Strategic Marketing

Essay specific features

 

Issue:

Business

 

Written by:

Michele S

 

Date added:

June 16, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

14 / 3810

 

Was viewed:

5598 times

 

Rating of current essay:

 
Essay content:

It is a large mature market worth an estimated ?40 billion world wide (based on sell out value) and is not only dominated by the Original Equipment Manufacturer’s (OEMs) but by a plethora of re-manufacturers, refillers and compatible suppliers who have positioned themselves as low cost alternatives to the “big three”...
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I therefore took a niching strategy approach, focusing on resellers who fitted a certain profile. For example, those that were financially strong and whose business was heavily weighted towards selling H-P, Epson and Canon but had experienced a poor perception of previously selling an alternative...
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