Identify at least two different possible target markets for the gizmo. How would the marketing strategy differ for each target market? How would the pricing strategy and the volume sold change? Identify the supply chain implications for each target market.

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Case Study Gizmo Orange Company was based out of Southern California and was target market, and how would they price the product given its doing remarkably well considering that only 10 years earlier abundant features? Should the product be targeted to business the company had been merely a hobby for Sam Wilkerson. Sam professionals or students or the public in general? If the Gizmo was fascinated by taking apart computers, adding memory, then did significantly better than expected, could their supply chain putting them back together. He never expected that his week- handle the added demand? end hobby would turn into one of the highest-earning computer Orange was considering partnering with the largest companies in the world. The company's relaxed atmosphere mobile service provider in the industry, Random Wireless, encouraged creativity and product innovation. The developers for exclusive distribution. This would mean that they could were never afraid to try something new. In fact, it was one of utilize an already established distribution channel for their first these highly experimental projects that led to their newest prod- smart phone release. Orange believed that this would mean uct: a smart phone that can do it allsimultaneously surf the significant distribution savings and the ability to reach a wider Internet, text message, do voice recognition note taking, and market. They would also be able to provide service support play music and movies, while still maintaining superior func- at many locations. However, there were also disadvantages to tioning for making telephone calls. With no button to get in going through one exclusive distributor. the way, only a touch screen, it was unlike anything seen on the Orange knew that they had a wonderful product, but the market. key to success would be good marketing, an excellent distri- Although the management at Orange felt that their new bution network, and a reliable supply chain. They had some smart phone-named Gizmowould be well received by decisions to make. consumers as innovative and cutting edge, they had concems. Case Questions They were not sure about their target market, the marketing strategy, and the resulting supply chain implications. These 1. Identify at least two different possible target markets for decisions were directly tied to their pricing strategy and the Gizmo. How would the marketing strategy differ for had capacity and delivery implications. Who would be their each target market? How would the pricing strategy and the