Srategic formulation to make moserbaer most preferred brand
CHAPTER 1: SHORT SUMMARY
1.1 INTRODUCTION
This project was undertaken to provide a strategy through thro market research to make Moser Baer the most preferred brand in photography segment in optical and flash memory products. Moser Baer had come up with a new product i.e. the Moser Baer platinum disk to fulfill the requirement 2 years ago, but even though it was a monopoly product, the company has still not been able to capture the market share it aimed for. This project will aim to determine the causes for its failures and show a new strategy to achieve its goal.
Over the period of the last 10 years the photography channel has seen great innovation from photography films to digital coverage using CD’s, DVD’s and flash disks, the channel has seen a lot a competition with the likes of Sony, Kodak and other smaller companies eating into each other’s market share.
The segment has huge growth potential especially the video segment, with photography becoming a professional business, there are already lots of photo and colour labs in the city and they are becoming bigger and better and becoming more quality conscious, hence this is the right time for a established company like Moser Baer to capture this market. Moser Baer has been in digital optical media and entertainment business since 1985 and hence has a very good network of distribution centres and clients already. This project aims to determine a strategy to make Moser Baer the most preferred brand in the photography channel by the use of the monopoly product platinum disk and other innovations in the flash drive segments. For this first I studied the reasons for such a competitive product not showing returns yet, followed by a market research to study the present standing of the channel. Then I gave my recommendations on the bases of analysis done of data collected, about how we can be the market leader in the photography channel segment.
1.2 OBJECTIVE
The following are the objective of the summer
1.1 INTRODUCTION
This project was undertaken to provide a strategy through thro market research to make Moser Baer the most preferred brand in photography segment in optical and flash memory products. Moser Baer had come up with a new product i.e. the Moser Baer platinum disk to fulfill the requirement 2 years ago, but even though it was a monopoly product, the company has still not been able to capture the market share it aimed for. This project will aim to determine the causes for its failures and show a new strategy to achieve its goal.
Over the period of the last 10 years the photography channel has seen great innovation from photography films to digital coverage using CD’s, DVD’s and flash disks, the channel has seen a lot a competition with the likes of Sony, Kodak and other smaller companies eating into each other’s market share.
The segment has huge growth potential especially the video segment, with photography becoming a professional business, there are already lots of photo and colour labs in the city and they are becoming bigger and better and becoming more quality conscious, hence this is the right time for a established company like Moser Baer to capture this market. Moser Baer has been in digital optical media and entertainment business since 1985 and hence has a very good network of distribution centres and clients already. This project aims to determine a strategy to make Moser Baer the most preferred brand in the photography channel by the use of the monopoly product platinum disk and other innovations in the flash drive segments. For this first I studied the reasons for such a competitive product not showing returns yet, followed by a market research to study the present standing of the channel. Then I gave my recommendations on the bases of analysis done of data collected, about how we can be the market leader in the photography channel segment.
1.2 OBJECTIVE
The following are the objective of the summer