ME case 1 PDA
Jian Cui Marketing Engineering Case #1 4-‐26-‐14 MKTG 490 Conor Henderson
Background Conglomerate Inc. worked on PDA (Personal Digital Assistant) and target diversity markets. Its product called ConneCtor is a new brand and the firm desire to know the PDA market and prepare to gain some market share. The face is there are 5 main competitors in the market. They are Palm, Handspring, Casio, Hewlett Packard and Compaq. Through these competitors, Palm occupied 72.1% market share. However, the PDA market is a rapidly changing market, so Conglomerate Inc. still has some opportunity to obtain profits. After study diversity segment of customers’ life styles, PDA design has 4 types of users: innovators, professionals, technically sophisticated user and college students. These different types of users have multifarious needs for PDA products. Briefly, Conglomerate Inc. faces a high competitive market, and the best choice to compete in this market is that satisfy diversity requirement by product segment.
Survey The market research firm called HVC (Happy Valley Consultants) hired by the manager to design and analysis development of market segmentation. The market team target PDA products potential
Background Conglomerate Inc. worked on PDA (Personal Digital Assistant) and target diversity markets. Its product called ConneCtor is a new brand and the firm desire to know the PDA market and prepare to gain some market share. The face is there are 5 main competitors in the market. They are Palm, Handspring, Casio, Hewlett Packard and Compaq. Through these competitors, Palm occupied 72.1% market share. However, the PDA market is a rapidly changing market, so Conglomerate Inc. still has some opportunity to obtain profits. After study diversity segment of customers’ life styles, PDA design has 4 types of users: innovators, professionals, technically sophisticated user and college students. These different types of users have multifarious needs for PDA products. Briefly, Conglomerate Inc. faces a high competitive market, and the best choice to compete in this market is that satisfy diversity requirement by product segment.
Survey The market research firm called HVC (Happy Valley Consultants) hired by the manager to design and analysis development of market segmentation. The market team target PDA products potential