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Marketing case: Palm

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Etudiante
Level
Advanced
Study
finance
School/University
ESCE

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documents in English
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Type
case study
Pages
7 pages
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Advanced
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  1. Steps of the new product process
  2. Target market
  3. Changes required by consumers
  4. Points of difference between palm and substitute products
  5. Reasons for success or failure
  6. Market research
    1. Competition
    2. Market shares
  7. Competitive market structure
  8. Future of the market
  9. Bibliography

To develop the PalmPilot, Palm Computing used the following steps:

?New product Strategy development
?Idea generation
?Development
?Market testing
?Commercialisation

The PalmPilot target market includes technology opinion leaders; they are innovators, which involves that they are risk-takers, who like to be the first ones to test the technology of a new product. If they feel the product is technologically satisfying, and if they like its design, they will give free publicity, help the product to get known, and in a way they will help to make the sales grow. The target market is rather well educated and use frequently personal computers, and are used to surf on the internet. As they want to use the PalmPilot daily, and carry it everywhere, the users set value upon the simplicity, the handiness of the product, and also take care of the fact it includes PC connectivity.

[...] size of market : rating : * * * * When the Palm was launched, there was no market because the products had too many features and were too expensive. But today, this problem is solved and the handheld computers are very popular. product quality : * * * * * The first PalmPilot had few functions, but those functions were the most frequently used functions. Then, the PalmPilot was the first PDA, which included PC connectivity. But the most important is that the PalmPilot is simple and small. [...]


[...] The market distribution between the competitors will be detailed through the market shares. Market shares The following diagrams show the distribution of market shares in the PDA's market in 2002 and 2003 and in the third quarters 2003 and 2004. These data enable a comparison between on the first hand 2002 and 2003 and on the other hand Q and Q Here are detailed the source figures used to build the diagrams. company units sold market share units sold market share evolut Motion company units sold market units sold market evolution in share in share Technologies Concerning the market, a decrease of has been registered over the year 2004. [...]

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