The e-market strategy of Raspberry Pi in the UK
Transcript of The e-market strategy of Raspberry Pi in the UK
Liang Huang
Registration number 100063875
2016
The e-market strategy of Raspberry Pi inthe UK
Supervised by Dr Pam Mayhew
University of East Anglia
Faculty of Science
School of Computing Sciences
Abstract
Raspberry Pi is a mini-computer for computer hobbyists, teachers, students and small
businesses and other users, it is pre-installed Linux system, the volume is only the size
of a credit card, and it is equipped with ARM architecture processor, its computing per-
formance is similar to a smart phone. With regard to interface, Raspberry Pi provides
a USB interface for mouse and keyboard, and in addition to this, there is Fast Ethernet
interface, SD card expansion interface and a high-definition HDMI video output inter-
face, can be connected to the monitor or TV. The beta version of raspberry pi was born
in King’s College London (KCL), the school has complete electronic development en-
vironment, including its own printed circuit board. After the official listing of the first
edition of raspberry pi, the major media began a frenzied coverage, Raspberry Pi team
are getting larger and larger. At the same time, the competition facing Raspberry Pi is
also increasing, and the demands for intelligent services and internet of things will pro-
mote the development of the market of Raspberry Pi, based on the macro environment
analysis, industrial analysis as well as SWOT analysis, the company should aim at oc-
cupying a important position in the development of intelligent services and internet of
things, in order to do so, high cost-effective new products with excellent technological
performance as well as comprehensive good functions should be developed. In order
to achieve the strategic goals of Raspberry Pi, it is recommended that To make full
use of e-commerce marketing activities and provide one to one marketing services; to
segment markets based on the purchase characteristics and purchasing behavior of dif-
ferent users, to explore and identify the needs of different target market segmentation,
and carry out targeted marketing; To integrate Raspberry Pi to the social and public
interests, and express concern for the public interest by green marketing and service
marketing and other means and at the same time, should carry out Marketing Strategy
Innovation Strategies of Raspberry Pi
Acknowledgements
This section is used to acknowledge ...
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Contents
1 Introduction 8
1.1 Background of the study . . . . . . . . . . . . . . . . . . . . . . . . . 8
1.2 Aims and objectives of the study . . . . . . . . . . . . . . . . . . . . . 8
1.3 research questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
1.4 The basic technological road map . . . . . . . . . . . . . . . . . . . . 9
1.5 Structure of the research . . . . . . . . . . . . . . . . . . . . . . . . . 9
2 Literature review 10
2.1 Macro environment tool: PEST analysis . . . . . . . . . . . . . . . . . 10
2.2 Industrial analysis: Porter’s Five Forces Model . . . . . . . . . . . . . 11
2.3 Corporate strategy development tool, SWOT analysis . . . . . . . . . . 11
2.4 Studies on Innovative marketing strategy . . . . . . . . . . . . . . . . . 12
3 Methodology 15
3.1 The basic research strategy . . . . . . . . . . . . . . . . . . . . . . . . 15
3.2 The main study methods used . . . . . . . . . . . . . . . . . . . . . . . 15
3.2.1 Case study . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.2.2 Survey study . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.3 The size of the samples . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.4 Data source . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.5 Data analysis methods . . . . . . . . . . . . . . . . . . . . . . . . . . 17
4 Raspberry Pi and its main competitor 17
4.1 interview about the knowledge related to Raspberry Pi and its market . . 17
4.2 Introduction to Raspberry Pi . . . . . . . . . . . . . . . . . . . . . . . 17
4.3 The main Competitor of Raspberry Pi . . . . . . . . . . . . . . . . . . 19
4.4 Main differences between Galileo and RPi . . . . . . . . . . . . . . . . 21
5 Macro environment analysis of Raspberry Pi 22
5.1 PEST analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
5.1.1 Political analysis . . . . . . . . . . . . . . . . . . . . . . . . . 22
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5.1.2 Economic analysis . . . . . . . . . . . . . . . . . . . . . . . . 22
5.1.3 Social analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 23
5.1.4 Technological analysis . . . . . . . . . . . . . . . . . . . . . . 23
5.2 Industrial analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
5.2.1 Bargaining power of users . . . . . . . . . . . . . . . . . . . . 23
5.2.2 Bargaining power of suppliers . . . . . . . . . . . . . . . . . . 24
5.2.3 Competitor analysis . . . . . . . . . . . . . . . . . . . . . . . 24
5.2.4 Threats from the new entrants . . . . . . . . . . . . . . . . . . 27
5.2.5 Threats from the substitutes . . . . . . . . . . . . . . . . . . . 27
6 Analysis on the strategy of Raspberry Pi and recommendations 27
6.1 SWOT analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
6.1.1 Strengths of Raspberry Pi . . . . . . . . . . . . . . . . . . . . 27
6.1.2 Weaknesses of Raspberry Pi . . . . . . . . . . . . . . . . . . . 28
6.1.3 Opportunity analysis . . . . . . . . . . . . . . . . . . . . . . . 28
6.1.4 Threat analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 29
6.2 The strategy of Raspberry Pi in e-market . . . . . . . . . . . . . . . . . 29
6.3 Recommendations for the achievement of the strategy of Raspberry Pi . 31
6.3.1 To make full use of e-commerce marketing activities and pro-
vide one to one marketing services . . . . . . . . . . . . . . . . 31
6.3.2 To segment markets based on the purchase characteristics and
purchasing behavior of different users, to explore and identify
the needs of different target market segmentation, and carry out
targeted marketing . . . . . . . . . . . . . . . . . . . . . . . . 31
6.3.3 To integrate Raspberry Pi to the social and public interests, and
express concern for the public interest by green marketing and
service marketing and other means . . . . . . . . . . . . . . . . 32
6.3.4 Enterprise Marketing Strategy Innovation Strategies of Rasp-
berry Pi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
7 Conclusion 33
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List of Figures
1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2 Raspberry Pi b+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3 The RPi A+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
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List of Tables
1 Comparison of technological index of Raspberry Pi and other similar
products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
2 The strategy of Raspberry Pi in e-market . . . . . . . . . . . . . . . . . 29
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1 Introduction
1.1 Background of the study
Raspberry Pi is a mini-computer for computer hobbyists, teachers, students and small
businesses and other users, it is pre-installed Linux system, the volume is only the size
of a credit card, and it is equipped with ARM architecture processor, its computing
performance is similar to a smart phone (Jessalyn, 2012). With regard to interface,
Raspberry Pi provides a USB interface for mouse and keyboard, and in addition to
this, there is Fast Ethernet interface, SD card expansion interface and a high-definition
HDMI video output interface, can be connected to the monitor or TV (Halfacree and
Upton, E.2012). The beta version of raspberry pi was born in King’s College London
(KCL), the school has complete electronic development environment, including its own
printed circuit board. After the official listing of the first edition of raspberry pi, the
major media began a frenzied coverage, Raspberry Pi team are getting larger and larger.
