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Abstract
The case relates to the launch of a software package written for IBM PCs and compatibles. An account is given of the history of the company concerned, Image Computer Systems of Poole, and of the product. The structure of the UK computer software market is described in brief. The product has been launched with some success in the US. However Image believe there are signifiant differences between the US and their home market. The student is asked to prepare a design for marketing research to assist the firm in formulating a marketing strategy. The case is designed to provide experience in the preparation of research designs and familiarise the student with a high technology industry. A supplement ''588-006-0'' is available to accompany this case.
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Abstract
The case relates to the launch of a software package written for IBM PCs and compatibles. An account is given of the history of the company concerned, Image Computer Systems of Poole, and of the product. The structure of the UK computer software market is described in brief. The product has been launched with some success in the US. However Image believe there are signifiant differences between the US and their home market. The student is asked to prepare a design for marketing research to assist the firm in formulating a marketing strategy. The case is designed to provide experience in the preparation of research designs and familiarise the student with a high technology industry. A supplement ''588-006-0'' is available to accompany this case.