...Implementing situation analysis to identify marketing opportunity For a marketer, the most important aspect of marketing management is to analyze the recent and changing trends in the market, conduct a situational analysis and meet the demands of their consumers. Trend Analysis is the practice of collecting information, analyzing it and them attempting to spot a pattern or ‘trend’ in the information. After spotting the trend in the information, marketers follow it to come up with ideas in order to meet the demands of what their consumers want. Trend analysis is used to predict future events based on events happening in the present or the past. While conducting a trend analysis, marketers are actually conducting a situational analysis. A situation analysis, according to the American Marketing Association (AMA), is “the systematic collection and study of past and present data to identify trends, forces, and conditions with the potential to influence the performance of the business and the choice of appropriate strategies.” The situation analysis involves a thorough review of the industry, the market and the marketer’s competition. A thorough analysis of the situation in which the firm finds itself serves as the basis for identifying opportunities to satisfy unfulfilled customer needs. In addition to identifying the customer needs, the firm must understand its own capabilities and the environment in which it is operating. The situational analysis can be viewed as the analysis of the external...
Words: 4953 - Pages: 20
...Strategic Marketing Study Case : HTC Summary 1- Introduction……………………………………………………………………………1 2 - Analysis……………………………………………………………………….……….2 2.1-Description of HTC………………………………………………….………….2 2.2-Industry analysis…………………………………………………….………….2 2.3 -PEST Analysis………………………………………………………………….4 2.3.1-Political……………………………………………………….……………4 2.3.2 -Economical……………………………………………………………….4 2.3.3 Social………………………………………………………………………5 2.3.4Technological…………………………………………………………..….6 3 - HTC MarketingStrategy………………………………………………………..……..6 3.1-SWOtAnalysis………………………………………………………………6 3.1.1Strengths………………………………………………..…………………6 3.1.2Weakness……………………………………………..…...………………7 4 - Recomandations…………………………………………………..……………………9 1. Introduction HTC is a company that was launched in 1997 in Taiwan. This company emerged in the smartphone market with big success and broke a lot of industry sales records. This company is a good example of a rapid rise to success because of its high technological expertise and innovative ideas. At the start, HTC was not well known in the smartphone and tablets industry. However, HTC innovative design and state of the art technologies generated big interest. According to some primary research, customers who owned HTC phone did not know a lot about HTC as a company. That is to say, HTC brand awareness was not...
Words: 2492 - Pages: 10
...Contents Page Purpose 4 1. External Analysis 5 2.1 Industry Life Cycle............................................................5 2.2 Market Analysis....................................................................6 2.3 PESTEL.................................................................................7 2.4 Porters 5 Force ....................................................................8 2. Internal Analysis 9 2.1 Microsoft Competency Framework....................................9 2.2 Microsoft VRIN Framework.................................................10 2.3 Microsoft Strengths and Weaknesses ..............................10 2.4 Nokia Competency Framework...........................................11 2.5 Nokia VRIN Framework........................................................12 2.6 Nokia Strengths and Weaknesses......................................12 3. Issues and Challenges ...
Words: 6930 - Pages: 28
...1. Executive Summary The report was conducted to analyze from marketing strategies perspective why Xiaomi has made such a big success in smart phone business since it was founded in 201, and to make some recommendations for its further success. The methods used in the report include external analysis (customer analysis, competitor analysis, market analysis and environmental analysis), internal analysis (performance analysis and determinants of strategic options) and analysis of strategic outputs. In addition, a survey which can be found in Appendix part was conducted in a focus group to help on the analysis. The results from the analysis tell that Xiaomi has attracted a large number of very loyal customers by very accurate segment target positioning, establish very concise brand image with very user friendly UI system, high performance hardware and very efficient on-line selling channel. On the other hand, more and more powerful bargaining power from its suppliers, heavy dependency on single marketing channel (online) and difficulties in establishing technical differentiation are the major threat or weaknesses Xiaomi is facing. Xiaomi has become a very successful smart phone producer and seller. It created a phenomenon in the market and now is the paradigm many market players try to copy. Therefore, to overcome its weaknesses and tackle the threats and to gain sustainable development of business, in the report, the following recommends have been discussed: Enhancing...