At the same time, the similar products are appearing in the market, and Raspberry Pi
products are facing more and more competitive pressure. Therefore, how to develop a
suitable marketing strategy is also very important for Raspberry Pi.
1.2 Aims and objectives of the study
The purpose of the study is to explore the strategy of Raspberry Pi in e-market in the
UK. In order to do so, the following objectives should be met:
a) To explore the environment in which Raspberry Pi is operating;
b) To identify the strategy for Raspberry Pi in e-market of the UK;
c) What measures can be adopted to help achieve the strategy
1.3 research questions
With the increasing demands for the raspberry pi, how to make more consumers to
access and accept it becomes more important. This study will help to develop a strategy
for raspberry pi by e-market. In the study, the following questions will be explored:
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a) What is the external environment of Raspberry Pi?
b) What strategy should be adopted by Raspberry Pi to win market competitive ad-
vantages?
c) What measures can be used by Raspberry Pi to achieve its strategic objectives?
1.4 The basic technological road map
The basic technological road map of the study is:
Macro environmental analysis—industrial analysis and the organization analysis, and
then, the product strategy analysis will be developed.
Technique roadmap
Industrial analysis
Organizational analysis
Product strategy
Issues to be solved in
the study Objectives of the
study
Literature study
Macro environment analysis
Measures to achieve the strategic objectives
Figure 1
1.5 Structure of the research
The research will mainly contain the following parts: first, the brief introduction to the
background of the study, the aims and objectives as well as the technological road map
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of the study; the second part is literature review, in which, existing literatures related to
the study will be reviewed, based on that, issues need to be solved in the study will be
identified; the third part is methodology, in this part, the research philosophy, research
approach, research methods as well as data source, data analysis methods and so on will
be explained. The fourth part is the external environmental analysis, which includes
both macro environment analysis and industrial analysis; and based on that, strengths
and weaknesses of Raspberry Pi will be analyzed, and then based on SWOT analysis;
the strategy of Raspberry Pi will be formed. The fifth part is the measures that can be
used to help to achieve the strategic objectives of Raspberry Pi. And the final part is the
conclusion of the research.
2 Literature review
2.1 Macro environment tool: PEST analysis
PEST is an important macro environment analysis tool for corporate strategic planning,
where P refers to the political and legal environment, E refers to the economic envi-
ronment, S refers to the social and cultural environment, T refers to the technology
environment (Relly, 2009).
Political and legal environment mainly refers to political systems, structures, situa-
tion, policies, laws and regulations and other aspects of a country or region, including
international political environment, the economy, policy, legal system and so on (Ma-
hadevan, 2000).
Economic environment is the objective factors faced by the business, such as eco-
nomic conditions and economic characteristics, economic ties and other aspects, includ-
ing economic operation period, per capita income level, population structure, industrial
policy, the price level, the level of infrastructure and so on (Ndubisi, 2007).
Social and cultural environment mainly refers to social structure, national identity,
cultural traditions, religious beliefs, education, and customs and so on in a country or
region;
Environmental technology mainly refers to the technological level, technology policy
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and technology developments and so on of a country or region.
2.2 Industrial analysis: Porter’s Five Forces Model
The five forces model proposed by Porter (1998) can be used for industry analysis and
business strategy research. The model can be used to analyze the specific competitive-
ness pattern of an industry, is one of the most commonly used industry competition
pattern analysis tools. Porter (1979) emphasized that competitive pressure in different
industries is different, but the action of competition in the process of competition is
similar, mainly by five aspects: First, the competition between existing firms; second is
the threat of potential entrants; third, the pressure from substitutes; Fourth bargaining
power of suppliers; Fifth, the bargaining power of buyers of the products.
In practical application of Porter’s five forces analysis model, there has been a lot of
controversy (Mahadevan, 2000). At present, more consistent view is that this model
is more of a theoretical thinking tool, rather than a strategic tool to actual operation
(Danifel, 2010). Porter’s five forces model theory is built on the basis of the following
three assumptions: First, Developers of a strategy can understand the whole industry
information, apparently, in reality, it is hard to do so; second, there is only competition
between firms in the industry, there is no partnership. But there are a variety of business
cooperation relationships in the firms in an industry in the reality e, not necessarily a
cut-throat competition; the third is the size of the industry is fixed, so a larger share of
resources and markets can only be obtained by seizing the market shares of competitors.
But, in reality, it is more often that firms in an industry usually enlarge the size of the
industry jointly to obtain greater resources and markets. Meanwhile, the market capacity
can be increased through constant development and innovation
2.3 Corporate strategy development tool, SWOT analysis
SWOT analysis was first proposed in 1971 by Andrews, and has been widely used in cor-
porate strategy development, internal diagnosis and competitor analysis and other fields
(Mahadevan, 2000). SWOT is the abbreviation of Strength, Weakness, Opportunity and
Threat. Analysis of the strengths and weaknesses is related to the internal resources
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of organizations, while opportunities and threats analysis points to the external envi-
ronment, and therefore, SWOT analysis is actually to carry out a comprehensive and
general analysis on the internal strengths and weaknesses as well as external conditions
(Danifel, 2010). Through SWOT analysis, can help organizations to gather resources
and action in the field they have their own strengths and more opportunities.
