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Product Proposal: Hp Touchpad

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Submitted By mvherr31
Words 2571
Pages 11
Final Project
MBA 628
Madalyne Herr
April 29, 2016

The HP TouchPad was first launched in July 2011, where it remained on the market for only a short seven weeks. The Windows 7, 9.7 inch sized tablet was powered by an Intel Atom Processor, which ran a Web OS 3.0 system (techinsight.com). WebOS 3.0 was devised by Palm, which was under acquisition of HP with a recent merger where they purchased Palm for 1.2 billion dollars in 2010 (Nainani 2012). Many reviewers claimed that the 3.0 Web OS reminded them of the Apple iOS, which would lead to a major downfall for the HP touchpad. Hewlett-Packard is an American information technology company that specializes in enterprise systems, software, PC’s, printers, and services that wanted to try and seize a piece of the mobile market, specifically a piece of the tablet market share. With HP’s main focus being enterprise systems, software and services, there was no backing for the TouchPad by the CEO. Figure 1 shows the tablets in the market at the time the HP TouchPad was launched and the comparisons between them all.

Figure 1.

Figure 1.

Two months after being on the market, HP dropped the TouchPad and WebOS business to focus on their more successful areas (Reisinger 2011). In order for the HP TouchPad to succeed, it must have a differentiation from all the other tablets on the market. Many reviewers claimed that the product was to close to the iPad 2 in size and operating system. HP’s marketing strategies also lagged due to the limited research and development of the product because of a fast paced launch date. By rushing the launch date, HP never got to promote the advantages of their product compared to its competitors. For the NPD marketing strategy, HP should make their product unique to a point that the tablet stands out from competitors, but not so much that it is an elephant in the room.

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