摩托羅拉一直是商務手機的代名詞，說白一點就是高端手機的代名詞。從1983年開始的大哥大3200手機，到白1996年劃時代的翻蓋手機摩托羅拉8900,在到2000年超越時代的摩托羅拉328c，再到第一款全中文手機摩托羅拉CD928+……摩托羅拉靠的技術領導著全球市場。其戰略定位就是高端，就是商務，就是科技。企業以核心技術作為手機產業本質，應在不同時期有不同的表現形式，在手機的最開始，當然是技術統領天下，隨著市場的發展，產品與技術發展應配合市場進行更敏捷的轉變

2010年2月摩托羅拉移動通訊事業部因市場環境變遷，市場佔有率與利潤持續下降面臨持續虧損窘境，此時 Alain為產品規劃位階最高人員，其專業能力受總經理肯定。針對全球競爭白熱化，擬為消費者提供了價格多樣化、功能不同的中低價位的聯發科晶片智慧型手機，增加國際市場銷售量。然而此舉引起技術部門與品質部門的反對認為引進聯發科晶片將嚴重打擊公司品牌形象拖累高階手機市場價格。

摩托羅拉移動通訊事業部所面臨的，表面上只是釋出代工訂單拓展中低價位市場佔有率的品牌延伸管理危機，而實際所演生的管理決策思維包括新產品市場區隔,目標市場選定,產品定位,市場滲透, 破壞性創新,產業生態系統,符合品牌市場導向戰術之建立

On February 2010, Alex, head of Motorola Mobility, Product Portfolio development group, was leaving yet the roadmap review meeting with a critical assignment by CEO to reform the coming 12 month product roadmap and need to ensure the right product initiation to recover the overall volume deployment and make sure the margin can meet with the financial target before Q4, 2011.
Alex awarded the mobile handset industry now is changing rapidly and under a blooding price completion. He tries to figure out how to increase product value position to win back more volume. After running down the completion landscape and consumer insights that he point MediaTek platform seems like a good opportunity to increase volume and margins. However, this decision is being doubted and challenged by the most senior staffs: the Technical lead Randy and Quality Lead Joseph who are also concerned MediaTek solution will impact internal resource allocation and discount the innovation and Branding Value and may be also impacted the high tier Products pricing strategy which is not good to the long run completion position.
A few weeks later, the Product marketing Director, Anthony and Sales leads Michael is reporting there is a good opportunity to win back more market share by launching a competition entry Smartphone to focus on those younger customers as a first step to the Smartphone. Also, the business case is proved through the series analytic of Market Segment, Target Market, and Product Position to align with a new market entry strategy which all back up with Alex’s portfolio Decision. However, the senior leadership Randy ad Joseph are still worried very much about the impact to build a cheaper phone instead of a better phone to the market. They are proposing to create the powerful Smartphone to win all mass markets instead of launching a less expensive one for the new market.
To differing degrees, these are all the driving factors in the Ecosystem to identify the product value proposition and results. What really leads the win-win solution of new product launch to assure both Margins and Volume in Year2011? Alex is thinking to make a new change not only to create new products to fit with the consumer’s needs to achieve the demand creation but also enhance the value proposition to assure the margins to meet financial results.
This is a case study of a breakthrough decision to launch the new product of Entry Smartphone to win the high growth market. How should Alex to do to make the right decision? How would you do to lead the teamwork of the new product development especially face so many difficulties and Dilemmas?

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