...ITrack Weiwen Yang MBA 520: Managing with Technology Instructor: John Stager City University of Seattle Apr 28th , 2015 Introduction Where there is a will there is a way that with the development of science and technology in the 21st century, there are many unbelievable achievements and inventions. Smart-phone is one of the most useful and significant inventions which gains its popularity for people to use. People not only use smart-phone to make phone calls and text messages, but also use their smart-phones to surf the Internet, send or receive E-mails, listen to music, play games, take pictures, etc. The functions of today’s smart-phone are unbelievable and amazing that almost everyone use smart-phones because of the convenience. People can also use smart-phone as basic camera, video and music player which invisibly saved people’s money. In addition, the true value of smart-phones is more than these. There are two most popular operating system using in smart-phones which are Apple’s iOS and Google’s Android. Based on these two major operating system, customers could download and run thousands of applications on their smart-phones. Apple, for example, added software to its products as extra value to make profit from customers. “Users spent $10 billion last year in the App Store, with $1 billion coming in December alone.” (Brustein, J, 2014). Customers are willing to pay the applications on App Store; however, they have no idea that the company is tracking...
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...Why Not Now Smart Device & Mobile App Store Boise’s Best Cell Phone Store-Final Draft Alicia Young Keller Graduate School of Management Marketing Management-Section 61681 December 15, 2013 Table of Contents 1.0 Executive Summary………………………………………………………………………....3 2.0 Situational Analysis Overview……………………………………………………………...3 2.1 Market Summary……………………………………………………………………………5 2.2 SWOT Analysis……………………………………………………………………………...6 2.3 Competition………………………………………………………………………………….7 2.4 Product Service Offering……………………………………………………………………8 2.5 Keys to Success………………………………………………………………………………9 2.6 Critical Issues……………………………………………………………………………….10 3.0 Marketing Strategy Overview……………………………………………………………..10 3.1 Mission………………………………………………………………………………………13 3.2 Marketing Objectives………………………………………………………………………13 3.3 Financial Objectives………………………………………………………………………..15 3.4 Target Markets……………………………………………………………………………..17 3.5 Positioning…………………………………………………………………………………..18 3.6 Pricing Strategies…………………………………………………………………………...19 3.7 Market Attack Strategy……………………………………………………………………22 3.8 Marketing Research………………………………………………………………………..24 4.0 Controls……………………………………………………………………………………..27 4.1 Progress Milestones………………………………………………………………………...27 4.2 Market Organization………………………………………………………………………28 4.3 Contingency Planning……………………………………………………………………...28 5.0 Conclusion…………………………………………………………………………………..29 References………………………………………………………………………………………30 1.0 Executive...
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...decided to create an App for smart phones that will make applying for a loan easier and more convenient. The marketing research team, for the company is going to conduct the research needed to see if the need exists in the finance market. The research team will decide if creating the APP will benefit the company and be worth the financing that will be needed to get the return on investment. This APP will allow any customer interest in applying for a mortgage to enjoy a secure site from a mobile device. McBride Financial Services (MFS) goal is to be the preeminent provider of low cost mortgages using state of the art technology. Currently McBride’s Financial Services has an online mortgage application, and it is not complex. The turnaround time for an application is within one business day. MFS’s target markets are families, professionals, and retirees. Two of these potential customers has something in common, limited time. There is a skill to balancing the full schedule of a family, and finding the time for personal business as well as professional. Already in place is MFS’s online user friendly mortgage application however developing a secure user friendly Smart phone application will benefit those families or professionals that have limited time. Developing a smart phone application keeps McBride’s Financial Services at the fingertips of the customers. Many times customers are not sitting at a desk with a computer they are using a smart...
