A Student Analysis of the Company Plastic Logic

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A student analysis of the company Plastic Logic.

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A Student Analysis of the Company Plastic Logic

  1. 1. A Student Analysis of the Company Plastic Logic
  2. 2. Organic Electronics Over 30 years in the making Alan J. Heeger Alan G. MacDiarmid Hideki Shirakawa “Manipulating plastic’s molecular structure”
  3. 3. Who They Are Organic electronic industry  generate plastic conductors/semi-conductors  Relatively New Ideas Plastic Logic  Started inside Cavendish Laboratory  Became a private business in 2000  Richard Friend and Henning Sirringhaus Decade of expansion (2000-2010)  Headquarters, Mountain View, CA  R&D Center in Cambridge, UK  Factory in Dresden, Germany
  4. 4. Corporate Strategy Our Message“Offering maximum mobility without compromising size” Main priority on R&D Develop new technology Utilize partnerships Continue to gain funding
  5. 5. Their Partners Extensive partnerships  Service providers  Newspapers  Magazines
  6. 6. Their Investors Heavily Funded by a variety of sources  Business development firms & banks  Major technology & chemical corporations  University grants
  7. 7. External Factors Political/Economical More employment opportunities Non-reliant on Asian countries Minimal importing cost Exporting cost Little disposable income
  8. 8. External Factors Social Technological Compact/ Travel  Growing use of “e-paper” Friendly & “e-ink” Various Use  Popularity of organic opportunities electronics Going Green  A constantly changing  Plastic Logic uses organic environment material  Other Tech. Companies use silicon
  9. 9. SWOT Analysis Strengths Weaknesses Heavily funded  No product on the R&D team market Innovative  Manufacturing issues Self-reliance  No outsourcing Patience  Slower processing speeds
  10. 10. SWOT Analysis Opportunities Threats International  Poor economy First mover  Brand Recognition Cheap/Easy  No product experience Partnerships  Energy prices Employment chances  Competition Budding industry
  11. 11. Competing Technology Sony  “Better Than LCD”  OLED Technology  Different than e-paper The Advancement of Technology Phillips  Polymer Vision  Direct Competition  “Rolling Display” Brand Recognition
  12. 12. QUE ProReader First plastic electronic e-reader Larger than Kindle Weighs less than a pound Ultra slim Full touch screen Wi-Fi Supports: PDF, .ppt., .doc, .xls 2 versions  4 GB ($450) & 8 GB ($650) Cancelled Launch  Too much competition  Manufacturing problems
  13. 13. Where They Are Now $200 million by the end of 2010 $700 million investment package  January 2011  Despite product failure Loan Package  $250 million from RUSNANO  $50 million from Oak Investment Partners  Additional $400 million over next couple years Future plan  Pay off 50 million in debt  Build plant in Russia  Develop a new product
  14. 14.  http://www.youtube.com/v/=0znv3V- GsNk&feature=related
  15. 15. Redi-VŪ
  16. 16. Redi-VŪ Wireless self projecting screen Thickness = .45mm Two sizes – 12’’ X 18’’ , 22’’ X 28’’ Utilizes “Active Matrix Backplane” One touch “Rollable” capabilities Curve resistant Carrying case/stand included
  17. 17. Features Storage – 4 GB / 8 GB Completely wireless USB port and charging port Touch screen display Wi-Fi connection Supports – PDF, .doc, .ppt, .xls Estimated price – $650 - $800
  18. 18. Marketing Strategy Positioning ourselves  Be first to enter new markets Identifying two target markets  Traveling sales personnel  At&t and Olive Software  Trade show companies Competitive advantage  Light weight  Flexible/“rollable”  Durable/reliable – 5 year warranty  Environmentally friendly  Products of the future  Cheap/easy to manufacture
  19. 19. Advertising “Redi to Impress” Utilizing our media partners Magazines/newspapers  Ad’s/editorials Webcasts/podcasts  Make an online presence Integrated marketing communications  Get potential customers involved
  20. 20. What’s Your Point of “VŪ” 3 month trial Offer to partners  Target tech magazine writers/editors Interactive web page Use of social media
  21. 21. Five Year Plan Develop brand awareness Communicate competitive edge Successfully launch the Redi-VŪ Sell technology  Further applications  Medical  Armed forces  Construction/architecture  Consumer electronics Future partnerships
  22. 22. It All Connects Set objectives Define the target market Know your marketing mix Understand brand culture Generate brand awareness Utilize IMC Promote creativity

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