Marketing Challenges for Sapphire
论文作者:51lunwen论文属性:课程作业 Coursework登出时间:2008-06-06编辑:点击率:2847
论文字数:2300论文编号:org200806062252119026语种:英语 English地区:英国价格:$ 33
关键词:Marketing ChallengesSapphireUK marketExecutive Summarycompetitive advantagemobile
Marketing Challenges for Sapphire Executive Summary Sapphire is currently in a leadership position of mobile devices in the UK market. Due to timing of entry, the corporate solution is further along the product development and adoption curves than the retail solution, although the same number of resources is devoted to marketing both offerings to carriers. Value is currently created at the upstream end of the value chain, as well as research & development activities. However in the mobile communications industry today, value must be further emphasised on downstream activities such as marketing & sales and services. Sapphire does offer professional services in designing a solution that best fits an organisation, but this is predominantly focused on US clients. Sapphire’s current competitive advantage is the relay, a piece of infrastructure that handles data communication from the server to the handheld. Other advantages include the strong brand name ‘Twinkle’ that reflects email management, time saving, and ‘always on’ with an easy-to-use data entry method. Although these advantages have been sustained for 4 years, they will not hold out much longer due to increased competition and technology development. For example, firms offering push email technology such as Aqua are partnering with companies producing handhelds such as the Slate handheld. As such, new advantages must be built and protected in order to maintain Sapphire’s leadership position in this market segment. The key factors for competitive success that have been identified include technological innovation, ease-of-use, hardware & software customisation, customer support, and effective distribution channels. Therefore, Sapphire must focus on these key factors in order to ensure future viability when competing in the UK market. Table of Content Executive Summary 1 1.Introduction 2 2.Market Analysis 2 2.1Target Market 2 2.2Goals and Marketing Objectives 2 2.34Ps Analysis and
Assessment 2 3. Recommended Strategy Options 2 3.1Action Plans 2 3.2Implementation, Control and Evaluation of NPD 2 4.Conclusion 2 5.
Reference 2 以下是我对学校和其它要求的的简短说明: 学校概况: The Robert Gordon University, 商科排名43,但是这所学校的商科就业率全英第一。所以在商学院导师对论文的要求很高。同时该学校运用JISC Service,可以针对学生所写作的论文在网上以及academic book进行复查,所以论文所引用的Reference要准确的以Harvard Style的格式标记!(具体的要求都在附件里面) 论文要求:字数 2500 要求在附件里面。同时附带了上一篇论文!(4分,满分6分)附件里面还有导师给的一些相关资料(Resources)! 在论文要求之中并没有讲明一定要写uk的产品,所以这点请老师详看,至于写什么产品我到是没有什么特殊的要求。
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