terracog scq eugene chi

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School

Purdue University *

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22000

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Management

Date

Apr 3, 2024

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pdf

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Uploaded by SuperHumanIbex1172

Rubric for SCQ and Strategy Diamond Assignments Assignment to be completed for each case 1-4 SCQ (0-3 points, 30% of grade) Team 5: Aiden Greene, Ellie Skelton, Eugene Chi, Anvi Datta Strategy Diamond: Arenas: TerraCog is focusing on the GPS market, specifically targeting outdoor enthusiasts with a new product, Project Aerial, that offers satellite imagery. Vehicles: The company is using internal development to create Project Aerial, leveraging its existing GPS platform and technology. Differentiators: TerraCog aims to differentiate Project Aerial through high-quality satellite imagery, durability, and performance, catering to its core customers' preferences. Staging: The launch of Project Aerial is planned for the 2008 holiday season, following a development period that began in spring 2007. Economic Logic: TerraCog seeks to recapture lost market share and address customer demand for GPS with satellite imagery, aiming for a competitive price point while maintaining its margin. SCQ Analysis: ● Situation: TerraCog was a leading provider of high-quality GPS and fishing sonar equipment. The company had a strong reputation for translating user feedback into exceptional product design and functionality. However, it started losing market share to Posthaste, a competitor that introduced a GPS prototype called BirdsI with satellite imagery. ● Complication: TerraCog's management initially dismissed the satellite imagery feature as a non-essential fad. However, customer demand for such a feature grew, leading to the initiation of Project Aerial. The development of Project Aerial faced challenges, including higher-than-expected costs, disagreements among departments on pricing and positioning, and the pressure to launch the product in a competitive market.

● Question: How should TerraCog price and position Project Aerial to recapture lost market share and meet customer demand while maintaining its reputation for quality and managing internal conflicts? Based on this analysis, TerraCog needs to find a balance between competitive pricing, product differentiation, and internal alignment to successfully launch Project Aerial and regain its position in the market.

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