the company and are also committed towards attaining organizational success. Finally, it is worth mentioning that the use of existing human resources will assist in maintaining budget and also help to keep the costs down. Scenario Analysis Bobby’s Story The scenario of Bobby can be closely related with moral sensitivity model. Moral sensitivity is the capability to sympathize with others. It signifies how the activity of one individual influences others. It also comprise being able to take the viewpoint of others in order to make ethical judgment. Moral sensitivity is regarded as an ethical awareness regarding how different immoral activities influence on people. It comprises being cognizant regarding the participants performing unethical activities in certain conditions and determining the possible line of actions. Furthermore, moral sensitivity also comprises constructing various scenarios for a specific circumstance and imaging how different activities can influence the participants. Thus, from the provided scenario, it can be apparently observed that Bobby also assumed various scenarios for the situation of waste product management and afterwards prepared reports in such a way so that no participants are hurt in the process (Ruggiero, 2011). Nevertheless, his decision cannot be agreed on moral ground as he acted on simply to protect his job rather than providing a real solution to the problem of waste management. Working with an individual with similar ethical perspective can be challenging because every individual possess certain personal values towards morality (Myyry, 2003). Thus, it can generate problems for maintaining ethical values of each individual within same workplace. Annie’s Story The model category, which closely describes Annie’s ethical perspective, is moral judgment. Moral judgment is characterized by specific idea of justice. Based on the moral judgment, the decision concerning ethical viewpoints change extensively. Moral judgment helps to provide a thoughtful account on ethical situation. In this similar context, it can be stated that Annie considered missing the opportunity for children to take field trip is much immoral than falsifying the report of dealership. Based on this aspect, her moral judgment has changed (Rushton & Penticuff, 2007). Her decision to take the bus from the dealer even if she need to report false value regarding the donation amount can be agreed, because, such a decision would lead to provide benefits to the children. Furthermore, since she is facing financial difficulties in running the orphanage, sacrificing such donation can cost extensively for Annie as well as the children of the orphanage (Myyry, 2003). Thus, working with an individual who hold similar ethical viewpoint would not generate much challenge for Annie in the workplace Cindy’s Story The core model category, which closely describes the ethical viewpoint of Cindy is moral motivation. Moral motivation is related with the desire to stay ethical. Such desire put ethical values ahead of other values while making decision. Moral motivation model defines that the inspiration to act morally must be intentional and follow cognizant procedure. Furthermore, according to moral motivation model, reasons to perform ethically must be moral i.e. reasons must be related to what is believed to be ethically good. Thus, in this circumstance, it can be apparently observed that Cindy’s ethical behavior is based on her understanding. Since she felt that the parents of the patient must know the real situation in order to avoid further harm in future, she decided to inform the parents. Her decision to notify the parents of the patient is agreeable in the context that it is reasonable for considering the welfare of the patient (Myyry, 2003). Thus, working with individual with similar ethical perspective does not cause much challenge in the workplace. Joe’s Story The ethical viewpoint of Joe is closely associated with moral judgment model. As stated above, moral judgment is based on the thought of justice. In this circumstance, Joe’s viewpoint on justice is based on the fact that providing the money to relief fund is much justified than returning the loaned money to his parents. His decision is agreeable in the sense that the money provided by Joe would be used for greater benefit of people. However, working with individuals with similar ethical perspective can often be challenging in the sense that the ethical judgment can differ from one person to other. Thus, identifying various viewpoints while making ethical decision, seem to be quite difficult in real life work environment. There is need to always challenge the decision in line with the values and beliefs of others (Myyry, 2003). References Myyry, L. (2003). Components of morality. Retrieved from http://ethesis.helsinki.fi/julkaisut/val/sosps/vk/myyry/componen.pdf Ruggiero, V. (2011). Thinking critically about ethical issues. United States: McGraw-Hill Education. Rushton, C. H., & Penticuff, J. H. (2007). A framework for analysis of ethical dilemmas in critical care nursing. AACN Advanced Critical Care, 18(3), pp. 323-328. Read More