the e-market strategy of raspberry pi in the uk

Liang Huang

Registration number 100063875

2016

The e-market strategy of Raspberry Pi inthe UK

Supervised by Dr Pam Mayhew

University of East Anglia

Faculty of Science

School of Computing Sciences

Abstract

Raspberry Pi is a mini-computer for computer hobbyists, teachers, students and small

businesses and other users, it is pre-installed Linux system, the volume is only the size

of a credit card, and it is equipped with ARM architecture processor, its computing per-

formance is similar to a smart phone. With regard to interface, Raspberry Pi provides

a USB interface for mouse and keyboard, and in addition to this, there is Fast Ethernet

interface, SD card expansion interface and a high-definition HDMI video output inter-

face, can be connected to the monitor or TV. The beta version of raspberry pi was born

in King’s College London (KCL), the school has complete electronic development en-

vironment, including its own printed circuit board. After the official listing of the first

edition of raspberry pi, the major media began a frenzied coverage, Raspberry Pi team

are getting larger and larger. At the same time, the competition facing Raspberry Pi is

also increasing, and the demands for intelligent services and internet of things will pro-

mote the development of the market of Raspberry Pi, based on the macro environment

analysis, industrial analysis as well as SWOT analysis, the company should aim at oc-

cupying a important position in the development of intelligent services and internet of

things, in order to do so, high cost-effective new products with excellent technological

performance as well as comprehensive good functions should be developed. In order

to achieve the strategic goals of Raspberry Pi, it is recommended that To make full

use of e-commerce marketing activities and provide one to one marketing services; to

segment markets based on the purchase characteristics and purchasing behavior of dif-

ferent users, to explore and identify the needs of different target market segmentation,

and carry out targeted marketing; To integrate Raspberry Pi to the social and public

interests, and express concern for the public interest by green marketing and service

marketing and other means and at the same time, should carry out Marketing Strategy

Innovation Strategies of Raspberry Pi

Acknowledgements

This section is used to acknowledge ...

CMP-6012Y

Contents

1 Introduction 8

1.1 Background of the study . . . . . . . . . . . . . . . . . . . . . . . . . 8

1.2 Aims and objectives of the study . . . . . . . . . . . . . . . . . . . . . 8

1.3 research questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

1.4 The basic technological road map . . . . . . . . . . . . . . . . . . . . 9

1.5 Structure of the research . . . . . . . . . . . . . . . . . . . . . . . . . 9

2 Literature review 10

2.1 Macro environment tool: PEST analysis . . . . . . . . . . . . . . . . . 10

2.2 Industrial analysis: Porter’s Five Forces Model . . . . . . . . . . . . . 11

2.3 Corporate strategy development tool, SWOT analysis . . . . . . . . . . 11

2.4 Studies on Innovative marketing strategy . . . . . . . . . . . . . . . . . 12

3 Methodology 15

3.1 The basic research strategy . . . . . . . . . . . . . . . . . . . . . . . . 15

3.2 The main study methods used . . . . . . . . . . . . . . . . . . . . . . . 15

3.2.1 Case study . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

3.2.2 Survey study . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

3.3 The size of the samples . . . . . . . . . . . . . . . . . . . . . . . . . . 16

3.4 Data source . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

3.5 Data analysis methods . . . . . . . . . . . . . . . . . . . . . . . . . . 17

4 Raspberry Pi and its main competitor 17

4.1 interview about the knowledge related to Raspberry Pi and its market . . 17

4.2 Introduction to Raspberry Pi . . . . . . . . . . . . . . . . . . . . . . . 17

4.3 The main Competitor of Raspberry Pi . . . . . . . . . . . . . . . . . . 19

4.4 Main differences between Galileo and RPi . . . . . . . . . . . . . . . . 21

5 Macro environment analysis of Raspberry Pi 22

5.1 PEST analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

5.1.1 Political analysis . . . . . . . . . . . . . . . . . . . . . . . . . 22

Reg: 100063875 iii

CMP-6012Y

5.1.2 Economic analysis . . . . . . . . . . . . . . . . . . . . . . . . 22

5.1.3 Social analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 23

5.1.4 Technological analysis . . . . . . . . . . . . . . . . . . . . . . 23

5.2 Industrial analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

5.2.1 Bargaining power of users . . . . . . . . . . . . . . . . . . . . 23

5.2.2 Bargaining power of suppliers . . . . . . . . . . . . . . . . . . 24

5.2.3 Competitor analysis . . . . . . . . . . . . . . . . . . . . . . . 24

5.2.4 Threats from the new entrants . . . . . . . . . . . . . . . . . . 27

5.2.5 Threats from the substitutes . . . . . . . . . . . . . . . . . . . 27

6 Analysis on the strategy of Raspberry Pi and recommendations 27

6.1 SWOT analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

6.1.1 Strengths of Raspberry Pi . . . . . . . . . . . . . . . . . . . . 27

6.1.2 Weaknesses of Raspberry Pi . . . . . . . . . . . . . . . . . . . 28

6.1.3 Opportunity analysis . . . . . . . . . . . . . . . . . . . . . . . 28

6.1.4 Threat analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 29

6.2 The strategy of Raspberry Pi in e-market . . . . . . . . . . . . . . . . . 29

6.3 Recommendations for the achievement of the strategy of Raspberry Pi . 31

6.3.1 To make full use of e-commerce marketing activities and pro-

vide one to one marketing services . . . . . . . . . . . . . . . . 31

6.3.2 To segment markets based on the purchase characteristics and

purchasing behavior of different users, to explore and identify

the needs of different target market segmentation, and carry out

targeted marketing . . . . . . . . . . . . . . . . . . . . . . . . 31

6.3.3 To integrate Raspberry Pi to the social and public interests, and

express concern for the public interest by green marketing and

service marketing and other means . . . . . . . . . . . . . . . . 32

6.3.4 Enterprise Marketing Strategy Innovation Strategies of Rasp-

berry Pi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

7 Conclusion 33

Reg: 100063875 iv

CMP-6012Y

References 34

Reg: 100063875 v

CMP-6012Y

List of Figures

1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

2 Raspberry Pi b+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

3 The RPi A+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Reg: 100063875 vi

CMP-6012Y

List of Tables

1 Comparison of technological index of Raspberry Pi and other similar

products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

2 The strategy of Raspberry Pi in e-market . . . . . . . . . . . . . . . . . 29

Reg: 100063875 vii

CMP-6012Y

1 Introduction

1.1 Background of the study

Raspberry Pi is a mini-computer for computer hobbyists, teachers, students and small

businesses and other users, it is pre-installed Linux system, the volume is only the size

of a credit card, and it is equipped with ARM architecture processor, its computing

performance is similar to a smart phone (Jessalyn, 2012). With regard to interface,

Raspberry Pi provides a USB interface for mouse and keyboard, and in addition to

this, there is Fast Ethernet interface, SD card expansion interface and a high-definition

HDMI video output interface, can be connected to the monitor or TV (Halfacree and

Upton, E.2012). The beta version of raspberry pi was born in King’s College London

(KCL), the school has complete electronic development environment, including its own

printed circuit board. After the official listing of the first edition of raspberry pi, the

major media began a frenzied coverage, Raspberry Pi team are getting larger and larger.

