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Executive Summary Acuscan

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Executive Summary AcuScan
AcuScan over the last ten years has been a leader in technology. AcuScan created a retinal scanning security device which is known as the Iscanner. However today profits and shares of the market are dropping and the company must look to a different direction and tap into other markets with their product. To add to the challenges of creating new products into new markets, profits are down and the CEO is requesting that all departments except for Sales and marketing cut their budgets by 15%. This summary will help design a plan of action to help AcuScan develop new products and move into new markets which will increase their profit margins and make them a leader in their expertise.
Revenue for AcuScan used to be 50/50 when it came to sales and service of existing products. However, today service makes up about 70% of AcuScan’s revenue which is a very low profit margin. To go along with that issue, the CEO is requesting that the majority of departments cut their budget. Chris the VP of of Product Development is overseeing the budget cuts. He hopes and expects that there will be no layoffs associated with the budget cuts. Chris and Pat, the Director of Marketing would like to tap into other markets by utilizing the existing product they already have. Pat, and Chris’ idea is to tap into the retail market by utilizing their security retinal scanning hardware and software. The hopes of providing this to business owners would be able to have the equipment available at their stores for scanning purposes which will provide data about the customer’s needs and wants.
The biggest issue that needs to be addressed is that Pat, the marketing Director and Kelly the Senior Engineer for product Development are having a hard time communicating and overseeing this project. Kelly feels that Pat went behind his back when she asked employees underneath him if this project could be done by utilizing the current product that is already in place. Kelly feels that he knows the processes that are necessary when developing a product and preparing it to be put to use in a new market. Kelly is not willing to cooperate or come up with a compromise to make this happen. Kelly is firm that the budget and the timeline is unrealistic when developing and testing this new product. Kelly’s emotions have gotten the best of him, because he is the expert when it comes to developing the product, but needs to be able to communicate to all departments what will be needed to make this happen.
The first recommendation to the CEO and AcuScan would be to utilize their current employees and possibly increase developments budget as well as a compromise for Kelly to feel much more comfortable with the budget and timeframe to complete the project. If they are able to utilize their own personnel, they have people working on the product that are already familiar with it and would less likely have any delays. To aid in this venture, Chris VP of Product Development must get involved and provide some team and communicating skills, so each department is on the same page and each department is aware and have some knowledge of each department’s responsibility. Chris also needs to mediate with the two departments and make sure that each department has the big picture in view which is the best interest of AcuScan.
The second recommendation would be to outsource the development of the new product allowing AcuScan’s current employees to continue to provide service and support to their already existing customers. Allowing an outside source to handle the new product development will possibly require a larger budget, but by completing the project without affecting any current business, will keep the project on time as well and will eventually increase profits by a significant amount in the years.
In conclusion, AcuScan needs to develop communication skills among departments in order for them to be successful in the years to come. Either recommendation should be more than sufficient to reach all their goals economically and put them back on top as a leader in their industry.

References
Critical thinking GEN 480: Case Assessment. (2012). Retrieved from http://ecampus.phoenix.edu/secure/appd/vendors/tata/GEN480/uop_assessment.html

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