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The Sensables process presents a novel approach that was successfully implemented in the company’s practice. The Tastykake team managed to come up with a solution really quick. For the reason of health concerns, they had to target a variety of health concerns. Their production had to be low-carb and healthy, combining the looks and the taste that would appeal to the customers.
If we compare this case to the other processes from this chapter, there is a slight difference in the time frame spent on the elaboration and implementation of the innovative product in the Tastykake’s case (Garcia, 2014). Regardless of the oppressing deadline, Schutz and her team were able to find the perfect formula for the majority of the snacks supposed to go into production after the period of testing. This trial and error approach is one of the pillars that subsidized to the success of the Tastykake franchise.
It is important to note that, notwithstanding the lack of resources, the team was able to provide everything on time. Tastykake showed a profound knowledge of marketing and customized their new product line in accordance with the testers’ feedback (Garcia, 2014). One of the questionable moments, in this case, is the relative self-assurance of the team as they released the snacks that contained an adverse ingredient that caused major side effects. Fortunately, Schutz recognized the fault and adjusted the product formulas by minimizing the amount of maltitol.
It is rather reasonable to expect that the Sensables line will be successful among the customers. The Tastykake presented the product that positively differs from other products on the market in terms of ingredients and its taste. This line would most probably succeed for the reason that it is a new product that the customers would love to try out. This would help them decide whether they want to discontinue buying these snacks. It is rather evident that Schutz’s efforts were not in vain and gave the team more freedom in terms of imagination and innovative marketing approach (Garcia, 2014). In other words, the Tastykake gave people the chance to check them out and kept the promise of releasing the new line on time. All of the aspects were modified in compliance with the legislation and, more importantly, customers’ wishes. To conclude, the Sensables would definitely be a successful product line that may be rightfully considered Schutz’s and her team’s extensive effort (Garcia, 2014).
The notion of innovation first appeared more than thirty years ago (Kanter, 2007). Since then, innovation is one of the most used words when it comes to marketing and quite a few other industries. Consistent with Kanter, the definition of innovation is directly connected to four so-called stages (Kanter, 2007). The first stage was the dawn of the information age. Generally speaking, this was the period when consumer and desktop products appeared instead of big and sluggish mainframes. This helped design better products and allowed to create various applications assisting in elaborating innovative ideas (Kanter, 2007). This stage also helped to get rid of numerous corporate constraints.
The second stage was the pressure to reorganize (Kanter, 2007). This occurred for the reason that numerous individuals were terrified by the probable overthrow of the late 1980’s. The software was rapidly developing, while the merger clusters were criticizing regular businesses (Kanter, 2007). The ubiquitous use of the new software was aggressively advertised. Businesses formed new branches to make certain they apprehended the value of their own philosophies and discoveries (Kanter, 2007). This was done in an attempt not to allow any authoritative corporation to ascend outside the corporation. This particular reformation period was also characterized by the products and businesses that we’re able to become global instantly (Kanter, 2007).
The third stage was the overall obsession with various gadgets and digital aids (Kanter, 2007). Moreover, the 1990’s was also the era when the Internet was in the middle of the process of becoming the Internet that we know today. The perspectives of this age looked clear and promising. Nonetheless, it was obvious that the Internet should also be seen as a threat (Kanter, 2007). Numerous companies developed their websites and Web-projects that were often unrelated to the fundamental business. The businesses were focused on the investment marketplaces rather than on clients, and corporations got rich without incomes or returns (Kanter, 2007). This stage is characterized by the fact that almost all the companies continued to abolish value rather than generate modernization.
The current stage is the age of new technology and innovations that are aimed at the customers, not strictly businesses (Kanter, 2007). Having learned the restrictions of attainments and become doubtful about technology propaganda, businesses progressed on organic advance. Nowadays, businesses encounter serious social problems (Kanter, 2007). These innovative problems require innovative technology solutions. Businesses are on the lookout for new types to enhance their current businesses rather than outstanding new projects that will take them into completely diverse realms (Kanter, 2007). Despite the predicaments that the humanity encountered during each of the stages, the businesses should pay close attention to the innovations.
References
Garcia, R. (2014). Creating and Marketing New Products and Services. Boca Raton, FL: CRC Press.
Kanter, R. (2007). Innovation: The Classic Traps. Strategic Direction, 23(5), 16-29. doi:10.1108/sd.2007.05623ead.007
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