By: Courtney Hughes

Natalia Kravtsova

Mario Massimino

Luther Yee

enTourage eDGe

enTourageManufacturer of the world’s first dualbookEstablished 2008Specialize in consumer electronicsOperating with 25 employees

◦ Asghar Mostafa – President and CEOPrivately held company

the eDGe The eDGe is the main product of enTourage Dual book combining an eReader and tablet Features

Android tablet eReader Technology integrated (USB, SD) Integrated screens WiFi, email, audio/video recorder, Color choice

Price:◦ eDGe - $549.00◦ Pocket eDGe - $349.00

Mission and VisionTo evolve methods of traditional learning

and increase the use of eReaders

To assist students reach their highest potential through improved technologies

Strategy and Winning

Maintain significant and stable growth in the eReader market

Winning Methods: Create new market segment Attractive product at affordable price Targeted marketing with increased endeavors Hybrid Disruption Strategy Create new value curve

Markets of Focus:◦ Educational◦ Professional◦ Mass

Opportunities and RisksOpportunities:Technology Expanding market - eReaders and tabletseBooks marketplace - Cost advantage to company and consumersGoogle powered OSConsumer awareness/Marketing

Risks:Limited brand recognition and trustEconomic instabilityCompetitor position in marketLarge variety of similar productsDesign and operating system improvement

VRINE Values: high

Cost, Convenience, Capabilities (features)

Rarity: high Dual book and features

Inimitability: mid-range New and advanced technologies

Non-substitutability: low Competitors with similar and comparable products

Exploitability: mid-range Market importance and convenience Target both students and professionals

PESTELPolitical:

Increased investment in industry Industry incentives

Economic: Decrease in consumer

confidence Consumers less inclined to

purchase

Sociocultural: Targeted market

teenagers, students, & young adults

Significant portion of market spending

Technological: Continuously growing and

advancing Increased focus in industry Resources given for technology

upgrade

Environmental: Increased guidelines and

regulations Eco-friendly products demand

Legal: Regulations and laws

Piracy, copyright, and trademark

Five Forces and ComplimentsFive Forces Rivalry: 3.70 Power of Suppliers: 2.75 Power of Buyers: 3.90 Threat of Substitutes: 3.80 Threat of Entrants: 3.50

Compliments Case screen protectors head phones SIM cards Bluetooth headsets Android and eBook marketplace

Strategic Positioning

Focused Differentiation

Economic logic:Higher prices but desired product

Scope of Arenas:Niche marketing

Industry Profit Pool

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eDGe Profit Pool

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Value Curve

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enTourage eDGe

iPad

User F

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Balanced Scorecard

Balanced Scorecard Continued