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For competitor targets, they failed to clearly address who the competitors were, what position Gould should aim for, and what value Gould should propose to customers in order to be the ultimate choice for them.
Their initial marketing plan was set up on very little knowledge and research about the market’s response. One thing that I agree, they know (as they consultants suggested) that they should focus on their marketing effort to the OEMs and systems houses. However, their plan did not conform to this idea. The marketing cost for OEMs was very lower than that of for end users. From the situation, initial market response had been slower than expected...
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