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Agilent Technologies

I need assistance with the following questions based on the attached case study for an MBA Marketing Management course. The case is in one file, the exhibits are in another.

[Q1] Essay -
Describe the relevant market boundaries (Guiltinan Paul and Madden, chapter 3) and What are the determinant attributes for the "test and measurement " market that Agilent Technolgies participates in.

[Q2] Essay
Compare the primary and secondary/selective demand for this market. In what ways can Agilent increase primary demand? secondary/selective demand?

[Q3] Essay -
Perform a SWOT(strength, weakness, opportunity, and threats) analysis for Agilent technolgies

[Q4] Essay -
Product Positioning Maps are an important way to access the firm's competitive position. Once such map is found in Figure 4-4 and Figure 4-6 in Guiltinan Paul and Madden chapter 4. Create a perceptual map of your choice for the test and measurement market.

[Q5] Essay -
If you were to segment the market (I want you to define your segments) how would you describe the typical decision making process for selecting a supplier for each of your segments? You may use the Positioning graph from the mini-lecture to illustrate this. Remember it is often wise to start with Geographic Segmentation and then define your segments within each geographic region. Since this is a business to business case study, you would also normallly segment by industry after you segmented geographically. Note your case also indicated that these segments can be divided further.

[Q6] Essay -
What would the relevant market mix be for each of your segments, that were defined in part 5.

[Q7] Essay -
Based on the information in the case and your competitive analysis,which segment of the market should Agilent target, and how should the position themselves against the competition (positioning is described in one of the mini-lectures)?

[Q8] Essay -
Strategic Business Analysis can involve one of many tools, it might use a Portfolio Analysis tool or it may look at the product life cycle. 1) Analyze the Product life cycle for this service - what cycle is their product technology in 2)How does the product life cycle typically affect the marketing mix for products as technolgy matures?

[Q9] Essay -
Based on your SWOT analysis, competitive analysis, and SBU analysis what 'COMPETITIVE' marketing strategy do you recommend (once more see appropriate mini-lecture)? Explain..

[Q10] Essay -
Based on primary and secondary demand constraints, and the product-life for these components, what "GLOBAL OR WORLD MARKET' strategy (refer to corporate strategy mini-lecture) do you recommend Agilent follows if they wanted to strengthen their competitive position in the world market as well as domestically?


Solution Preview

The response addresses the queries posted in 1983 words with references.

//As per the guidelines, we will discuss about the market boundaries for Agilent Technologies. Along with this, we will also discuss about the determinant characteristics of the market in which Agilent Technologies operates and evaluation strategies for market analysis. It will assist in understanding the characteristics of the test and measurement market of Agilent Technologies. For example://

Agilent Technologies

1. In 1998, the test and measurement equipment business generated revenue of $47 billion and it was about 20% of HP's total revenue.HP is divided into two companies one for computer business and other for test and measurement equipments named Agilent Technologies. Test and measurement group has been the most successful business of Agilent, its two segments are:

? Electronic Products and Solutions Group (EPSG) - It provides Test and Measurement instruments, solutions and services to the wireless communications and electronics industries.

? Communications Solutions Group - It provides solutions for the communication industry and helps in maintaining capital and operating expenses.

Test and measurement group is segmented customers wise: wireless, RF microwave, general purpose and digital design. It is the most significant business for the company and the highest profit making one and in 1990's it was growing at a fast pace. Its customers are AT&T, Boeing, Hitachi, and General Electric. Test and measurement group has the quality of meeting the needs of communications industries. It provided the demanded products to the electronic sector. The other determinant attribute which was focused by Agilent in this group were creating better products to satisfy customers, constructing new capability in services and to bring emerging test technologies. The group has offered variety of products to the industries and many other innovative products.

//After analyzing the determinant characteristics of the market, we will discuss about the primary and secondary/selective demand for the market. We will also discuss about the ways through which Agilent Technologies can increase its primary demand. Then, we will discuss about the SWOT analysis of the company, which will assist in understanding and evaluating the performance of the company strategically.//

2. Agilent Technologies is divided into four groups that are Test and Measurement, Automated Test Group, Semiconductor Products Group and life Sciences and Chemical Analysis. The company is financially sound, pioneer in its products and has a good technology portfolio. Test and Measurement group provides the main business to the company. Main market is in general purpose and digital design. Most of the products were provided to communications and electronics segment.

Secondary demand is for RF microwave and Wireless. Through primary demand, more than 90% of the revenues are generated. Primary demand can be generated by providing the innovative products and focusing on the demand of competitive customers. Secondary market can be developed through identifying the customer's needs and customizing solutions to their specific needs.

3. SWOT Analysis


? Major competitor in Test and Measurement market, it has good ...

Solution Summary

1600 words, APA