AucScan, Inc. Case Study

In conclusion, there were quite a few problems in trying to develop and launch the retinal scanner. One of the problems was the company hired a marketing director that was unfamiliar with the technology of the company. His experience in marketing was in another area altogether. Another problem was trying to develop and launch a new product when the company was already facing a budget crunch. A big problem was that communication was done through emails and memos, instead of all the players sitting down face to face to work out the details. The conflict between the staff was also a problem; they were working against each other, instead of working together as team for the good of the company Pat, the marketing director experience in the cereal industry did not prepare him for this type of job in this industry. He lacks the knowledge and experience it would take to launch this type of product. The company was already trying to finds ways to reduce the budget by 15 percent in the coming quarter. With this in mind, where was the money coming from to develop and launch the new product. The budget for the development and launching of the retinal scanner was under estimated, this occurred because Pat did not talk to Kelly, who probably knew exactly how much it would cost. The underlying problem is communication between the staff and CEO. …