The Introduction of an Innovative Product on the Market: The Case of Video Systems

Abstract

The idea for this thesis surges from a consulting case done in the International Management course that I attended in my first year of International Management Master Degree. Video Systems, the company which was assigned to our group revealed to be a very interesting case study addressing topics such as innovation, design and innovation, research and development organization in the company and the concepts of craftsmanship and made in Italy, all present-day thematics. Their new product Animals from the brand Parson, consists in a new way of thinking video surveillance cameras with a completely revisited aesthestic design. This work proposes to analyse this innovative product represented by the video surveillance cameras, how it has been positioned in the market so far and how it could be positioned, specifically in the amusement parks segment market. In order to do so, a literature review has been done concerning innovation with special attention to the innovation processes and new product development. The different strategies that a company can implement to launch an innovative product will also be reviewed. This first part is conducted with the objective to give an historical and strategic context to the case study that will be analysed thereafter.The second part is an analysis of the video surveillance industry. Finally, the third part sees the presentation of the company: Video Systems and their products, values and value proposition. After a general presentation, the focus is given to their last innovative product: Animals which differs from the company's core products being high-technology sensors. In the case of Animals, the knowledge of the company in the technological field has been mixed with an external designer to produce a completely new product proposition to the market. Following the presentation of the company and of Animals, a study of the product development and positioning used by the firm to introduce Animals on the market will be conducted along with an industry analysis in order to give an overview of what is the actual market. The thesis aims to conclude with a critical view of what have been the positioning used by the company so far and what could be the market strategies development to use in the future.