Essays on Marketing Segmentation for Motorola Droid Razr Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Segmentation for Motorola Droid Razr" is an outstanding example of a marketing case study.   With the increasing global competition among various industries, most organizations have invested their resources towards satisfying the consumer needs including factors that must be employed to meet their needs and motivate them. Additionally, organizations have chosen to adopt market segmentation to enhance their market gains and business success. Understanding the needs of each market segments aids organizations management in accepting the variables that should be re-evaluated to enhance competitiveness and productivity. Therefore, this essay will discuss in detail the consumer analysis used in the Motorola company to enhance the marketing of their new product DROID RAZR smartphone into the market.

This will be done basing on the principles of means and ends theory to understand the varied consumer needs which must be satisfied. Additionally, the essay will analyze market segmentation which should be adopted and their influence in organizational performance. The segmentation methods which should be adopted include behavioral, demographic, benefit and psychographic segmentation. The essay ends by coming up with recommendations which should be embraced by the organization to enhance the marketing of their new products. Introduction Motorola Inc.

is one of the world’ s best telecommunications company known for its quality products which include electronics such as phones and televisions. The organization is divided into two public companies; the Motorola Solutions and the Motorola mobility. The organization provides its consumers with high-quality broadcast network products such as digital video recorders, video broadcasting and set-top boxes. Additionally, the organization provides job opportunities to thousands of people globally. Some of the organization’ s attributes include a dedication to quality service provision, consumer safety and protection of the natural biodiversity.

In response to the rising global competition in the electronics market, Motorola Company has introduced various products into the market with the core aim of enhancing its sales and attracting more consumers to buy their products. One of the new products introduced to the market by the organization is the Motorola DROID RAZR smartphone. Successful marketing of this product largely depends on effective conducting of consumer analysis to understand and provide services that meet consumer demands. Additionally, proper market segmentation should be done to enhance the product’ s marketability.

Understanding the influence of each market segment enables the organization plan for the necessary resources which might impact on the product’ s marketability. The consumer trend with the use of smartphone and other related products has been on the increase in the recent past. Bauman, 2002 identify that the rate of smartphones usage among various consumers has increased from 20% in the year 2009 to 28% in the year 2011. Most of the population making use of these phones is aged 21-45 years. Therefore, it is important for the organization to adopt the principles of product positioning to enhance product marketability and usage. One of the ways in which the organization will position the Motorola DROID RAZR smartphone in the market place is by ensuring that the product targets a specific group of people at the market place.

The organization will also incorporate the ideas of the retailing mix to enhance the product’ s marketability. This ensures that two products are sold at the same time enhancing product usage at the market place. The organization will also ensure that the new product has unique characteristics from the other smartphones in the market place.

This will act as a product positioning since the product’ s attribute will outdo the other products in the market increasing the usage of the new phone. The organization will adopt consumer-friendly ways of marketing the Motorola DROID RAZR smartphone. This may include involving consumers in the promotion programs hence, acting as a product positioning tool.


Bauman L. A. (2002). Segmentation Strategies. New York: Phoenix Business Inc. Retrieved from: Accessed on 30th Aug. 2013.

Chan J, Chen Z. Cormane I & Thomas R. (2006). Cell Phone Industry Analysis. New York: Sage. Retrieved from: Accessed on 30th Aug. 2013.

Grigoroudis, E., & Siskos, Y. (2010). Customer satisfaction evaluation: Methods for measuring and implementing service quality. New York: Springer.

Hayes, B. E. (2008). Measuring customer satisfaction and loyalty: Survey design, use, and statistical analysis methods. Milwaukee, Wis: ASQ Quality Press.

Hunt S. D. & Arnett D. B. (2004). Market segmentation strategy, competitive advantage, and public policy: grounding segmentation strategy in resource-advantage theory. Melbourne: Sage. Retrieved from: Accessed on 30th Aug. 2013.

Kenett, R., & Salini, S. (2011). Modern analysis of customer surveys: With applications using R. Chichester: John Wiley & Sons.

Larsen N. (2010). Market Segmentation: A framework for determining the right target customers. London: Routledge. Retrieved from: Accessed on 30th Aug. 2013.

Louviere, J. J., Hensher, D. A., & Swait, J. D. (2000). Stated choice methods: Analysis and application. Cambridge [u.a.: Cambridge Univ. Press.

Mark E. T. (2010). The science and art of market segmentation using PROC FASTCLUS. Ontario: Willeys & Sons. Retrieved from: Accessed on 30th Aug. 2013.

Mazzocchi, M. (2008). Statistics for Marketing and Consumer Research. London: Sage Publications.

McDonald, M., & Dunbar, I. (2012). Market segmentation: How to do it and how to profit from it. Chichester: John Wiley & Sons.

Motorola Inc. (2010). Motorola mobility: Annual Report. Illinois: Motorola mobility holdings. Retrieved from: 58XVPR/1221595050x0x442977/DABB979B-F846-4182-A153- 87B36E8EBC6F/2010_Annual_Report_Form_10-K.pdf. Accessed on 30th Aug. 2013.

Motorola Solutions. (2010). 2009 Annual Report. New York: Motorola Solutions Ltd. Retrieved from: 009_Motorola_Annual_Report.pdf. Accessed on 30th Aug. 2013.

Novotorova, N. (2007). A conjoint analysis of consumer preferences for product attributes: The case of Illinois apples. (Dissertation Abstracts International, 68-11.)

Roy S. (1998). Strategic Segmentation of a Market. International Journal of Industrial Organization. Miami : Routledge. Retrieved from: Accessed on 30th Aug. 2013.

Weinstein, A. (2004). Market Segmentation Handbook. New York: Routledge.

Yang, K. (2008). Voice of the customer: Capture and analysis. New York: McGraw-Hill.

Download full paperFile format: .doc, available for editing
Contact Us