By Eric Viardot
An entire and well-written advisor to know-how business plan. if you are new to expertise advertising and marketing, or perhaps you could have in simple terms targeting one element of it, this booklet might be your bible. plenty of case reports and intensely effortless to learn. hugely urged.
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Extra info for Successful Marketing Strategy for High-Tech Firms (Artech House Professional Development Library)
Sample text
Hopeful 2. Cash cow 4. Trinket Value of business activity Low 6. Antique 8. 6 Business portfolio of a high-tech company. The shaded area represents a strong technological position; the nonshaded area represents a weak position. Corporate and Marketing Strategy in the High-Tech Industry 39 2. A cash cow business activity must free up a maximum amount of cash in order to pursue hopefuls and to expand the stars by limiting investments and by planning to transfer technological capacity toward areas with high potential.
The “high-technology” dimension is only an extra layer on a product and is defined by its tangible or service aspect and the nature of its consumer or industrial market. The marketing of high-tech products is no more than a subset of marketing consumer goods; of industrial marketing; or of services marketing, whichever the case. 6). Both types of managers seek to increase their market share with higher profits while optimizing their available resources according to the product range, the price, the promotion, and the distribution.
Industry/ Cost Structure Computers/ Communication PCs Consumer/ Small Products Profit before taxes Other expenses Operation expenses Cost of goods sold 12 0 30 58 3 2 23 72 4 2 18 76 Corporate and Marketing Strategy in the High-Tech Industry 47 total revenues. Most of the differences in profitability between the more and the less successful companies come from COGS rather than operating expenses. A 5% savings on the COGS may have a positive impact of between 50 and 600% on the profitability before tax.