Motorola Wireless Data Group: The Envoy

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Elizabeth Sullivan, director of marketing for Motorola's Wireless Data Group, was formulating the marketing strategy for its new wireless communicator, the Envoy. Early sales results for the Envoy as well as its competitors in the nascent personal digital assistant industry were disappointing, and Sullivan was under pressure to change this situation. How should Motorola segment the market for wireless communications? What market segments should Motorola target with the Envoy? How should it position the Envoy? What should be the marketing mix for the Envoy? Sullivan's short-term decisions had to take into account the fact that she had limited control over changing the basic product, which was designed before she took charge of marketing the Envoy.

Keywords

Citation

Sawhney, M. (2017), "Motorola Wireless Data Group: The Envoy", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000218

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Kellogg School of Management

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