Strategy of the Extensis Corporation

Extensis Corporation is a leading provider of addon software, such as QXTools for QuarkXPress and Intellihance for Photoshop (Extensis 960505, 1997). Extensis Corporation is the world leading publisher of awardwinning, productivity enhancement software for creative professionals. From concept and design through output Extensis offers a wider range of crossplatform solutions that enable individuals to be more creative and productive while working in the leading graphics applications (Extensis  Background, 1997).

Extensis products let users working in creative or prepress environments, such as advertising and design professionals, production artists, publishers, multimedia and CDROM developers, service bureaus, commercial printers, World Wide Web site designers, digital imagers, and photographers, maximize their investment in their major software applications. Currently, the company's products are designed to enhance the topselling applications on both Macintosh and Windows computers, including: QuarkXPress, Adobe Photoshop, Adobe Illustrator, Adobe PageMaker, Adobe PageMill, and Macromedia Freehand (Extensis  Background, 1997).

Headquartered in Portland, Oregon, with 63 employees, Extensis was founded by Now Software, Inc. founder Craig Barnes and Randy Hill (Extensis Home, 1997). Extensis has assembled an experienced management team with a diverse background in the software publishing

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stock or Photo CD images. By applying automated, artificial intelligence to the photoenhancement process, Intellihance enables users to get great results with little or no intervention (Extensis 970324, 1997). With success like this, the problem that Extensis has to face is not just keeping ahead of the crossplatform users curve, but understanding who the company is selling to. In understanding this, it will be an easier task to know what market products should be developed for. Who Are the Clients? Before launching a public relations program in any particular direction, it would be helpful to know who the clients are and who the target audience is. If the past is any indication of success, Extensis products have been primarily used by design and advertising professionals, production artists, publishers, commercial printers, multimedia and CDROM developers, World Wide Web site designers, digital imagers, and photographers. As long as Extensis technicians stay up to date on memory improvement and other technological advancements, There is little or no reason to loose favored status among this crowd. There is another growing customer base that concerns the company's next public relations program, home based businesses.
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Approximate Pages = 11 (250 words per page)