Shanghai COS Software Ltd. designs and develops smart card operating systems. Marketing manager must decide the best basis for segmenting the growing market for smart cards for wireless devices in China. It has excellent data on this duopoly market segment, and their buying criteria. In fact, it has already received significant orders for low-end cards from each of the two major customers. However, she and top management must decide on the positioning in the market for this young high-tech start-up. She must choose one of two large customers, whose size, structure and procedures are quite different. It must also decide whether the company should sell or low-margin/high-volume high-margin/low-volume products. Both products seem to have a very short life in a rapidly changing customer expectations. Investors in the company wants to achieve profitability quickly and continues to host sustainable positioning in the market. "Hide
by Kenneth J. Hardy, Bin Zhang, Patrick Zhu Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: October 28, 2003. Prod. # 903A31-PDF-ENG
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