The Velox Company is considering the launch of a revolutionary digital camera aimed at enthusiasts in the
Question:
The Velox Company is considering the launch of a revolutionary digital camera aimed at enthusiasts in the U.S. with income above $125,000 who travel at least twice per year. To overcome the competitive advantages of the bigger companies, the company has developed a proprietary design that magnifies the optic qualities of the standard 4 megapixel lens into an 8 megapixel lens. This new design, however, requires the use of an expensive megapixel imaging sensor that is currently only available from a small group of Norwegian firms collectively called Kald. Originally developed for the aerospace industry, the integration of the new imaging sensor into their camera design took two years to complete. Other camera manufacturers have yet to configure this technology into their designs. To understand how customers might perceive the advantages of this new camera and their willingness to pay a premium, Velox has decided to invite prospects to a focus group discussion. The company hopes to use the study's findings as the inspiration for their creative team to design a successful advertising campaign that will help them gain market share against their larger competitors.
When thinking of the "challenger" competitive strategy, the one (1) that best describes this company's approach is:
Management Accounting
ISBN: 978-0132570848
6th Canadian edition
Authors: Charles T. Horngren, Gary L. Sundem, William O. Stratton, Phillip Beaulieu