There is also a very significant upside potential with accessories as well, which could become very high margin in the future. Finally there are significant threats from Apple and others who also are seeking to create a dominant market position for themselves in the Tablet PC market.
Market Position
The market position for the Firenze Tablet PC is based on its unique manufacturing strategy that provides every customer the opportunity to customize their tablet to unique requirements, while also being always connected to the Internet through EV-DO technology. As the only device that can support collaboration, communication and content creation in addition to consumption in two languages the Firenze is well-positioned to take advantage of the market dynamics in the Tablet PC market as shown in Figure 3, 2012 Smartphone Five Forces Analysis. The following analysis is based on Porter's five forces model and illustrates how the market is changing rapidly, and the build-to-order model will give Firenze the opportunity to compete more effectively against less agile competitors.
Branding, pricing, and distribution plan
Branding
The branding of Firenze Tablet PC will be done in such away that it covers interest of both international and domestic consumers. This is because in most cases global products are design uniquely to meet the need of global market since these products will be offered throughout all regions in the world under different market environment. However, the branding of Firenze Tablet PC will ensure that the brands seize the market and the category opportunities by means of well-defined and coordinated go-to-market strategies. Domestic and global brands have the same name and comparable image worldwide. This to provide the tablet PC with an edge in market concentration especially in the emerging markets such Asia and South America. When Firenze Tablet PC is properly branded, it will execute the strategic focus as a result of creating inspiring product as well as, generating strategies of communication which represents the branding categories (Daye, 2007).
In most organizations, the product brandings such as names, terms, symbols and designs are used in identifying the products. For Firenze Tablet PC to be competitive enough in the market the firm should create a domestic and global branding strategy of that product given that, the product will maintain its consistent branding imagery and a quicker identification of innovations. Domestic and global branding on the other hand is important since it lowers the marketing cost and lays the groundwork for the future extensions throughout the world.
Pricing
Pricing strategy has never been a key issue for the organization as it is now; however, the increased importance of the pricing strategy is a lack of focus in markets making them to forego profits. Pricing can achieve sustainable competitive advantage if only the manager assess the benefit of that product knowing the segments of markets are sensitive to pricing. It sometimes becomes very difficult for an organization to design the appropriate strategy for pricing; this is because the task involves analyzing the diffusion of that product in the market. It is therefore necessary for the organization of the Firenze Tablet Pc to price their products in a way that the customers will be able to meet the price and also the organization to gain a competitive advantage (Daye, 2007).
Distribution
Distribution channel is the path the product follows from the producer to the final consumers. Distribution involves the "4Ps" of the marketing which includes; product, promotion, price and place. Distribution is the main key element in an entire marketing strategy because it helps the organization to expand their reach and revenue growth. Business-to-Business (B2 B) and Business-to-consumer (B2C) companies usually sell their products through a single or multiple channels which includes the wholesaler, distributor and retailers. The wholesalers sell their products to different businesses who again resell the products to the final end users. However, the retailers sell the products to the end users directly. The product nature also targets the impact of the market of distribution channel. In this case, the product Firenze Tablet PC will be gotten from the wholesalers who will then sell to other businesses and then finally to the users. The wholesalers, distributors and retailers have the resources and relationships for quickly bringing the product to the market (Daye, 2007).
IMC and
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