Aufgabe Vorschlag A - Aufgabe 1 · Abitur Hessen Wirtschaftslehre LK · bilingual Englisch 2022

1.1 From the sales figures in Material 1 describe the product life cycles of the products PowerPlant and CocoCreme at constant sales prices. Establish for the product PowerPlant two suitable product policy measures and describe their concrete realization.

Lösung: PowerPlant: Launched in year 1. After a two-year introduction phase, steady growth began in year 3 up to year 5. Sales growth slowed down in year 6, indicating the maturity phase, and declined in year 9 (saturation/decline phase). CocoCreme: Launched in year 1 with high sales (9,000), followed by a brief growth phase peaking in year 2 (11,000). Rapid saturation followed by decline from year 3 (7,000 to 2,000 in year 5), taken off the market in year 6. Measures for PowerPlant: Product modification/relaunch (e.g. changing ingredients, taste, facelift) or product differentiation/line extension (new flavor or packaging size) to extend the maturity/saturation phase.

1.2 Explain and assess whether the product portfolio of VegGreen Ltd. has been well managed over the years 1-9.

Lösung: The product portfolio has been well managed overall: As CocoCreme declined, MangoMousse was introduced in year 3 to compensate for the lost sales volume. As PowerPlant reached maturity and saturation around year 6-9, AppleAction was introduced in year 5 and grew rapidly to 26,000 units in year 9. However, MangoMousse began declining by year 9, which justifies developing GoGinger to maintain balanced cash flows across life cycle phases.

1.3 New products usually pass through five product innovation stages when they are being developed. Name and describe these five stages.

Lösung: 1. Idea generation (Entwicklung einer Produktidee): Deriving ideas from market research, customer needs, competitor analysis, and trends. 2. Idea screening (Screening Phase / Ideenprüfung): Analyzing feasibility, customer demand, target market fit, technical capabilities, and legal/regulatory constraints. 3. Product development (Produktentwicklung): Conception, design, engineering, prototype construction, and recipe production. 4. Market testing (Testmarkt / Produkttest): Testing the product in representative test markets to assess acceptance and avoid costly market flops. 5. Market introduction / Commercialization (Markteinführung und Vermarktung): Full commercial launch with advertising, promotion, and distribution network expansion.

1.4.1 Material 2: Stage 2 - No. of ideas put forward

Lösung: 30

1.4.1 Material 2: Stage 2 - Cost per stage (in EUR)

Lösung: 18000 / 18,000

1.4.1 Material 2: Stage 3 - No. of ideas put forward

Lösung: 6

1.4.1 Material 2: Stage 3 - Cost per stage (in EUR)

Lösung: 60000 / 60,000

1.4.1 Material 2: Stage 4 - No. of ideas put forward

Lösung: 2

1.4.1 Material 2: Stage 4 - Cost per stage (in EUR)

Lösung: 30000 / 30,000

1.4.1 Material 2: Stage 5 - No. of ideas put forward

Lösung: 1

1.4.1 Material 2: Stage 5 - Cost per stage (in EUR)

Lösung: 40000 / 40,000

1.4.1 Material 2: Total cost (in EUR)

Lösung: 184000 / 184,000

1.4.1 Briefly comment on your result.

Lösung: The total development and launch costs for GoGinger amount to EUR 184,000. This is more than double the average development and launch costs spent by VegGreen Ltd.'s strongest competitor (EUR 90,000).

1.4.2 In general, illustrate three constraints that might restrict the number of new products being developed and suggest one possibility each to overcome these.

Lösung: 1. Financial constraints / lack of capital: Insufficient financial resources for R&D. Overcome by solid financial planning, re-investing cash flows from mature cash cows, or raising debt/equity capital. 2. Budget overruns / high costs: Product development costs exceed initial budgets. Overcome by strict cost controlling, cost-effective product concepts, and early market analysis to ensure positive ROI. 3. Supply bottlenecks / lack of resources / technical limits: Shortages of ingredients, raw materials, or lack of technical manufacturing processes. Overcome by supplier analyses, alternative sourcing, or technical partnerships. 4. Legal and regulatory restrictions: Health, food safety, consumer protection, or environmental laws. Overcome by thorough advance legal screening and regulatory compliance reviews.