At the same time, the similar products are appearing in the market, and Raspberry Pi

products are facing more and more competitive pressure. Therefore, how to develop a

suitable marketing strategy is also very important for Raspberry Pi.

1.2 Aims and objectives of the study

The purpose of the study is to explore the strategy of Raspberry Pi in e-market in the

UK. In order to do so, the following objectives should be met:

a) To explore the environment in which Raspberry Pi is operating;

b) To identify the strategy for Raspberry Pi in e-market of the UK;

c) What measures can be adopted to help achieve the strategy

1.3 research questions

With the increasing demands for the raspberry pi, how to make more consumers to

access and accept it becomes more important. This study will help to develop a strategy

for raspberry pi by e-market. In the study, the following questions will be explored:

Reg: 100063875 8

CMP-6012Y

a) What is the external environment of Raspberry Pi?

b) What strategy should be adopted by Raspberry Pi to win market competitive ad-

vantages?

c) What measures can be used by Raspberry Pi to achieve its strategic objectives?

1.4 The basic technological road map

The basic technological road map of the study is:

Macro environmental analysis—industrial analysis and the organization analysis, and

then, the product strategy analysis will be developed.

Technique roadmap

Industrial analysis

Organizational analysis

Product strategy

Issues to be solved in

the study Objectives of the

study

Literature study

Macro environment analysis

Measures to achieve the strategic objectives

Figure 1

1.5 Structure of the research

The research will mainly contain the following parts: first, the brief introduction to the

background of the study, the aims and objectives as well as the technological road map

Reg: 100063875 9

CMP-6012Y

of the study; the second part is literature review, in which, existing literatures related to

the study will be reviewed, based on that, issues need to be solved in the study will be

identified; the third part is methodology, in this part, the research philosophy, research

approach, research methods as well as data source, data analysis methods and so on will

be explained. The fourth part is the external environmental analysis, which includes

both macro environment analysis and industrial analysis; and based on that, strengths

and weaknesses of Raspberry Pi will be analyzed, and then based on SWOT analysis;

the strategy of Raspberry Pi will be formed. The fifth part is the measures that can be

used to help to achieve the strategic objectives of Raspberry Pi. And the final part is the

conclusion of the research.

2 Literature review

2.1 Macro environment tool: PEST analysis

PEST is an important macro environment analysis tool for corporate strategic planning,

where P refers to the political and legal environment, E refers to the economic envi-

ronment, S refers to the social and cultural environment, T refers to the technology

environment (Relly, 2009).

Political and legal environment mainly refers to political systems, structures, situa-

tion, policies, laws and regulations and other aspects of a country or region, including

international political environment, the economy, policy, legal system and so on (Ma-

hadevan, 2000).

Economic environment is the objective factors faced by the business, such as eco-

nomic conditions and economic characteristics, economic ties and other aspects, includ-

ing economic operation period, per capita income level, population structure, industrial

policy, the price level, the level of infrastructure and so on (Ndubisi, 2007).

Social and cultural environment mainly refers to social structure, national identity,

cultural traditions, religious beliefs, education, and customs and so on in a country or

region;

Environmental technology mainly refers to the technological level, technology policy

Reg: 100063875 10

CMP-6012Y

and technology developments and so on of a country or region.

2.2 Industrial analysis: Porter’s Five Forces Model

The five forces model proposed by Porter (1998) can be used for industry analysis and

business strategy research. The model can be used to analyze the specific competitive-

ness pattern of an industry, is one of the most commonly used industry competition

pattern analysis tools. Porter (1979) emphasized that competitive pressure in different

industries is different, but the action of competition in the process of competition is

similar, mainly by five aspects: First, the competition between existing firms; second is

the threat of potential entrants; third, the pressure from substitutes; Fourth bargaining

power of suppliers; Fifth, the bargaining power of buyers of the products.

In practical application of Porter’s five forces analysis model, there has been a lot of

controversy (Mahadevan, 2000). At present, more consistent view is that this model

is more of a theoretical thinking tool, rather than a strategic tool to actual operation

(Danifel, 2010). Porter’s five forces model theory is built on the basis of the following

three assumptions: First, Developers of a strategy can understand the whole industry

information, apparently, in reality, it is hard to do so; second, there is only competition

between firms in the industry, there is no partnership. But there are a variety of business

cooperation relationships in the firms in an industry in the reality e, not necessarily a

cut-throat competition; the third is the size of the industry is fixed, so a larger share of

resources and markets can only be obtained by seizing the market shares of competitors.

But, in reality, it is more often that firms in an industry usually enlarge the size of the

industry jointly to obtain greater resources and markets. Meanwhile, the market capacity

can be increased through constant development and innovation

2.3 Corporate strategy development tool, SWOT analysis

SWOT analysis was first proposed in 1971 by Andrews, and has been widely used in cor-

porate strategy development, internal diagnosis and competitor analysis and other fields

(Mahadevan, 2000). SWOT is the abbreviation of Strength, Weakness, Opportunity and

Threat. Analysis of the strengths and weaknesses is related to the internal resources

Reg: 100063875 11

CMP-6012Y

of organizations, while opportunities and threats analysis points to the external envi-

ronment, and therefore, SWOT analysis is actually to carry out a comprehensive and

general analysis on the internal strengths and weaknesses as well as external conditions

(Danifel, 2010). Through SWOT analysis, can help organizations to gather resources

and action in the field they have their own strengths and more opportunities.

SWOT analysis has been widely applied in the strategic choice of organizations, cur-

rently prevalent in the qualitative analysis. But, in the long term strategy analysis, and

internal and external factors affecting strategic decision-making increase and are more

complex, there are some limitations in SWOT model, namely the degree of difference

between a number of factors and their probability of occurrence are difficult to be re-

flected in the qualitative analysis, and this is not conducive to corporate strategy, espe-

cially the choice of overall strategy (Danifel, 2010). Therefore, SWOT model requires

quantitative analysis with a combination of prospects to make it more perfect. And, like

many other strategic model, SWOT model also carries the limitations of age. Previous

enterprise may be more concerned about the cost and quality, and now the companies

may be more emphasis on organizational processes. SWOT model does not take into

account the initiative of organizations to change their status quo. They can create com-

petitive advantages by finding new resources to achieve the strategic goals that can not

be reached in the past.

