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Product proliferation

Product proliferation occurs when organizations market many variations of the same products. This can be done through different colour combinations, product sizes and different product uses. This produces diversity for the firm as it is able to capture its sizable portion of the market. However, it can also be considered that marketing so many new products leads to economic resources being wasted; the consumer becomes confused and mistakes are made in the purchase of products.
Product proliferation is often used by incumbent firms as method of entry deterrence. By developing a large variety of products, the incumbent firm is able to occupy gaps in the market that potential entrants may have exploited, thus reducing the threat of competition.
The very dynamism of product proliferation makes it hard to manage. Complexity is spawned by an ever-changing landscape of customer demand and companies’ attempts to meet that demand with configurable products and more product variations.
Product proliferation can sometimes also lead to cannibalisation of the existing product line of the company and should be justified by overall increase in market share.” Discuss
This is an essay based on scholarly journal article research and theory. You must support your answer with a minimum of 4 journal articles. You are not required to include practical examples in this essay. The essay word limit is 1,500 words. This word limit is a strict one and varying from it by more than 10% will lead to penalty. You may use sub-headings throughout your essay to structure it.

It is expected that you would have:
• A minimum of 4 scholarly journal articles – failure to use a minimum of scholarly journal articles in your essay will result in an automatic Fail Grade for this assessment.

It is insufficient to rely on your textbook to answer the essay. As you will be reviewing many published works it is important that you correctly reference and acknowledge all sources, both in-text and in your reference list using either APA (Word facilitated) or the Harvard Author-Date referencing convention. Tips on how to write and reference an academic essay are outlined in the Unit Information section of the Portal. See a document called “Assessment criteria” on unit website for marking criteria and marker expectations.


Your essay must be submitted in three stages:
STAGE 1: A draft of the document outline including articles to be reviewed, format and contents page should be shown to your lecturer in class in Week 9. Failure to do so will mean your final maximum mark will be reduced from 15 to 12. If you are unable to attend class that week, you must email the details of your draft document to your teacher on or before the day of your class time. There is no alternative to maximizing your possible mark – failing to submit a draft as instructed herein will automatically mean that you are marked out of a maximum 12 marks.
STAGE 2: Submit a softcopy to the plagiarism detection system ‘Turnitin’ before the deadline on the day of your class. Please see instructions below.
STAGE 3: Submit an identical paper copy to your teacher at the beginning of your class in Week 12. Included in that submission should be the cover sheet attached and the Originality Report from Turnitin.
LATE PENALTY: Submissions received after the end of your normal class time in Week 12 will incur a 5 mark penalty for the first 48 hours, thereafter any further submission will receive a zero grade for this assessment.
Please note the following:
• Your paper copy essay must include the attached Cover Page with full official student name (Family name in CAPITALS), student ID number, teachers name, class day and time, word count and the Turnitin submission number. Your submitted version must also include your reference list.
• Any essay not submitted to Turnitin will not be marked and will receive a ZERO GRADE.
• The marking guides are found attached to this document.
Plagiarism Detection Software Use in this Unit
It is our task to encourage ethical scholarship and to inform students and staff about the institutional standards of academic behaviour expected of them in learning, teaching and research. Students have a responsibility to maintain the highest standards of academic integrity in their work. Students must ensure they do not plagiarise. In order to detect evidence of plagiarism in students’ work, this Unit utilizes the plagiarism detection software Turnitin. You must upload a soft copy of your essay to www.turnitin.com. In order to familiarise you with Turnitin, we will undertake a practice run during class.

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