Document Type

Closed Project

Publication Date

Winter 2012


Charles Weber

Course Title

Technology Marketing

Course Number

ETM 555/655


New products -- Management, New products -- Marketing, New products -- Planning, Cell phones -- Technological innovations, Digital cameras


The pace at which technology has advanced leaves no doubt in our minds that better, faster and smaller is the future. The rapid growth in the size of the population that pride itself in utilizing their smart devices for photography has also created a market segment that needs a reliable, compact and high-quality photography delivering product that can be used along with their existing iPhone/iPod.

In this document we have attempted to create a marketing plan for a product that addresses this requirement (iCam). On the basis of various analytical methods, surveys, interviews, literature review and gathering information from several media, we have attempted to present a plan, that identifies the market segment from a huge available market and lists the important factors the determine the purchase decision. We have also thoroughly studied and proposed in the marketing plan, how we should go about achieving our goal of successfully marketing the iCam and capturing the market.

(This report is followed by the associated Market Research Log.)


This project is only available to students, staff, and faculty of Portland State University

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