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• 1. [Article] HP Slate Marketing Plan

  There is a new trend in the personal computer industry towards portable touch screen personal computing devices. PC companies have identified a gap between the traditional laptop computer and the smart ...

  Citation × Citation Citation Abstract Copy Title: HP Slate Marketing Plan Author: Elliot, John, Rusnac, Claudiu, Alizadeh, Yasser, Katoch, Gaurav Sonny Year: 2010 There is a new trend in the personal computer industry towards portable touch screen personal computing devices. PC companies have identified a gap between the traditional laptop computer and the smart phone. Consumer’s desire for fully functional Internet that can be taken anywhere has helped to drive this trend. The technology to create this device has been available for several years, but up until recently the cost of such devices has been prohibitive. Due to advances in IC process technology, touch screen displays, flash memory, and rechargeable batteries, the tablet PC can now be produced at a very attractive price point. Additionally, the infrastructure for high speed wireless internet is now in place thanks to the rise of the smart phone. The combination of highly functional hardware and mobile connectivity make the tablet PC a very enticing proposition for consumers. One such tablet PC is the HP Slate. This product was announced at the CES trade show in Las Vegas in January 2010. It is due to be available to consumers later in 2010. The HP Slate features a 10-inch multi-touch display, WIFI and 3G wireless connectivity, built-in web-cam, and a mobile version of Windows 7 operating system. When the device was announced at CES, Steve Balmer of Microsoft described the Slate as, “More powerful than a phone, almost as powerful as a PC”, and designed for, “reading, surfing the web, entertainment on the go.” Title: HP Slate Marketing Plan Author: Elliot, John, Rusnac, Claudiu, Alizadeh, Yasser, Katoch, Gaurav Sonny Year: 2010 There is a new trend in the personal computer industry towards portable touch screen personal computing devices. PC companies have identified a gap between the traditional laptop computer and the smart phone. Consumer’s desire for fully functional Internet that can be taken anywhere has helped to drive this trend. The technology to create this device has been available for several years, but up until recently the cost of such devices has been prohibitive. Due to advances in IC process technology, touch screen displays, flash memory, and rechargeable batteries, the tablet PC can now be produced at a very attractive price point. Additionally, the infrastructure for high speed wireless internet is now in place thanks to the rise of the smart phone. The combination of highly functional hardware and mobile connectivity make the tablet PC a very enticing proposition for consumers. One such tablet PC is the HP Slate. This product was announced at the CES trade show in Las Vegas in January 2010. It is due to be available to consumers later in 2010. The HP Slate features a 10-inch multi-touch display, WIFI and 3G wireless connectivity, built-in web-cam, and a mobile version of Windows 7 operating system. When the device was announced at CES, Steve Balmer of Microsoft described the Slate as, “More powerful than a phone, almost as powerful as a PC”, and designed for, “reading, surfing the web, entertainment on the go.” Close

• 2. [Article] SK-II Portable Facial Steamer Marketing Plan

  In today’s busy lifestyles, consumers are finding a need for beauty products that will give them the flexibility to use anywhere on a moment’s notice. Providing them the ability refresh they facial appearance. ...

  Citation × Citation Citation Abstract Copy Title: SK-II Portable Facial Steamer Marketing Plan Author: Bharthepudi, Anjan, Pham, Harry, Pham, Larry, Kongsansatean, Paweena, Danskin, Rodney Year: 2014 In today’s busy lifestyles, consumers are finding a need for beauty products that will give them the flexibility to use anywhere on a moment’s notice. Providing them the ability refresh they facial appearance. These products must provide the consumer with portability without sacrificing functionality and effectively. Carrying some of the products required to maintain this look is either impractical or impossible, as most are either found in professional beauty salons or are large and bulky requiring them to be placed on desks or tables for use. The growing demand for portable easy to use beauty devices in Japan led to the trending term, Moba Beau. This term has been made popular by working women in Japan and refers to small beauty devices, both electronic and non-electronic, that are designed to be on the go with a purpose to be used on the face of body. With a notable increase in the popularity of portable beauty devices, Procter and Gamble (P&G) Japan KK has identified a market need for a hot portable facial steamer because of the popularity of home and professional use of hot facial steamers and the increasing trend for portable beauty devices. This combination of hot steam and in a portable form factor does not exist in the beauty market today. The portable facial steamer will be used by women who are on the go and want the ability to look fresh in all occasions without the burden of packing around bulky pieces of equipment. It will be sold at SK-II counters and the SK-II online website. It will be under P&G Japan’s SK-II brand, which is P&G’s premium line for beauty products in the Asia markets. Title: SK-II Portable Facial Steamer Marketing Plan Author: Bharthepudi, Anjan, Pham, Harry, Pham, Larry, Kongsansatean, Paweena, Danskin, Rodney Year: 2014 In today’s busy lifestyles, consumers are finding a need for beauty products that will give them the flexibility to use anywhere on a moment’s notice. Providing them the ability refresh they facial appearance. These products must provide the consumer with portability without sacrificing functionality and effectively. Carrying some of the products required to maintain this look is either impractical or impossible, as most are either found in professional beauty salons or are large and bulky requiring them to be placed on desks or tables for use. The growing demand for portable easy to use beauty devices in Japan led to the trending term, Moba Beau. This term has been made popular by working women in Japan and refers to small beauty devices, both electronic and non-electronic, that are designed to be on the go with a purpose to be used on the face of body. With a notable increase in the popularity of portable beauty devices, Procter and Gamble (P&G) Japan KK has identified a market need for a hot portable facial steamer because of the popularity of home and professional use of hot facial steamers and the increasing trend for portable beauty devices. This combination of hot steam and in a portable form factor does not exist in the beauty market today. The portable facial steamer will be used by women who are on the go and want the ability to look fresh in all occasions without the burden of packing around bulky pieces of equipment. It will be sold at SK-II counters and the SK-II online website. It will be under P&G Japan’s SK-II brand, which is P&G’s premium line for beauty products in the Asia markets. Close

