Pages: 10

    This 10-page paper, using Palm Inc. as an example, describes certain marketing theories and examples that apply to almost any corporation. The theories described including SWOT analysis, before keys and Porter's generic series. Bibliography lists 6 sources.

    File: D0_MTpamath.rtf

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    was promoted and sold. 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. The purpose of this paper is to introduce and explore a potential marketing strategy plan for Palm so it can mature  into a continued successful brand and product. To do this, the paper will rely on three basic market/competitive theories: the 4 P.s (product, pricing, promotion and placement) a SWOT analysis  (strengths, weaknesses, opportunities and threats) and Porters competitive theories. Background Based in Santa Clara, California, Palm, Inc. makes and sells products  that fit in the palm of ones hand. These devices contain useful data, ranging from e-mail capacity, to memos, to addresses and even e-mail access. Thanks to its design and  software development, the Palms are efficient, easy to use and especially are easy to carry. The company has sold more than 18  million of its branded devices, with dedicated consumers and customers taking the Palm name further by supporting an auxiliary industry of books, software and websites (Hoovers Company Profiles, 2002). In  short, Palms provide solutions to a variety of executives, whether those executives need data transfer or data storage. Palm was launched in  1992 when inventor Jeff Hawkins and marketers Donna Dubinsky and Ed Colligan joined forces (Hoovers Company Profiles, 2002) with the intent to invent, manufacture and sell the hand-held technology. The  three had plenty of experience in the high-tech fields - Hawkins had been at Intel and GriD Systems (maker of the first pen-based computer); Dubinsky was at Apple Computer and 

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