Words: 4922 - Pages: 20
...August 25, 2013 August 25, 2013 Research Paper on Smartphone Selection: Most Influencing factors to the End-Customer Research Paper on Smartphone Selection: Most Influencing factors to the End-Customer Submitted To Samy Ahmed, Senior Lecturer, School of Business North South University Submitted By Rafiul Ali 091 0695 530 Md. Yasin Rubel 091 0349 039 Md. Fakhrul Hasan 091 1024 530 Md. Nur-Ur-Rahman 101 0923 030 Kazi Naqui Ismail 082 437 030 Submitted To Samy Ahmed, Senior Lecturer, School of Business North South University Submitted By Rafiul Ali 091 0695 530 Md. Yasin Rubel 091 0349 039 Md. Fakhrul Hasan 091 1024 530 Md. Nur-Ur-Rahman 101 0923 030 Kazi Naqui Ismail 082 437 030 Content Chapter 1: Introduction 1.1 Origin of the Report 2 1.2 Background of the Research 2 1.3 Objective of the Research: 2 1.4 Approach to the Problem: 3 1.4.1 Theoretical Framework: 3 1.4.2 Analytical Model: 3 1.4.3 Research Question: 3 1.5 Methodology of the Report: 3 Chapter 2: Literatur Review 2.1 Smartphone: 5 2.2 Brand Image: 5 2.3 Perceived Price: 5 2.4 Operating System: 6 2.5 Screen Size: 6 2.6 Battery Life: 6 Chapter 3: Research Design & Methodology 3.1 Problem Definition: 8 3.1.1 Core problem: 8 3.1.2 Marketing research problem: 8 3.2 Model Development: 8 3.3 Questioner Design: 9 3.4 Research Methodology: 9 Chapter 4: Research Question & Hypothesis Development 4.1 Research Questions: 11 4...
Words: 5852 - Pages: 24
...a market analysis of Samsung smart phones from the manufacturers to end users. The analysis uses direct distribution channel as the best distribution strategy for Samsung smart phones. In addition, a multi-channel distribution system was recommended that utilized only the catalogue and the sales force. The target market needs identified indicated that most Smartphone users demand the android operating system, and are very sensitive to original products from Samsung thus validating the direct distribution channel. Introduction In order to effectively sell their products, marketers must consider a number of factors that contribute to a perfect marketing and distribution plan. Some of the vital things to consider while marketing a product include the distribution channels to adopt, the target market needs and its effect on the chosen distribution channel, and the type of channel member to use, whether a retailer, wholesaler, manufacturer, or a dealer. According to Kotler & Armstrong (2001, p. 15), marketers should have the ability to identify threats and opportunities within a business environment in order to develop a perfect and successful marketing plan. The following discussion provides a deep analysis on how an entrepreneur can market a product and make it available to the end user. The selected product was a Samsung Smartphone. The increasing demand for technologically advanced gadgets in the present digital world stimulated the above selection. Analysis Market...
Words: 1112 - Pages: 5
...The Analysis of Smartphone Industry Author Note This paper was prepared for MRK 3001 Marketing Strategies, taught by Associate Professor Burcu İlter. TABLE OF CONTENTS ABSTRACT This study aims at measuring industry analysis about smartphone. Firstly, we had to determine which smartphone industry is going to handle. We did brain stormy with group members on this subject. We looked over many web pages about this subject. And then, we did internet searching about the comparison of industry analysis examples. We did task distribution after internet searching. Description of smartphone, smartphone industry and nature of the industry is handled by Emir Nişancı. Structural analysis within the industry and industry dynamics are handled by Merve Demirkıran, Damla Dutlu and Perihan Yıldırım. Competitor analysis for each key player is handled Anna Bivol. We have had a lot of knowledge that we didn’t know about the smartphone industry through this term project. This term project has had enjoyable and beneficial for us. Keywords: Smartphone Industry, Industry Dynamics, Key Player of Smartphone Industry 1. Introduction This report will focus on the smartphone industry given that the global market, in terms of the major players involved. In this report, we mainly focused on the dynamics of the smartphone industry and the factors that affects the change over the conditions of competition. The smartphone industry consists of all companies that manufacture and sell smartphones...