2.4 Studies on Innovative marketing strategy

Innovative marketing strategy is an important part of corporate strategy of innovation,

it refers to take effective measures to broaden sales channels to promote the innova-

tion and development of various strategies of enterprise according to actual situation

and market developments (Heizer and Render, 2001). On the one hand, the marketing

strategy innovation is the activities under the direction of the overall strategy, to deter-

mine the direction of product development to meet market demand, to achieve the profit

target. All aspects of product development, production, marketing and others must be

arranged scientifically and reasonably, to meet consumer demand, so that corporate can

obtain profits and achieve sustainable development (Relly, 2009); On the other hand,

the brand image is the company’s intangible assets. Enterprises should promote market-

Reg: 100063875 12

CMP-6012Y

ing innovation to build marketing innovation model, establish a brand image and win

consumer trust and recognition, and further expand market share, to promote enterprise

development and improve market competitiveness.

Marketing Strategy Innovation is important for business operation and development,

particularly its role is mainly reflected in the following aspects:

First, it is an important strategy to deal with market competition (McManus and Cook,

2013). Market is in a constantly changing and evolving, and with changes in the market

competition intensified, the traditional marketing model is difficult to respond to these

trends, if enterprises lack innovation, must be in a disadvantage in market competition

(Boglnaxm and Prahalad, 2007). In this context, in order to allow enterprises to take a

favorable position and gain competitive advantage, so that products sold better, should

adopt innovative strategies to allow enterprises to better deal with the fierce market

competition.

Secondly, it is an important way to broaden sales channels (Robbins, 2001). Through

innovative marketing strategies, enterprises can further expand sales channels, so that

products sold better, to win consumer acceptance, expand the market share and influence

of the product (Porter, 1998);

Thirdly, Marketing Strategy Innovation is an important way to improve the market

influence (Miller, 1998). Through innovative marketing strategies, using a variety of

integrated marketing approaches, to promote product sales smoothly, so that more con-

sumers accept the products and services the company offers, and thus help expand the

market influence of enterprises, promote the improvement of the competitiveness of

enterprises.

With the acceleration of world economic integration and globalization, the world mar-

ket gradually links together, and many of the corporate marketing activities are compet-

ing against each other in the market (Viscolani, 2012). In the context of New Economy,

Factors closely related to the implementation of marketing activities of enterprises and

their impact on business marketing strategy are mainly manifested in the following as-

pects:

First, with the rapid development of information technology, e-commerce provides

new technology and platform for enterprises to develop marketing activities (Viscolani,

Reg: 100063875 13

CMP-6012Y

2012). IT technology and the Internet have profound impacts on business model and

marketing activities of enterprises (Relly, 2009). The rapid development of e-commerce

is making any enterprise unable to ignore, otherwise it will lose such a huge piece of the

market space (Boglnaxm and Prahalad, 2007). For enterprise marketing activities, the

most important is that e-commerce provides a new means of marketing and platform,

by the use of powerful means of e-commerce, companies can carry out one to one

marketing activities with low cost that traditional marketing can not realize, and can

help marketers collect consumer information, and then analyze and digging consumer

buying patterns and behavior, and then take targeted marketing strategies (Viscolani,

2012).

Second, the technological revolution advances, product life cycle is shortened and the

replacement frequency accelerates (Miller, 1998). The ever-changing technological rev-

olution and its rapid use in the commodity production makes the production efficiency

greatly improved, also led to the shortening of product life cycle, every stage from the in-

troduction, development, maturity and decline of the product is significantly shortened

compared with previous, the frequency of replacement products speed up, especially

electronic industry, product replacement rate is even more overwhelmed(Boglnaxm and

Prahalad, 2007). Such a feature is bound to bring in a series of problems to the research

and development as well as production of enterprises, and whether or not product de-

velopment costs can be recovered timely and a certain level of profitability can be main-

tained in the product life cycle is an issue must be considered in the marketing strategy

at every stage, and planning, organization and co-ordination of the marketing process at

each stage must use the length of the product life cycle as a reference, budget and in-

vestment of marketing activities must take into account whether or not can be recovered

in the product life cycle(Halfacree and Upton, 2012).

Third, market competition is increasingly fierce, and diversified and personalized re-

quirements of consumer demand is growing (Halfacree and Upton, E.2012). Currently

the basic trend that the transformation from a seller’s market to a buyer’s market has

been completed, significant changes in supply and demand has occurred, market com-

petition among enterprises is growing, the price war among enterprises has been un-

common(Jessalyn, 2012). To cultivate brand loyalty is also facing major challenges,

Reg: 100063875 14

CMP-6012Y

diversified and personalized consumer demand, especially the consumption concept of

young consumers has undergone major changes (McManus and Cook, 2013). This real-

ity requires companies no longer relying on traditional marketing strategies, and using

the means of low-cost and large-scale production to meet the needs of more consumers,

but need to carry out market segmentation to found different needs and models, to meet

their needs, thereby won the local advantage.

Fourth, the global energy and environmental issues further exacerbated, and with re-

source depletion, environmental awareness of consumers is growing (Heizer and Ren-

der, 2001). As uncontrolled development and utilization of the nature by human, global

energy crisis and environmental problems further exacerbated, global resources, par-

ticularly water, coal and food resources in relation to human survival are in a serious

shortage, thereby, the environmental awareness of consumer is growing (McManus and

Cook, 2013). This requires that marketing activities of enterprises not only care their

own interests, when companies carry out marketing activities, must take into account

social and public interests, in order to win consumer acceptance, the effect of marketing

activities will be more obviously, enterprises can establish a good corporate image and

brand awareness.

3 Methodology

3.1 The basic research strategy

The basic research strategy for the study is to follow the following thinking, that is

from Macro environmental analysis to industrial analysis and then to the organization

analysis, and then, the product strategy analysis will be developed.

3.2 The main study methods used

The main methods used in the study mainly include two, one is the case study, and the

other is survey study.

Reg: 100063875 15

CMP-6012Y

3.2.1 Case study

The study aims to developing a product strategy of raspberry pi in the British market.

Basically, it is a case study. The method will allow the researcher to understand the

issues related to an organization around a theme.

3.2.2 Survey study

Survey study is an effective way to collect and gather data needed by the research, and

based on that, some research can be conducted, and the results of the research based

on survey can also be more reliable (Elson, 2007). In this study, due to the relatively

small use base of the Raspberry Pi, it is more difficult to conduct questionnaire survey

in a relatively larger range, at the same time, the uses of the product are also more

professional, and for these reasons, some professionals will be interviewed, based on

that, some understanding about the product and the market as well as its future trend

can be understood, so that can set the basis for the development of the future strategy.

3.3 The size of the samples

Interview allows a researcher to gather more detailed data on a theme, and which usually

involves the face to face communication between the researcher and the interviewees

(Mahadevan, 2000). For this reason, interview is more resource-consuming, and the

amount of the interviewees should be too much. In this study, 3-5 interviewees who are

familiar with the e-market and raspberry pi products will be selected as the samples of

survey.

3.4 Data source

The combination of the primary data and secondary data will be used. The primary data

come from the collection and gathering of the researcher and the secondary data mainly

come from the existing literatures and documents.

