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Executive Summary
Marketing Plan is road map for marketing activities. This three-year marketing plan assesses Palm Inc.’s recent past, present and future in the context of the controllable factors of the marketing mix as well as uncontrollable environmental factors. The assessment finds that Palm Inc. (“Palm”) made good decisions in its early days that lead to it quickly becoming the leader in the PDA economy. Palm has had some recent troubles with lawsuits and employee retention. ... The next three years of Palm’s future includes increasing its presence in e-commerce and the Internet. ...
Price
PalmPilots are available in several models over a wide price range:
PalmPilot Professional $149
Palm III $249
Palm IIIx $369
Palm V $449
Palm VII $599
Placement
Initially, PalmPilots were only sold in computer and office supply stores. ...
Competition
Not only is Palm facing competition from other DPA hardware and software developers, but it is also facing competition from Internet service providers in the form of web-based personal information managers (PIMs). ...
Analyze Competitors
Palm’s early competition believed that PDAs should be smaller versions of laptop computers. ...
HP, Casio, Phillips and Microsoft have created partnerships that could lead to stiffer competition for Palm. ...
As mentioned earlier, Palm is facing competition from Internet service providers in the form of web-based personal information managers (PIMs).
Assess Company
Palm’s core competencies were originally in connectivity and shorthand software applications. As larger companies acquired Palm, these strengths grew to include competencies in information access products and network system solutions. ...
Research Customer
Research conducted by Palm Computing on Casio’s “Zoomer” PDA indicated that 90% of Zoomer owners also used personal computers. The case study narrative does not mention any additional information on PDA (or Palm) customers.
Opportunities
The case study narrative identifies a number of opportunities that Palm intends to develop. They include:
· Encouraging third-party software developers to extend Palm’s OS’s functionality to include additional e-mail, Internet searching, and e-commerce applications
· Licensing its OS to original equipment manufacturers (OEMs) such as IBM to use with the IBM WorkPad.
· Encouraging other companies to make accessories for Palm devices.
· Further developing the content of Palm. ...
Strengths
· Palm has a series of proven products.
· Palm has a commanding share of the PDA market (Palm Info Center, 2003).
· From beginning, Palm has had the strategy of add-on and plug in expandability to deliver custom solutions tailored to the varied needs of users (Palm Inc. ...
· Palm has positioned itself to operate in e-commerce environments [eg, integration with enterprise solutions such as Oracle (Palm Inc. ...
· Palm devices are available in several models (Berkowitz et al, 2000) apparently appeal to people with different levels of discretionary spending.
Approximate Word count = 2205
Approximate Pages = 8.8
(250 words per page double spaced)
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