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 System portable tickler file was born a dinosaur. The bulky package is a bother to cart around, and the need to deal with a flock of paper cards is both bothersome and time consum ing. The technology was already developed in the early 1980s to permit both the minaturization, and the computerization of the function served by the portable tickler files marketed by the company.
With respect to branding, the company is, in late 1983, marketing a variety of products other than its portable and po...