SWOT analysis has been widely applied in the strategic choice of organizations, cur-
rently prevalent in the qualitative analysis. But, in the long term strategy analysis, and
internal and external factors affecting strategic decision-making increase and are more
complex, there are some limitations in SWOT model, namely the degree of difference
between a number of factors and their probability of occurrence are difficult to be re-
flected in the qualitative analysis, and this is not conducive to corporate strategy, espe-
cially the choice of overall strategy (Danifel, 2010). Therefore, SWOT model requires
quantitative analysis with a combination of prospects to make it more perfect. And, like
many other strategic model, SWOT model also carries the limitations of age. Previous
enterprise may be more concerned about the cost and quality, and now the companies
may be more emphasis on organizational processes. SWOT model does not take into
account the initiative of organizations to change their status quo. They can create com-
petitive advantages by finding new resources to achieve the strategic goals that can not
be reached in the past.
2.4 Studies on Innovative marketing strategy
Innovative marketing strategy is an important part of corporate strategy of innovation,
it refers to take effective measures to broaden sales channels to promote the innova-
tion and development of various strategies of enterprise according to actual situation
and market developments (Heizer and Render, 2001). On the one hand, the marketing
strategy innovation is the activities under the direction of the overall strategy, to deter-
mine the direction of product development to meet market demand, to achieve the profit
target. All aspects of product development, production, marketing and others must be
arranged scientifically and reasonably, to meet consumer demand, so that corporate can
obtain profits and achieve sustainable development (Relly, 2009); On the other hand,
the brand image is the company’s intangible assets. Enterprises should promote market-
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ing innovation to build marketing innovation model, establish a brand image and win
consumer trust and recognition, and further expand market share, to promote enterprise
development and improve market competitiveness.
Marketing Strategy Innovation is important for business operation and development,
particularly its role is mainly reflected in the following aspects:
First, it is an important strategy to deal with market competition (McManus and Cook,
2013). Market is in a constantly changing and evolving, and with changes in the market
competition intensified, the traditional marketing model is difficult to respond to these
trends, if enterprises lack innovation, must be in a disadvantage in market competition
(Boglnaxm and Prahalad, 2007). In this context, in order to allow enterprises to take a
favorable position and gain competitive advantage, so that products sold better, should
adopt innovative strategies to allow enterprises to better deal with the fierce market
competition.
Secondly, it is an important way to broaden sales channels (Robbins, 2001). Through
innovative marketing strategies, enterprises can further expand sales channels, so that
products sold better, to win consumer acceptance, expand the market share and influence
of the product (Porter, 1998);
Thirdly, Marketing Strategy Innovation is an important way to improve the market
influence (Miller, 1998). Through innovative marketing strategies, using a variety of
integrated marketing approaches, to promote product sales smoothly, so that more con-
sumers accept the products and services the company offers, and thus help expand the
market influence of enterprises, promote the improvement of the competitiveness of
enterprises.
With the acceleration of world economic integration and globalization, the world mar-
ket gradually links together, and many of the corporate marketing activities are compet-
ing against each other in the market (Viscolani, 2012). In the context of New Economy,
Factors closely related to the implementation of marketing activities of enterprises and
their impact on business marketing strategy are mainly manifested in the following as-
pects:
First, with the rapid development of information technology, e-commerce provides
new technology and platform for enterprises to develop marketing activities (Viscolani,
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2012). IT technology and the Internet have profound impacts on business model and
marketing activities of enterprises (Relly, 2009). The rapid development of e-commerce
is making any enterprise unable to ignore, otherwise it will lose such a huge piece of the
market space (Boglnaxm and Prahalad, 2007). For enterprise marketing activities, the
most important is that e-commerce provides a new means of marketing and platform,
by the use of powerful means of e-commerce, companies can carry out one to one
marketing activities with low cost that traditional marketing can not realize, and can
help marketers collect consumer information, and then analyze and digging consumer
buying patterns and behavior, and then take targeted marketing strategies (Viscolani,
2012).
Second, the technological revolution advances, product life cycle is shortened and the
replacement frequency accelerates (Miller, 1998). The ever-changing technological rev-
olution and its rapid use in the commodity production makes the production efficiency
greatly improved, also led to the shortening of product life cycle, every stage from the in-
troduction, development, maturity and decline of the product is significantly shortened
compared with previous, the frequency of replacement products speed up, especially
electronic industry, product replacement rate is even more overwhelmed(Boglnaxm and
Prahalad, 2007). Such a feature is bound to bring in a series of problems to the research
and development as well as production of enterprises, and whether or not product de-
velopment costs can be recovered timely and a certain level of profitability can be main-
tained in the product life cycle is an issue must be considered in the marketing strategy
at every stage, and planning, organization and co-ordination of the marketing process at
each stage must use the length of the product life cycle as a reference, budget and in-
vestment of marketing activities must take into account whether or not can be recovered
in the product life cycle(Halfacree and Upton, 2012).
Third, market competition is increasingly fierce, and diversified and personalized re-
quirements of consumer demand is growing (Halfacree and Upton, E.2012). Currently
the basic trend that the transformation from a seller’s market to a buyer’s market has
been completed, significant changes in supply and demand has occurred, market com-
petition among enterprises is growing, the price war among enterprises has been un-
common(Jessalyn, 2012). To cultivate brand loyalty is also facing major challenges,
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diversified and personalized consumer demand, especially the consumption concept of
young consumers has undergone major changes (McManus and Cook, 2013). This real-
ity requires companies no longer relying on traditional marketing strategies, and using
the means of low-cost and large-scale production to meet the needs of more consumers,
but need to carry out market segmentation to found different needs and models, to meet
their needs, thereby won the local advantage.