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...1……………………………….. Introduction Page 3 Section 2……………………………….. Analysis Pages 4-7 Section 3……………………………….. Results Pages 4-7 Section 4……………………………….. Conclusions Page 8 Section 5……………………………….. References Page 9 E-commerce is becoming increasingly more popular with each passing day as the technology around us continues to advance. Technology has advanced so rapidly just over the past ten years that basically every business has had to adopt some form of e-commerce just to stay in business. The use of different forms of technology by basically everyone on a day to day basis has greatly increased the importance and benefits of e-commerce as a whole. Companies can use technologies like our smart phones and the internet to reach customers with multiple forms of advertisement, customized to meet each individual customer’s preferences. “Internet technology has changed the supply chain by improving collaboration and efficiency, and adding value to products and firms” (Astuti, 2014). Internet technology has improved the supply chain because it has helped business know the amount of supplies it needs to produce to satisfy the amount of customers they have. This is different than in the past when a business would just produce an estimated amount of products and just hope they all sell. Now with the advancements in technology and e-commerce a business can know the exact amount of products they need to produce to meet their customers’ desired...
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...Amazon.com, Inc. According to the case, starting as an online bookstore in 1995, Amazon, expanding its business to cloud computing, comparison shopping, expansive retail, advertising, music & video and smart devices such as kindle, has achieved a great success in the past 20 years. However, there are also some imminent challenges to overcome for the successful giant. When it comes to the external environment of the company, we think there are three main trends of the technology industry. Firstly, era of mobile internet. In fact, as technology has been evolving, traditional boundaries between hardware and software, products and services, and online and bricks-and-mortar stores have not only become increasingly blurred as the article tells us, but also have connected with each other by internet and smart devices, especially smart phones. Though the Fire phone turned out Amazon’s first misstep, the smart phone is very important for Amazon as it may be the most-used device for consumers accessing to Amazon’s diversified products and services. Secondly, the emerging of digital ecosystem. We can draw from the other three giants, Apple, Google and Facebook that they are running and expanding their businesses centered on their hundreds of millions of users. Based on a huge user base, Apple expands its product categories adding Apple TV, Apple watch and Apple pay. Google made inroads into tablet business, TV set-top box, social networks. Facebook launched the HTC First specifically...
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...Environmental Analysis: SWOT analysis Strength: 1. Customer loyalty combined with expanding closed ecosystem 2. Apple is a leading innovator in mobile device technology 3. Strong financial performance ($10,000,000,000 cash, gross profit margin 43.9% and no debt) 4. Brand reputation 5. Retail stores 6. Strong marketing and advertising teams. Weaknesses: 1. High price 2. Incompatibility with different OS 3. Decreasing market share 4. Patent infringements 5. Further changes in management 6. Defects of new products 7. Long-term gross margin decline Opportunities 1. High demand of iPad mini and iPhone 5 2. iTV launch 3. Emergence of the new provider of application processors 4. Growth of tablet and smart phone markets 5. Obtaining patents through acquisitions 6. Damages from patent infringements 7. Strong growth of mobile advertising market 8. Increasing demand for cloud based services Threats 1. Rapid technological change 2. 2013 tax increases 3. Rising pay levels for Foxconn workers 4. Breached IP rights 5. Price pressure from Samsung over key components 6. Strong dollar 7. Android OS growth 8. Competitors moves in online music market Strengths 1. Customer loyalty combined with expanding closed ecosystem. While at first Apple’s closed ecosystem was a weakness for the business, this has now changed. First, Apple now has a full range of apps, software and products that are interlinked and support each other. Second, new products and supplements...
