Verizon operates predominately in the U.S. and is a global leader in communications services. Verizon is revamping its marketing approach and plans to offer Smartphone’s (iPhone and Droid) in the markets of Mexico. In this paper Team E will discuss the market needs & growth, provide a brief SWOT analysis, assess the competition, product offering & definition, product identification and justification for product choice.…
Understanding the competitive forces within a market is essential for the successful rollout of a new product. The following paper will perform a competitive market analysis to determine the product’s potential success. Our team has selected Apple and Smartphones. Apple is a very successful organization and they have mastered marketing to the consumer with their phone design and style. Despite their astronomical success there are some very good competitors with equipment that is comparable if not better than them.…
HTC Corporation, formerly High Tech Computer Corporation is a Taiwanese manufacturer of smartphones and tablets headquartered in New Taipei City, Taiwan. Founded in 1997, HTC began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobile phones, touchscreen phones, and PDAs based on Windows Mobile OS and Brew MP to market to mobile network operators who were willing to pay a contract manufacturer for customized products. After initially making smartphones based mostly on Windows Mobile, HTC expanded its focus in 2009 to devices based on the Android, and in 2010 to Windows Phone. As of 2011, HTC primarily releases and markets its smartphones under the HTC brand, ranking as the 98th top brand on Interbrand’s Best Global Brands 2011 report. A September 2013 media report stated that HTC's share of the global smartphone market is less than 3 percent and its stock price has fallen by 90 percent since 2011. HTC is a founding member of the Open Handset Alliance, a group of handset manufacturers and mobile network operators dedicated to the development of the Android mobile device platform. The HTC Dream, marketed by T-Mobile in many countries as the T-Mobile G1 or Era G1, was the first phone on the market to use the Android mobile device platform.…
Steve Jobs unveiled iPhone to the world on January 09, 2007 by defining it as a wide screen iPod Touch featuring functionalities of phone and an Internet communicator named iPhone. Apple IPhone is considered apples most innovate and best selling product according to “the secret to Apple’s success” article they raised a point about Apple’s marketing strategy, “Making markets vs. addressing markets – Some claim that Apple doesn’t ask people what they need but gives them products they decide they want.” In a competitive industry such as the mobile device industry, no consumer would purchase a cellphone unless they perceive its worth as valuable. No body necessarily needs an apple iPhone they have many options however, they want the phone because they value the product. Another marketing strategy worth noting is how Apple markets their products. Apple has demonstrated a cool factor in their product; the Attention they spent on the design and detail distinguishes Apple’s products from other competitors.…
On June 27, 2007 Apple released the first generation iPhone. Apple had revolutionized a number of their products prior to the iPhone. The iPod was the most popular electronic for personal entertainment for years. At the release of the original iPhone, Apple saw a similar effect on the cell phone industry. There was not another phone on the market that had a virtual keyboard, the ability to receive HTML e-mail and a full web browser. However, the honeymoon for Apple did not last long. The iPhone is no longer leading the industry. This paper will examine possible options of what Apple can do to again become the leader in the smart phone industry.…
The cell phone market is a massive market; some studies conclude that more than half of the United States has cell phone accounts (Simon, 2004). One attribute that defines the cell phone market is the idea of consumers giving up their land line use. Many individuals are now giving up their land line use in favor of using only a cell phone. This causes a large influx of customers into the market for cell phones. As technology continues to advance new types of cell phones are developed and marketed to different segments of the population. Now cell phones are available for business purposes and social purposes such as social networking, text messaging, or gaming, and the leader in cell phone sales is Apple Inc.…
As shown in graph 1, the overall market share of HTC in the smartphone industry is in the fifth place, after Samsung, Apple, Nokia and RIM. HTC did not perform very well in Q4, 2011 compared with the previous three quarters. Among all five vendors, the market share of HTC is going down the fastest (graph 1). The market share…
Over the past 30 years, the mobile industry has grown massively and took lots of interesting turns in terms of companies leading such industry and companies sharing larger portions to serve customers throughout changes and development for their products to keep up with customer’s demand. In this course project, I will study the changes that both Samsung and Nokia have gone through in the past 9 years; the study will focus on two main elements:…
