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• 1. [Article] Marketing Plan Samsung Galaxy Skin

  This paper attempts to develop a marketing plan for the new Smartphone to be introduced into the market by Samsung in the second quarter of 2013. After capturing a large portion of the Smartphone market ...

  Citation × Citation Citation Abstract Copy Title: Marketing Plan Samsung Galaxy Skin Author: van Blommestein, Kevin C., Neethirajan, Aarthi, Alharbi, Mousa, Talla, Rajasree, Talla, Rajesh, Khalifa, Zack Year: 2012 This paper attempts to develop a marketing plan for the new Smartphone to be introduced into the market by Samsung in the second quarter of 2013. After capturing a large portion of the Smartphone market share and leading the market in sales with its Galaxy S-series, Samsung will be introducing a different Smartphone that will incorporate the flexible screen technology “Galaxy Skin”. This incorporation of the flexible technology will enable Smartphones to be bendable, unbreakable, more power efficient, low weight and smaller in size. The paper introduces Samsung in general and analyzes its strength and capabilities of developing such products. Afterwards, the study covers the market demographics by sizing the total market, and the segmentation of the available market. The analysts then drill down into the market needs and investigate the target customers who have pressing need for such product. Surveys and interviews were conducted to capture the customer’s voice. The findings indicate that customers ranked the battery life to be the most favored feature followed by the flexible screen. Moreover, the analysts developed a marketing plan of the Galaxy Skin—which involved value drivers, CRTA, TALC, competition analysis, 4P’s and sales forecasting for the post launch two years. Furthermore, the price of Galaxy Skin is not yet announced, but the analysts estimated the price to be $725 based on the customer and competition analysis. Due to the secrecy practices and confidentiality that Samsung is following, the researchers of this paper had to make some assumptions such as those related to budgeting. Lastly, the analysts find that Samsung is committed to sustain its leadership in the Smartphone market by becoming the dominant developer of the flexible display technology products. Title: Marketing Plan Samsung Galaxy Skin Author: van Blommestein, Kevin C., Neethirajan, Aarthi, Alharbi, Mousa, Talla, Rajasree, Talla, Rajesh, Khalifa, Zack Year: 2012 This paper attempts to develop a marketing plan for the new Smartphone to be introduced into the market by Samsung in the second quarter of 2013. After capturing a large portion of the Smartphone market share and leading the market in sales with its Galaxy S-series, Samsung will be introducing a different Smartphone that will incorporate the flexible screen technology “Galaxy Skin”. This incorporation of the flexible technology will enable Smartphones to be bendable, unbreakable, more power efficient, low weight and smaller in size. The paper introduces Samsung in general and analyzes its strength and capabilities of developing such products. Afterwards, the study covers the market demographics by sizing the total market, and the segmentation of the available market. The analysts then drill down into the market needs and investigate the target customers who have pressing need for such product. Surveys and interviews were conducted to capture the customer’s voice. The findings indicate that customers ranked the battery life to be the most favored feature followed by the flexible screen. Moreover, the analysts developed a marketing plan of the Galaxy Skin—which involved value drivers, CRTA, TALC, competition analysis, 4P’s and sales forecasting for the post launch two years. Furthermore, the price of Galaxy Skin is not yet announced, but the analysts estimated the price to be $725 based on the customer and competition analysis. Due to the secrecy practices and confidentiality that Samsung is following, the researchers of this paper had to make some assumptions such as those related to budgeting. Lastly, the analysts find that Samsung is committed to sustain its leadership in the Smartphone market by becoming the dominant developer of the flexible display technology products. Close

• 2. [Article] Baxter Creek SS4000-E

  The Baxter Creek case study provided an excellent example of project management concepts and techniques implemented in a real world situation. The project closely followed an easily traceable progression ...

  Citation × Citation Citation Abstract Copy Title: Baxter Creek SS4000-E Author: Hershberg, Karina, Maheshwari, Priti, Neethirajan, Aarthi, Soysa, Dinesh, Uffelman, Michael Year: 2011 The Baxter Creek case study provided an excellent example of project management concepts and techniques implemented in a real world situation. The project closely followed an easily traceable progression through a standard product lifecycle. It began with a project selection and evaluation phase, which was closely followed by the establishment of the project’s organizational structure, management plan and ongoing management tools. These initial stages are critical and can greatly impact the long term success or failure of the project. Intel’s internal description of the project life cycle is Exploration-Planning-Development-Production. This next section will look at the tools and methods that were used in the early phases of Exploration and Planning. The following section will then highlight the tools and methods used in the later phases of Development and Production. Title: Baxter Creek SS4000-E Author: Hershberg, Karina, Maheshwari, Priti, Neethirajan, Aarthi, Soysa, Dinesh, Uffelman, Michael Year: 2011 The Baxter Creek case study provided an excellent example of project management concepts and techniques implemented in a real world situation. The project closely followed an easily traceable progression through a standard product lifecycle. It began with a project selection and evaluation phase, which was closely followed by the establishment of the project’s organizational structure, management plan and ongoing management tools. These initial stages are critical and can greatly impact the long term success or failure of the project. Intel’s internal description of the project life cycle is Exploration-Planning-Development-Production. This next section will look at the tools and methods that were used in the early phases of Exploration and Planning. The following section will then highlight the tools and methods used in the later phases of Development and Production. Close

• 3. [Article] Economic Analysis of Biomass Conversion plant for Portland Metro Area

  The purpose of this study is to develop an economic model for assessing the feasibility of a biomass conversion plant in Portland metro area. Conversion of biomass to valuable fuel products such as bio-oil ...