Fourth, the global energy and environmental issues further exacerbated, and with re-
source depletion, environmental awareness of consumers is growing (Heizer and Ren-
der, 2001). As uncontrolled development and utilization of the nature by human, global
energy crisis and environmental problems further exacerbated, global resources, par-
ticularly water, coal and food resources in relation to human survival are in a serious
shortage, thereby, the environmental awareness of consumer is growing (McManus and
Cook, 2013). This requires that marketing activities of enterprises not only care their
own interests, when companies carry out marketing activities, must take into account
social and public interests, in order to win consumer acceptance, the effect of marketing
activities will be more obviously, enterprises can establish a good corporate image and
brand awareness.
3 Methodology
3.1 The basic research strategy
The basic research strategy for the study is to follow the following thinking, that is
from Macro environmental analysis to industrial analysis and then to the organization
analysis, and then, the product strategy analysis will be developed.
3.2 The main study methods used
The main methods used in the study mainly include two, one is the case study, and the
other is survey study.
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3.2.1 Case study
The study aims to developing a product strategy of raspberry pi in the British market.
Basically, it is a case study. The method will allow the researcher to understand the
issues related to an organization around a theme.
3.2.2 Survey study
Survey study is an effective way to collect and gather data needed by the research, and
based on that, some research can be conducted, and the results of the research based
on survey can also be more reliable (Elson, 2007). In this study, due to the relatively
small use base of the Raspberry Pi, it is more difficult to conduct questionnaire survey
in a relatively larger range, at the same time, the uses of the product are also more
professional, and for these reasons, some professionals will be interviewed, based on
that, some understanding about the product and the market as well as its future trend
can be understood, so that can set the basis for the development of the future strategy.
3.3 The size of the samples
Interview allows a researcher to gather more detailed data on a theme, and which usually
involves the face to face communication between the researcher and the interviewees
(Mahadevan, 2000). For this reason, interview is more resource-consuming, and the
amount of the interviewees should be too much. In this study, 3-5 interviewees who are
familiar with the e-market and raspberry pi products will be selected as the samples of
survey.
3.4 Data source
The combination of the primary data and secondary data will be used. The primary data
come from the collection and gathering of the researcher and the secondary data mainly
come from the existing literatures and documents.
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3.5 Data analysis methods
The combination of qualitative analysis and the quantitative analysis will be used in
the study. The quantitative analysis will require the precise data, while the qualitative
analysis can allow the researchers to understand the issues more profoundly. In this
study, qualitative analysis will be the main data analysis method.
4 Raspberry Pi and its main competitor
4.1 interview about the knowledge related to Raspberry Pi and its
market
Raspberry Pi is a special kind of PC, and Raspberry Pi products have their unique user
groups, and the market is relatively special. Some technological features can not be
understood by layman. In order to understand the products of Raspberry Pi and its
market, in the study, 5 professionals who are active in the Raspberry Pi online forum
will be interviewed through social media and telephone and other ways. Based on the
interview and existing literatures, the following content is formed.
4.2 Introduction to Raspberry Pi
The Raspberry Pi Foundation is a small British charity organization that was founded
to promote science and technology, not to sell technology to monetize (Membrey and
Hows, 2013). The Foundation had never actually published a product, and therefore
chose two global channel e Farnell and RS Components to process the first batch of
Raspberry Pi orders. The initial version of the raspberry pi was produced in King’s
College London (KCL), and the school has a complete electronic development environ-
ment, including its own printed circuit board, so that in the left of Raspberry Pi Logo
in the circuit board has a number of KCL-8-94V-0, the board used a hodgepodge of
non-production material parts (McGrath, 2013).
The first edition of Official launch is very close to the initial version, and there is
no fundamental difference in the use of part specifications, in addition connectors and
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SMD components are mass-produced factory specifications with good material (Horan,
2013).
Raspberry Pi has two models, A model is $ 25, B model is $ 35. The difference is that
the B model has a few more features, such as Ethernet and USB interfaces (Membrey
and Hows, 2013).
Figure 2: Raspberry Pi b+
Raspberry Pi Model B has released an upgraded version of Model B+, Model B+
is also seen as the ultimate evolution version of the first generation Raspberry Pi. The
optimized Model B+ adds two USB2.0 ports, an SD card reader and 14 GPIO pins
(Membrey and Hows, 2013). In order to achieve these new features, Model B+ also
had to make some sacrifice in the original design, for example, a seemingly clean but
may not adapt to user needs layout, no longer supporting he Wolfson audio card and
combining video and audio ports into one. Even with the new changes, Raspberry Pi
commits the same price in the United States and Britain, and will continue the produc-
tion of Model B for the users prefer the old version (Monk, 2013). In terms of Hardware,
Model B+ is still 512MB RAM, the main changes are as follows
More USB Interface: Two USB ports, with better support for hot-swappable;
More GPIO interface;
SD card was changed into Micro SD card;
Integrated video output and headphone output;
Greatly reduce power consumption (about 0.5W ∼ 1.0W)
Soon after the release of Raspberry Pi Model B+, the Model A+ was also released.
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Figure 3: The RPi A+
The RPi A+ version is both the enhanced version of the Model A and the Lite Model
B+. Compared to the Model A, there are main optimizations in the following aspects:
a) More expansion interface; b) Micro SD Interface; c) Better sound quality and d)
Smaller size (McGrath, 2013)
4.3 The main Competitor of Raspberry Pi
Intel Galileo and Raspberry Pi (RPi) are DIY electronic hardware development boards
with an embedded processor (Monk, 2013). Although Raspberry Pi is a very good edu-
cation and media processing tool, it can not arbitrarily be reused, because of copyright
issues of RPi schematic (Jessalyn, 2012). The Circuit board manufacturers of Raspberry
Pi use only a few licenses (McGrath, 2013). Intel’s efforts in Arduino level allows users
to freely design development by hardware provided. Arduino products can be com-
pletely reused, and can be sold as a complete copy-cat (Halfacree and Upton, 2012).
