Example research essay topic: Hand Held First Introduced - 1,065 words

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Edwin Land and George Wheelwright III founded Polaroid Corporation in 1936. The interlocking rings of Polaroid filters have been the emblems of the Polaroid Corporation for over sixty years. Edwin H. Land first demonstrated one-step photography at a meeting of the Optical Society of America on February 21, 1947. Following that, the first one-step camera with color film was invented in 1963. Since then, the company has come a long way.

In 1998, the Polaroid Corporation expanded distribution to over 150 countries worldwide. They are currently manufacturing in China, India, Mexico, Netherlands, and Scotland. Today, Polaroid has thirty-five marketing and manufacturing subsidiaries all over the world. Polaroid offers a variety of audio and visual products. Some of these products include digital cameras, projectors, film, digital photo printers, scanners and software.

But, the product that made Polaroid into the worldwide corporation it is today is the handheld instant camera. The Business Edition was Polaroid's strategy for product development. First introduced in the seventies, the Business Edition model was a new product in an existing market. Accepted immediately into the homes of thousands of Americans, this product dominated the camera industry for almost a decade.

The hand held instant camera is the all-time best selling product for Polaroid. The appeal of the product was both the convenience and the simplicity of its use. Then, inexplicably the instant camera disappeared in the 1990 's. The Business Edition 600 is the workhorse for the Polaroid line of cameras. The camera's faster shutter speed as well as its built-in close-up lens and built-in strobe, made it the most appealing of the line of instant cameras. In addition, Polaroid offers more high-end advanced instant cameras such as the Spectra, Spectra Pro, and the Polaroid 680.

However, these models are more expensive and do not necessarily offer the simplicity of use that the Business Edition and Polaroid One-Step Express posses. The Polaroid One-Step Express is basically the Business Edition of the ninety's. This camera offers all of the same features except in an updated new style. The product to be re marketed is the Polaroid OneStep Express. As a little known commodity in the Polaroid line of cameras, the OneStep Express is an easy to use, point and shoot instant camera. Also, it offers a fixed-focus lens with a 2 to 4 feet close up adapter.

Presently, the camera's appearance is green with yellow accents and is bundled in a tote bag for travel. In addition to a new contemporary design with adjustable hand strap, it also has other cosmetic and ergonomic updates. Its new appearance and design makes it more appealing than the 600 model of old. The new target for the OneStep Express would be teenagers and older children. Presently, the current target is undifferentiated by Polaroid.

Originally, Polaroid marketed the OneStep to photographers in general. The main disadvantage to this approach is that the competitors of Polaroid may identify and target segments of the market that may be more profitable. Currently, Polaroid is saving money in production and marketing costs by not targeting the OneStep to a specific market. However, the product is also not earning market share and dollars to its potential.

This target is chosen over adults and senior citizens because they have already experienced hand held instant cameras and are familiar with the pros and cons of them. This product will be totally new to many teenagers and almost unheard of by children. The change to target a specific segment would be an excellent marketing strategy for Polaroid because teenagers and children have not experienced the pleasure and lucidity of instant handheld photography offered by the OneStep. Teenagers especially would take more photographs if they could experience the results immediately. Most teenagers would rather spend a few extra dollars for film for instant pictures rather than go through the hassle of dropping off used film at the film developer's and the inconvenience of returning a few days later to pick it up. Teenagers are in a constant hurry to have results right now.

For example, it us a perfect solution for persons age 7 - 15 years of age because they are unable to drive a car to the film developer. Therefore, the OneStep is perfect for the life style that teenagers live. The OneStep will be marketed to children as a toy. There are all kinds of possibilities for the OneStep as a toy. The camera is extremely durable and is remarkably simple to use.

For a middle class child it is a perfect toy. Therefore, the OneStep Express is ideal for the lifestyle of the teenager and older child market. The major environmental force behind the remarketing of the OneStep is lifestyle. Teenagers live a different life style now than that of the teenagers when the camera was first introduced. Two decades ago, there was one camera per household.

Moreover, this camera was to be only used by adults. Teens would rarely be allowed to take the camera to a high school dance, a gathering, or athletic event because the camera was too valuable. Also, there were restrictions on its usage. In the ninety's, everybody has a camera and people of all ages use photography. Teenagers would love to have a picture instantly with the touch of a button.

The cost of the camera is extremely affordable. Instant handheld camera's, when first introduced, were priced like a lot of the new technology of the time such as VCR's. They were expensive when the product was first introduced and then prices eventually fell. Today, the price is affordable to relatively everyone.

The benefits of the OneStep Express are both tangible and intangible. The tangible benefit would be a high quality photograph instantly with a push of a button. The primary intangible benefit would be psychological, the pleasure of viewing the photograph almost instantly. A secondary intangible benefit would be the fact that a person knows how the picture turns out before experiencing the possible disappointment of a bad picture. Also, if doubles or even triples of an image are desired, it can be made available right there on the spot. Often times a person wants doubles of just one or two pictures out of a role of twenty-five pictures.

With the OneStep a consumer does not have to pay for a whole new set of extra pictures that will go to waste. The cost of...

Research essay sample on Hand Held First Introduced