Achieving growth through product development
A Portakabin case study

Page 1: Introduction

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A main source of business growth is through product innovation. New products often come from ideas. These are either new ideas or ideas for extension strategies for existing products or services. An idea is a plan, a scheme, method or a thought process. By their very nature new ideas are creative. They often provide solutions to problems. They help to meet the needs of customers and they also make...
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Page 2: Ansoff’s Matrix

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Igor Ansoff was a Russian/American mathematician who applied his work to the world of business. His most famous work is the Ansoff Matrix. The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new markets. In this way he was helping managers to assess the differing degrees of risk associated with moving their...
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Page 3: Generating ideas through research

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Market research In order to develop new ideas for products and services Portakabin undertook some primary market research. This consisted of direct feedback from its customers. However, at the same time many changes were taking place in building legislation. For example, the Disability Discrimination Act 2005 required new buildings to provide improved access for people with disabilities. These...
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Page 4: Analysis and development

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Each of the elements of EBS served two purposes. Firstly, it strengthened how customers thought about the building as there were more options available. This helped make the Portakabin total product approach to its buildings become distinctive in the minds of customers. This is because they saw EBS as a one-stop-shop for all of their needs. EBS also meant that customers no longer had to...
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Page 5: Testing and launch

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Testing All of the elements of the Portakabin products were sourced from high quality suppliers. They were then tested within Portakabin buildings. Testing enables materials and products to be evaluated for their worth and performance. Testing involved the following three stages. Developing prototypes. These are unique products that are evaluated for their performance. For instance...
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Page 6: Conclusion

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Portakabin has seen a steady growth in take up of EBS. From their introduction in 2001 until today, 2011, nearly 50% of buildings hired by Portakabin include EBS.EBS now accounts for a substantial proportion of the turnover of the hire business. It has also enhanced the image of Portakabin as a ‘total solutions’ business that can provide high levels of customer satisfaction and...
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