Reg: 100063875 16

CMP-6012Y

3.5 Data analysis methods

The combination of qualitative analysis and the quantitative analysis will be used in

the study. The quantitative analysis will require the precise data, while the qualitative

analysis can allow the researchers to understand the issues more profoundly. In this

study, qualitative analysis will be the main data analysis method.

4 Raspberry Pi and its main competitor

4.1 interview about the knowledge related to Raspberry Pi and its

market

Raspberry Pi is a special kind of PC, and Raspberry Pi products have their unique user

groups, and the market is relatively special. Some technological features can not be

understood by layman. In order to understand the products of Raspberry Pi and its

market, in the study, 5 professionals who are active in the Raspberry Pi online forum

will be interviewed through social media and telephone and other ways. Based on the

interview and existing literatures, the following content is formed.

4.2 Introduction to Raspberry Pi

The Raspberry Pi Foundation is a small British charity organization that was founded

to promote science and technology, not to sell technology to monetize (Membrey and

Hows, 2013). The Foundation had never actually published a product, and therefore

chose two global channel e Farnell and RS Components to process the first batch of

Raspberry Pi orders. The initial version of the raspberry pi was produced in King’s

College London (KCL), and the school has a complete electronic development environ-

ment, including its own printed circuit board, so that in the left of Raspberry Pi Logo

in the circuit board has a number of KCL-8-94V-0, the board used a hodgepodge of

non-production material parts (McGrath, 2013).

The first edition of Official launch is very close to the initial version, and there is

no fundamental difference in the use of part specifications, in addition connectors and

Reg: 100063875 17

CMP-6012Y

SMD components are mass-produced factory specifications with good material (Horan,

2013).

Raspberry Pi has two models, A model is $ 25, B model is $ 35. The difference is that

the B model has a few more features, such as Ethernet and USB interfaces (Membrey

and Hows, 2013).

Figure 2: Raspberry Pi b+

Raspberry Pi Model B has released an upgraded version of Model B+, Model B+

is also seen as the ultimate evolution version of the first generation Raspberry Pi. The

optimized Model B+ adds two USB2.0 ports, an SD card reader and 14 GPIO pins

(Membrey and Hows, 2013). In order to achieve these new features, Model B+ also

had to make some sacrifice in the original design, for example, a seemingly clean but

may not adapt to user needs layout, no longer supporting he Wolfson audio card and

combining video and audio ports into one. Even with the new changes, Raspberry Pi

commits the same price in the United States and Britain, and will continue the produc-

tion of Model B for the users prefer the old version (Monk, 2013). In terms of Hardware,

Model B+ is still 512MB RAM, the main changes are as follows

More USB Interface: Two USB ports, with better support for hot-swappable;

More GPIO interface;

SD card was changed into Micro SD card;

Integrated video output and headphone output;

Greatly reduce power consumption (about 0.5W ∼ 1.0W)

Soon after the release of Raspberry Pi Model B+, the Model A+ was also released.

Reg: 100063875 18

CMP-6012Y

Figure 3: The RPi A+

The RPi A+ version is both the enhanced version of the Model A and the Lite Model

B+. Compared to the Model A, there are main optimizations in the following aspects:

a) More expansion interface; b) Micro SD Interface; c) Better sound quality and d)

Smaller size (McGrath, 2013)

4.3 The main Competitor of Raspberry Pi

Intel Galileo and Raspberry Pi (RPi) are DIY electronic hardware development boards

with an embedded processor (Monk, 2013). Although Raspberry Pi is a very good edu-

cation and media processing tool, it can not arbitrarily be reused, because of copyright

issues of RPi schematic (Jessalyn, 2012). The Circuit board manufacturers of Raspberry

Pi use only a few licenses (McGrath, 2013). Intel’s efforts in Arduino level allows users

to freely design development by hardware provided. Arduino products can be com-

pletely reused, and can be sold as a complete copy-cat (Halfacree and Upton, 2012).

Galileo has a powerful new processor (Quark) and is compatible with existing Arduino

open source hardware (OSHW).

Galileo board supports the 400 MHz Pentium-class system on a chip (SoC) “Quark”,

the system was developed by Intel and Arduino jointly. The clock frequency of RPi is

typically 700 MHz, but overclocking occurs frequently (leading to overheating) (Mem-

brey and Hows, 2013). Both of which are single-core processor, but in terms of the

number of instructions per clock cycle, RPi has a clearly lower efficiency (McGrath,

2013). The actual overall performance of RPi is very similar to 300 MHz Pentium 2,

but has a more powerful graphics processing capabilities (Membrey and Hows, 2013).

Reg: 100063875 19

CMP-6012Y

Raspberry Pi is ideal for processing photos or video and other media files, but if the

project requires sensors and appropriate memory and processing power, monitoring or

productivity applications, Galileo will be the best choice. RPi can be used as a security

camera or networked media server, but there is no analog to digital converter, and analog

sensors will not be achieved (Monk, 2013). Galileo can make use of multiple sensors to

develop intelligent daily devices, such as watches, health monitoring or exercise equip-

ment, or cheap personal computers running Linux, rather than have all the performance

of Arduino (McGrath, 2013).

Quark is a x86 device equipped with ready-made software, and in the past, the vast

majority of x86 SoC were realized in the form of conventional desktops. Intel is look-

ing at the next wave of technological innovation (Membrey and Hows, 2013), that is,

the Internet of Things (IoT) or Industry 4.0. IoT is a concept, it has a unique embed-

ded identifies to things (objects, animals or people), to communicate automatically with

other objects (machines, computers or objects) via the Internet, can automatically trans-

fer data directly without staff intervention to achieve automatic adjustment or consistent

operations in a wide range (Halfacree and Upton, 2012). This implementation process

will lead to a lot of data collection operations, and through the various aspects of in-

telligent interactions to improve efficiency, thus saving energy, cost and time. It can be

seen, Quark demonstrates the interest of Intel for the development of IoT. In addition,

there is no any device truly realizes Internet of Useful Things.

Intel Galileo is substantially an Arduino board, the source code is available for down-

load, and in addition to the open-source license, and there is no any outside soft-

ware license agreement. It also provides hardware and software source files (including

schematics) for download. Intel provides a number of documented and laid the founda-

tion for this community through the issuance of thousands of pieces of Galileo boards

(Halfacree and Upton, 2012).

Galileo has some differences in features, such as PCI Express (PCIe) and real-time

clock (RTC), while RPi provides supporting peripherals for graphics-intensive applica-

tions for HD-1080p streaming video(Halfacree and Upton, 2012).

Galileo is a 32-bit x86 with rich memory and high performance, its characteristics

are ideal for embedded portable devices and wearable devices with small size (highly

Reg: 100063875 20

CMP-6012Y

integrated), low power consumption and low cost (relative to the SoC integration value

terms) (Halfacree and Upton, 2012).

