Marketing and Sales Objectives The first objective is to fulfill the needs of students for a flexible and efficient learning.  To assure that the products are user-friendly and compatible with the existing technology. To deliver a product that is in accordance to the general characteristics of the Generation Y. To increase motivation, interest and learning outcomes of Generation Y students. To maintain cooperation of schools in establishing an appropriate teaching style and technological environment. To minimize conflict between the education laws (e.g. New Zealand Education System) and the use of information technology/ internet. To be one of the pioneer of digital education to augment limitations of teacher, classroom time, educational apparatus and number of students.      Positioning Strategy and Selling Proposition As Generation Y is largely described as born in the internet era, academic laptops is very appropriate.  Virtually all students and especially those in tertiary education uses laptop computers for doing their assignments, research, and even in classroom tasks.  The product is positioned to address the need of students for unlimited and uninterrupted source of information and workstation.  The lecture and learning in the classroom is bounded by time.  The product will solve this issue and make education available anytime and anywhere.  The product will be portable and its features are those helpful in learning such as media capability, networking ready and internet equipped.  Generation Y is also characterized by need of empowerment and expression.  They are more assertive than earlier generations and wanted to gain most out of their lives.  In effect, balanced study/ work and life are highly preferable.  The product can give entertainment and socialization channels through its internet capability.  Students will be able to communicate with different people that will enhance their people and communication skills.  Online games can also develop their cognition and creativity while enjoying and being entertained.  The product will support students in having a balanced life and therefore will have a design of memory and other features of the product expanded to supply these requests. The students of today particularly those in their tertiary education are not compulsorily demanded to engage in higher education.  This is especially true in New Zealand where only primary and secondary education is compulsory.  The emergence of this product will serve as motivating factor for students to engage in higher education even if the first expression is difficult.  The product will give them confidence that classroom difficulties can be easily resolved by the power of internet and connectivity.  It can also reduce their financial issues as there are electronic books that can be accessible via the institution's system.  With this, the product is positioned to help the government to advertise education to the people.  The characteristic of Generation Y in using distant communication devices such as instant messaging can increase the product's interests.   The product provides the key aspect of Generation Y that is observed in its design, feature and presentation.  It gives them extreme flexibility, variety of programs, access to technology and perhaps more vacation times.  They can easily shift from classroom to leisure mindset depending on their mood and environment.  On the part of the parents, they will be given a fair price for the products and subsidy from the government may further ease this problem.  For the educational institution, they must have the appropriate technological platforms.  Otherwise, the role of the product can be minimized.  To this end, the producer of this product will coordinate to school officials as well as the government to negotiate the probability of creating or improving current facilities.  Lastly, the product will help the government promote education and is likely to have the recognition and support of the product's marketing and sales endeavor.                 Key Concepts in Current Marketing Determination of value initially involves internal auditing and external scanning.  Questions will emerge such as "Who the brand is for?", "Where is the company now?" and "What is the market going or how competition going?".  For the company to carry value management and improve performance/ efficiency, it should re-evaluate the positioning of its brand and its impact to stakeholders including competitors.  This is signaled by partially identifying the threat of loosing potential customers within the working class earlier as their products may be perceived too expensive.  Value analysis offers a platform to determine the weaknesses of branding and enhancement of its strengths as inputs are set for analysis.  As marketing is a battle of perceptions not products, the innovation and style focus of the company could be in a loophole.  In effect, the scanning stage of value evaluation can rationalize its current branding. The formulation of a branding plan will be developed.  As observed, corporate actions are identified to manage the nature of stakeholders which is almost dynamic at all times.  This stage also post responsibilities to specific actors within the organization that can entail additional motivation to obtain desired member efforts regarding the additional tasks to consider.  Budgeting is also emphasized at this stage that can serve as a limiting factor regarding the extent of a particular branding strategy.  The third stage is the implementation process in which the plan is actually tried in the actual operations.  The company is confronted with varying corporate performance, competitor's retaliations and changes in the behavior of customer as well as employee regarding the plan.  If the firm has no learning curve to base contingent actions, it is only suited for the plan to impose loss limitation or performance targets to reduce the risk associated with the implementation.