Introduction In 2013, the Danish start-up, PanzerGlass launched its first products for mobile device protection. Today, the company is present in more than 70 different markets and is realizing triple-digit growth rates. PanzerGlass is part of the Juhl Bach Holding Group, one of the largest family-owned holding companies in Denmark. Over the years, PanzerGlass has become a synonym with superior screen protectors for mobile devices. We protect all devices; laptops, smartphones, tablets, displays in cars, smartwatches, and are constantly investing in innovation and development, while listening to our consumers needs, to be able to secure progress and maintain our position as one of the worlds leading providers of high-quality screen protectors. Product Portfolio Currently, the companys product range includes the following: PanzerGlass for Smartphones, Tablets, Microsoft Surface etc. Case Covers for mobile devices (Clear Case etc.) PC, Macbook & LCD Monitor Privacy filters Spray Twice a Day (Antibacterial spray) Examples of PanzerGlass OEM* partners: Microsoft Designed for Surface tablet and spray Samsung SMAPP Google Motorola HMD/Nokia *OEM stands for Original Equipment Manufacturing partner. We are collaborating directly with these manufacturers to produce the best quality items for their products, and to have products ready for their product launches. Assessment Questions PanzerGlass is planning to expand into the US Market in 2022. As part of the companys growth ambitions to enter more international markets, the business challenge assessment tasks and expectation are set below and students are required to address the following 4 issues relative to the companys expansion into the US market. Develop a Business Plan that specifically focuses on the companys planned entry into the USA: o Conduct effective market research with supporting data evidence to determine market size, opportunity, buyer characteristics and other critical information o Conduct competitor analysis to determine the basis for competitive differentiation that PanzerGlass should adopt. Based on this analysis, recommend the most appropriate positioning strategy that the company should use. o Recommend and justify the most effective marketing communication strategies/ methods as well as the most appropriate price point that the firm should use o Specification and justification of the most effective channels of distribution to support the companys expansion into the US market.