• 3. [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

• 4. [Article] Selection of the Highest Valued Tablet for a College Student using HDM

  With the new release of the Apple’s newer version of iPad2 called iPad, Everyone but mostly college students face a sometimes daunting task of selecting the tablet that will really satisfy their needs ...

  Citation × Citation Citation Abstract Copy Title: Selection of the Highest Valued Tablet for a College Student using HDM Author: Abdulai, Kon, Hu, Nan, Wang, Xiaowen, Yilmaz, Selen, Yoon, Byung Sung Year: 2012 With the new release of the Apple’s newer version of iPad2 called iPad, Everyone but mostly college students face a sometimes daunting task of selecting the tablet that will really satisfy their needs instead of following the trend and going for what is “it” right now. With new features and innovative technologies moving almost at the speed of light, making this decision can seem easy at first look to some but overwhelming to others. Faced with busy lives and the need to have all in one technologies in the palm of their hands, college students are leaning more and more towards tablets instead of desktop computers or laptops. With less weight, ease to carry among other features, tablets are becoming more popular each season. This paper helps college students select the “all in one” tablet fitting their criteria requirements. For this study, surveyors from Portland State University selected the six most important criteria. These critical criteria were used in the decision making process by using the HDM- Hierarchical Decision Model. Title: Selection of the Highest Valued Tablet for a College Student using HDM Author: Abdulai, Kon, Hu, Nan, Wang, Xiaowen, Yilmaz, Selen, Yoon, Byung Sung Year: 2012 With the new release of the Apple’s newer version of iPad2 called iPad, Everyone but mostly college students face a sometimes daunting task of selecting the tablet that will really satisfy their needs instead of following the trend and going for what is “it” right now. With new features and innovative technologies moving almost at the speed of light, making this decision can seem easy at first look to some but overwhelming to others. Faced with busy lives and the need to have all in one technologies in the palm of their hands, college students are leaning more and more towards tablets instead of desktop computers or laptops. With less weight, ease to carry among other features, tablets are becoming more popular each season. This paper helps college students select the “all in one” tablet fitting their criteria requirements. For this study, surveyors from Portland State University selected the six most important criteria. These critical criteria were used in the decision making process by using the HDM- Hierarchical Decision Model. Close

• 5. [Article] Third Wave Power -- Strategic Marketing Planform Power Pad

  Third Wave Power Ltd, developer of the ‘mPowerPad’ line of portable solar chargers, seeks to enter the US Market with one or more of its products. An in-depth market analysis and consumer segmentation ...

  Citation × Citation Citation Abstract Copy Title: Third Wave Power -- Strategic Marketing Planform Power Pad Author: Wittman, Alexis, Attari, Babek, Yildiz, Bilgehan, Arendt, Stephanie, Tran, Yen Year: 2014 Third Wave Power Ltd, developer of the ‘mPowerPad’ line of portable solar chargers, seeks to enter the US Market with one or more of its products. An in-depth market analysis and consumer segmentation approach enabled the authors of this paper to identify what specific target markets in the U.S. offer the greatest initial market opportunity for the mPowerPad product, and was used to frame the product’s unique value proposition. Although Third Wave Power has four models of the mPowerPad in its current product line, the mPowerPad 2 Pro was specifically selected as the optimal product with which to enter the U.S. market, given its current features and within the constraints of the existing product line. The fact that the mPowerPad 2 offers portable, renewable, green power for multiple users is used as the key differentiator and unique value proposition. It meets the power needs of today’s social and active mobile device users. Based on this research, two primary market segments are identified, and a marketing plan is outlined for an orchestrated plan for entering and saturating these markets in the next five years. Current industry trends, consumer needs, and brand positioning are considered, and used to competitively position the mPowerPad in the marketplace as well as for future growth. Title: Third Wave Power -- Strategic Marketing Planform Power Pad Author: Wittman, Alexis, Attari, Babek, Yildiz, Bilgehan, Arendt, Stephanie, Tran, Yen Year: 2014 Third Wave Power Ltd, developer of the ‘mPowerPad’ line of portable solar chargers, seeks to enter the US Market with one or more of its products. An in-depth market analysis and consumer segmentation approach enabled the authors of this paper to identify what specific target markets in the U.S. offer the greatest initial market opportunity for the mPowerPad product, and was used to frame the product’s unique value proposition. Although Third Wave Power has four models of the mPowerPad in its current product line, the mPowerPad 2 Pro was specifically selected as the optimal product with which to enter the U.S. market, given its current features and within the constraints of the existing product line. The fact that the mPowerPad 2 offers portable, renewable, green power for multiple users is used as the key differentiator and unique value proposition. It meets the power needs of today’s social and active mobile device users. Based on this research, two primary market segments are identified, and a marketing plan is outlined for an orchestrated plan for entering and saturating these markets in the next five years. Current industry trends, consumer needs, and brand positioning are considered, and used to competitively position the mPowerPad in the marketplace as well as for future growth. Close

