Mahindra & Mahindra
MARKETING ENGINEERING FOR EXCEL
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CASE
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VERSION 2.0.2
Case
Positioning the ConneCtor 2001
By Gary L. Lilien and Katrin Starke
1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation. The data required for this case is located in the My Marketing Engineering directory (usually located within My Documents): ConneCtor PDA 2001 Data (Positioning).xls
2.
Introduction
Netlink Inc. is about to introduce its newly developed handheld device, called the Connector, that marries wireless technology with PDA tools. Netlink Inc. is a joint venture of Conglomerate Inc., a major wireless carrier in the United States, and a domestic PC manufacturer. Conglomerate entered this venture not only to take a stake in a rapidly growing market, but also to attract new customers to its cellular services through Connector and similar products to be developed by Netlink. The Connector, model version 10L, would be Netlink's first major product introduction since the company was formed. While Netlink's management believes in Connector's potential, they are still unclear of how to best position and target their baby to ensure a successful launch.
Background
Wireless is in! But wireless technology is also still in its infancy state, and currently there is a lot of confusion in the marketplace about the wireless value proposition. Companies are simultaneously trying to determine and to affect the exact form of wireless technology the consumer wants. The race is on between telecommunication companies such as AT&T and Nokia, as well as PDA and computer
•
CASE
•
VERSION 2.0.2
Case
Positioning the ConneCtor 2001
By Gary L. Lilien and Katrin Starke
1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation. The data required for this case is located in the My Marketing Engineering directory (usually located within My Documents): ConneCtor PDA 2001 Data (Positioning).xls
2.
Introduction
Netlink Inc. is about to introduce its newly developed handheld device, called the Connector, that marries wireless technology with PDA tools. Netlink Inc. is a joint venture of Conglomerate Inc., a major wireless carrier in the United States, and a domestic PC manufacturer. Conglomerate entered this venture not only to take a stake in a rapidly growing market, but also to attract new customers to its cellular services through Connector and similar products to be developed by Netlink. The Connector, model version 10L, would be Netlink's first major product introduction since the company was formed. While Netlink's management believes in Connector's potential, they are still unclear of how to best position and target their baby to ensure a successful launch.
Background
Wireless is in! But wireless technology is also still in its infancy state, and currently there is a lot of confusion in the marketplace about the wireless value proposition. Companies are simultaneously trying to determine and to affect the exact form of wireless technology the consumer wants. The race is on between telecommunication companies such as AT&T and Nokia, as well as PDA and computer
Links: to Microsoft Word and Excel; Offline Web Access with Web Channel Manager from AvantGo Instant "On" with all Buttons; Expandable with Thou-sands of ThirdParty Applications and Peripherals PALM VIIx Handheld Organizer USR 3C80501U Portable Keyboard, Modem, HotSync Cradle, etc. Optional Palm.Net™ Wireless Service required for Web Clipping Application and iMessenger™. NETLINK CONNECTOR 10L GPS later this year, Screen Magnifying Clip Display Exhibit 3B: Handheld model versions used in the study. POSITIONING THE CONNECTOR 2001 CASE 9/9