Corporate
Marketing
Goals and Strategy
Target Segments: 1 – Costcutter, 2 – Innovator, 3 – Workhorse, 4 – Traveler, 5 – Mercedes
Mission statement: To provide our customers with an efficient technology that inspires innovation and creativity.
Giving our customers the best service at the most affordable price.
Strategic directions:
focus on large, highly competitive segments
focus on the largest geographic markets, even if they are more expensive
focus on geographic markets which are in middle of the cost/size continuum
focus on geographic markets which minimize distribution costs
build a market position and defend it
take the lead and keep it
be first to market
be the leader in all things
attack the competition on their home ground
be the low price provider in the market
be the profit margin leader
be the technology leader
be the high service provider in the market
provide the most reliable product on the market
Modify Brand
Lap-Tec
[new]
ESSENTIALS
Base components
CASE
Standard (laptop)
HARD DRIVE
Standard
OFFICE SOFTWARE
Lite
OTHER SOFTWARE
Presentation
Database
Bookkeeping
Statistical
Summary of Decisions Micro Trend Computers Quarter 5
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