Product Notes
The case study of Aldus Corporation describes the evolution of the publishing market and how Aldus had to alter their marketing strategy to focus on both the corporate professionals as well as the creative graphics professionals. This essay will focus on Richard Strong’s proposal to alter the positioning strategy for Aldus to keep the company competitive and adaptive to a market that was moving towards desktop publishing. In addition, this essay will include a discussion of the different market characteristics and positioning strategies that Aldus had to incorporate to remain a leading software provider in the professional and creative publishing markets.
Richard Strong proposed to alter the positioning strategy for Aldus Corporation by splitting the company’s product family into two different product lines. His proposal would allow Aldus to develop two separate product and market strategies for two major market segments (Primis Online, 2002, p. 37). Product positioning is shaping the image of a product or service to be desirable by customers. Up until this point, Aldus Corporation had relied on “its success to date by offering a single product line that bridged the gap between business and creative professionals” (Primis Online, 2002, p. 37). Richard Strong knew that for the company to remain competitive, Aldus would have to alter their approach to meet the changes being seen in the marketplace. The sophistication of the products needed to appeal to the creative professionals and the demands from the business professionals wanting ease of use and automation were taking the product in two different directions.
Organizational markets are where individuals or companies buy products or services for something other than personal consumption, which may include the reselling of the goods, use of the goods to create other products, or providing the goods or services to other organizations for use. In organization markets there are often fewer buyers,
Richard Strong proposed to alter the positioning strategy for Aldus Corporation by splitting the company’s product family into two different product lines. His proposal would allow Aldus to develop two separate product and market strategies for two major market segments (Primis Online, 2002, p. 37). Product positioning is shaping the image of a product or service to be desirable by customers. Up until this point, Aldus Corporation had relied on “its success to date by offering a single product line that bridged the gap between business and creative professionals” (Primis Online, 2002, p. 37). Richard Strong knew that for the company to remain competitive, Aldus would have to alter their approach to meet the changes being seen in the marketplace. The sophistication of the products needed to appeal to the creative professionals and the demands from the business professionals wanting ease of use and automation were taking the product in two different directions.
Organizational markets are where individuals or companies buy products or services for something other than personal consumption, which may include the reselling of the goods, use of the goods to create other products, or providing the goods or services to other organizations for use. In organization markets there are often fewer buyers,