Cost of Galileo and RPi

The costs of Galileo is almost twice of RPi B, since the RPi only has the board, it

has some hidden costs. In order to make RPi running, a USB power that can provide

at least 700 mA current at 5V and a SD card containing boot code will be needed, and

a keyboard, mouse, HDMI to DVI cable may also be needed; RPi user will need a

powered USB hub to support high-power USB device(Membrey and Hows, 2013). RPi

is not complicated, and can be used as a monitor after connecting an old analog TV by

RCA port, but need a standard RCA cable. On the other hand, Galileo is equipped with

a USB cable, power supply and some fixed columns, and therefore can be programming

and booting out of the box, and the boot process of Galileo is different from RPi, does

not require any external memory (Halfacree and Upton, 2012).

Raspberry Pi Foundation is a registered non-profit organization to provide real popu-

lar products (McGrath, 2013). In 2011, RPi was mass-produced, and sold one million

units within a year. However, Intel is a for-profit organization, and it built Galileo in

cooperation with Arduino and under its guidance. In providing convenient and afford-

able hardware, Arduino has won the honor, and also emphasizing education and open

source projects. With its award-winning quality and the ability as well as the guide of

Arduino, Intel managed to achieve the balance between the sometimes divergent views

(McGrath, 2013).

4.4 Main differences between Galileo and RPi

Galileo and RPi are excellent circuit boards, and they have very important feature, that

is, the ecosystem created by open source. With Galileo, Intel unprecedently provided

cheap chips that can be used easily and Arduino board certification, introduced x86

architecture-based embedded platform. Galileo also followed the Arduino usability

paradigm at an affordable price (McGrath, 2013).

Galileo and RPi are SBC, which means that they can be used like a computer on

a single board. Raspberry Pi is best suited for processing photos or video and other

media. RPi can be used as a network security camera or media server, but is not the

Reg: 100063875 21

CMP-6012Y

case for the use of analog sensor applications. Galileo supports ADC analog input.

Galileo also has a wireless connection, can use Yocto Linux operating system provided

by Intel or Microsoft’s Windows 10 for IoT applications. In terms of Microsoft, the

boards supporting IoT does not limited to these two, because Win 10 IoT kernel support

RPi 2, Galileo and Minnow-Board Max. Galileo can also be used as a cheap personal

computer running Linux, as long as users are willing to build a Linux image.

5 Macro environment analysis of Raspberry Pi

5.1 PEST analysis

5.1.1 Political analysis

At present, the political system in the world fell into a relatively stable situation as a

whole, but, due to the impacts of financial crisis, some political risks are accumulating,

especially those risks related to geopolitical factors as well as the terrorism and so on

(Banks, et al, 2015). Although there are some potential risks, the global political system

is still relatively stable and even, and it is estimated that there will be no significant

conflicts in the near future, and that will create a better environment for economic de-

velopment in the world. In the UK, the economic growth is still relatively stronger in

the context of financial crisis, and its political system is still solid and stable (Kaletsky,

2014).

5.1.2 Economic analysis

In economic filed, at present, the most apparent trend is the slow down of economic

growth in the world, and accompanied with that, is the declining price of mass products

as well as the worry about deflation (Yang, 2015). At present, the main economies in

the world are adopting the ultra low interest rate and even negative interest rate policies,

and the easing monetary policies are also common (Giddens, 2012). The economic

development in the world urgently needs a new driving force in the future. And about

that, many people believed that it will be artificial intelligence and internet of things

(Kellner, 2014). In both areas, Raspberry Pi can be used widely. The economy in the

Reg: 100063875 22

CMP-6012Y

UK is still healthy, and with the gradual improvement of the world economy, the British

economy will also restore growth too.

5.1.3 Social analysis

In the UK, People with ages of more than 65 years and older account for about 20%

of total population, and it is typical aging population(Yang, 2015). With the aging

population in the world, the society needs more intelligent and automatic services. And

Raspberry Pi can also play a role in the process.

5.1.4 Technological analysis

The rapid development in technology in the past years provides the support for the IT

industry. And at present, artificial intelligence and internet of things are in the era of

rapid development, and that will create huge market demands for Raspberry Pi.

5.2 Industrial analysis

5.2.1 Bargaining power of users

The Raspberry Pi was designed for computer programming education of students, it is

credit card-sized card-type computer, and the system is based on Linux. Most of the

users of Raspberry Pi have relatively lower technological capacities, and professionals

proficient in embedded development, Linux or programming accounted for a very small

number (Membrey and Hows, 2013).

At the same time, it should be noted that the intelligent trend in the future, especially

the internet of things provides Raspberry Pi a huge opportunity to be used in a wide

range of fields, and that means the users of the Raspberry Pi may significantly increase

in the future (Halfacree and Upton, E. 2012). At present, the similar products are more,

but those with competence are mainly Raspberry Pi and Intel Edison (Monk, 2013), and

the space for users to choose in the market is very limited; but, due to the relatively

lower technological barriers, the end uses may have multiple choices, therefore, the

bargaining power of users is strong.

Reg: 100063875 23

CMP-6012Y

5.2.2 Bargaining power of suppliers

Three companies have production license of the production of Raspberry Pi, they are

Element 14/Premier Farnell, RS Components and Egoman. All three companies sell

raspberry pie on the internet (Monk, 2013). All the production of Raspberry Pi is carried

out in China and the UK (McGrath, 2013). The foundation of Raspberry Pi rely on

official authorized to make a profit, for each Raspberry Pi, about $2 licensing fees can

be obtained by the foundation (Halfacree and Upton, 2012). Due to the lower profit of

Raspberry Pi, and the large amount of parts needed, the suppliers of Raspberry Pi have

relatively weaker bargaining power.

5.2.3 Competitor analysis

The main competitor of Raspberry Pi is Intel Galileo (Membrey and Hows, 2013). The

Development of embedded applications is very different. From the point of views of

price and characteristics, there are a number of processors to choose. The end-users of

embedded devices do not want to understand its principles (Halfacree and Upton, 2012).

Therefore, the market of embedded processor is divided into a variety of architectures,

to combine features and processing powers from a number of different manufacturers

to form a very large and even some confusion camp (Membrey and Hows, 2013). Intel

Galileo is substantially Arduino plate, and its source code is available for download, in

addition to the open-source license, there is no any outside software license agreement

(Monk, 2013). It also provides hardware and software source files (including schemat-

ics) for download. Intel provides a number of documented and issued thousands of

pieces of Galileo boards, and thus laid the foundation for Galileo community (Mem-

brey and Hows, 2013).

Galileo has some differences in features, such as PCI Express (PCIe) and real-time

clock (RTC), and RPi provides a supporting peripheral for graphics-intensive applica-

tions for HD 1080p streaming video (Membrey and (Hows, 2013). Galileo has a 32-bit

x86 with rich memory and a high performance, its characteristics are ideal for embed-

ded portable devices and wearable device, such as small size (highly integrated), low

power consumption and low cost (relative to the value integrated in SoC).