  Citation × Citation Citation Abstract Copy Title: Economic Analysis of Biomass Conversion plant for Portland Metro Area Author: Honnappa, Lokesh, Neethirajan, Aarthi, Murthy, Mamatha, Maheshwari, Priti, Ucar, Duygu Year: 2011 The purpose of this study is to develop an economic model for assessing the feasibility of a biomass conversion plant in Portland metro area. Conversion of biomass to valuable fuel products such as bio-oil (also known as pyrolysis oil) and bio-char via fast pyrolysis is a promising means for producing renewable energy fuels. The process assessed in this study involves using advanced and reliable technology to thermally degrade biomass in the absence of oxygen to produce bio-oil, bio-char and syngas. The syngas produced can be used entirely to provide thermal process energy for the pyrolysis system [3]. Title: Economic Analysis of Biomass Conversion plant for Portland Metro Area Author: Honnappa, Lokesh, Neethirajan, Aarthi, Murthy, Mamatha, Maheshwari, Priti, Ucar, Duygu Year: 2011 The purpose of this study is to develop an economic model for assessing the feasibility of a biomass conversion plant in Portland metro area. Conversion of biomass to valuable fuel products such as bio-oil (also known as pyrolysis oil) and bio-char via fast pyrolysis is a promising means for producing renewable energy fuels. The process assessed in this study involves using advanced and reliable technology to thermally degrade biomass in the absence of oxygen to produce bio-oil, bio-char and syngas. The syngas produced can be used entirely to provide thermal process energy for the pyrolysis system [3]. Close

• 4. [Article] Research Methods used in Engineering and Technology Management research: A Trend Analysis

  Engineering and Technology Management takes a comprehensive approach to management. It is not a system for automating management. It seeks to draw on generally accepted practices in engineering and apply ...

  Citation × Citation Citation Abstract Copy Title: Research Methods used in Engineering and Technology Management research: A Trend Analysis Author: Neethirajan, Aarthi, Honnappa, Lokesh, Murthy, Mamatha, Borgan, Mohammed, Maheshwari, Priti, Alzamil, Ziyad Year: 2011 Engineering and Technology Management takes a comprehensive approach to management. It is not a system for automating management. It seeks to draw on generally accepted practices in engineering and apply them accordingly to a business and corporate setting. In fact there is an entire area of engineering which focuses on the management and administration of engineering projects. People who work in this area tend to look at the big picture by estimating costs and evaluating the worth of projects. They also deal with issues of safety, efficiency and organization. ETM has many different tracks such as Operation Research, Decision Making, Technology Marketing, New Product Development etc. Research methods are revolving in the field of ETM; different areas might use different research methods. Title: Research Methods used in Engineering and Technology Management research: A Trend Analysis Author: Neethirajan, Aarthi, Honnappa, Lokesh, Murthy, Mamatha, Borgan, Mohammed, Maheshwari, Priti, Alzamil, Ziyad Year: 2011 Engineering and Technology Management takes a comprehensive approach to management. It is not a system for automating management. It seeks to draw on generally accepted practices in engineering and apply them accordingly to a business and corporate setting. In fact there is an entire area of engineering which focuses on the management and administration of engineering projects. People who work in this area tend to look at the big picture by estimating costs and evaluating the worth of projects. They also deal with issues of safety, efficiency and organization. ETM has many different tracks such as Operation Research, Decision Making, Technology Marketing, New Product Development etc. Research methods are revolving in the field of ETM; different areas might use different research methods. Close

• 5. [Article] Research Paper: Strategic Management Analysis “iPad 2”

  The iPad, a tablet computer designed and developed by Apple Inc., was launched in April 2010. iPad has been a staggering success for Apple since its launch because most of the tablets that emerged before ...

