The paper "Marketing Strategic Planning and the Theory of the Firm" is a great example of a Marketing Case Study. Anderson (1982) cited that the role of marketing in strategic planning entails the identification of the most suitable long-term positions. This will be key to ensuring the support and satisfaction of the customers. This is applicable to the introduction of I Battery to the market. Apart from strategic positioning, the ideal marketing strategy develops a capacity to cope with prospective competitors, identification of market opportunities and commercialization of new products among other fundamental tenets.
This paper will analyze the most ideal marketing mix that can be can put into the utility to enhance the penetration of I battery into the Australian market, all aimed at attaining a favorable niche in the market. This product will be introduced into the market by the "Just Mobile" company "Taiwanese company". 1.2: SWOT Analysis Al-Rousan and Qawasme (2009) determined that an explicit relationship exists between dimensions of competitive advantage and SWOT (Strength, Weakness, Opportunity, and Threat) analysis. One of the major strengths associated with Just Mobile and Taiwanese companies is that both of them possess a very efficient distribution procedure in terms of fulfilling orders. However, one of the weaknesses that will confront this new battery is based on the advertisement strategies that were used to introduce the products from Just Mobile.
This is whereby there has been a widespread notion of inaccurate information on the battery's capacity. For instance, Pendlebury (2010) cited that the fact that the rechargeable battery was claimed to have the potential of charging an iPhone up to 90% in an hour with potential four charges available.
However, this latter claim was discovered to be inaccurate in the sense that the rechargeable batteries were only able to deliver twice, rather than the presumed four times. This is bound to pose some challenges by denting consumer confidence in ‘ I Battery’ . Nonetheless, amazing opportunities are available for the rechargeable I Battery in terms of unexploited market, mostly with the recent advances in technology which has heightened the demand for rechargeable batteries due to innovation of more advanced devices. This includes the newer iPhone, iPads and iPods. The potential threat that is bound to confront I Battery is the elevated competition in the production of the rechargeable batteries in Australia from other companies, for instance, Rocket Australia Pty Ltd.
In addition, unfamiliarity by distributors of this new product in regard to the newest technology in the industry might serve as an extra threat to the promotion of the products. 1.3: Segment-target positioning Tronstad, 1995 cited that the positioning of a product has a great influence on how the consumers think of a company’ s products, in terms of best service, lowest price in the market and accessibility 1.3.1: Market segments The market for I Battery is differentiated in terms of class, age, occupation, values, and behaviors of the prospective consumers.
Most of the target users of this product are people with a relatively high lifestyle, middle aged and liberal in terms of values and behaviors. This category of users is bound to be conversant with recent technology and have a quest for convenience. This segment is currently being served by other rechargeable batteries producers like Sanyo Corporation, Ultralife Batteries, Inc. , Rocket Australia Pty Ltd, Battery Technologies Inc. , Eagle Picher Industries among others.
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