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Marketing case: Palm

About the author

Etudiante
Level
Advanced
Study
finance
School/University
ESCE

About the document

Published date
Language
documents in English
Format
Word
Type
case study
Pages
7 pages
Level
Advanced
Accessed
58 times
Validated by
Committee Oboolo.com
  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.

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