Product Launch Plan -Team-Mkt 571

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Altadena Computer: Product Launch Plan
Team X
MKT 571
Altadena Computer: Product Launch Plan
Product Description
Product Positioning
Market Needs
In 2009 approximately 870,000 full-time students were attending Canadian universities. The highest percentage increase of enrollment for undergraduates was in British Columbia (6.4%) and the highest percentage increase of enrollment for graduate students was in Prince Edward Island (38.1%) (AUCC.) With so many students, Altadena Computers has a large base to target and market their special brand of customized laptops. Because of to the economic downturn the prediction in Canada reflects more people returning to college to increase their job marketability. In 2009, an increase of 4.1% in undergraduate programs and an increase of 7.2% in graduate programs validate the predictions. Altadena aims to provide quality merchandise that lasts longer than a few years, replacing the laptop will not be a concern for the student. Altadena employees rely on the students to guide them in designing the perfect laptop. Channel Strategy

Market Potential
Below is data collected by World Bank of Internet user percentages for United Kingdom and Canada. The trend of Internet use has significantly increased, doubling in the past decade. In 1990, domestic and international Internet usage was merely nonexistent and has steadily progressed past the year 2000. In 2007, Canada’s Internet usage inclined to 72.8% while the United Kingdom ascended at 71.7% and is steadily increasing into 2008. {draw:frame}

Case # 1 – Domestic Location – Canada
In 2007 Canada’s population reached 33.0 million. Using the population data, Altadena Computers can estimate potential buyers within Canada. Internet percentages will be valuable in determining the average annual consumption and a measureable selling price of $950 per laptop. This price may be considered an expensive pecuniary; however, Altadena Computers must realistically visualize price and profits of the investment. At a selling price of $950 per laptop, customer base of 3,300,000, and an annual consumption of 10 percent of Internet users, 7.28%, Altadena Computer’s market potential is calculated at $228,228,000. Case #2 – International Location – (United Kingdom)

SWOT Analysis (Canada & England)
SWOT Analysis (Canada & England)
Threats and opportunities are equally justifiable. Yes, Altadena Computers may be a new player in the game but that does not determine a disqualification for Altadena Computers. This only symbolizes a significant role on behalf of Altadena Computers to orchestrate diligence and effective market strategies to compete with existing and forthcoming competition. Currently, management anticipates threats because of increasing competition, transportation costs, pecuniary regulations enforced by the government, and demographic shifts in the market. However, as there are threats, opportunities also exist. Altadena Computers does more than provide college students with cost effective, premium service laptops, Altadena Computers is providing essential tools and contributing to society’s development. Consider Canadian Internet usage in 2008. According to the Publications section of the World Fact Book, “Internet usage in 2008 was 25.086 million users from a population of 33.487 million residents.” Most Internet users are “educated” meaning they have at least an undergraduate degree. Therefore, it is imperative that Altadena Computers provide this service to college students because laptops are in high demand for students. Competition

In a market of such magnitude, competition is expected to be fierce and strong. Dell, Hewitt Packard, Wal-Mart, MicroCenter, and Fry’s are some of the few dominant competitors in the industry. With the exception of Dell Computers, conveniences these businesses present are their ability to showcase products and provide instant gratification. Customers can...
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