The paper 'Strategic Marketing Plan for the Smartphone in the Developing Countries’ Markets ' is a great example of a Marketing Case Study. The purpose of this report is to provide a strategic plan for the Smartphone – a smartphone mobile product developed and marketed by Smart Machines Inc. Details about the following topics are contained in this report; first, the competitive environment for the Smartphone in the target market. This includes an analysis of the influence of the environment under Porter’ s five factors model that includes factors such as competition, suppliers, buyers, new entrants, and substitutes.
Second, the plan provides information about the product (including the pricing and placement policies). Third, are the targeting and differentiation strategies for the Smartphone and fourth is information on market research for the product. Lastly, the analysis includes marketing objectives for the Smartphone. From the plan, it can be deduced that the overriding objective of marketing the Smartphone in the target market is the need to meet the high demand for an affordable smartphone experience in these markets. This underlies the statistical evidence that indicates rapid growth in the demand for mobile devices in the world in general and for smartphones in the developing markets as well. Introduction The world smartphone market is highly dynamic (Gens 2011, p.
3; Ilyas & Ahson 2006, p. 153). Prospects indicate that in the next years, the global market is set to experience rapid growth resulting from the high pace of innovation on one hand and constant changes in consumer tastes and preferences on the other. Smart Machines inc. is entering the smartphone market by releasing this product which is tailored to suit the special needs of the growing demand for smartphones in countries in the developing regions of the world: predominantly Africa, Latin America, and parts of Asia.
This plan presents the strategic marketing plan for the Smartphone by focusing on six main areas: the smart objectives, hierarchy of strategies, the competitive environment, market research, segmentation and targeting, differentiation and positioning, product promotion policies, and lastly, micro and macro-level analyses. Smart Objectives According to Williams and Curtis (2008, p. 244), smart objectives fit into the overall corporate objectives of an organization. By setting objectives that cover areas to do with the overall organization, the marketing, distribution, promotion, and strategy, a company is able to evaluate the performance of its strategy in the market (Williams & Curtis 2008, p.
245). Smart Machines will have the following objectives which cover all the areas identified before. To attain a 5% market share in the target market within the first two years. To increase the percentage of awareness for the Smartphone brand in the market segments by 20% in the next two years after entry into the market. To increase the sales of the Smartphone in the target market by the first two years. In essence, the overall objective for Smart Machines will be to increase its sales and market share after gaining entry into the target market. Competitive Environment Market competition refers to the competitive structure of a particular market in an industry (Boone 2012, p.
89; Hitt, Ireland & Hoskisson 2008, p. 50). This is reflected in the amount of influence a single player can have on the market structure. Porter’ s Five Forces model provides a framework that can be used to evaluate the influence of the market environment on the present and future operations of a company operating within such an environment.
According to Boone (2012, p. 92), the general competitive environment in an industry is a strong indicator of how attractive the market is for new entrants. In indicates whether the company should have high prospects when entering a particular market, basing on the performance of the players who are already established in the industry.
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