Outline of Various Considerations : Business Environment
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Added on 2020-01-07
Outline of Various Considerations : Business Environment
Added on 2020-01-07
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Below is an outline of various considerations:Business Environment:At one end the market indicators suggest that the market is declining and on the other I would like to view it as a consolidation and separation of the chaff from the wheat. The early mover’s from this maturing, not yet peaked, market in my view would be the organizations that were probably not long term invested in this and probably had a tendency to follow where the wind blows. A detailed assessment of the further research that I have access to suggest that the market has significant opportunity for the agile. A detailed PESTLE (Political, Economic, Socio-cultural, Technological, Environmental and Legal) analysis will be done which would scientifically score the assumptions, its weightages and the judgment.In terms of understanding the company and its unique value that we brig, a detailed SWOT (Strength, Weakness, Opportunity and Threat) analysis will be done, again following scientific metrics and measurement criteria.At the heart of the analysis would be to not only consider the known ecosystems of competition and co-operation, but also yet unknown sources of competition e.g. Apple, a technology company, became the most debilitating competitor for say, Sony form the music industry. An externality view which requires systems thinking and its related considerations would be important.Brief business considerations:Research indicates that there is still a demand for Desktops in the market as they carry certain advantages even though they do not fit easily in our shirt pockets. Desktops are still cheaper than laptops and not limited by their computing power or screen size. Its easier to repair a PC as well since the components are not Nano in size. The processors are a lot faster in the Desktops compared to that of laptops and a whole lot of peripherals can be plugged onto the desktop, a possibility not achieved ina laptop. Also for people who do not carry their office on the go still prefer Desktops and there is always cloud for storage of important document when out on a dinner meeting. Additionally ergonomists who study human productivity say that computer screens should be at our eye level and elbows should be at about an angle of 90 degrees whilst typing. This is only possible on a desktop and not on a tiny laptop.Marketing:The exhaustive leveraging of the 6 P’s of marketing covering having a great Product at a great Price with impetus from creative Placement and innovative Promotions supported by insightful People research and living, breathing, animatedly chatting and feverishly loyal Passion for the brand.The market would first need to be segmented and although we will need to do a detailed Market Research (MR), a preliminary projection based on our current experiential trends indicate that people (middle age career professionals and workforce on the ‘gig’ economy) with less demanding travel schedules tend to prefer desktops. However, further sharpening of the segment and its characteristics will be explored.My marketing mix would revolve around the themeof “Relationship marketing”, a technique that promotes consumer loyalty and focusses on the long term engagement between the consumer and the product. It is a strategy that we will use to foster strong connections and bonds with our customers by providing them with information that meets their needs and interests and promoting open communication. The presence of the product and its touch points across online and offline channels including focused internet ads, roadshows in specific audiences, curated invitations and more such multi-pronged strategy. A multitude of channels would be important since the segments that we would most like see traction are not adjacent but widely disparate i.e. the ‘gig’ economy has most of its eyeballs online, whereas the other traditional target are in other avenues. The promotions that each audience responds to will accordingly be tailor made according to the appeal factor.
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