Raspberry Pi 2 has great improvement than the last generation of Raspberry Pi in

Reg: 100063875 24

CMP-6012Y

Table 1: Comparison of technological index of Raspberry Pi and other similar products

Pi 1B+ Pi 2 B BBB Intel Edison CI20

CPU Arm11 Cortex A7 Cortex A8 Atom+Quark MIPS

Cores 1 4 1 2+1 2

Clock 700MHz 900 MHz 1000 MHz 500 MHz 1200 MHz

GPU Videocore IV Videocore IVPowerVR

SGX530None

PowerVR

SGX540

Memory 512MB 1GB 512MB 1GB 1GB

USB Ports 4 4 2 1 2

Flash None None 2GB 4GB 8GB

Storage microSD microSD microSD microSD SD

Network 10/100 10/100 10/100 None 10/100

GPIO 40-pin 40-pin 2x46-pin 70-pin Hirose 40-pin

Wi-Fi No No No Yes Yes

Bluetooth No No No Yes Yes

RRP 35 35 49 85 65

Data source: http://www.davidhunt.ie/raspberry-pi-2-benchmarked/

Figure 4

Reg: 100063875 25

CMP-6012Y

CPU, and the performance of CPU of Raspberry Pi 2 and Intel Edison are very close to

each other.

Figure 5

Memory test indicates that the memory of Raspberry Pi is not as good as Intel Edison,

and Raspberry Pi 2 has a great improvement than Raspberry Pi 1

Figure 6

The performance of Raspberry Pi 2 in storage random read is quite close to the Intel

Edison.

As a whole, the performance of Intel Edison is better than Raspberry Pi 2, but, the

differences are not so significant. However, the price of Intel Edison is much higher

Reg: 100063875 26

CMP-6012Y

than Raspberry Pi 2. At present, the market price of Intel Edison is about $85, while the

market price of Raspberry Pi 2 is only about $35.

5.2.4 Threats from the new entrants

At present, the profit for products like Raspberry Pi is very low, and due to the limited

market space, the threats from the new entrants is relative lower,

5.2.5 Threats from the substitutes

In the past decade or so, a growing number of Internet interaction have happened be-

tween the end users and embedded processor (Membrey and Hows, 2013). In terms

of interaction with the personnel and network, embedded devices have begun to ex-

plore facilities similar to desktop, and the boundaries began to blur (Halfacree and

Upton, 2012). The appearance of x86-based Quark in OSHW community makes the

boundaries more blurred, because from the perspective of a desktop, there are so much

software that has been developed to run x86, and Quark is the embedded processor of

Galileo and Raspberry Pi, (if processor programming from the host is required, it will

be an embedded processor; Once the Linux operating system is installed and running

on the Galileo and Raspberry Pi, from the technical point of view, they will become a

desktop) (Monk, 2013). Due to the rapid development of technologies, the possibility

that the substitutes for Raspberry Pi is very large, and the threat from the substitutes is

also huge.

6 Analysis on the strategy of Raspberry Pi and

recommendations

6.1 SWOT analysis

6.1.1 Strengths of Raspberry Pi

The high Cost-effective

Reg: 100063875 27

CMP-6012Y

Although some technological indicators of Intel Edison have better performance than

Raspberry Pi, it is price is about 85, and almost more than twice of Raspberry Pi. And it

can be seen that the cost-effective of Raspberry Pi is much higher than its competitors.

RPi can run a full operating system

RPi can run a full operating system, such as Debian and other common Linux distri-

butions (McGrath, 2013). This means that the users can use their proficient languages

(such as Python, Java and so on) and familiar databases to develop relevant appliances.

At the same time, Raspberry Pi can run multiple processes in the background without

any pressure. While Intel Arduino as a microcontroller system in true traditional sense,

can run only one program burned into, and its function is relatively simple (Monk,

2013).

Raspberry Pi has more comprehensive interfaces, the common interfaces, such as

USB-host, RJ45, HDMI, SD card reader and others, are equipped with it; while Arduino

is relatively simple, and interfaces are relatively less(Monk, 2013).

6.1.2 Weaknesses of Raspberry Pi

RPi has a more complete operating system, which means that it will need a longer

time to start it, and it also can not guarantee that all related services can be started

normally after restarting (Membrey and Hows, 2013); Arduino has a super-fast restart

speed because of its single use, and after restarting, it will immediately run the program.

The overall performance of Raspberry Pi is not as good as Intel Edison

As mentioned above, the overall performance of Raspberry Pi 2 has been greatly

improved than Raspberry Pi 1, but, its overall performance is still not as good as Intel

Edison.

6.1.3 Opportunity analysis

With the rapid development of information technology and especially, the development

of Internet of Things, the intelligent trend of daily life is quite clear, and that will provide

a huge market opportunity for the Raspberry Pi.

Reg: 100063875 28

CMP-6012Y

6.1.4 Threat analysis

With the rapid development of technology, the new technology advances will generate

higher requirements on Raspberry Pi, and that will make the products of Raspberry Pi

face the risks of outdated products; at the same time, the raid technological advances

will promote the development of new products, and that will replace the Raspberry Pi

in some areas, and that will pose a threat to the space of Raspberry Pi.

6.2 The strategy of Raspberry Pi in e-market

Table 2: The strategy of Raspberry Pi in e-market

Strengths High cost-

effective; can run a full

operating system

Weaknesses More times

needed to restart; overall

performance of Raspberry

Pi is not as good as Intel

Edison

Opportunities A huge mar-

ket opportunity brought in

by intelligent trend, espe-

cially internet of things

To promote the use of

Raspberry Pi in internet of

things by seminar, forum

and so on

To develop new products

with better performance to

meet the needs of users

better

Threats The rapid tech-

nological advances may

make Raspberry Pi out-

dated; And will also lead

to the appearance of substi-

tutes of Raspberry Pi

To develop new Raspberry

Pi products to meet the

needs of users; and in

the process, the high cost-

effective of Raspberry Pi

should be maintained;

To improve the existing

products at the same time

of developing new prod-

ucts

Based on the above analysis, it can be seen that in the face of the huge market oppor-

tunities, Raspberry Pi for its high cost-effective and excellent overall performance may

have huge potential in future development. Raspberry Pi should promote its use in the

internet of things; and the Raspberry Pi Foundation should organize forum or seminar

Reg: 100063875 29

CMP-6012Y

about the use of Raspberry Pi in internet of things and so on, to promote the market

demands for Raspberry Pi.

Given some technological weaknesses of Raspberry Pi products, the new Raspberry

Pi products should be developed to meet the needs of users. The performance of Rasp-

berry Pi 2 is much better than Raspberry Pi 1, but the price is still stable, and that

indicates that it is possible to develop new products with better performance meanwhile

maintain the price at a relatively reasonable level, to keep the high cost-effective of

Raspberry Pi products.

