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Number of Pages 18
This research paper: An 18 page paper providing a product management plan for a versatile printer to be used with handheld and laptop computers. There is need for printers that are light enough to be truly portable and durable enough that they can withstand the shocks they may receive in being moved regularly. The company has developed such a printer, one that fills the gap left by similar products that already exist. The paper describes opportunity identification and selection; concept generation; concept/project evaluation; development; and launch. It includes a project plan for the test marketing phase and a capital budget analysis for the first three years of operation. The project is a modest one, in part because of the limited penetration of handheld computers to date. The advantage to the company in pursuing this project now is that it fills a specific need and has the ability to gain first-mover advantage in the industry. Bibliography lists 9 sources.
File: CC6_KSmktgMobPrint18.rtf
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