• 6. [Article] RollTop Marketing Plan

  Today’s consumers are exposed to a wide range of electronic gadgets, mainly laptops and tablets, each one addressing part of the users’ needs such as portability, performance, and application accessibility, ...

  Citation × Citation Citation Abstract Copy Title: RollTop Marketing Plan Author: Hogaboam, Liliya, Cho, Yonghee, Natarajan, Rupha, Sater, Abrahim, Ju, Jiali, Provenzola, Jeremy Year: 2012 Today’s consumers are exposed to a wide range of electronic gadgets, mainly laptops and tablets, each one addressing part of the users’ needs such as portability, performance, and application accessibility, to name a few. The current fast pace, “on the move” life style is forcing the consumers to demand a full solution ready at their fingertips all the times. Possessing, carrying, and using two devices at once is not practical and is causing an inconvenient problem to a generation that is ready to own every single electronic gadget out there. Also, the trend of environmentally concerned people has been increasing year after year, as well as the consumer demand for green (recyclable and very efficient) products. A good point to keep in mind is that the manufacturers acknowledge the consumers’ partnership in innovation and they are giving it a great deal of consideration. At Samsung, being part of the current generation, we captured those concerns and developed the concept for the Rolltop. The solution is a Laptop/Tablet/Standalone screen, 3 in 1 product that satisfies the versatility of the “on the move” customer needs and ‘I need this gadget too’ desires. A fully recyclable, more efficient in terms of power consumption, and flexible OLED/LEC (organic light-emitting diode/electrochemical-cell) display combined with the latest computing power and other ergonomic/mechanic features will cover all our consumer concerns, strengthen Samsung’s position in the driver seat and most importantly, put the environmental efforts in consumer electronics on the right track. The Rolltop is the essential companion for the users, who through their turbulent lives, need an inherent keyboard to work on spreadsheets and other documents (as a 13-inch laptop), and a large multi-touch (17-inch tablet) screen and a stylus for design. Finally, the bonus 17” standalone display with its vibrant colors is there for movies time. The Rolltop will be equipped with an Intel Core i7 processor, a Windows 8 operating system, a 500GB or SSD storage of up to 128GB, the Wi-Fi, WiMax and Bluetooth options along with the latest Thunderbolt technology. The approximate 3 pounds device will be available for a suggested $1,215. Note: The Marketing Log appendix is included here as a supplemental file. Title: RollTop Marketing Plan Author: Hogaboam, Liliya, Cho, Yonghee, Natarajan, Rupha, Sater, Abrahim, Ju, Jiali, Provenzola, Jeremy Year: 2012 Today’s consumers are exposed to a wide range of electronic gadgets, mainly laptops and tablets, each one addressing part of the users’ needs such as portability, performance, and application accessibility, to name a few. The current fast pace, “on the move” life style is forcing the consumers to demand a full solution ready at their fingertips all the times. Possessing, carrying, and using two devices at once is not practical and is causing an inconvenient problem to a generation that is ready to own every single electronic gadget out there. Also, the trend of environmentally concerned people has been increasing year after year, as well as the consumer demand for green (recyclable and very efficient) products. A good point to keep in mind is that the manufacturers acknowledge the consumers’ partnership in innovation and they are giving it a great deal of consideration. At Samsung, being part of the current generation, we captured those concerns and developed the concept for the Rolltop. The solution is a Laptop/Tablet/Standalone screen, 3 in 1 product that satisfies the versatility of the “on the move” customer needs and ‘I need this gadget too’ desires. A fully recyclable, more efficient in terms of power consumption, and flexible OLED/LEC (organic light-emitting diode/electrochemical-cell) display combined with the latest computing power and other ergonomic/mechanic features will cover all our consumer concerns, strengthen Samsung’s position in the driver seat and most importantly, put the environmental efforts in consumer electronics on the right track. The Rolltop is the essential companion for the users, who through their turbulent lives, need an inherent keyboard to work on spreadsheets and other documents (as a 13-inch laptop), and a large multi-touch (17-inch tablet) screen and a stylus for design. Finally, the bonus 17” standalone display with its vibrant colors is there for movies time. The Rolltop will be equipped with an Intel Core i7 processor, a Windows 8 operating system, a 500GB or SSD storage of up to 128GB, the Wi-Fi, WiMax and Bluetooth options along with the latest Thunderbolt technology. The approximate 3 pounds device will be available for a suggested $1,215. Note: The Marketing Log appendix is included here as a supplemental file. Close