Based on the above macro analysis, industrial analysis as well as the SWOT anal-

ysis of Raspberry Pi, for Raspberry Pi Foundation, the suitable strategy should help

Raspberry Pi to make full use of its strengths and external opportunities while avoid

the weaknesses and threats. In order to do so, the strategy of the company should take

into account these elements as well as the changes in the future environment. Given the

increasingly close of artificial intelligence and the internet of things, Raspberry Pi can

define it as a part necessary for the achievement of the internet of things and the intel-

ligent life. In order to do so, new Raspberry Pi products with high cost-effective ratio

should be constantly developed to meet the needs of market. And in order to win in the

market competition, Raspberry Pi should establish a brand image to differentiate it from

other competitors. The brand image of Raspberry Pi should highlight the powerful per-

formance, comprehensive excellent function as well as high cost-effective. In summary,

the strategy of Raspberry Pi in e-market can be described as Raspberry Pi is dedicated

to the achievement of intelligent life and internet of things, and in order to do so, new

Raspberry Pi products with excellent performance, comprehensive excellent functions

as well as high cost-effective should be developed. The market share of Raspberry Pi

should account for more than 2 third in the UK market.

Reg: 100063875 30

CMP-6012Y

6.3 Recommendations for the achievement of the strategy of

Raspberry Pi

6.3.1 To make full use of e-commerce marketing activities and provide one to one

marketing services

E-commerce shorten the distance between producers and consumers, reducing the in-

termediate links in traditional marketing activities, so that consumers and producers can

contact face to face at a lower cost, which enables corporate marketing activities to take

the means that the traditional marketers are Unable to use to carry out more targeted

marketing campaigns (Boglnaxm and Prahalad, 2007). marketing activities under con-

ditions of e-commerce also provides the opportunities for the developers of Raspberry

Pi to contact users face to face, so that they can obtain first-hand information, and there-

fore can have more real understanding and mastery of users, and thus can understand

the needs of users of Raspberry Pi more accurately, so that the developers of Raspberry

Pi can develop targeted products and carry out more effective marketing activities. At

present, the production and sales of Raspberry Pi products are contracted to three firms,

all of them have their own production and marketing channels. And that will hinder the

developers of Raspberry Pi to contact with the users. Raspberry Pi foundation should

change its business model, and integrate the production and marketing of Raspberry Pi

into one organization;

6.3.2 To segment markets based on the purchase characteristics and purchasing

behavior of different users, to explore and identify the needs of different

target market segmentation, and carry out targeted marketing

Market segmentation is the important means to discover and recognize consumer spend-

ing characteristics and purchasing behavior pattern, and it is also an important method

to discover market opportunity (Viscolani, 2012). Market segmentation needs to em-

phasize differences in consumer needs and purchase behavior heterogeneity, to divide

different consumer groups into several segments by market demand characteristics and

buying patterns identified, and then develop marketing strategies and carry out targeted

marketing activities, and that can improve the relevance and adaptability of marketing

Reg: 100063875 31

CMP-6012Y

activities, to receive better results (McManus and Cook, 2013). As for Raspberry Pi, its

user groups can be divided into three, the first one is college students which need Rasp-

berry Pi in learning; the other is professional users, which use Raspberry Pi to develop

some products; and the third is PC lovers, they are favor of cool hardware with excellent

performance. For each group, Raspberry Pi should provide different types of products,

and develop different marketing strategies.

6.3.3 To integrate Raspberry Pi to the social and public interests, and express

concern for the public interest by green marketing and service marketing

and other means

Social and public interest is the field that modern enterprise marketing campaigns can

not ignore (McManus and Cook, 2013). Rising consumer spending awareness and legal

awareness as well as the importance of environmental protection will force enterprises

continue to improve products (Miller, 1998). Establishment of a brand can take many

years of hard work, but it is easy to destroy a brand, and a defective product is enough

to affect the impression of the product in the minds of consumers. In the new economic

situation, products should pay more attention to free from pollution and environmental

protection. In the case of Raspberry Pi, it should pay more attention to the recyclable

use of the parts of Raspberry Pi.

6.3.4 Enterprise Marketing Strategy Innovation Strategies of Raspberry Pi

In response to the existence of inadequate marketing strategy to promote business de-

velopment and improve market competitiveness, according to the existing problems,

combined with the actual situation of Raspberry Pi, the future should be from the fol-

lowing aspects, innovative marketing strategy to take countermeasures.

Tap the market potential, build consumer brand a sense of belonging Marketing

should be under the guidance of market strategy, product strategy and pricing strategy

to develop and promote products successfully sold (McManus and Cook, 2013). To oc-

cupy a favorable position in the fierce market competition, enterprises should establish

their own brand image, improve and improve product quality, service and other aspects,

to get recognized by consumers and society (Kaletsky, 2014). Enterprises should have

Reg: 100063875 32

CMP-6012Y

a strong adaptability and can adapt to different consumer demand and spending habits,

meet customer needs, enhance customer satisfaction. To understand the psychology and

needs of consumers, to explore the potential market demand, increase consumer brand

a sense of belonging, recognized by consumers, in order to achieve better marketing

results.

At the same time, In order To occupy a favorable position in the fierce market com-

petition, enterprises should establish their own brand image; improve product quality,

service and other aspects, to get the recognition of consumers and society (Ndubisi,

2007). For Raspberry Pi, in order to enhance the sense of belongings of users to the

brand, the product quality and related services should be guaranteed and the developer

of Raspberry Pi should build the online forum for the users of Raspberry Pi, to increase

the sense of belongings to Raspberry Pi brand. In order to do so, Raspberry Pi should

also pay attention to service marketing and green marketing.

Services Marketing

Due to the increasingly complex of technology, the difficulties and issues encoun-

tered by the users of Raspberry Pi will also increase, and the building of forum about

Raspberry Pi can only solve such problems to some extent. The developer of Raspberry

Pi should provide professional services to users, to satisfy the users, and also can reduce

the obstacles to the use of Raspberry Pi.

7 Conclusion

Raspberry Pi is a powerful SBC, it was designed for the student education at first, and

it also attracted the lovers of pc and other professionals. at present, its usage is grad-

ually expanded into internet of things and intelligent life and other field. It is facing

the competition from similar products such as Intel Edison and so on. According to

the test results of testing, Intel Edison has better technological performance than Rasp-

berry Pi, but its price is twice of the price of Raspberry Pi. The macro environment

in the UK is relatively stable, and aging population is forcing the development of arti-

ficial intelligence and internet of things, the intelligent service will be the direction of

technology development in the future. In the process of developing intelligent service

Reg: 100063875 33

CMP-6012Y

and internet of things, Raspberry Pi can be used to fulfill some functions. Due to its

high cost-effective, Raspberry Pi also have some advantages in market competition. For

Raspberry Pi, in order to gain survival and development in the future, it should be part

of the intelligent service and internet of things, and by developing new products with

excellent performance, comprehensive functions as well as high cost-effective. In order

to achieve the strategic objectives, Raspberry Pi should pay more attention to techno-

logical trend, marketing strategy innovation and so on.