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...Catherine Carr APPLE vs GOOGLE The Business week article is about Google going into the mobile phone business by developing its own touch screen smart phone, such as Apple’s has done with its popular iPhone. At the same time, Apple was announcing their, what they called, a strategic acquisition, by purchasing the company “Quattro Wireless, for a mere $275 million. Quattro is known in Silicon Valley circles, as a company whose main focus of business is to target mobile phone users. Apple is now the proud owner of “Quattro”. Now when first reading the article I had to wonder is this “déjà vu” 21st century style; or did the two CEO’s that were once good friends and of course, assuming their business relationship has not changed their personal relationship and that Schmitt and Jobs have not been forced to take the adversarial position in the “smart phone/mobile apps” world. Remember the legendary rivalries: Microsoft vs. Netscape, what a mess that was and really, in the end Bill Gates lost, if you call the multi millionaire losing at anything. But seriously, who really paid all the costs to fight Netscape? We did of course, the consumer. Microsoft and Apple were always “in”, but Jobs seemed to or appeared to be satisfied appealing to a certain type of individual consumer. Whereas, Microsoft always attracted the masses and the Business minded. Today there is Google and Apple and a new generation of high tech on the horizon, Apple...
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...Research in Motion’s Blackberry Storm | Case Study #1 | | Presented by Simona Antolak, Lianne Hung, Adrian Ver, Michelle Noble, Meghan Hardy and Dexter Holmes.SLAMM’D Inc. | | Set D | 10/22/2009 | | Problem: What product strategies should Research in Motion use to differentiate the Blackberry Storm from the competition to increase sales? Facts relating to the case: Who: Research in motion, the developers of Blackberry. Mike Lazaridis, Doug Fregin and Mike Barnstijn. When: Sales figures of 2009. Where: Canadian-based company in the global market. Why: The sales of Blackberry have not met the competition’s. What: * Apple has dominance over the consumer market for smart phones. * Other competitions are entering the same market such as Sony, Microsoft, HP, Google Android, and others. Research: See Appendix A, B and C for information on Storm and its competitors. Blackberry Marketing Budget: RIM spent $29.8 Million dollars in 2007. In 2008 RIM spent 6% of its revenue ($6,009,395,000) on Research and Development and 14.7% of its revenue on Marketing, Selling and Administration. Target Market: The target market for the Storm is young professionals from ages 20 to 40. They are business-savvy and technologically-savvy people who require access to their information at their fingertips for their daily activities. Blackberry has recently found that there is potential in the younger market for students that have interest in the capabilities...
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...Trends” 1.1 Introduction This report intends to explicate the fundamental nature of mobile marketing communications and elucidate its significance for today’s marketers. Furthermore, the report will also focus on what key trends mobile marketing is likely to face in the future. 1.2 Defining Mobile Marketing Firstly, mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services, (De Pelsmacker, Geuens and Van den Bergh, 2007). Hence, mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers. Mobile phones, smart phones and computer tablets are all considered to be mobile devices. 2.1 Types of Mobile Marketing Communications This section of the essay aims to classify the various types of mobile communications that are currently available to marketers. For the purpose of this report, we shall focus on eight major types of mobile marketing communications. 1. SMS (Short...
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...Nokia is a mobile technology manufacturer headquartered in Espoo, Finland with 2010 revenue of $43Billion. A pioneer in manufacturing mobile phones and the GSM technology, Nokia’s profitability has been on the decline in recent years. A reduction of market share in N. America of 35% in March 2008 to 8.1% in April 2010 highlights Nokia’s decline. This led its Board of Directors to replace its CEO with Stephen Elop. Find below a SWOT analysis description and summary document on Nokia. Strengths Nokia has a lot of strengths going in its favor. It is the worldwide leader in mobile phone sales and in 1987 introduced one of the world’s first handheld phones while being a key developer of GSM (Global System for Mobile Communications). GSM is used predominantly as the cellular phone protocol worldwide except in North America which uses CDMA (Code division multiple access). Nokia has an international research capability that creates specific phone models to certain regions. This increases their value of the mobile phones as the customers are given a product that is tailored to their specific needs. Apart from the Mobile Phone segment, Nokia also owns NAVTEQ, which is a provider of Geographic Information Systems and Global Positioning Systems (GPS), and a lot of other mobile phone technology providers. Nokia recently hired Stephen Elop as its CEO. This move is a positive one as Stephen Elop brings with him a diverse telecommunications career and also networking connections with Microsoft...
