Product Launch Plan -Team-Mkt 571
Altadena Computer: Product Launch Plan Team X MKT 571 Altadena Computer: Product Launch Plan Product Description Product Positioning Targeting Market Needs In 2009 approximately 870,000 full-time students were attending Canadian universities. The highest percentage increase of enrollment for undergraduates was in British Columbia (6.4%) and the highest percentage increase of enrollment for graduate students was in Prince Edward Island (38.1%) (AUCC.) With so many students, Altadena Computers has a large base to target and market their special brand of customized laptops. Because of to the economic downturn the prediction in Canada reflects more people returning to college to increase their job marketability. In 2009, an increase of 4.1% in undergraduate programs and an increase of 7.2% in graduate programs validate the predictions. Altadena aims to provide quality merchandise that lasts longer than a few years, replacing the laptop will not be a concern for the student. Altadena employees rely on the students to guide them in designing the perfect laptop. Channel Strategy Market Potential Below is data collected by World Bank of Internet user percentages for United Kingdom and Canada. The trend of Internet use has significantly increased, doubling in the past decade. In 1990, domestic and international Internet usage was merely nonexistent and has steadily progressed past the year 2000. In 2007, Canada’s Internet usage inclined to 72.8% while the United Kingdom ascended at 71.7% and is steadily increasing into 2008. {draw:frame} Case # 1 – Domestic Location – Canada In 2007 Canada’s population reached 33.0 million. Using the population data, Altadena Computers can estimate potential buyers within Canada. Internet percentages will be valuable in determining the average annual consumption and a measureable selling price of $950 per laptop. This price may be considered an expensive pecuniary; however, Altadena Computers must
References: Association of Universities and Colleges of Canada (2009.) Retrieved March 7, 2010 from http://www.aucc.ca/publications/media/2009/enrolment_10_22_e.html https://www.cia.gov/library/publications/the-world-factbook/geos/ca.html https://www.cia.gov/library/publications/the-world-factbook/geos/uk.html Common Wealth (2009) United kingdom Kotler, P. and Keller, K.L. (2006) Marketing management (12th Ed.) New Jersey: Pearson- Prentiss Hall Statistics Canada (2009) Population and demography. Retrieved 3-7-2010 http://www41.statcan.gc.ca/2008/3867/ceb3867_000-eng.htm World Bank, World Development Indicators (2010) Internet_ users as percentage of _ population