Micro Talk Systems

Abstract

This case focuses on a unique and often overlooked product market – sporting event timing systems and supplies – and involves a Japanese manufacturer of radio frequency identification (RFID)-based timing systems called Micro Talk Systems or MTS.  Some of the challenges facing MTS, as they begin to penetrate the U.S. timing market, include identifying the size and scope of the timing market, which market segment(s) should MTS focus on, what is the competitive advantage(s) MTS holds compared to other timing systems being marketed in the U.S., and which channel(s) of distribution would prove to be the most efficient and cost effective to use.