Market Analysis & Strategies for the Launch of New Product in the Landscape of Information Security & Assurance by NexorTools Gupta, Debraj (2011) Market Analysis & Strategies for the Launch of New Product in the Landscape of Information Security & Assurance by Nexor. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractNexor has been an active player in the information assurance market for over two decades. They figured a gap in the information security horizon and subsequently undertook a project Carmen to cash in on the opportunity presented by the situation by bridging the gap. As a SME they have spent considerable resources, efforts and time for this. Now the product is ready to be taken to the market but prior to that it is necessary to evaluate the market scenario and possibilities of Carmen‘s success. It was necessary to identify the potential competitors of Carmen, the possible buyers, the Channels for taking Carmen to Market and the various possible pricing strategies to be adopted to make the most of the rare capabilities of this innovation. It was understood that all the products that fall under the category of data loss prevention, intrusion detection, content discovery and a few others have some overlap with certain capabilities of Carmen. Therefore, it was necessary to identify the companies that own these competing products and also the differentiating feature of Carmen. For the target customer segments, the Government sector, the Medical & Healthcare services sector, the telecom sector, the legal services sector and the publishing industry have been analysed to understand what are the possible information security problems faced by them and how Carmen can possibly solve their problems.
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