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...Appendix SONIC MARKETING PLAN AND EXERCISES The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch an innovative new product or increase sales to current customers. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan A marketing plan has a more limited scope than a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation. The marketing plan documents how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other organizational departments. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, finance must arrange funding to cover the expenses, human resources must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout varies from company to company, a marketing plan usually...
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...Appendix SONIC MARKETING PLAN AND EXERCISES The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch an innovative new product or increase sales to current customers. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan A marketing plan has a more limited scope than a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation. The marketing plan documents how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other organizational departments. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, finance must arrange funding to cover the expenses, human resources must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout varies from company to company, a marketing plan usually...
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...Objective This report will explore the topic of mobile advertising, specifically how ready we are to take full advantage of the opportunities it offers. The mobile phone is changing the way we communicate in society. This report will look at the current capabilities and future promise of the mobile phone by analyzing industry opinion and conducting primary research, with a view to determining how the mobile phone is and could be used by an advertiser to improve their connection with their audience. It will look at how successful the advertising on this medium has been to date, what are the advantages, opportunities, limitations and drawbacks of it and how could they potentially be used in the future. Importantly it will then explore the consumer reaction to this capability to determine to what extent they are receptive to receiving information in this manner. The potential of mobile gives the opportunity for new innovative thinking – what combination of, available communication methods e.g. visual text give the most impact on this new medium. The report will therefore investigate how advertisers and hence designers must adapt to successfully take advantage of the mobile phone to ensure that they accommodate this new medium so they continue to effectively connect with their audiences. 1.2 Summary Technological advances have provided the ability for advertisers to start to connect with their audience via their mobile phones. Mobile applications and the use of QR codes are...
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...by $338 billion from $862 billion in the year 2007 to $1200 billion in 2012. This growth increased their buying power by close to 10% of all the United States buying power. As at 2010, 31% of mobile consumers in United States owned a Smartphone. The demand for smart phones is likely to grow massively especially within the Hispanic market which accounted for 27% usage among the Hispanics by then. On Smartphone usage, apple accounted for 29%, android phones accounted for 27% and other mobile phone products accounted for 18% usage among the Hispanics. According to this data, it is conclusive to say that any marketer who does not recognize the potential of this target market is missing a great opportunity. Hispanics are educated and their lifestyle is modernized. They are therefore technology oriented and they consume upscale goods. This is a marketing plan for Blackberry Bold 9900 in the Hispanic market by employing the all the 4p’s of marketing, that is product, price, place and promotion. Marketing objective The marketing objective that this plan seeks to achieve is to increase the market share of Blackberry Bold 9900 amid competition from rival products of the same caliber such as Apple, LG and other android phones in the same market. This...
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...1. Business model and strategic focus (discuss competitive advantage in this section) Both Facebook and Google make the vast majority of their money through advertising. This is somewhat ironic because both companies were either outright hostile or uninterested in advertising when they were first formed. Google’s cofounders actually wrote a paper warning against the “evils of advertising” and Facebook was originally designed solely as a place for friends to stay connected. After failed attempts at raising revenues, both Google and Facebook turned to advertising as a way to generate revenue. While both make the majority of their money through advertisements, they go about it in two different ways. The result of each company’s competitive advantage is the access both Google and Facebook have with a worldwide consumer base. The interesting thing, is that while the results are the same, the sources of competitive advantage for both companies are different. Facebook focus’s its business model on social media. As such, it relies on heavy volume and exposure to generate advertising revenue for its advertising base. Facebook’s Competitive Advantage is its massive base of potential consumers for advertisers. Facebook has approximately 1.4 billion user’s worldwide which is an excellent platform to sell advertising space. Google is trying to enter the social media market with Google(+). The overall success of this venture remains to be seen. As a result, its current competitive...
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