Travelers, on the other hand, are willing to pay a slightly higher price for slightly higher performance and greater ease in carrying the unit around. Salespeople and others that are often on the road for business need a machine that can keep up with them and all of their work but that isn't cumbersome in terms of size or budget. Though a significantly smaller portion of the industry's customers fall under this category when compared to the Workhorse category, there is still substantial profitability to be had with these consumers as well as potential technology spillovers from innovations made on Traveler-focused products.
Competition
Iconic, Inc. is entering the microcomputer field along with six other competitors, and though Iconic, Inc. is currently the overall market leader there are specific sectors in which the company is being especially threatened, and competition is still quite fierce. Some competitors are focusing on other consumer segments, which carries certain clear advantages for Iconic, Inc. And the decision to focus on this company's strengths, yet there is also significant overlap in targeting and marketing efforts as well as the issue of ongoing competition in the industry as a whole. The following table breaks down the competitive analysis of Iconic, Inc. And its two primary competitors in the Workhorse and Traveler sectors.
Table 1: Competitive Analysis
Factor
Iconic, Inc.
Strength
Weakness
Ikonic
Quantum
Products
Products offered in all five consumer segments, with emphasis on targeted areas x
Offers products in four fo ive segments with less specialization
Offers products in only two consumer segments
Price
Target segments for the company are moderately...
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