Marketing case: Palm
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7 word format
document in english
marketing
case study
date published 30/11/2006
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level : Advanced
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SummaryTo develop the PalmPilot, Palm Computing used the following steps:
•New product Strategy development
•Idea generation
•Development
•Market testing
•Commercialisation
The PalmPilot target market includes technology opinion leaders; they are innovators, which involves that they are risk-takers, who like to be the first ones to test the technology of a new product. If they feel the product is technologically satisfying, and if they like its design, they will give free publicity, help the product to get known, and in a way they will help to make the sales grow. The target market is rather well educated and use frequently personal computers, and are used to surf on the internet. As they want to use the PalmPilot daily, and carry it everywhere, the users set value upon the simplicity, the handiness of the product, and also take care of the fact it includes PC connectivity.
•New product Strategy development
•Idea generation
•Development
•Market testing
•Commercialisation
The PalmPilot target market includes technology opinion leaders; they are innovators, which involves that they are risk-takers, who like to be the first ones to test the technology of a new product. If they feel the product is technologically satisfying, and if they like its design, they will give free publicity, help the product to get known, and in a way they will help to make the sales grow. The target market is rather well educated and use frequently personal computers, and are used to surf on the internet. As they want to use the PalmPilot daily, and carry it everywhere, the users set value upon the simplicity, the handiness of the product, and also take care of the fact it includes PC connectivity.
Table of Contents- Steps of the new product process.
- Target market.
- Changes required by consumers.
- Points of difference between palm and substitute products.
- Reasons for success or failure.
- Market research.
- Competitive market structure.
- Future of the market.
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