The study is based on the secondary data, and through PEST analysis, industrial

analysis and SWOT analysis, the strategy of the company is recommended. Due to the

limitations of data access, it is difficult to understand the current situation of Raspberry

Pi Foundation, therefore, the strategy formed in this way is from the perspective of a

third party.

References

Banks, A. Arthur Bennett, Tanya Flower, Fred Foxton, Philip Wales & Ciaren Taylor,

“Economic Review”, January 2015, http:// www.ons.gov.uk/ ons/ dcp171766_391094.

pdf .

Kaletsky, A. Why Britain’s Days as a Haven of Political, Economic Stability are

Numbered, http:// blogs.reuters.com/ anatole-kaletsky/ 2014/ 11/ 21/ Britain-may-turn-

into-europes-most-politically-unpredictable-country/

Kellner, P. The Tricky Politics of Hung Parliaments”, https:// yougov.co.uk/ news/ 2014/

12/ 15/ tricky-politics-hung-parliaments/ .

Yang, F. The reasons for the better economic performance of the UK Modern Inter-

naitonal Relations 2015, ISSUE 2 32-38

Giddens, A. The Third Way: The Renewal o Social, London, Wiley Press: 2012.

Anthony Giddens, Over to you, MR Brown, London, Polity Press: 2007.

Balls E, Grice J, Microeconomic reform in Britain: delivering opportunities for all,

Palgrave: 2004

Reg: 100063875 34

http://www.ons.gov.uk/ons/dcp171766_391094.pdf


http://blogs.reuters.com/anatole-kaletsky/2014/11/21/Britain-may-turn-into-europes-most-politically-unpredictable-country/


https://yougov.co.uk/news/2014/12/15/tricky-politics-hung-parliaments/


CMP-6012Y

Ken Coutts, Andrew Glyn and Bob Rowthorn, Structural Change under New Labor

Manor Road

Building, Oxford: 2007

Jessalyn, B. M. (2012) Raspberry Pi Sess Press

Halfacree, G. Upton, E. 2012 Raspberry Pi User Guide John Wiley & Sons Inc

Monk, S. (2013) Programming the Raspberry Pi: Getting Started with Python TAB

Books Inc

Membrey, P. Hows, D. (2013) Learn Raspberry Pi with Linux APress

McGrath, M. (2013) Raspberry Pi in Easy Steps John Wiley & Sons Inc

McManus, S. Cook, M. (2013) Raspberry Pi For Dummies John Wiley & Sons Inc

Horan, B. (2013) Practical Raspberry Pi APress; New

Banks, A. Arthur Bennett, Tanya Flower, Fred Foxton, Philip Wales & Ciaren Taylor,

“Economic Review”, January 2015, http:// www.ons.gov.uk/ ons/ dcp171766_391094.

pdf .

Kaletsky, A. Why Britain’s Days as a Haven of Political, Economic Stability are

Numbered, http:// blogs.reuters.com/ anatole-kaletsky/ 2014/ 11/ 21/ Britain-may-turn-

into-europes-most-politically-unpredictable-country/

Kellner, P. The Tricky Politics of Hung Parliaments”, https:// yougov.co.uk/ news/ 2014/

12/ 15/ tricky-politics-hung-parliaments/ .

Yang, F. The reasons for the better economic performance of the UK Modern Inter-

naitonal Relations 2015, ISSUE 2 32-38

Giddens, A. The Third Way: The Renewal o Social, London, Wiley Press: 2012.


Reg: 100063875 35







CMP-6012Y


Palgrave: 2004


Manor Road





Books Inc


Heizer, J. Render, B. (2001) Operation Management 6th Edition Prentiee Hall

Relly, W. J. (2009) Methods for the study of retail relationships Austin: Bureau of

Business Research, Universtiy of Texas,

Boglnaxm, E. and C. K. Prahalad, Business New Social Pact [J], Harvard Business

Review, 2007, (1-2): 80-83

Robbins, S. P. Organizational Behaviour [J], New Jersey: Prentice Hall, 2001, (5): 86-

87

Porter, M. E. Clusters and the New Economics of Competition [J]. Harvard Business

Review, 1998, (11-12): 80-95

Miller, A. Strategic Mangement[J], Me Graw Hill Com Panies, 1998, (1): 238-240

Viscolani, B., Pure-strategy Nash equilibria in an advertising game with interferenc [J],

European Journal of Operational Research, 2012, (3): 24-33

Cai, C. J. (2014) Case study on e-commerce Beijing: Peking University Press

Reg: 100063875 36

CMP-6012Y

Ndubisi, E. O. (2007) Evaluating non-business e-commerce adoption decision processes

and gender roles New York: Sage

Danifel, T. A value added Model for E Commerce[J], Electronic Markets, 2010, 37-39

Porter, M. (2011) Company Strategy fifth edition London: Pearson

Ndubisi,. E. O. Evaluating, non-business e-commerce adoption decision processes and

gender roles[J]. 2007, 167-180

Mahadevan, S. Busines models for internet-based E-Commerce: an anatomy [J]. Cali-

fornia Management Review, Summer2000: 55-72



Palgrave: 2004


Manor Road Building, Oxford: 2007




Books Inc





Heizer, J. Render, B. (2001) Operation Management 6th Edition Prentiee Hall

Relly, W. J. (2009) Methods for the study of retail relationships Austin: Bureau of

Business Research, Universtiy of Texas,

Reg: 100063875 37

CMP-6012Y

Boglnaxm, E. and C. K. Prahalad, Business New Social Pact [J], Harvard Business

Review, 2007, (1-2): 80-83

Robbins, S. P. Organizational Behaviour [J], New Jersey: Prentice Hall, 2001, (5): 86-

87



Palgrave: 2004


Manor Road





Books Inc





Porter, M. E. Clusters and the New Economics of Competition [J]. Harvard Business

Review, 1998, (11-12): 80-95

Miller, A. Strategic Mangement[J], Me Graw Hill Com Panies, 1998, (1): 238-240

Viscolani, B., Pure-strategy Nash equilibria in an advertising game with interferenc [J],

European Journal of Operational Research, 2012, (3): 24-33

Reg: 100063875 38

CMP-6012Y

Cai, C. J. (2014) Case study on e-commerce Beijing: Peking University Press

Ndubisi, E. O. (2007) Evaluating non-business e-commerce adoption decision processes

and gender roles New York: Sage

Danifel, T. A value added Model for E Commerce[J], Electronic Markets, 2010, 37-39

Porter, M. (2011) Company Strategy fifth edition London: Pearson

Reg: 100063875 39

the e-market strategy of raspberry pi in the uk

Documents