Elizabeth Sullivan, director of marketing for Motorola's Wireless Group data was to develop a marketing strategy for a new wireless device, the messenger. The first sales results for the messenger, as well as its competitors in the emerging personal digital assistant industry have been disappointing, and Sullivan was under pressure to change that. As the market segment for Motorola wireless connection? Which segments of the market should aim to Motorola messenger? How it should position the messenger? What should be the marketing mix for the messenger? Sullivan term solutions must take into account the fact that she had little control over changing the core product, which was developed before she headed marketing messenger. "Hide
on Mohanbir Sawhney Source: Kellogg School Management 31 pages. Publication Date: January 1, 2004. Prod. #: KEL098-PDF-ENG
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