Post on 27-Dec-2015
enTourageManufacturer of the world’s first dualbookEstablished 2008Specialize in consumer electronicsOperating with 25 employees
◦ Asghar Mostafa – President and CEOPrivately held company
the eDGe The eDGe is the main product of enTourage Dual book combining an eReader and tablet Features
Android tablet eReader Technology integrated (USB, SD) Integrated screens WiFi, email, audio/video recorder, Color choice
Price:◦ eDGe - $549.00◦ Pocket eDGe - $349.00
Mission and VisionTo evolve methods of traditional learning
and increase the use of eReaders
To assist students reach their highest potential through improved technologies
Strategy and Winning
Maintain significant and stable growth in the eReader market
Winning Methods: Create new market segment Attractive product at affordable price Targeted marketing with increased endeavors Hybrid Disruption Strategy Create new value curve
Markets of Focus:◦ Educational◦ Professional◦ Mass
Opportunities and RisksOpportunities:Technology Expanding market - eReaders and tabletseBooks marketplace - Cost advantage to company and consumersGoogle powered OSConsumer awareness/Marketing
Risks:Limited brand recognition and trustEconomic instabilityCompetitor position in marketLarge variety of similar productsDesign and operating system improvement
VRINE Values: high
Cost, Convenience, Capabilities (features)
Rarity: high Dual book and features
Inimitability: mid-range New and advanced technologies
Non-substitutability: low Competitors with similar and comparable products
Exploitability: mid-range Market importance and convenience Target both students and professionals
PESTELPolitical:
Increased investment in industry Industry incentives
Economic: Decrease in consumer
confidence Consumers less inclined to
purchase
Sociocultural: Targeted market
teenagers, students, & young adults
Significant portion of market spending
Technological: Continuously growing and
advancing Increased focus in industry Resources given for technology
upgrade
Environmental: Increased guidelines and
regulations Eco-friendly products demand
Legal: Regulations and laws
Piracy, copyright, and trademark
Five Forces and ComplimentsFive Forces Rivalry: 3.70 Power of Suppliers: 2.75 Power of Buyers: 3.90 Threat of Substitutes: 3.80 Threat of Entrants: 3.50
Compliments Case screen protectors head phones SIM cards Bluetooth headsets Android and eBook marketplace
Strategic Positioning
Focused Differentiation
Economic logic:Higher prices but desired product
Scope of Arenas:Niche marketing
Industry Profit Pool
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enTourage eDGe
iPad
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