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New Product Introduction & Market Entry
Strategy Development for a Print Publisher Entering Electronic Media
Client Problem
- Traditional print publisher faced threats to core business by current electronic media and future broadband application
- Owns a CD-ROM multi-media production operation
- Focus and economics unclear to overall strategy
- CD-ROMs are one of the stepping stones to broadband communications
- Needed to develop a strategy for entering the CD-ROM market to leverage their core franchises and develop skills for the future broadband world
Project Objectives
- Define the overall objectives to be gained from a CD-ROM effort
- Analyze the integrated economics of CD-ROM publishing
- Evaluate the types of content and applications that should be produced
- Assess the role that the CD-ROM multi-media production operation should play in the overall strategy
Approach
- Performed research and analysis on the CD-ROM and publishing industry to assess the economics of the business
- Developed a framework for CD-ROM content selection by identifying points of leverage for the core businesses which provide relevant experience to future broadband business
- Evaluated potential partners to team with to gain distribution presence
Results
- Client developed portfolio of CD-ROMs positioned to gain learning about multi-media publishing and broadband applications
- Client partnered with a large CD-ROM publisher to co-market CD-ROMs
- A CD-ROM publishing group was established within the client to execute strategy
- Project Time Frame and Resources
- Time frame was 6 months
- Professional staff consisted of 4 consultants
