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Case
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Reference no. 9-598-027
Subject category: Marketing
Published by: Harvard Business Publishing
Published in: 1997

Abstract

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in the United States in late 1994, followed by a rollout to international markets in 1995. The case focuses on OCC''s marketing strategy in the years prior to the product/service being available. Provides details on how the firm has defined its markets and estimated the demand for the United States and international markets. There is also a rich discussion of other parts of OCC''s marketing strategy including product design and development, marketing to regulatory bodies, development of the sales organization to include channel partners to enter the domestic and international markets, pricing strategy, and the role of competition. A rewritten version of an earlier case.

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Abstract

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in the United States in late 1994, followed by a rollout to international markets in 1995. The case focuses on OCC''s marketing strategy in the years prior to the product/service being available. Provides details on how the firm has defined its markets and estimated the demand for the United States and international markets. There is also a rich discussion of other parts of OCC''s marketing strategy including product design and development, marketing to regulatory bodies, development of the sales organization to include channel partners to enter the domestic and international markets, pricing strategy, and the role of competition. A rewritten version of an earlier case.

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