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iRobot: Finding the Right Market Mix?
Ratisil Pumaneratkulon 24 October 2014
Transcript of iRobot: Finding the Right Market Mix?
Internal - Product Lines
External - Competitors
Pros and Cons Analysis of Alternative Strategies
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
In 2002, iRobot began selling its first practical and affordable home robot, the Roomba vacuuming robot
Price is (not) an issue
Military and Household Customers
Low Competition, High Entry Barrier
Most competitors have more financial resource
Internal - Operation
Internal - Environment
Ratisil P. 5539014
Somruthai W. 5539097
Naraporn T. 5539113
Jaruwan T. 5539093
XuDong C. 5539182
External - Environment
IFAS & EFAS
EFAS + IFAS = SFAS