So they can either focus on being a tech company and come up with great innovations and license their technologies to other retailing companies, or they definitely have to get better marketing department. Their marketing behaviours so far showed that they are being run with engineering mindset. They sorely need some marketing savvy people.

If they want to be real player in the retailing market, they must be willing to spend on great product packaging (design) as well as the “cool” factor.

Infact a very nice comparision of Apple I POD Vs creative music phones.

Your analysis makes me think “what should be an ideal stratergy for Creative to increase its market share “.

I beleive : Following things may work out:

1. Build a strong target position.

2. Market features, advanategs and benefits.

What are your views that acn be done to revamp Creative MP3 player.

Regards,

Ankur.