Brand Extension Marketing Plan
| Kaplan University | Graduate School of Business and Management | Brand Extension Marketing Plan | | Thomas N. Bailey | GB530 | 5/31/2011 |
Solid State Drive by Western Digital Corporation
1.0 Executive Summary
Western Digital Corporation (WDC) is the second largest computer hard disk drive (HDD) and solid state drive (SSD) manufacturer in the world for internal, external, portable and shared storage applications. WDC also pursues opportunities in the many new roles for digital content in people’s daily lives at home, including software and applications for handheld devices, television and other home entertainment devices. WDC was founded in 1970, and is recognized as the leading drive manufacturer in terms of quality, speed, customer value creation, and consistent innovation. In 2010, WDC introduced a new line of solid state drive, the SiliconEdge Blue SSD. Just as WD’s HDDs are designed for capacities, burst speed, low cost, quality and reliability, the SiliconEdge Blue SSDs are engineered with innovative features, low power consumption, high level of tolerance to shock and vibration and world class technical support.
The SiliconEdge Blue SSD is a first consumer-oriented SSD that asserts fast read/write speeds and high SSD capacities. The SiliconEdge Blue SSD makes an ideal storage solution for read-intensive applications requiring high performance and plug-and-play compatibility. The SiliconEdge Blue SSDs are available in 64 GB, 128 GB and 256 GB capacities. The drives feature Multi-Level Cell (MLC) flash, custom TRIM support, SATA II interface, and 3-year warranty. SiliconEdge Blue has lower power consumption than WD’s competitors’ drives.
The Key Customers for the SSDs will be those mainstream consumers that want fast boot-up and applications access time; those in the market for mid-range to high-end desktop PCs and laptops, the gamers, and the enterprises.
The customer value proposition is a fast access time and
Solid State Drive by Western Digital Corporation
1.0 Executive Summary
Western Digital Corporation (WDC) is the second largest computer hard disk drive (HDD) and solid state drive (SSD) manufacturer in the world for internal, external, portable and shared storage applications. WDC also pursues opportunities in the many new roles for digital content in people’s daily lives at home, including software and applications for handheld devices, television and other home entertainment devices. WDC was founded in 1970, and is recognized as the leading drive manufacturer in terms of quality, speed, customer value creation, and consistent innovation. In 2010, WDC introduced a new line of solid state drive, the SiliconEdge Blue SSD. Just as WD’s HDDs are designed for capacities, burst speed, low cost, quality and reliability, the SiliconEdge Blue SSDs are engineered with innovative features, low power consumption, high level of tolerance to shock and vibration and world class technical support.
The SiliconEdge Blue SSD is a first consumer-oriented SSD that asserts fast read/write speeds and high SSD capacities. The SiliconEdge Blue SSD makes an ideal storage solution for read-intensive applications requiring high performance and plug-and-play compatibility. The SiliconEdge Blue SSDs are available in 64 GB, 128 GB and 256 GB capacities. The drives feature Multi-Level Cell (MLC) flash, custom TRIM support, SATA II interface, and 3-year warranty. SiliconEdge Blue has lower power consumption than WD’s competitors’ drives.
The Key Customers for the SSDs will be those mainstream consumers that want fast boot-up and applications access time; those in the market for mid-range to high-end desktop PCs and laptops, the gamers, and the enterprises.
The customer value proposition is a fast access time and
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