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July 7, 2021

Case A: MASI Technology

General Questions

Please apply the product planning and development process (Figure 4.6 on page 102 in 10th & 11th Ed) to the case. Please provide evidence from the case in regards to (a) idea stage, (b) concept stage, (c) product development stage, and (d) test marketing stage.
Please discuss the pros and cons of the following possible strategies: (a) selling the machine, (b) leasing the machine.
Given that any Safe Harbor Certification will increase the cost to the end-user, how do you think MASI may ensure that customers would be willing to pay more for their fish?

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