Aldus Case Study
ALDUS CORPORATION CASE STUDY
Rod Denney
Western Governors University
Abstract
This essay will examine in explicit detail the new positioning strategy in conjunction with other marketing issues prevalent within the Aldus Corporation. The Aldus Corporation has been a leader in the desktop publishing market since its inception in February 1984. However, the firm's marketing manager Richard Strong pointed out some foreseeable problems that would require a dramatic shift in the company's positioning strategy.
The Proposition to Change Positioning Strategy
The forward thinking of Mr. Strong to split Aldus Corporation’s product line into two separate divisions was very innovative, creative, and bold. However, two separate versions of the PageMaker software would need to be created in order to meet the needs of the company's major segments, which were the graphics professional and the business end user. The creative graphics professional version would require an enhanced technical assistance, enhanced sophistication and would require a parallel alignment with other software such as the image scanner. In contrast to the graphics professional version, the business market segment would require the least amount of sophistication and would be configured in order to be less complicated and would not require additional training.
As aforementioned, Mr. Strong's positioning strategy would require Aldus Corporation to divide the company's brand positioning. This bold strategy would be a paradigm shift from what Aldus had been doing in the past, which was because all of Aldus Corporation’s diverse clients were served with just one line of products.
Contrast between Consumer and Organizational Markets
Aldus Corporation customers purchase the desktop publishing software in order to make their documents more appealing. In contrast, consumer markets typically utilized desktop publishing in order to increase their publishing process. As a result, consumer markets were
Rod Denney
Western Governors University
Abstract
This essay will examine in explicit detail the new positioning strategy in conjunction with other marketing issues prevalent within the Aldus Corporation. The Aldus Corporation has been a leader in the desktop publishing market since its inception in February 1984. However, the firm's marketing manager Richard Strong pointed out some foreseeable problems that would require a dramatic shift in the company's positioning strategy.
The Proposition to Change Positioning Strategy
The forward thinking of Mr. Strong to split Aldus Corporation’s product line into two separate divisions was very innovative, creative, and bold. However, two separate versions of the PageMaker software would need to be created in order to meet the needs of the company's major segments, which were the graphics professional and the business end user. The creative graphics professional version would require an enhanced technical assistance, enhanced sophistication and would require a parallel alignment with other software such as the image scanner. In contrast to the graphics professional version, the business market segment would require the least amount of sophistication and would be configured in order to be less complicated and would not require additional training.
As aforementioned, Mr. Strong's positioning strategy would require Aldus Corporation to divide the company's brand positioning. This bold strategy would be a paradigm shift from what Aldus had been doing in the past, which was because all of Aldus Corporation’s diverse clients were served with just one line of products.
Contrast between Consumer and Organizational Markets
Aldus Corporation customers purchase the desktop publishing software in order to make their documents more appealing. In contrast, consumer markets typically utilized desktop publishing in order to increase their publishing process. As a result, consumer markets were
References: Kotler, P, Keller K, Marketing Management, 2009, pg 23