Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Motorola marketing strategy by studybuy
Motorola marketing strategy
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Motorola marketing strategy by studybuy
Motorola Inc.
Company overview:
Motorola is a leading provider of wireless communication devices, Enterprise mobility solutions and end-to-end broadband systems for homes. The Fortune 100 Company is based in Schaumburg, Illinois.
Apart from being known for their innovation and R&D facilities their robust manufacturing capabilities have made a mark in the world’s tech arena.
It has a strong global presence with centers in over 70 countries and is named as one of America’s Most Admired Companies by the fortune magazine.
The major chunk of its business is the mobile services segment, raking in over 52% of its net sales. Although USA is its largest market about 65% of the segment’s sales are outside the US.
Its endless list of customers includes the big names in the Telecommunication industry such as Verizon, Sprint-nextel, Tmobile, China mobile, and Comcast. The company has reported sales of $36.6 billion for 2007, a drop of about 15% from its 2006 sales, largely due to its loss in the mobile devices segment. They are even looking at the developing WiMax market which could be a huge cash generator for them in the future.
Currently the company is exploring ways to accelerate its mobile devices business and bring it back on track as a profitable entity, they are even considering selling the entire division, the final decision is yet to be made.
SWOT analysis:
Strengths
-Big Brand.
-One of the best R&D facilities.
-Solid manufacturing.
-Variety of products to keep them in the game.
-Excellent marketing.
-Six Sigma.
Weakness
-Declining monetary resources due to non profitability.
-Products lack the slick and fashionable appeal.
-Too much reliance on their phone Moto Razr.
-Products lack user centered design.
...
... middle of paper ...
...ts. Since they both target the same number of people Samsung, with its thin, sleek swanky phones poses a great threat to Motorola at the global level. Rivals LG are not far behind. LG Chief Executive Nam Yong recently stated that they too would try to exploit Motorola’s current low phase to sharply increase their market share.
With better styles and easier user interfaces, these companies are on a prowl to steal another piece of the market.
Competition from WCDMA as an alternative for WiMax:
Currently WCDMA is more widely deployed for data communication and Motorola is not very active in this area, however, they are the market leaders in WiMax which is still under development.
If WiMAX succeeds, Motorola will be right on top but if WCDMA succeeds, Motorola will be at a serious disadvantage as its market share in WCDMA is quite small compared to its competitors.
Verizon Wireless is a joint venture between Verizon Communications out of New Jersey and the European-owned telecommunications company "Vodafone." Verizon Wireless is a wireless communication carrier that operates in the continental United States. Currently, Verizon Wireless provides wireless communication services to over 60 million customers nationwide including customers in Hawaii and Alaska. Its products include wireless voice and data services using the largest wireless voice and data network in the United States. Cingular Wireless is currently the leading cellular carrier when it comes to amount of customers on its wireless network. However, as Verizon Wireless continues to grow its market share as the United States' second largest wireless carrier, it ranks number one in total revenue collected as well as how it is viewed by Wall Street. Verizon Wireless' strong market position, perception of quality, and its proportion of income has a strong competitive advantage that would allow a small price increase--making the demand inelastic, "quality demand stretches very little in response to price change" (McConnell et. al, 2004).
In conclusion, current trends and significant events concerning T-Mobile were examined. A hard look was given to the economy, demographics, technology, political and legal issues, and social characteristics. T-Mobile is strong across the board, with surprising statistics backing up a variety of topics. The economy is strong, the demographics are not far-fetched, technology is improving, there’s no huge political or legal scandal, and T-Mobile is socially strong.
Annual data was gathered on the United States' Gross Domestic Product and the economic indicators of unemployment, employment growth, inflation, and interest rates. Using 2004 as the base year, forecasts for the next two years were taken from three different forecasting organizations and compared to historical figures. Differences in projected data were addressed as well as relationships between forecasts and among the targeted indicators. The results of the economic forecasts were applied to current Motorola operations and plans. Whether or not Motorola's operations and plans are changed in response to the forecasted information, to avoid threats and take advantage of opportunities, are discussed.
They have a strong core transaction processing infrastructure for meeting operational needs of a company this size.
AT&T 27.1%, Verizon 26.3%, Sprint-Nextel 23.6%, Other 11.9%, T-mobile 11.1%. Source Forrester Research December 2007.
The company has a very good information systems support in being able to make strategic and routine decisions. They research and look into every available option prior to committing to purchasing or contracting with the companies in making sure that they are able to make the best quality product at the lowest costs.
It is capable of capturing 13.8% of the market share. It is not a market leader, but with continuous development & effort has the potential to be a market leader.
areas in only the southeast and western parts of the United States. Its recent merge with AT&T
Blackberry lost focus on its core business and consequently lost its position as the “Business phone” market leader. Its Market-Share of the smartphone shrank from>21% to below 1%.
While profits from semiconductor sales are keeping stakeholders happy, Samsung is pursuing a differentiation strategy in the smartphone market. The managers are committing more resources to researching something they think will revolutionize phones. author name writes, “All smartphone makers face the issue of stagnancy in hardware innovation. Samsung is currently working on developing a smartphone with foldable displays…” (Tanner). There has not been a ground-breaking development in smart phones in the last few years, so the managers believe
Thirdly, the company is committed to delivering superior quality of products and services. It earned a reputation of a convenient and reliable brand that offers the lowest prices, one of the fastest and lowest shipping, widest selection of goods, and many additional features with its services.
has grown into a $49.7 billion corporation by clearly focusing on the goal of enabling commerce around the globe.
The cellular-service industry in the United States has reached maturity with AT&T, Verizon, Sprint, and T-Mobile taking the largest share of the market. Each company has
In 1990, Nokia Mobile Phones (NMP) was the smallest of the five business divisions of Nokia, with annual sales of $500 million and 3,051 employees. Jorma Olilla, the new president of NMP, in the same year led the division to become the world's second largest manufacturer of mobile telephones after Motorola in just a year and half later. Motorola and NEC, the close third competitor, were the dominant players with a combined 33 percent global market share, compared with NMP's share of 13 percent. During this period, the main customers of mobile phones were business users who could afford the high prices. The everyday consumers were not overly attracted by these high prices and limited functional phones. Despite these limitations, the cellular market was growing rapidly, which brought more Asian producers into the competition. To make the matter worse, there was much proprietary technology and equipment required for analog standards around the globe. The emergence of digital technology provided a hope for a uniform communication standard. As a result, NMP had to make a difficult decision regarding which technology to commit significant resources to.
Today, Nokia is the world leader in mobile communications. The company generates sales of more than $27 billion in a total of 130 countries and employs more than 60,000 people. Its simple mission: to "connect people."