Case Number: 5-104-035, Year Published: 2004
HBS Number: KEL098
Segmentation, Targeting, Positioning, New Product Marketing, Marketing Strategy, Technology Marketing, Wireless Industry
Elizabeth Sullivan, director of marketing for Motorola’s Wireless Data Group, was formulating the marketing strategy for their new wireless communicator, the Envoy. Early sales results for the Envoy as well as its competitors in the nascent Personal Digital Assistant (PDA) industry had been disappointing, and Sullivan was under pressure to change this situation. How should Motorola segment the market for wireless communications? What market segments should Motorola target with the Envoy? How should it position the Envoy? What should be the marketing mix for the Envoy? Sullivan’s short-term decisions had to consider the fact that she had limited control over changing the basic product, which was designed before she took charge of marketing the Envoy.
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