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The data warehouse allows the storage of data in a format that facilitates its access, but if the tools for deriving information and/or knowledge and presenting them in a format that is useful for ...
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This paper includes the application that is implemented at my college. Here is perfect explanation of Data Warehousing and Data Mining with full description of the project.
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This paper includes the application that is implemented at my college. Here is perfect explanation of Data Warehousing and Data Mining with full description of the project.
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Marketing Analysis for DATAVAST Inc The Target Segment Decision
Case Summary Datavast provided Cloud Computing storage products in China. It has reinvented its business to focus on a product called “Data Security Box” It has converted from service provider to product designer, manufacturer & seller It is one of the established player in this relatively unknown market Datavast Security box will be a success as it is addressing the ideal need of Chinese people looking for a storage solution which resembles a private storage solution cloud but at a cheaper rate
Situation Analysis
Creating Backup copies of imported data was a relatively new concept in china. Data Storage devices allowed users to store digital files in a secondary location in order to prevent loss of imported information but they were either not secure or allow access to unauthorized persons Cloud Computing was picking up very slowly in china due to the fears of data leakage
Market Summary Datavast’s market consists of SME’s & large business enterprises who prefer to use a powerful, secure but affordable single device for fully functional information storage & exchange on the go Specific segments that are targeted are SME’s or large business houses
Target Segment
SME
Customers Needs
Corresponding features
Secure Data Storage
Uses data encryption technology
Low cost
Capacity to store huge data Low installation & Maintenance cost
Large Business Firms
Secure huge data
Uses data encryption technology
No leakage of data
Capacity to store huge data Features like limited access to data
1. 2. 3. 4. 5.
Strengths Provides storage of data at economic price One of the most established players in this field Capacity to back up huge data Uses data encryption technology No 3rd party involved
1. No major competitors 2. There is latent need for the product
Opportunity
Weakness 1. Company is operating at losses 2. Cloud computing was picking up very slowly in china
1. Lack of knowledge about its product in the market 2. Misconception about data leakage
Hypothetical Cloud Storage Perceptual Map: Possible Position for D.S.B. 6
2, 5
4
5, 5
3, 4
4, 4
1, 3
2
Security
-2, 1
0
-6
-4
-2
0
-2
-4
-5, -5
-6 Price
2
4
6
Points of Parity
Huge Data Storage Security Economical
Points of Differentiation
Features like Limited Access to data No 3rd Party involvement Uses data encryption technology Much more affordable Price than any other competitor Product range for both SME & Large Companies
D.S.B. Positioning
Pricing
For SME selling price for Datavast Security box = RMB 7000 to IT Suppliers
For Large Companies selling price = RMB 400000
SMEs
Large Companies
Selling Price = RMB 7000 Distributer = IT Suppliers IT suppliers would raise the prices slightly to make the margins Standardized SME products are cheaper Margins are close to 50%, including servicing cost for each sale Selling Cycle is faster
Selling Price = RMB 400000 Distributer = SI Margins to SI = 30% Customized Product is also cheaper than competitors Margins are close to 75% -80% for Datavast Selling cycle is Slower
