This 24-page report is a marketing report about Palm, Inc. the leader in the hand-held gadget industry. The report offers background on the company (and industry in general), a situational analysis, a SWOT and marketing analysis, and marketing mix suggestions. Bibliography lists 5 sources.
MARKETING PLAN: PALM, INC. 11/2002 Please Introduction
Once upon a time, the idea that someone could have a great deal of data in a gadget that could fit into the
palm of ones hand was considered laughable. This, of course, was in the day during which computers werent on desktops, but rather, resided in huge basements of large buildings. As
computers became smaller, however, first moving onto desktops, then into "notebooks," so did other gadgets. "Hand-helds," devices that could compute from the palm of the hand, did make their entrance
during the late 1980s, but were so bulky, inefficient and expensive, they didnt get very far. As a result, most people gave up on the hand-held idea, believing that the
technology simply wasnt good enough or strong enough to support it. Then came Palm.
Palm Inc., as it is known today, revolutionized the hand-held market, not only through a rather remarkable product that operated efficiently, but also in the way it was
promoted and sold. Because of the cleverness of its marketing people, Palm didnt register on the competitions radar screen until close to two years after the initial product was launched.
By then, Palm had obtained a huge part of the market share, forcing competitors to scramble just to keep up. Within two years of the release of its first product,
Palm became the definitive name in hand-held devices, and until recently, has enjoyed being at the top of the heap of this particular niche in the industry.