TY  - JOUR
AB  - 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.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000218
UR  - https://doi.org/10.1108/case.kellogg.2016.000218
AU  - Sawhney Mohanbir
PY  - 2017
Y1  - 2017/01/01
TI  - Motorola Wireless Data Group: The Envoy
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 31
Y2  - 2024/09/21
ER  -