Galileo has a powerful new processor (Quark) and is compatible with existing Arduino
open source hardware (OSHW).
Galileo board supports the 400 MHz Pentium-class system on a chip (SoC) “Quark”,
the system was developed by Intel and Arduino jointly. The clock frequency of RPi is
typically 700 MHz, but overclocking occurs frequently (leading to overheating) (Mem-
brey and Hows, 2013). Both of which are single-core processor, but in terms of the
number of instructions per clock cycle, RPi has a clearly lower efficiency (McGrath,
2013). The actual overall performance of RPi is very similar to 300 MHz Pentium 2,
but has a more powerful graphics processing capabilities (Membrey and Hows, 2013).
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Raspberry Pi is ideal for processing photos or video and other media files, but if the
project requires sensors and appropriate memory and processing power, monitoring or
productivity applications, Galileo will be the best choice. RPi can be used as a security
camera or networked media server, but there is no analog to digital converter, and analog
sensors will not be achieved (Monk, 2013). Galileo can make use of multiple sensors to
develop intelligent daily devices, such as watches, health monitoring or exercise equip-
ment, or cheap personal computers running Linux, rather than have all the performance
of Arduino (McGrath, 2013).
Quark is a x86 device equipped with ready-made software, and in the past, the vast
majority of x86 SoC were realized in the form of conventional desktops. Intel is look-
ing at the next wave of technological innovation (Membrey and Hows, 2013), that is,
the Internet of Things (IoT) or Industry 4.0. IoT is a concept, it has a unique embed-
ded identifies to things (objects, animals or people), to communicate automatically with
other objects (machines, computers or objects) via the Internet, can automatically trans-
fer data directly without staff intervention to achieve automatic adjustment or consistent
operations in a wide range (Halfacree and Upton, 2012). This implementation process
will lead to a lot of data collection operations, and through the various aspects of in-
telligent interactions to improve efficiency, thus saving energy, cost and time. It can be
seen, Quark demonstrates the interest of Intel for the development of IoT. In addition,
there is no any device truly realizes Internet of Useful Things.
Intel Galileo is substantially an Arduino board, the source code is available for down-
load, and in addition to the open-source license, and there is no any outside soft-
ware license agreement. It also provides hardware and software source files (including
schematics) for download. Intel provides a number of documented and laid the founda-
tion for this community through the issuance of thousands of pieces of Galileo boards
(Halfacree and Upton, 2012).
Galileo has some differences in features, such as PCI Express (PCIe) and real-time
clock (RTC), while RPi provides supporting peripherals for graphics-intensive applica-
tions for HD-1080p streaming video(Halfacree and Upton, 2012).
Galileo is a 32-bit x86 with rich memory and high performance, its characteristics
are ideal for embedded portable devices and wearable devices with small size (highly
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integrated), low power consumption and low cost (relative to the SoC integration value
terms) (Halfacree and Upton, 2012).
Cost of Galileo and RPi
The costs of Galileo is almost twice of RPi B, since the RPi only has the board, it
has some hidden costs. In order to make RPi running, a USB power that can provide
at least 700 mA current at 5V and a SD card containing boot code will be needed, and
a keyboard, mouse, HDMI to DVI cable may also be needed; RPi user will need a
powered USB hub to support high-power USB device(Membrey and Hows, 2013). RPi
is not complicated, and can be used as a monitor after connecting an old analog TV by
RCA port, but need a standard RCA cable. On the other hand, Galileo is equipped with
a USB cable, power supply and some fixed columns, and therefore can be programming
and booting out of the box, and the boot process of Galileo is different from RPi, does
not require any external memory (Halfacree and Upton, 2012).
Raspberry Pi Foundation is a registered non-profit organization to provide real popu-
lar products (McGrath, 2013). In 2011, RPi was mass-produced, and sold one million
units within a year. However, Intel is a for-profit organization, and it built Galileo in
cooperation with Arduino and under its guidance. In providing convenient and afford-
able hardware, Arduino has won the honor, and also emphasizing education and open
source projects. With its award-winning quality and the ability as well as the guide of
Arduino, Intel managed to achieve the balance between the sometimes divergent views
(McGrath, 2013).
4.4 Main differences between Galileo and RPi
Galileo and RPi are excellent circuit boards, and they have very important feature, that
is, the ecosystem created by open source. With Galileo, Intel unprecedently provided
cheap chips that can be used easily and Arduino board certification, introduced x86
architecture-based embedded platform. Galileo also followed the Arduino usability
paradigm at an affordable price (McGrath, 2013).
Galileo and RPi are SBC, which means that they can be used like a computer on
a single board. Raspberry Pi is best suited for processing photos or video and other
media. RPi can be used as a network security camera or media server, but is not the
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case for the use of analog sensor applications. Galileo supports ADC analog input.
Galileo also has a wireless connection, can use Yocto Linux operating system provided
by Intel or Microsoft’s Windows 10 for IoT applications. In terms of Microsoft, the
boards supporting IoT does not limited to these two, because Win 10 IoT kernel support
RPi 2, Galileo and Minnow-Board Max. Galileo can also be used as a cheap personal
computer running Linux, as long as users are willing to build a Linux image.
5 Macro environment analysis of Raspberry Pi
5.1 PEST analysis
5.1.1 Political analysis
At present, the political system in the world fell into a relatively stable situation as a
whole, but, due to the impacts of financial crisis, some political risks are accumulating,
especially those risks related to geopolitical factors as well as the terrorism and so on
(Banks, et al, 2015). Although there are some potential risks, the global political system
is still relatively stable and even, and it is estimated that there will be no significant
conflicts in the near future, and that will create a better environment for economic de-
velopment in the world. In the UK, the economic growth is still relatively stronger in
the context of financial crisis, and its political system is still solid and stable (Kaletsky,
2014).
