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Creation and distribution of goods and services - Essay Example
Author : goodwinherminia
Pages 10 (2510 words)
Creation and Distribution of Goods and Services Name: Institution: CREATION AND DISTRIBUTION OF GOODS AND SERVICES In 1988, Aldus corporation’s sales and marketing executives met to start strategic marketing planning for the year 1989. The marketing manager for their European operations, Richard Strong, proposed the splitting of Aldus’ product family into two distinct lines of production…
Richard Strong put forward the argument that the proposals would allow the corporation to develop two focused and separate market and product strategies for the market segments. The initial response was guarded, with its advantage being that it would allow the corporation to clarify positioning of its products while aiding Aldus to establish a unique and strong company identity in both market segments. However, the corporation had based its success via the offering of a single product line bridging creative professionals and business. This paper aims to evaluate this proposal. Strong’s proposal to alter the positioning strategy for Aldus As PageMaker’s sophistication grew to meet the high-end user’s evolving needs, the product became more unattractive to the business segment that was not as sophisticated. The primary distribution channels lacked sophistication to lend support to these high-end users, leading Strong to believe that the corporation faced the danger of being unable to serve these two markets. The situation was made worse in the European market by Apple Macintosh’s weak position, which made Aldus depend more PageMaker’s MS-DOS version. ...