复旦大学：《学术英语（管理科学）Academic English for Business》学生学术英语课程项目_Alexis Products’In Search of the Second Act

Alexis Products In Search of the Second Act demic English Group Presentation

Group 3 Alexis Products’ In Search of the Second Act Academic English Group Presentation

CONTENTS I. Background II. Key Problem Ill.Expert's Views Solutions

CONTENTS I. Background II. Key Problem III.Expert’s Views IV.Solutions

Background Information Alexis products The Brrrd Interactive language-learning tool Shape: a bird-like robot Technologies: speech-recognition, AI Functions: help learn Mandarin words and phrases Target Customers: students and young professionals Price:S79.99

Background Information Alexis Products’ The Brrrd Interactive language-learning tool Shape: a bird-like robot Functions: help learn Mandarin words and phrases Technologies: speech-recognition, AI Target Customers: students and young professionals Price: $79.99

SUCCES DECLINE Sales 3 million 2.2 million-1.5 million Attention A media darling Die down Distribution relationship fell through Disagreement and impatience among the board

Sales 3 million Attention A media darling SUCCESS DECLINE 2.2 million — 1.5 million Die down • Distribution relationship fell through • Disagreement and impatience among the board

IDENTIFY THE KEY PROBLEM Blurred product positioning Is it a toy company or a language one Crossroad: FUN OR FUNCTIONAL?

IDENTIFY THE KEY PROBLEM Crossroad: Blurred product positioning Is it a toy company or a language one ? FUN OR FUNCTIONAL?

EXPERTSⅤIEWS Roepothgooriganal afferent direction vacionsstangadges Emmgttoatal Gauri nanda contaactionofith Ravi sawhney dusttrenenetrsevel

EXPERTS VIEWS Gauri Nanda Ravi Sawhney • Keep the original ideas • Various languages • Target at customers of different level • Simple • Do not go in a different direction • Use existing edge • Emotional connection with customers

SWOT ANALYSIS Opportunity Threat Strength Weakness Fast-growing rket Fierce competiton Technology Decline attention No substitutes Distribution relationship Interact fun Less scientific professional of Al d is still great Complete system Brand Reputatic n

Solutions KEEPIT FUN, MORE FUNCTIONS Brand Extension Pricing Strategy Introduce new product Brrrd Original &brrrd Plus Improvement based on Brrrd Add new characteristics Balance of fun and function

Solutions Brand Extension & Pricing Strategy • Introduce new product • Improvement based on Brrrd • Add new characteristics • Balance of fun and function KEEP IT FUN, MORE FUNCTIONS Brrrd Original & Brrrd Plus

New Characteristics Brrrd Originar Brrrd Plus https://www.brrrdlanguagecommunity.com

New Characteristics Brrrd Original Brrrd Plus Configuration Toy / stuffed-bird Tablet / Kindle-like， metal texture Language Support Multiple data packets （French, German, Spanish, Arabic） Level (target customer) For entertainment and basic language learning / primary users For more professional learning / Intermediate & advanced users Interaction Online-community Price ＄59.99 ＄89.99 https://www.brrrdlanguagecommunity.com

Contradiction is not unresolvable Wisdom and bravery are required Thank dYou unexpected future a the time

Thank You • Contradiction is not unresolvable • Wisdom and bravery are required • Be ready for the unexpected future all the time