5.1.2 Economic analysis
In economic filed, at present, the most apparent trend is the slow down of economic
growth in the world, and accompanied with that, is the declining price of mass products
as well as the worry about deflation (Yang, 2015). At present, the main economies in
the world are adopting the ultra low interest rate and even negative interest rate policies,
and the easing monetary policies are also common (Giddens, 2012). The economic
development in the world urgently needs a new driving force in the future. And about
that, many people believed that it will be artificial intelligence and internet of things
(Kellner, 2014). In both areas, Raspberry Pi can be used widely. The economy in the
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UK is still healthy, and with the gradual improvement of the world economy, the British
economy will also restore growth too.
5.1.3 Social analysis
In the UK, People with ages of more than 65 years and older account for about 20%
of total population, and it is typical aging population(Yang, 2015). With the aging
population in the world, the society needs more intelligent and automatic services. And
Raspberry Pi can also play a role in the process.
5.1.4 Technological analysis
The rapid development in technology in the past years provides the support for the IT
industry. And at present, artificial intelligence and internet of things are in the era of
rapid development, and that will create huge market demands for Raspberry Pi.
5.2 Industrial analysis
5.2.1 Bargaining power of users
The Raspberry Pi was designed for computer programming education of students, it is
credit card-sized card-type computer, and the system is based on Linux. Most of the
users of Raspberry Pi have relatively lower technological capacities, and professionals
proficient in embedded development, Linux or programming accounted for a very small
number (Membrey and Hows, 2013).
At the same time, it should be noted that the intelligent trend in the future, especially
the internet of things provides Raspberry Pi a huge opportunity to be used in a wide
range of fields, and that means the users of the Raspberry Pi may significantly increase
in the future (Halfacree and Upton, E. 2012). At present, the similar products are more,
but those with competence are mainly Raspberry Pi and Intel Edison (Monk, 2013), and
the space for users to choose in the market is very limited; but, due to the relatively
lower technological barriers, the end uses may have multiple choices, therefore, the
bargaining power of users is strong.
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5.2.2 Bargaining power of suppliers
Three companies have production license of the production of Raspberry Pi, they are
Element 14/Premier Farnell, RS Components and Egoman. All three companies sell
raspberry pie on the internet (Monk, 2013). All the production of Raspberry Pi is carried
out in China and the UK (McGrath, 2013). The foundation of Raspberry Pi rely on
official authorized to make a profit, for each Raspberry Pi, about $2 licensing fees can
be obtained by the foundation (Halfacree and Upton, 2012). Due to the lower profit of
Raspberry Pi, and the large amount of parts needed, the suppliers of Raspberry Pi have
relatively weaker bargaining power.
5.2.3 Competitor analysis
The main competitor of Raspberry Pi is Intel Galileo (Membrey and Hows, 2013). The
Development of embedded applications is very different. From the point of views of
price and characteristics, there are a number of processors to choose. The end-users of
embedded devices do not want to understand its principles (Halfacree and Upton, 2012).
Therefore, the market of embedded processor is divided into a variety of architectures,
to combine features and processing powers from a number of different manufacturers
to form a very large and even some confusion camp (Membrey and Hows, 2013). Intel
Galileo is substantially Arduino plate, and its source code is available for download, in
addition to the open-source license, there is no any outside software license agreement
(Monk, 2013). It also provides hardware and software source files (including schemat-
ics) for download. Intel provides a number of documented and issued thousands of
pieces of Galileo boards, and thus laid the foundation for Galileo community (Mem-
brey and Hows, 2013).
Galileo has some differences in features, such as PCI Express (PCIe) and real-time
clock (RTC), and RPi provides a supporting peripheral for graphics-intensive applica-
tions for HD 1080p streaming video (Membrey and (Hows, 2013). Galileo has a 32-bit
x86 with rich memory and a high performance, its characteristics are ideal for embed-
ded portable devices and wearable device, such as small size (highly integrated), low
power consumption and low cost (relative to the value integrated in SoC).
Raspberry Pi 2 has great improvement than the last generation of Raspberry Pi in
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Table 1: Comparison of technological index of Raspberry Pi and other similar products
Pi 1B+ Pi 2 B BBB Intel Edison CI20
CPU Arm11 Cortex A7 Cortex A8 Atom+Quark MIPS
Cores 1 4 1 2+1 2
Clock 700MHz 900 MHz 1000 MHz 500 MHz 1200 MHz
GPU Videocore IV Videocore IVPowerVR
SGX530None
PowerVR
SGX540
Memory 512MB 1GB 512MB 1GB 1GB
USB Ports 4 4 2 1 2
Flash None None 2GB 4GB 8GB
Storage microSD microSD microSD microSD SD
Network 10/100 10/100 10/100 None 10/100
GPIO 40-pin 40-pin 2x46-pin 70-pin Hirose 40-pin
Wi-Fi No No No Yes Yes
Bluetooth No No No Yes Yes
RRP 35 35 49 85 65
Data source: http://www.davidhunt.ie/raspberry-pi-2-benchmarked/
Figure 4
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CPU, and the performance of CPU of Raspberry Pi 2 and Intel Edison are very close to
each other.
Figure 5
Memory test indicates that the memory of Raspberry Pi is not as good as Intel Edison,
and Raspberry Pi 2 has a great improvement than Raspberry Pi 1
Figure 6
The performance of Raspberry Pi 2 in storage random read is quite close to the Intel
Edison.
As a whole, the performance of Intel Edison is better than Raspberry Pi 2, but, the
differences are not so significant. However, the price of Intel Edison is much higher
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than Raspberry Pi 2. At present, the market price of Intel Edison is about $85, while the
market price of Raspberry Pi 2 is only about $35.