After a successful launch of the LG Watch Phone in Europe, LG Electronics Canada, Inc. is preparing to introduce The Watch Phone to Canada. As an assistant marketing manager I will aid in the development and execution of a niche marketing plan that blends with LG’s 51 years of brand equity while increasing market share in consumer electronics. No other watch phone currently exists in the Canadian market. The market is saturated with mobile phones and portable electronic devices that have 3G capability, a touch screen interface, MP3 player and video calling. LG must entice consumers to switch from their handsets to the LG Watch Phone and generate sales from new markets. Potential customers for this product will be educated, youthful and upwardly mobile: young Baby Boomers (aged 45-49), Gen Xers (aged 30-44), and older Gen Yers (specifically, the ages of 25-29). These consumers will make product, price and carrier plan comparisons between the higher-end handsets: Samsung Omnia; BlackBerry Tour; and Apple iPhone.…
Raising smartphone estimates. We raise our global smartphone market forecast by 9%/15% to 688mn/885mn units (46%/29% growth) in 2012/2013, driven strength in both high end and low end segments. We believe the addressable market for smartphones is 2.35bn longer term, resulting in effective penetration of only 33% currently. With significant improvements in availability of lower end smartphones and LTE being an incremental driver, we expect effective smartphone penetration to rise to 100% and lead to smartphone volumes of 1.18bn units by 2015, 26% CAGR. On ASPs we believe the mix shift down market can be offset by Apple’s unprecedented ability to grow the high end, and hence see limited pressure near term. Credit Suisse smartphone vendor scorecard – Apple, Samsung, Nokia in the top three. We continue to rely on our proprietary smartphone vendor scorecard which is based on nine metrics (software, services, cloud, product, brand, distribution, compute convergence, IPR and chipset efficiency) which we believe drive success in smartphones. We conclude that secular share gainers will be Apple, Samsung and Huawei and see scope for Nokia’s share to recover. There are increasing signs of vulnerability for Motorola Mobility, HTC and Sony and a rapid decline for RIM. It is about more than just the phone now…think compute. Increasingly, we believe that success in smartphones will be impacted by success in…
My friend just recently purchased the Apple I-phone 4. She made the decision after she found out that she can use the smartphone to communicate with her son face to face while he is in training out of state. Her previous phone, a Samsung LG did not have nearly as much capabilities as her new smart phone. Apple has proven to market very innovative products that will allow consumers to do just about anything with a touch of a button. Apple thinks outside the box when it comes to strategic marketing and product building. The company has been profiting from a strong marketing segmentation for years. My friend has had an awesome experience with her I-Phone and is looking to purchase the I-Pad. I can believe that many people like her will be dropping their simple products and picking up a more smart and innovative Apple device. In this paper I will discuss how Apple has utilized successful marketing segmentation to become the leader in technology. Through market segmentation, Appls has proven to value its customer’s needs. Apple has positioned itself in the market environment, by introducing products that suits everyone. Competition can be tight especially in the world of technology. But Apple may have set a very high standard that is too far for the competition to reach. From the youngest to the youngest at heart, Apple has a great deal to offer. This generation of children will probably take Apple to the next level. Apples product life cycle, has already outlived its visionary, Steve Jobs. The company itself has proven to have built a lasting brand for lifetimes to come.…
HTC will develop a single high quality smart phone, utilising the Android OS. Utilizing HTC’s core competency in phone manufacturing, an exclusive partnership will be established with Google in order to create a user interface specifically tailored to the Android OS. HTC will continue to be an ODM, while using the experience acquired in this market, to provide a very high quality product for all Mobile Phone markets (i.e. US, Europe, Asia). With the partnership with Google significantly reducing licensing costs, the production cost of the phone will be lowered and the equivalent profit made will be used in creating a strong R&D department, focusing on developing a line of quality products for HTC. In order to reach the customers, a dynamic distribution strategy will be undertaken: HTC will supply its smart phone to a single tier one mobile carrier in the US market, allowing a reduction in the cost of the phone for end users through subsidies. In the EU and Asian markets the smart phone will be supplied to every carrier, without creating any strategic distribution oriented partnership. The main risk of this alternative, is the possibility of achieving a low market penetration, by providing a high…
“HTC 's mission is to become the leading innovative supplier of mobile information and communication devices by providing value-added design, world-class manufacturing and logistic and service capabilities.”…
In 2013, a survey conducted by Qualcomm confirmed that about 70% of people sleep with their cellular device right next to their bed. Consumers are convinced, persuaded, and influenced into investing in one of two very popular brands. Both Apple and Android products have revolutionized the world of technology. It is impossible to compress the ability and prominence of smartphones into a few minute paragraphs. Apple and Android’s modern day success may be compared and contrasted as to their technology, creativity, and costs.…
Mickalowski, Kyle, Mickelson, Mark and Keltgen, Jaciel (2008, Summer). Apple’s iPhone launch: A case study in effective marketing. Business Review, 9(2), 283-289.…