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Executive ScanCard Systems
INTRODUCTION
This research analyzes the " |
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This research analyzes the "Executive ScanCard Systems" marketing case. The findings of the analysis are presented in five parts, as follows: (1) background; (2) decision focus; (3) alternative choices; (4) recommendation; and (5) rationale. Executive ScanCard Systems is a company less than three years old, which began with a single product a portable tickler file for use by executives, sales persons, and anyone else needing to deal with a multiplicity of projects on a con tinuing basis. The company's portable tickler files (it has subsequently expanded the product line to include several tickler files of differing capacity, and cover quality leathers or vinyl. The company also introduced a pocket file to complement its portable tickler files. In its most recent product catalogue, the company introduced a new product of its own design and production. This product is a system designed to facilitate the transport by an individual of her or his luggage, cases, and other items between plane, terminal, and rental car or taxi. Additionally, the lates company product catalogue includes what it refers to as "an assortment of executive oriented items." These so called executive oriented 1 2items are neither designed nor produced by Executive ScanCard Systems, and are obtained from sources outside the company. The key issues facing the company in late 1983 are con cerned with product technology, and branding. The Executive ScanCard Sy
licon chip minaturization technology.
2. With respect to branding, the company should: (a) not adopt a single brand name for all, or some portion of its products; or (b) should adopt a single brand name.
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3. If it is decided that the company should adopt a single brand name for its products, the company should: (a) adopt the Executive ScanCard Systems name; or (b) adopt another name.
4. If it is decided that the company should adopt a single brand name, but that the brand name should not be Executive ScanCard Systems, the brand name selected should be: (a) identifable with the Executive ScanCard Systems name; or (b) completely different from the Executive ScanCard Systems name.
5. If a company brand name is adopted, it should be: (a) applied to only those products designed and produced by the company; or (b) applied to all products sold by the company.
RECOMMENDATION
The recommendation for action by the company is made with respect to each of the alternative choices enumerated in the preceding section. The recommendation is as follows:
1. For its portable tickler file, and pocket file products, the company should convert the products to electronic products employing silicon chip minaturization technology
Category: Business - E
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 = 6 (250 words per page)
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