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Marketing In Action “Hot News”

Marketing In Action “Hot News”. Long Time PC Makers Missing from Top 5 Tablet Manufacturers. What We Know About Marketing (Lessons from the Past) .

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Marketing In Action “Hot News”

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  1. Marketing In Action “Hot News”

  2. Long Time PC Makers Missing from Top 5 Tablet Manufacturers

  3. What We Know About Marketing (Lessons from the Past) Marketing success equals consistently meeting the long term needs of consumers. The challenge is that consistently delivering customer value is not easy (even for industry leaders). • What may have happened is that they: • didn’t see the trend (failed market intelligence) • lost their focus (failed marketing strategy) • were late to the “game” (failed marketing execution) • decided to pass on the tablet market (and smartphones) (missed opportunity) • What results is that: • industry leaders in failing to transition fall behind • new entrants seize the opportunity and prosper

  4. A Closer Look at the Once PC Industry Leaders’ Failed Tablet Initiatives • Dell Fast Facts • entered tablet market in 2009 with Android-based “Streak” smartphone/tablet hybrid • abandoned market in 2011 • product marred by poor display and software bugs • continues to sell tablet in China • Sony Fast Facts • entered tablet market in 2011 with two Android models • products did not perform • perceived low value at price of iPad 2 • launched 2 new models in 2013 with goal to be #1 in Android tablets • HP Fast Facts • launched “Touchpad” in 2011 on MS Windows • abandoned market within weeks • overall poor performance • re-launched in April 2103 with Android-based “Slate” • focused on games, social networking, videos

  5. What We Know About Marketing (Some Further Lessons) • Often industry leaders will fail to transition and fall behind • New entrants will seize the opportunity and fill the gap • “Me too” and poorly designed products are destined to fail • Long term success will require repositioning

  6. --- End --- Marketing In Action “Hot News”

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