Gerenciamento de novo produto

PIC for McKenna Professional Imaging: The Image Box

Introduction
McKenna Professional imaging was founded in 1969. It is a professional print lab business that works with different photographers in the United States and Canada. Canada, in fact, is a prime opportunity for McKenna because there isn’t any business in Canada that does the specialty printing that McKenna Pro can complete. It started out as a small lab but quickly grew, so a new name and location became necessary. It became McKenna Color Lab but then changed the name to McKenna Professional imaging in 1994. McKenna Professional imaging provides multiple different products used for prints to give a variety for their photographers who then sell the prints to the customers. McKenna Professional does business to business transactions instead of business to customer, this means their primary clients are photographers, but McKenna does open up their service to anyone including individuals.
Within the last several years, new cutting edge techniques have been established in the McKenna Professional lab. Using metal as a base for prints is one of the leading techniques that McKenna has specialized in. Metal prints are what McKenna Pro is most well-known for, but they also provide regular prints and on a variety of products. McKenna Pro has several different products such as: Journal/notebooks with your print on the cover, brochures/flyers, regular and canvas prints are other products they make. Their slogan is “Not Your Average Pro Lab” (www.mckennapro.com). This statement ties into the company’s mission statement. It is also the company’s goal to try to provide new products for their costumers as much as they can (interview Mike Moss).

Background
McKenna Professional Imaging is a photography printing company committed to innovation while specializing in creating, the highest quality photo products. Currently, McKenna is in the process of introducing a new product which they call the image box.