Words: 10647 - Pages: 43
...Abstract The purpose of this study is to analysis changes management in the RIM Company. The study investigated how well the external and internal changes in RIM and analysis the environment remote effects on the company transformation. The research design included literature review, data collection, data analysis and recommendation. It is no longer the era of BlackBerry, as one of famous company in Canada. Before the iPhone launched on, BlackBerry seems like a legendary brand in cell phone industry, since they create the convenience EMAIL push service. Likeness, just five years ago, “BlackBerry” was virtually synonymous with “Smartphone.” It was well on its way to becoming a generic trademark, like Kleenex or Band-Aid, that would seemingly forever be associated with its entire sector (Thierer, 2012). In order to research how the BlackBerry can be changed and manage the change, the paper as qualitative research to analysis the external and internal changeability. The process of writing paper is followed the Lincoln and Guba’ evaluative criteria (1985) that based on credibility, transferability, dependability and conformability. The data collections use searching journals, web source, and online library. The PEST analysis implement on data analysis. Background of the company BlackBerry Ltd (formerly known as Research In Motion Ltd) is telecommunication and wireless equipment company headquartered in Waterloo, Canada. It started operations in 1984 with a vision...
Words: 3393 - Pages: 14
...(SCOPE) 52810553 Table of Contents Page 1. Introduction 3 2. Macro-Environmental Analysis 4-7 3. Mobile Phone Industry Analysis 7-10 4. Critical Success Factors 10-13 5. Scenario Planning 13 6. Reference 14-15 7. Appendix 16-18 1. Introduction Nokia, one of the international communication and information technology company in the world which found in Finland. Their main products are phone and portable IT equipment. It also provides Internet services, including applications, games, music, media and communications through its Ovi platform, and free digital map information. Nokia is the largest vendor of mobile in the world since 1998 to 2008. However, in this past 5 years, Nokia has suffered declining market share because of the increasing of the other smart phone from other company like Apple and Samsung. From February 2011, Nokia has been partnership with Microsoft, as part of Nokia smartphones using Microsoft's Windows Mobile operating system (replacement Symbian). In October 2011, Nokia launched its first Windows Phone handsets Lumia 710 and 800. We will analysis in following parts,...
Words: 4138 - Pages: 17
...|Student Registration Number |: |1 | | | |5 | | | |0 | | | |1 | | | |3 | | | |3 | | | |1 | | | |1 | | | |7 | | | | ...
Words: 3602 - Pages: 15
...The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats. Information about the origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. You can also use SWOT analysis exercises for team building games. Note that SWOT analysis is often interpreted and used as a SWOT Analysis 2x2 Matrix, especially in business and marketing planning. In addition to this 2x2 matrix method, SWOT analysis is also a widely recognized method for gathering, structuring, presenting and reviewing extensive planning data within a larger business or project planning process. See also PEST analysis, which measures a business's market and potential according to external factors; Political, Economic, Social and Technological. It is often helpful to complete a PEST analysis prior to a SWOT analysis. In other situations it may be more useful to complete a PEST analysis as part of, or after, a SWOT analysis. See also...
Words: 1918 - Pages: 8
...------------------------------------------------- THE BEST SMARTPHONE OPERATING SYSTEM: AN ANALYTICAL STUDY AMONG THE INDUSTRY LEADERS (WINDOWS, IOS AND ANDROID) An Analytical Report Presented to MS. MARCIA ROLIZA M. DEL MUNDO, MA Faculty Member, General Education Department In partial fulfillment Of the requirements in BUSINESS WRITING For the course BACHELOR OF SCIENCE IN INFORMATION AND TECHNOLOGY BACHELOR OF SCIENCE IN COMPUTER ENGINEERING Presented by IBRAHIM ESTOESTA IRYNNE GAE FERNANDEZ ANDRIAN VILLADELREY KYLE VILLANUEVA March 2016 ACKNOWLEDGEMENT We would like to express our special thanks of gratitude to the following people: * Our teacher, Ms. Marcia Roliza Del Mundo, who gave us the golden opportunity to do this wonderful project on the topic, “The Best Smartphone Operating System: An Analytical Study Among the Industry Leaders”, which helped us in doing a lot of research and we came to know about so many new things; * Our parents and our friends, who helped us a lot in finalizing this project within the limited time frame; and lastly * Our God, for giving us strength and for guiding us in everything we’ve done for the past months in doing this project. From the bottom of our hearts, thank you. Ibrahim Estoesta Irynne Gae Fernandez Andrian Villadelrey Kyle Villanueva TABLE OF CONTENTS Cover Page Acknowledgement BEST SMARTPHONE OPERATING SYSTEM: 4 I. Introduction 5 Internet Operating System or iOS 5 Android...
