Wireless Broadband

I. Executive Summary

TFL provides technical support to connect internet company – a subsidiary of ATH. Companies in the internet industry operate in a highly competitive environment and are subjected to rapid technological change.

ADSL (fixed –line) broadband is proving unpopular among customers hence the introduction of a new product line 802.11b wireless modem. Increasing Internet usage and expansion in the industry, provide the platform for connect to introduce the new wireless modem.

In November last year, Connect introduced a new product line -the 802.11b wireless modem. Competing against some established mobile phone companies in a deregulated market, Connect combined a number of useful and innovative features that give customers mobility, flexibility and convenience. Connect is targeting specific segments in the consumer and business markets, matching features to the benefits sought by customers.

Connect differentiates the wireless modem on the basis of innovation, convenience supported by market price to emphasize high quality. Marketing priorities include building brand awareness among affluent customers and targeted business customers, and reaching specific sales levels.

TFL’s core competencies of technical expertise and efficient procedures will minimize variable costs and enabling Connect to react quickly to market trends and technological advances.

Connect will has a target sales of over $27750 monthly of which some 0.9% ($254.00) is spent on marketing. Connect is optimistic of the priced service contracts it has with customers. Customer service will sustain the favorable positioning connect has in the market.

II. Situation Analysis

A. Industry Analysis

The Internet Industry consists of companies that provide a wide variety of products and services primarily online through their Web sites. Operations include, but are not limited to, search engines, retailers, travel services, as well as dial-up and...