Order custom Harvard Business Case Study Analysis & Solution. Starting just $19
Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Marketing Strategy Analysis & Solution
Marketing & Sales Case Study Analysis and Solution
At Fern Fort University, we use Harvard Business Review (HBR) marketing principles and framework to analyze Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies case study. Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies is a Harvard Business Review case study written by Stephen A. Greyser, Peter L. Phillipsfor the students of Sales & Marketing. The case study also include other relevant topics and learning material on – Design, IT, Product development
Strategic Marketing Analysis of Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies case study written by Stephen A. Greyser, Peter L. Phillips will comprise following sections –
- Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Case Description
- Marketing Definition
- Market Potential Analysis of Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies
- Market Share Potential Analysis
- Segmentation and Segment Attractiveness Analysis
- Competition and Competitiveness Analysis of Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies
- Customer Value Analysis of Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies case study
Order Now - Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Marketing & Sales Case Study Solution
Order Now - Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Porter 5 Forces and Strategy Analysis
Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Marketing Case Description
Sales & Marketing Case Study | Authors :: Stephen A. Greyser, Peter L. Phillips
The creation of Lucent Technologies was the result of AT&T's "trivestiture" in 1995. In this split, three companies were formed: AT&T, a $50 billion telecommunications services company; NCR, a computer firm; and an unnamed $20 billion "Systems and Technology" company that designed, built, and delivered a wide range of public and private networks, communications systems and software, consumer and business telephone systems, and microelectronics components. Given that AT&T was one of the largest, oldest, and best known corporations in the world, the new "S&T" company's management was faced with a series of strategic issues which had to be resolved quickly. Presents the process used by the company and its corporate identity consultants to identify corporate values that were important in the marketplace, to create a name for the company, to design a logo and identity system, and to implement the strategy. Also provides an opportunity to follow the process used by a company at the time of change in its identity and positioning in the marketplace. Such change may come as the result of a merger, acquisition, new alliance or, as in this case, the result of a spin-off. Comparing this process to the one generally followed in the formation of a truly new "start-up" venture; analyzing the effect of business, financial, and regulatory pressures on the process; and examining the role of consultants and research in the development of a name and visual identity for the company. Comparisons to current publicized examples of identity change can foster meaningful debate in the classroom.
Design, IT, Product development
According to American Marketing Association – Marketing is a set of activities that a firm undertakes for creating, communicating, delivering, & exchanging offerings that have value for customers, clients, partners, and society at large.
Kotler explains - Marketing is a process by which organizations can create value for its potential and current customers and build strong customer relationships in order to capture value in return.
Market Potential Analysis of Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies
Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch. This will involve defining – Why the target market segment needs the product and how it will provide a solution to full its consumers’ needs. Market potential of Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies products various on factors such as –
- Maturity of the market. In mature markets the profitability is often stable but the market potential is less as most of the players have already taken market share based on the segment they are serving. New players have to go for market share strategies in marketing.
- Technological competence of the existing players and culture of innovation and development in the industry.
- Untapped market sizes and barriers to both enter the market and serving the customers. Often companies can easily see the unfulfilled needs in the markets but they are difficult to serve as there are costly barriers.
- Define the core need that your product is serving and list out all the direct and indirect competitors in the market place. This will help not only in positioning of the product but also in defining or creating a segment better.
- Uncovering the current and untapped market sizes and barriers to serving the larger market. Analyze the areas that you need to sort out while launching the products to wider market and what are the challenges the firm will face in market place.
- Estimate the current stage in product life cycle and its implications for marketing decisions for the product.
Market Share Potential Analysis
- Understanding the buyer behavior model for Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologiesindustry.
- Identifying the market share drivers relevant to Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies market.
- Segment Attractiveness Analysis – Our analysis will work out which are the most attractive segments and which are the one the firm should go ahead and target. We point out in great detail which segments will be most lucrative for the company to enter.
- Understanding the different needs and relative value of your offering by segment.
- Developing segment priorities and positioning the product based on the product need fit developed by the firm.
Order Now - Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies Case Memo
Order Now - Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies SWOT & PESTEL Analysis
Competition & Competitive Position Analysis
- Uncovering customer-based competitive positions for key rivals and firm’s offering. This will not only help in assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product.
- Developing a positioning and launching strategy. It will require not only distribution channel analysis but also promotion mix for the product.
- Strategic Marketing Planning — the process of developing and maintaining a strategic fit between the organization’s objectives and capabilities and the ever evolving marketing opportunities for its products.
Creating a Corporate Identity for a $20 Billion Start-up: Lucent Technologies - Customer Value Analysis
Capturing customer value is essential to marketing efforts as it results in higher return in the form of both current & future sales, greater market share, and higher profits. By creating superior customer value, the organization can create highly satisfied customers who stay loyal and buy more. This, in turn, means greater long-run returns for the firm.
- The crucial role of customer perceived value in acquiring and retaining profitable customers. Product differentiation is often based on building on a value niche that a firm believes that is very important to the customer. This niche contributes to perceived value. If the perceived value is high then customer stay loyal to the product if not then she can switch to the competitor’s product.
- Graphically displaying value differences for deeper understanding and better internal communication. This helps is building a narrative that a customer can identify with. The better the insight more are the chances of connecting with the potential customers.
- Identifying and selecting actionable value creation options. This can help in increasing the customer lifetime value. Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.
NOTE: Every marketing case study solution varies based on the details and data provided in the case. We write unique marketing strategy case solution for each HBR case study with no plagiarism. The specific case dictate the exact format for the case study analysis.
Next 5 Marketing Case Study Solution
- Uber Pricing Strategies and Marketing Communications Marketing Strategy Solution
- Maersk Line: B2B Social Media - "It's Communication, Not Marketing" Marketing Strategy Solution
- Sales Force Integration at FedEx (A) Marketing Strategy Solution
- Bombardier and Alstom: The Acela Express Marketing Strategy Solution
- Federal Express (B) Marketing Strategy Solution
Previous 5 Marketing Case Study Solution
- GetConnected.com Marketing Strategy Solution
- Grey Worldwide: Strategic Repositioning Through CRM Marketing Strategy Solution
- Avaya (A): How to Go to Market? Marketing Strategy Solution
- Turning Copper into Gold: Bharti Airtel's Fixed-Line Service in India Marketing Strategy Solution
- ROLM: The SIGMA Introduction Marketing Strategy Solution
HBR Case Studies Solutions
- Uber Pricing Strategies and Marketing Communications Porter, SWOT,& PESTEL Analysis
- Maersk Line: B2B Social Media - "It's Communication, Not Marketing" Porter, SWOT,& PESTEL Analysis
- Sales Force Integration at FedEx (A) Porter, SWOT,& PESTEL Analysis
- Bombardier and Alstom: The Acela Express Porter, SWOT,& PESTEL Analysis
- Federal Express (B) Porter, SWOT,& PESTEL Analysis