Enhancing the Marketing Plan

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  • Topic: Multi-touch, Windows Mobile, Marketing
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The Note Phone Marketing Plan – Enhancing the Marketing Plan Lisa S Carey
Marketing Management – MKT 500
March 13, 2011
Instructor: Dr. Keith C. Jones

Marketing Plan – Enhancing the Marketing Plan for the Note Phone 1. Discuss the company’s competitors, and the strengths and weaknesses of each. There are several companies that are the Note’s competitors, so let’s start with the top competitors: The Apple iPad is the first affordable tablet computer worth owning, but it won't replace your laptop (yet). The Xoom's spec sheet is enough to make any tablet tremble, but the price is high and Google still has some work to do before its tablet software experience is as fleshed out and intuitive as Apple's. The Galaxy Tab is a beautiful product with features that will make iPad owners envious, but its in-between size and possible carrier commitments hold it back from broad appeal. The ViewPad 7 offers a solid platform for Android 2.2, but it comes off as an oversize, overpriced smartphone--not a Netbook alternative. Now there are two competitors that we want to note as their product has not hit the markets yet, but they are targeting our segment target as well, BlackBerry Playbook and the Vizio VIA tablet both are due to release their tablets in the next 3 to 6 months. But we also have to address what the competition is using as their key platform or landscape options for their tablets as this will affect the target market as well: Apple iPad - There's probably no explanation needed for this one. With a million iPads sold within the first month of its introduction, the iPad has quickly taken the lead position in the tablet category. Pros: Elegant hardware; vibrant App Store; ideal for media playback; large selection of games; fast processor; responsive multitouch screen; long battery life; priced as low as $499. Cons: Users must buy their software from Apple; existing Mac and Windows software isn't supported; lacks Adobe Flash compatibility; limited hardware support. Windows tablets - Historically, tablets running Microsoft's Windows operating system made up the major share of the market. These include several subcategories, such as slates, convertible laptops, UMPCs, and MIDs. Windows-based tablets still thrive, especially in niche professional applications that demand the capabilities and broad software compatibility of Windows. Pros: Familiar interface; broadest software and hardware compatibility; Adobe Flash support; multitasking; wide range of screen sizes, pricing, and implementations. Cons: Windows desktop interface doesn't always translate well to the touch screen without intermediating software or stylus input; typically longer boot times compared with mobile OS; cumbersome software installation; more prone to computer virus; typically shorter battery life. Android tablets - Smartphones running Google's Android OS are some of the biggest competitors to Apple's iPhone. Android takes an approach similar to Apple's iOS, offering a streamlined interface based around lightweight, third-party apps. In 2010, CNET reviewed several tablets running versions of Android up to 2.2 (aka Froyo), which essentially duplicated the Android smartphone experience onto a larger screen. Since that time, Google announced its tablet-optimized version of Android 3.0, named Honeycomb, due out in the first quarter of 2011 on Motorola's Xoom tablet. Pros: A large variety of apps; quick boot time; third-party manufacturers competing to provide hardware; one-touch access to Google Web search; options priced as low as $199. Cons: Many Android features and developer specs (pre-Honeycomb) are more fitting for smartphones than tablets; legacy apps designed for phone screens don't scale well; accessory compatibility changes from manufacturer to manufacturer; not all tablet hardware will support Android Honeycomb. In conclusion, there are a number of product types and considerations to weigh when shopping for a tablet. Unlike most product...
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