CASE: GOOGLE GLASS (by Thomas Eisenmann, Lauren Barley and Liz Kind)
1. What are Google's goals in developing Glass?
2. Who is Glass targeting? Describe the segment(s) using demographics, psychographics and benefits segmentation.
3. What is Glass's frame of reference? Perform a POP/POD analysis. What should be the positioning basis for Glass?
4. Which of the three distribution options listed in the case would you pursue, i.e.,
a) direct distribution;
b) open platform;
c) partnership with leading eyewear manufacturer?
5. If Google follows the partnership path, which eyewear manufacturer should it target?