學門類別
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Aldus Corporation
內容大綱
By mid-1988, Aldus Corporation was the market share leader in the global desktop publishing market. Top management was faced with the decision of whether to split Aldus's product family into two distinct product lines. Each product line would be targeted at different segments of the market: the business market and the creative graphics professional market.
學習目標
<ul><li>To expose students to a company operating in a marketing environment that is changing rapidly.</li><li>To give students an opportunity to assess the impact of these environmental changes on the company's business and marketing strategy.</li><li>To give students the opportunity to assess the advantages and disadvantages of multi-branding as a way to respond to a fragmenting market.</li><li>To demonstrate the value of strategic alliances, to a small under-resourced company.</li></ul>