Adeptia Case Study Write-up Essay Example | Topics and Well Written Essays - 750 words

Adeptia Case Study Write-up - Essay Example Identifying an appropriate market segment for a start up product is crucial to any business organization. Thus of the various target market strategies such as single segment strategy, selective specialization, product specialization, market specialization, and full market coverage; the select specialization strategy would be the most appropriate strategy for Adeptia for positioning and marketing its product since it aspires to promote its product as a ‘niche’ product and also has the required specialization to cater to different market segments by tailoring its product accordingly. Product pricing is one of the most significant strategic issues since it helps in accurately positioning the product. In my opinion, Adeptia’s product was aptly priced but could have been more flexible, considering the product is in the growth stage. The product pricing also depends largely on various factors such as the company’s pricing objective which may include maximizing current profits, maximizing current revenue, maximizing product quantity, increasing profit margin, attaining quality leadership, aiming for partial cost recovery, or survival. Adeptia, already had a good quality product which met the customer requirements and hence the factors that were considered in developing its pricing model, in my opinion, would be aiming for partial cost recovery and survival, since it was an entry level product. Adeptia’s sales process has certain flaws and hence isn’t too effective. Initially the product was proposed to be sold through cold calling with a view to build a pipeline and a few junior sales representatives were hired for the purpose. Although the newly hired personnel had initial sales experience, the product that was proposed to be marketed required high technical expertise rather than just selling experience, which was completely lacking. The sales