Case Analysis: Compoint Australia

Essay by kkanrit3University, Master's August 2005

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Compoint Australia was a market player in the computer peripherals devices industry. Who had acquired a small but significant 3 percent share of the Australia market for pointing devices for computers, which include the mouse, cursor keys, light pens, and touch screen. By far the dominant competitor was Microsoft, which was the clear leader in terms of industry standards and the dollar share of the retail market. Logitech and KYE(Genius) also were much larger players than was Compoint Australia. Mr.Wally Silva CEO of Compoint Australia ,who had ten years of rich experience working in IBM clearly realized to face two challenges. One was the short term challenge of delivering on the large sub-contract Compoint Australia had won to develop hardware and software for use at the Sydney Olympic Games in the coming year 2000. He had enough five years for this, and so this was not his main concern.

The other one was to expand market share in peripherals market which was more important for Compoint Australia in the coming year. The Study is to explain and evaluate the various components in Compoint Australia's marketing strategy relevant to Marketing theoretical principle.

1. New opportunity emerging

As the market rapidly grew in Australia, there were new needs emerging there were unmet by existing suppliers. The challenge was to develop a product with pointing attributes that consumers would want in order to satisfy newly discovered needs in a changed marketing environment. Australian government had passed laws to protect workers from repetitive strain injuries, this workplace hazard was associated with user spending long hours before computers. Recently users were becoming more conscious of such downsides of computer use. A need was emerging to maximize the benefits from computer use while minimizing its risks to health.

The opportunity was to be caught...