  Citation × Citation Citation Abstract Copy Title: Research Paper: Strategic Management Analysis “iPad 2” Author: Neethirajan, Aarthi Year: 2012 The iPad, a tablet computer designed and developed by Apple Inc., was launched in April 2010. iPad has been a staggering success for Apple since its launch because most of the tablets that emerged before ipad were bulky and heavy. ‘iPad 2’ the second generation of the ipad was released in March 2011. The current generation ipad with a faster processor has been a trend setter, capturing major portion of the market share in tablet computer segment. This paper analyzes the strategies used by Apple to attract customers, and also to beat competitors such as Samsung and Amazon in order to remain the top player in the tablet industry. This paper discusses the Porter’s five-force model; SWOT analysis and Delta Model Framework as applied to Apple’s iPad2. The goal is to achieve a better understanding of iPad2’s strategic position and advantage over its competitors. Title: Research Paper: Strategic Management Analysis “iPad 2” Author: Neethirajan, Aarthi Year: 2012 The iPad, a tablet computer designed and developed by Apple Inc., was launched in April 2010. iPad has been a staggering success for Apple since its launch because most of the tablets that emerged before ipad were bulky and heavy. ‘iPad 2’ the second generation of the ipad was released in March 2011. The current generation ipad with a faster processor has been a trend setter, capturing major portion of the market share in tablet computer segment. This paper analyzes the strategies used by Apple to attract customers, and also to beat competitors such as Samsung and Amazon in order to remain the top player in the tablet industry. This paper discusses the Porter’s five-force model; SWOT analysis and Delta Model Framework as applied to Apple’s iPad2. The goal is to achieve a better understanding of iPad2’s strategic position and advantage over its competitors. Close

• 6. [Article] Google's Technology Strategy

  Google Inc. is a multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, ...

  Citation × Citation Citation Abstract Copy Title: Google's Technology Strategy Author: Murthy, Mamatha, Maheshwari, Priti, Neethirajan, Aarthi, Upadhyay, Jubin, Soysa, Dinesh, Taddesse, Neb Year: 2010 Google Inc. is a multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its Ad Words program. The company was founded in January 1996 by two Stanford students Larry Page and Sergey Brin and was first incorporated as privately held company on September 4, 1998. Its initial public offering followed on August 19, 2004. Google’s mission is to organize the world’s information and make it universally accessible and useful. This describes what the company actually plans to do on a day-by-day basis. By using its proprietary search technology and other internet based services and products, Google does help to organize information and make it both more accessible and more useful. Larry and Brin first started a simple search engine, Backrub in 1996 which based its search results on the number of “back links” pointing to a given web site. Backrub was unique as it was designed to work in a network of low-end PCs instead of expensive mainframes used by major search engines of the day. By 1998, Larry and Sergey tried to sell their technology but ended up having no takers. They moved out of the dorm and wrote a business plan. With the help of Bechtolsheim, one of the founders of Sun Microsystems, Google Inc. was born. Thus company thus started, has grown rapidly over the years becoming a market leader in the Search industry. Google runs over one million servers in datacenters around the world and processes over one billion search requests and about twenty-four petabytes of user –generated data every day. This rapid growth has triggered a chain of products, acquisitions and partnerships beyond the company’s core search engine. The company offers productivity software such as Gmail, social networking tools such as Orkut, Google Buzz, browser such as Google Chrome, the Picasa photo organization and editing application, Google Talk instant messaging application, Android mobile phone operating system, YouTube, Blogger and much more. Since its incorporation, Google continues to grow and its stock continues to rise from its initial price of $100/share to a high close of $704.79/share in October 2007. It has since dropped to $573/share as of December 2010, but still remains significantly higher. Google has a current market share of 66 percent in USA and 86 percent globally, thus is clearly a market leader. However, the dominant market position of Google's services has led to criticism of the company over issues including privacy, copyright, and censorship. Title: Google's Technology Strategy Author: Murthy, Mamatha, Maheshwari, Priti, Neethirajan, Aarthi, Upadhyay, Jubin, Soysa, Dinesh, Taddesse, Neb Year: 2010 Google Inc. is a multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its Ad Words program. The company was founded in January 1996 by two Stanford students Larry Page and Sergey Brin and was first incorporated as privately held company on September 4, 1998. Its initial public offering followed on August 19, 2004. Google’s mission is to organize the world’s information and make it universally accessible and useful. This describes what the company actually plans to do on a day-by-day basis. By using its proprietary search technology and other internet based services and products, Google does help to organize information and make it both more accessible and more useful. Larry and Brin first started a simple search engine, Backrub in 1996 which based its search results on the number of “back links” pointing to a given web site. Backrub was unique as it was designed to work in a network of low-end PCs instead of expensive mainframes used by major search engines of the day. By 1998, Larry and Sergey tried to sell their technology but ended up having no takers. They moved out of the dorm and wrote a business plan. With the help of Bechtolsheim, one of the founders of Sun Microsystems, Google Inc. was born. Thus company thus started, has grown rapidly over the years becoming a market leader in the Search industry. Google runs over one million servers in datacenters around the world and processes over one billion search requests and about twenty-four petabytes of user –generated data every day. This rapid growth has triggered a chain of products, acquisitions and partnerships beyond the company’s core search engine. The company offers productivity software such as Gmail, social networking tools such as Orkut, Google Buzz, browser such as Google Chrome, the Picasa photo organization and editing application, Google Talk instant messaging application, Android mobile phone operating system, YouTube, Blogger and much more. Since its incorporation, Google continues to grow and its stock continues to rise from its initial price of $100/share to a high close of $704.79/share in October 2007. It has since dropped to $573/share as of December 2010, but still remains significantly higher. Google has a current market share of 66 percent in USA and 86 percent globally, thus is clearly a market leader. However, the dominant market position of Google's services has led to criticism of the company over issues including privacy, copyright, and censorship. Close