MARKETING STRATEGIES OF CREATIVE TECHNOLOGIES ON ITS EXPANSION TO DIGITAL CONSUMERS PRODUCTS
INTRODUCTION
Creative Technologies Ltd is a digital technology company based in Singapore. Known as the brainchild behind the SoundBlaster sound card for personal computers, Creative Technologies is now trying its luck on digital consumer products such as digital audio players and digital cameras. The situation for company with those product lines however, is different from what the SoundBlaster has given them. Because the SoundBlaster has revolutionized the way a personal computer sound, it gave the company the prestige it needed to uplift its brand internationally. But with the case of digital consumer products, it is different in a sense that the company markets new product lines that were not innovated by them. In those product lines, they have strong competitors such as strong Japanese brands in the digital audio player and digital camera lines. This situation is both a challenge and a threat to the company. Japanese digital consumer product brands such as Sony, Toshiba, Canon, and Nikon to name a few, have already established a strong global presence and have already made their mark on the respective product lines they represent. Because of this case, it is imperative that Creative Technologies create an effective marketing scheme so as to subdue the pressure of competing with stronger brands internationally. In an internet news article, it was revealed that Singaporean analysts believe that “Creative is still at a disadvantage to the Japanese companies, who have a headstart in the field and a huge marketing war chest” (Bink and Hoffman, 2006). It is yet to be seen on whether Creative Technologies can be a force to reckon with in the digital consumer products industry.
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