X-1 Report

X-1

1. What are the points of difference, or unique attributes, for X-1 products?

• They have a great outlook in product development. Their desire to stay at the top of the market with the newest most innovative technology. There continuous innovation differentiates them from other competitors

• They broke up the marketing campaign into Endurance sports, Outdoor activities, and Gym life allowing very specialized proven to work marketing techniques for each of the given markets

• Their comprehensive marketing from events and, trade shows to using print ads, facebook and twitter.

2.) What are the X-1's primary target markets?

• It all started as a scuba diving company focusing on aquatics swimmers, surfers, triathletes. These success lead the company to explore other opportunities were they expanded their lines to include all athletes, and thrill seekers from runners, to kayakers, mountain climbers and weightlifters. Athletes that were serious about what they do and want a seriously good product

3.)Describe the new-product development process used at X-1. What are the similarities and differences to the process described in figure 10-3?

• They continuously are communicating with the buyers of the headphones. The REI's the Eastern mountain sport's to see how customers are liking products. This allows for instant feedback and customer preference changes. ( X-1 and 10.3 are both screening the market and looking for the purpose of this new product)

• They established a type of open forum where all the employees who have vested interest in the company can pitch their ideas as "no idea is a bad idea". It is said that it takes 3000 idea to develop one successful product. So they put a emphasize on building up these ideas. (X-1 uses its own in house innovation while also pairing it with open innovation from outside from team X-1)

• They screen these ideas and evaluate the feasibility that the product could make money looking at the existing company assets at...