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Mkt 421 Week 9 Final Paper

Decent Essays

The start of Quarter 4, our team has several items on our list regarding ways to improve our current two brands, Gemtop Pro and Gemtop Office. In addition to improving our two current brands, we will also design a new brand with the intention of attracting the Innovator market segment. The Gemtop Office brand is lacking in the brand judgement area for the Workhorse market segment. We are modifying this brand by adding some key features that we failed to include when we first introduced the Gemtop Office. We will also compare our brand design of the Gemtop Office to that of one of our competitors in the North American region, Antares, who received a better brand judgement rating. However, since their score was not much higher than ours, we will keep some of our features that we believe are vital and beneficial to the product. We will also compare the Gemtop Office to that of Spec Tech’s desktop brand, even though this company is selling their product in the European region. We are confident that some of the features they are offering can be successful in the North American region in which we operate. The revised name of our product will be Gemtop Office 2. …show more content…

JAKE Tech received a higher brand judgement for the Traveler segment. Our Gemtop Office, although like Jake Tech, did not have a much higher score in brand judgement than our Gemtop Pro. We expect that making slight modifications and additions to what we currently have, could move us up to a more desirable brand judgement among the Traveler segment in North America. The revised name of our product is Gemtop Pro

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