5.2.4 Threats from the new entrants
At present, the profit for products like Raspberry Pi is very low, and due to the limited
market space, the threats from the new entrants is relative lower,
5.2.5 Threats from the substitutes
In the past decade or so, a growing number of Internet interaction have happened be-
tween the end users and embedded processor (Membrey and Hows, 2013). In terms
of interaction with the personnel and network, embedded devices have begun to ex-
plore facilities similar to desktop, and the boundaries began to blur (Halfacree and
Upton, 2012). The appearance of x86-based Quark in OSHW community makes the
boundaries more blurred, because from the perspective of a desktop, there are so much
software that has been developed to run x86, and Quark is the embedded processor of
Galileo and Raspberry Pi, (if processor programming from the host is required, it will
be an embedded processor; Once the Linux operating system is installed and running
on the Galileo and Raspberry Pi, from the technical point of view, they will become a
desktop) (Monk, 2013). Due to the rapid development of technologies, the possibility
that the substitutes for Raspberry Pi is very large, and the threat from the substitutes is
also huge.
6 Analysis on the strategy of Raspberry Pi and
recommendations
6.1 SWOT analysis
6.1.1 Strengths of Raspberry Pi
The high Cost-effective
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Although some technological indicators of Intel Edison have better performance than
Raspberry Pi, it is price is about 85, and almost more than twice of Raspberry Pi. And it
can be seen that the cost-effective of Raspberry Pi is much higher than its competitors.
RPi can run a full operating system
RPi can run a full operating system, such as Debian and other common Linux distri-
butions (McGrath, 2013). This means that the users can use their proficient languages
(such as Python, Java and so on) and familiar databases to develop relevant appliances.
At the same time, Raspberry Pi can run multiple processes in the background without
any pressure. While Intel Arduino as a microcontroller system in true traditional sense,
can run only one program burned into, and its function is relatively simple (Monk,
2013).
Raspberry Pi has more comprehensive interfaces, the common interfaces, such as
USB-host, RJ45, HDMI, SD card reader and others, are equipped with it; while Arduino
is relatively simple, and interfaces are relatively less(Monk, 2013).
6.1.2 Weaknesses of Raspberry Pi
RPi has a more complete operating system, which means that it will need a longer
time to start it, and it also can not guarantee that all related services can be started
normally after restarting (Membrey and Hows, 2013); Arduino has a super-fast restart
speed because of its single use, and after restarting, it will immediately run the program.
The overall performance of Raspberry Pi is not as good as Intel Edison
As mentioned above, the overall performance of Raspberry Pi 2 has been greatly
improved than Raspberry Pi 1, but, its overall performance is still not as good as Intel
Edison.
6.1.3 Opportunity analysis
With the rapid development of information technology and especially, the development
of Internet of Things, the intelligent trend of daily life is quite clear, and that will provide
a huge market opportunity for the Raspberry Pi.
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6.1.4 Threat analysis
With the rapid development of technology, the new technology advances will generate
higher requirements on Raspberry Pi, and that will make the products of Raspberry Pi
face the risks of outdated products; at the same time, the raid technological advances
will promote the development of new products, and that will replace the Raspberry Pi
in some areas, and that will pose a threat to the space of Raspberry Pi.
6.2 The strategy of Raspberry Pi in e-market
Table 2: The strategy of Raspberry Pi in e-market
Strengths High cost-
effective; can run a full
operating system
Weaknesses More times
needed to restart; overall
performance of Raspberry
Pi is not as good as Intel
Edison
Opportunities A huge mar-
ket opportunity brought in
by intelligent trend, espe-
cially internet of things
To promote the use of
Raspberry Pi in internet of
things by seminar, forum
and so on
To develop new products
with better performance to
meet the needs of users
better
Threats The rapid tech-
nological advances may
make Raspberry Pi out-
dated; And will also lead
to the appearance of substi-
tutes of Raspberry Pi
To develop new Raspberry
Pi products to meet the
needs of users; and in
the process, the high cost-
effective of Raspberry Pi
should be maintained;
To improve the existing
products at the same time
of developing new prod-
ucts
Based on the above analysis, it can be seen that in the face of the huge market oppor-
tunities, Raspberry Pi for its high cost-effective and excellent overall performance may
have huge potential in future development. Raspberry Pi should promote its use in the
internet of things; and the Raspberry Pi Foundation should organize forum or seminar
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about the use of Raspberry Pi in internet of things and so on, to promote the market
demands for Raspberry Pi.
Given some technological weaknesses of Raspberry Pi products, the new Raspberry
Pi products should be developed to meet the needs of users. The performance of Rasp-
berry Pi 2 is much better than Raspberry Pi 1, but the price is still stable, and that
indicates that it is possible to develop new products with better performance meanwhile
maintain the price at a relatively reasonable level, to keep the high cost-effective of
Raspberry Pi products.
Based on the above macro analysis, industrial analysis as well as the SWOT anal-
ysis of Raspberry Pi, for Raspberry Pi Foundation, the suitable strategy should help
Raspberry Pi to make full use of its strengths and external opportunities while avoid
the weaknesses and threats. In order to do so, the strategy of the company should take
into account these elements as well as the changes in the future environment. Given the
increasingly close of artificial intelligence and the internet of things, Raspberry Pi can
define it as a part necessary for the achievement of the internet of things and the intel-
ligent life. In order to do so, new Raspberry Pi products with high cost-effective ratio
should be constantly developed to meet the needs of market. And in order to win in the
market competition, Raspberry Pi should establish a brand image to differentiate it from
other competitors. The brand image of Raspberry Pi should highlight the powerful per-
formance, comprehensive excellent function as well as high cost-effective. In summary,
the strategy of Raspberry Pi in e-market can be described as Raspberry Pi is dedicated
to the achievement of intelligent life and internet of things, and in order to do so, new
Raspberry Pi products with excellent performance, comprehensive excellent functions
as well as high cost-effective should be developed. The market share of Raspberry Pi
should account for more than 2 third in the UK market.
