Project Report: PLAiR Market Research Log

Our development process of the PLAiR Dongle marketing plan is presented in this marketing log. In order to develop the marketing log, we incorporated the knowledge from the text book. The report begins with the idea generation concept which provides a basis of how to select a product for a team project. Secondly, we conducted a thorough research to understand in detail about our product, and our competitors. We, then interviewed people and used the reports available in PSU’s library of databases and business journals(Mintel, Euromonitor, etc.) to find out what the customer/market needs are and to understand whether our product had the correct value proposition to fit in that market. Based on our research we found our target market and tailor made a marketing plan for our target market. From the class lectures, the knowledge from marketing books, guidance from the instructor, interviews and an extensive literature review we developed the product plan, and the 4P strategies. To be beneficial for advancing future research, we added key learning and suggestion for each step in developing the plan for the PLAiR

Fight for Flight-- Airbus vs. Boeing Competing for Technology and Markets in the Aviation Industry

The commercial aircraft industry is highly competitive. Companies who wish to compete must have significant investments, capabilities and resources. Boeing and Airbus have established themselves and currently hold a duopoly in the commercial aviation industry. This paper provides a brief overview of the history of the two companies and outlines their ongoing subsidy dispute. The Airbus A380 and Boeing 787 Dreamliner are the most recent and innovative aircraft launched by these companies. These aircraft models are compared on the parameters of technology, marketing and supply chain. Some of the significant technological innovations that have been discussed include composite materials, aerodynamics, fuel efficiencies, noise reductions, and safety. Both models incline toward different distribution paradigms – A380 toward hub and spoke, and 787 toward point to point. Both companies have increased their focus on global outsourcing and are establishing more risk sharing partnerships with their suppliers. However, they both encountered production delays due to supply chain issues. A SWOT analysis is done to evaluate these two companies strategically. A PEST analysis is also performed to understand which factors impact the various decisions of these companies. The scope of this paper is limited to commercial aircraft only. Although there are a wide range of commercial aircraft models that these companies manufacture, the focus of this paper is further limited to the latest models – Airbus A380 and Boeing 787

Project Report: PLAiR Marketing Plan

With traditional TV and the internet merging faster than ever before, more and more people are using mobile devices, including cell phones, tablets and laptops, to watch streamed content online. The need for connecting these mobile devices to bigger screens, TVs, is forming a considerable market for the streaming-to-TV devices. PLAiR is a Wi-Fi enabled HDMI dongle which enables a mobile device user to beam the content to the TV screen through a HDMI interface. PLAiR is the only device in the market which does not restrict the users to a particular device or a particular operating system since it is designed to work with any type of device regardless of the OS. This marketing plan proposes to explore the potential market for the PLAiR. The report evaluates the overall market size and then identifies target market and potential customer segments. The plan further analyzes customers’ value drivers and their compelling reasons to act. Additionally, the plan provides a brief competitor analysis to gauge the competitive environment. The plan concludes by proposing strategies related to the positioning, distribution, promotion and pricing of PLAiR