The management team at Aldus Corporation

The management team at Aldus Corporation was considering a possible reorganization of its existing marketing strategies in order to suit the needs of the market more effectively. Initially, the success of the product had been based on strategic alliances with large corporations such as Apple and IBM.These strategic alliances had facilitated access to a large distribution network. The product’s marketing potential had also been enhanced through technical support which had helped both the business executive and the professional graphics designer to make the most of the software.However this was a single product strategy which was no longer viable because the needs of the two market segments were diverging. For example, the market segment that consisted of business executives required greater user-friendliness while the market segment that consisted of professional graphics designers required a greater range of functionalities.Therefore, the management team at Aldus had to formul ate strategies that would enable the existing organizational structure at Aldus to customize PageMaker to a greater extent to the needs of both segments.Although the proposed reorganization presented several difficult challenges, it was a viable one in light of the fact that both consumer segments were critical to maintaining Aldus’s profit potential.