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6.3 Recommendations for the achievement of the strategy of
Raspberry Pi
6.3.1 To make full use of e-commerce marketing activities and provide one to one
marketing services
E-commerce shorten the distance between producers and consumers, reducing the in-
termediate links in traditional marketing activities, so that consumers and producers can
contact face to face at a lower cost, which enables corporate marketing activities to take
the means that the traditional marketers are Unable to use to carry out more targeted
marketing campaigns (Boglnaxm and Prahalad, 2007). marketing activities under con-
ditions of e-commerce also provides the opportunities for the developers of Raspberry
Pi to contact users face to face, so that they can obtain first-hand information, and there-
fore can have more real understanding and mastery of users, and thus can understand
the needs of users of Raspberry Pi more accurately, so that the developers of Raspberry
Pi can develop targeted products and carry out more effective marketing activities. At
present, the production and sales of Raspberry Pi products are contracted to three firms,
all of them have their own production and marketing channels. And that will hinder the
developers of Raspberry Pi to contact with the users. Raspberry Pi foundation should
change its business model, and integrate the production and marketing of Raspberry Pi
into one organization;
6.3.2 To segment markets based on the purchase characteristics and purchasing
behavior of different users, to explore and identify the needs of different
target market segmentation, and carry out targeted marketing
Market segmentation is the important means to discover and recognize consumer spend-
ing characteristics and purchasing behavior pattern, and it is also an important method
to discover market opportunity (Viscolani, 2012). Market segmentation needs to em-
phasize differences in consumer needs and purchase behavior heterogeneity, to divide
different consumer groups into several segments by market demand characteristics and
buying patterns identified, and then develop marketing strategies and carry out targeted
marketing activities, and that can improve the relevance and adaptability of marketing
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activities, to receive better results (McManus and Cook, 2013). As for Raspberry Pi, its
user groups can be divided into three, the first one is college students which need Rasp-
berry Pi in learning; the other is professional users, which use Raspberry Pi to develop
some products; and the third is PC lovers, they are favor of cool hardware with excellent
performance. For each group, Raspberry Pi should provide different types of products,
and develop different marketing strategies.
6.3.3 To integrate Raspberry Pi to the social and public interests, and express
concern for the public interest by green marketing and service marketing
and other means
Social and public interest is the field that modern enterprise marketing campaigns can
not ignore (McManus and Cook, 2013). Rising consumer spending awareness and legal
awareness as well as the importance of environmental protection will force enterprises
continue to improve products (Miller, 1998). Establishment of a brand can take many
years of hard work, but it is easy to destroy a brand, and a defective product is enough
to affect the impression of the product in the minds of consumers. In the new economic
situation, products should pay more attention to free from pollution and environmental
protection. In the case of Raspberry Pi, it should pay more attention to the recyclable
use of the parts of Raspberry Pi.
6.3.4 Enterprise Marketing Strategy Innovation Strategies of Raspberry Pi
In response to the existence of inadequate marketing strategy to promote business de-
velopment and improve market competitiveness, according to the existing problems,
combined with the actual situation of Raspberry Pi, the future should be from the fol-
lowing aspects, innovative marketing strategy to take countermeasures.
Tap the market potential, build consumer brand a sense of belonging Marketing
should be under the guidance of market strategy, product strategy and pricing strategy
to develop and promote products successfully sold (McManus and Cook, 2013). To oc-
cupy a favorable position in the fierce market competition, enterprises should establish
their own brand image, improve and improve product quality, service and other aspects,
to get recognized by consumers and society (Kaletsky, 2014). Enterprises should have
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a strong adaptability and can adapt to different consumer demand and spending habits,
meet customer needs, enhance customer satisfaction. To understand the psychology and
needs of consumers, to explore the potential market demand, increase consumer brand
a sense of belonging, recognized by consumers, in order to achieve better marketing
results.
At the same time, In order To occupy a favorable position in the fierce market com-
petition, enterprises should establish their own brand image; improve product quality,
service and other aspects, to get the recognition of consumers and society (Ndubisi,
2007). For Raspberry Pi, in order to enhance the sense of belongings of users to the
brand, the product quality and related services should be guaranteed and the developer
of Raspberry Pi should build the online forum for the users of Raspberry Pi, to increase
the sense of belongings to Raspberry Pi brand. In order to do so, Raspberry Pi should
also pay attention to service marketing and green marketing.
Services Marketing
Due to the increasingly complex of technology, the difficulties and issues encoun-
tered by the users of Raspberry Pi will also increase, and the building of forum about
Raspberry Pi can only solve such problems to some extent. The developer of Raspberry
Pi should provide professional services to users, to satisfy the users, and also can reduce
the obstacles to the use of Raspberry Pi.
7 Conclusion
Raspberry Pi is a powerful SBC, it was designed for the student education at first, and
it also attracted the lovers of pc and other professionals. at present, its usage is grad-
ually expanded into internet of things and intelligent life and other field. It is facing
the competition from similar products such as Intel Edison and so on. According to
the test results of testing, Intel Edison has better technological performance than Rasp-
berry Pi, but its price is twice of the price of Raspberry Pi. The macro environment
in the UK is relatively stable, and aging population is forcing the development of arti-
ficial intelligence and internet of things, the intelligent service will be the direction of
technology development in the future. In the process of developing intelligent service
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and internet of things, Raspberry Pi can be used to fulfill some functions. Due to its
high cost-effective, Raspberry Pi also have some advantages in market competition. For
Raspberry Pi, in order to gain survival and development in the future, it should be part
of the intelligent service and internet of things, and by developing new products with
excellent performance, comprehensive functions as well as high cost-effective. In order
to achieve the strategic objectives, Raspberry Pi should pay more attention to techno-
logical trend, marketing strategy innovation and so on.
The study is based on the secondary data, and through PEST analysis, industrial
analysis and SWOT analysis, the strategy of the company is recommended. Due to the
limitations of data access, it is difficult to understand the current situation of Raspberry
Pi Foundation, therefore, the strategy formed in this way is from the perspective of a
third party.
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