The management team at Aldus Corporation

The management aggroup at Aldus Corporation was considering a possible reorganisation of its existing marketing strategies in order to suit the needs of the market more effectively. Initially, the victor of the convergence 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 products marketing potential had also been enhanced through adept support which had helped both the business executive and the schoolmaster graphics creator 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 subdivisions 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 group at Aldus had t o formulate 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 shadowy of the fact that both consumer segments were critical to maintaining Alduss profit potential.