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iRobot: Finding the Right Market Mix?

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Ratisil Pumaneratkul

on 24 October 2014

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Transcript of iRobot: Finding the Right Market Mix?

iRobot: Finding the Right Market Mix?

Strategy Formulation
Recommend Strategies
Internal - Product Lines
External - Competitors
TOWS Matrix
Corporate Strategy
Business Strategy
Pros and Cons Analysis of Alternative Strategies
Company Background
The three entrepreneurs initially focused their business on alien exploration
In 1998, the founders shifted their focus onto military robots after landing a contract with the U.S. Defense
Starting iRobot
In 2002, iRobot began selling its first practical and affordable home robot, the Roomba vacuuming robot
Home Robot
Price is (not) an issue
$1200 *
Marketing Situation
Military and Household Customers
Low Competition, High Entry Barrier
Most competitors have more financial resource
Internal - Operation
Environment Scanning

6 Forces
Internal - Environment
Alternative Strategies
Go For..
Functional Strategy
Ratisil P. 5539014
Somruthai W. 5539097
Naraporn T. 5539113
Jaruwan T. 5539093
XuDong C. 5539182

External - Environment
Full transcript