Datavast Inc, designer and manufacturer of products based in China, has just launched their new product of private cloud storage, box Data Security. General Manager Datavast faced with the dilemma of who to sell this product. He determined that the size of the segmentation is the most effective, as customers in different industries and regions have different needs and buying properties. However, small and medium enterprises (companies with 200-500 PCs) and large companies (companies with 1000 + computers) exhibited very different needs and buying behavior. General Manager had limited resources, so he ran to the decision to focus on your SMEs and large companies. Although Datavast had no direct competitors at the time, his decision was complicated by the current state of the company and the opportunities as well as the storage industry in China. In addition, the manager had hoped to retire within five years and does not want to make additional capital investments in the company. Datavast operating at a loss, and his goal was to bring the company to profitability within the next year. Net loss also means that the company can not afford to be burdened with large additional costs. Finally, private cloud storage were new technology in China and the market should be familiar with the concept. "Hide
by Michael Taylor, Maggie Hao Source: Richard Ivey School of Business Foundation 8 pages. Publication Date: June 8, 2012. Prod. #: W12436-PDF-ENG
Data Vast INC The Target Segment Decision Case Solution
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