Words: 1729 - Pages: 7
...Smartphone Industry Analysis By Abstract We define a smartphone to be a mobile device possessing cutting-edge capabilities and features likened to cellular phones. Their hardware and software features are supposed to functionalities like browsing the web, taking fine pictures, and watching HD videos and much more (Darlin, 2008). A notable principle trend in the current market is the increased demand for big-sized screen smartphones. With the development of better platforms like virtualization, cloud computing, and disposition of next-generation LTE networks like 3G and 4G, people have too great extent intensified activities such as internet browsing, playing games, and playing videos on these devices, taking the worldwide demand for smartphones to another level (Dediu, 2013). This paper examines the changing aspects that are enabling sustained disruption in the international smartphone setting and such aspects that will propel more change over in the next few years. Introduction The smartphone industry has seen astonishing growth in modern years; sales volumes rose by more than 40 percent in 2014 to go not far from the 1.8 billion unit threshold focus of 2018, and it is more than $300 billion in value (Dawson, 2010). Nonetheless, this volatile growth has been complemented by the substantial disruption. Players in Web market are targeting to take the advantage that smartphones offer in the instances of assignation, context, connectivity...
Words: 2645 - Pages: 11
...the DataTAC network. In 2003, the more commonly known convergent smart phone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet faxing, Web browsing and other wireless information services. BlackBerry gained market share in the mobile industry by concentrating on email. BlackBerry began to offer email service on non-BlackBerry devices, such as the Palm Treo, through the proprietary BlackBerry Connect software. The original BlackBerry device had a monochrome display while newer models installed color displays. All newer models have been optimized for "thumbing", the use of only the thumbs to type on a keyboard. The Storm 1 and Storm 2 include a Sure Type keypad for typing. Originally, system navigation was achieved with the use of a scroll wheel mounted on the right side of device models prior to the 8700. The track wheel was replaced by the trackball with the introduction of the Pearl series which allowed 4-way scrolling. The trackball was replaced by the optical track pad with the introduction of the Curve 8500 series. Models made to use iDEN networks such as Nextel and Mike also incorporate a push-to-talk (PTT) feature, similar to a two-way radio. On January 30, 2013, BlackBerry announced the release of the Z10 and Q10 smart phones. Both models consist of touch screens: the Z10 features an all-touch design and the Q10 combines a QWERTY keyboard with touch screen features. During the second financial quarter of...
Words: 5716 - Pages: 23
...2015 TOURISM AND HOSPITALITY MANAGEMENT UNIVERSITY OF DHAKA 5/11/2015 2015 TOURISM AND HOSPITALITY MANAGEMENT UNIVERSITY OF DHAKA 5/11/2015 SMARTPHONE BASED SERVICES SMARTPHONE BASED SERVICES LETTER OF TRANSMITTAL | May 09, 2015 Jameni Jabed Suchana Lecturer Dept. of Tourism and Hospitality Management University of Dhaka Subject: Submission of Report. Dear Madam, While making the report we come across many hurdles and pleasant experiences. But the valuable experiences we have gained during the period will undoubtedly benefit us in the years ahead. This report has given us an opportunity to apply our theoretical expertise, sharpen our views, ideas, and communication skills, and bridge them with the real world of practical experience, which will be a good start for our future professional career. We realize that certain information enclosed in this report is not imaginary but real and should attach academic interest. We hope you would find the report in appropriate manner. We appreciate your cooperation and we hope you will call upon us with any queries occasioned by this report. We have tried sincerely to comprehend and translate our knowledge in writing this report. We enjoyed this project work and gladly attend any of your calls to clarify points, if necessary. Sincerely Yours Group : GLADIATORS Section: B (7th batch) Dept. of Tourism and Hospitality Management ACKNOWLEDGEMENT | Completion of this task has made us grateful...
Words: 7798 - Pages: 32
