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Final Paper Group Gamma - Running Head MARKETING MANAGEMENT...

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Running Head: MARKETING MANAGEMENT ANALYSIS SONIC 1000 PDA1 Group Marketing Analysis Project – The Sonic PDA 1000 Ashlea Powell, Natalie Roberts, Ken Sliger, Angela Thompson, Erin Walkup, Karen White BUSI 520 Liberty University
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MARKETING MANAGEMENT ANALYSIS SONIC 1000 PDA 2 Abstract This project will showcase the talents and professionalism of group Delta members by enabling us to produce a marketing analysis for a hypothetical new product. The new product is the Sonic 1000 PDA. This new PDA is a fictitious product conceived entirely for this marketing analysis (Kotler & Keller, 2009). Group Delta members will collaborate just as a professional marketing team would to develop a marketing analysis for a new product. This experience will expose group members to the challenges faced in real-world marketing firms and teach us valuable lessons which can only be gained through such a hands-on approach.
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MARKETING MANAGEMENT ANALYSIS SONIC 1000 PDA 3 Introduction Over the past century the world of technology has grown tremendously and continues to grow at a rapid pace. To a large degree, technology is responsible for changing how business is conducted globally. Whether one is starting a new business or launching a new product, conducting a marketing analysis is the first step in determining if there is a need or audience for an idea. The Sonic development team has a new and exciting opportunity to bring to market the Sonic 1000 Personal Digital Assistant (PDA) offering wireless networking, digital technology, dual phone use, 20 gigabytes of memory, four megapixel camera, and voice recognition hands free operation (Kotler & Keller, 2009, p. A5). A thorough marketing analysis of the Sonic 1000 PDA is the next necessary step. “PDA (personal digital assistant) is a term for any small mobile hand-held device that provides computing and information storage and retrieval capabilities for personal or business use, often for keeping schedule calendars and address book information handy” (Tech Target, 2000). The potential future for Sonic 1000 PDA Many competitive companies now offer various PDA products. In order for Sonic to maintain market share and profitability, staying ahead in new product development is imperative. The Sonic 1000 is innovative, comparable, and valuable for the emerging stride of technology. Rick Cooper, The PDA Pro, states, “Expect the trend toward smart phones to continue. People are beginning to appreciate the value of connecting to the internet from their mobile device and viewing websites or checking email” (Cooper, 2007). The Sonic 1000 PDA will offer Sonic the competitive edge needed to maintain viability. Past research shows that PDAs have continually grown over the last few years and are expected to continue to experience this upward trend. The
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MARKETING MANAGEMENT ANALYSIS SONIC 1000 PDA 4 market combined PDA enterprise and consumer unit shipment markets grow to 17.3 million by 2009 (Curtiss, 2009).
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