... have been selected for the purpose of this report. These companies are: Gempsy, Symbol Technologies, IEE, and Scantech International BV. The major clients and users of the equipment are various food and non-food retailers. The first part of the report provides an introduction into Data Capturing Equipment and it outlines the reasons for opting to analyse this industry. Further, general positioning strategies of all manufacturers at the basic level of Core Product will be provided. The second part of the report examines the positioning of LIS at the Actual Product and Augmented Product level. An introduction to the companies and their operations is also given in this part of the report. Finally, based on the analysis of the current positioning strategies the section dealing with conclusions and recommendations will finalise the report proposing to each company a possible course of action in order to improve their market performances. 2. DATA CAPTURING ...

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