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Essential Strategy Advice And Tips

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Daniel the account manager of the Australian mobile market wants to perform the analysis of the target markets and the target audiences by setting few standards. So for him to market the product or the service it is quite important that the efforts in marketing and the sales have to be tailored[1]. This has to be done in the direction, especially for reaching the segment of the population, which would be more likely buying the product or the service. It is very critical that he has to determine or identify the primary market on the first go on a clear basis. Later the funds and the energies available can be spent more competently.

Only if the customer base is known then it would be easy for the marketer to assess whether they are able to meet the needs of the target audiences or not[2]. The success for the phone manufacturer will completely depend on his abilities on meeting the requirements of the customers. Firstly, you need to identify your customer profile, their needs and wants, and what can they afford. Targeting the market will define the primary customer on a simple basis. Eventually, the market has to be quantifiable, satisfactorily huge and accessible.

In the field of mobile marketing how the target markets can be segmented along with the identification of customers is illustrated.

  • Understand the behavior of the mobile consumers: Figuring out the usage of the phone by the people can be as an important aspect as knowing the gender, income, and age of a person[3]. A marketing campaign has to be created for the 30-year old individual who is a tech-savvy person with the help of a phone model. This would give many ideas for the marketer than conducting a campaign for the 50-year individual who has no data plan. Daniel has to understand on the how the target audience will make use of the mobile devices. It will help him in creating the mobile campaign in an effective manner.
  • Do research on the market: Knowing the target audience is highly critical. So the ads that are appealing have to be created with respect to the potential customer’s needs and wants. Research has to be conducted in an extensive manner for finding out the people to whom you are targeting to sell the product.
  • Device targeting: The audience has to be engaged with the characteristics of the user’s device in which the manufacturer, the kind of model they are using, the operating system, the carrier testing, type of connection, functional analysis, etc. Analysis has to be carried out by taking different criteria into consideration[4]. For instance, if the company is selling the luxury products then the target audiences should be the high-end device users such as people using an iPhone or Samsung Galaxy, etc. for such analysis these people are considered too well-off.
  • Knowing the OS: Some audience gives keen attention to the operating system, speed, space, etc. So the marketer should be aware of the devices which have come with the newest updates. Knowing the OS version that the user is using is very important because you are definitely not in the position of offering the target users with the version of OS that is not supported in the app[5].
  • What key messages would be conveyed and how would you ensure that it is fully integrated across the audiences so that there is a consistent story being conveyed to each audience?

Positioning the product is considered to be an important element in the marketing plan. For this, some of the key messages are designed by the phone manufacturers and in turn, they would make sure of getting it integrated among the audiences in the way they convey.  So for doing so product positioning is the tool used by the marketers as it is useful in determining the best ways of communication of the messages regarding the product characteristics to the audiences they have targeted[6]. This is actually done on the basis of the customer needs, the competitive pressures, and the channels that are available for communication with the help of well-crafted key messages.

  • The basic characteristics of the mobile with the extra special features such as battery durability touch sensibility, the camera, device storage features are conveyed so that it appeals the audiences.
  • The phone manufacturing company will give the assurance of providing the excellent services to the customers with warranty and guarantee for the devices purchased of their brand.
  • They eventually make the customers believe about their growing abilities and the maintenance of the referral network with their customers
  • The phone programs that are designed by them would be supporting all kinds of cellular phones is the fundamental message driven to customers.
  • The most important aspect which they focus while conveying the messages to the customer is that they would respond immediately to the problems faced by customers with various products or plans[7].
  • The mission of the manufacturer will be mentioned as it is offering the mobile devices of high quality along with the services. They even say that personal attention will be given to the customers with the convenience and the rapid service
  • The company introduces the audience about their unique features and the operating systems as these are the things which are considered by the customers on the primary basis.
  • They promise the customers by offering the mobile devices at the reasonable prices when compared to the other competitors and allure the customers with their special features.

All the above key messages that are conveyed to the customers can be expected to reach to them by having a look at the production demands on the quality of the product by the audiences. A survey can be conducted on the mobile device and its features which would give the best idea for the manufacturer in knowing the defaults and to rectify them. The rapid growth in the sales can be the positive sign of the kind of messages that are told to customers is maintaining the consistency and are trustworthy[8]. Feedback from the customers can be taken about the product so that the loopholes at which the company has to fit it can be known. By increase in the revenues of the company and its growth gives the idea of the popularity of the brand by conveying the messages. It can also be known from the increase in the number of its particular outlets and rise in demand for the product[9].

Try to estimate the reaction from the current phone manufacturers. Are retailers required for this product introduction? If retailers were to be used as information providers, how could this message be coordinated?

With the development of the new phone with some specific advantages at the cost effective range would definitely give a competitive advantage to the other mobile manufacturers. This is because it can be expected that the sales of this mobile phone with low cost will be rapidly increased. It is the cost effective phone so will be chosen by most of the population since a larger portion of the Australian population consist of middle-level people thought this might be an added advantage for the consumers, but a big negative side effect for the mobile manufacturers[10]. The reaction that can be seen from the current mobile manufacturers is that they are making some new developments and are adding trends to their mobile phones between which it is locking horns with this new phone. So they are actually in the plan of developing such cost effective phone with limited features similar to the one that has been developed in their devices.

The retailers are basically in the urge of changing the use of the mobile phone with the help of development of new technologies with respect to the interaction among the people all over the world. But this might change the thinking of the manufacturers since the competitiveness arising from the cost effective phone is higher in the marketplace, this might have a drastic effect on their market shares. If these retailers are used for the product information then they would make use of this product as the innovative new technology for making profits among their brands[11].

As the competition in the marketplace is quite high in between the officials and among the officials and the new entrants, the successful design of the cost effective phone with all the level of the high-end features will bring the success to the phone manufacturer[12]. As the maturity level is reached by the industry the competition will lay at the pricing, and the market will start to concentrate seriously as there are few factors which will influence the scale of economy for maintaining the significant and the positive margin in the market.



Baker, Michael J. Marketing strategy and management. Palgrave Macmillan, 2014.

Bosomworth, Danyl. "Mobile marketing statistics 2015." Leeds: Smart Insights (Marketing Intelligence) Ltd (2015).

Goworek, Helen, and Peter McGoldrick. Retail Marketing Management: Principles and Practice. Pearson Higher Ed, 2015.

Grant, Robert M. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons, 20

Hollensen, Svend. Marketing management: A relationship approach. Pearson Education, 2015.

Jacobs, Karen Ann. "A PrACtICAL guIde to A MArketIng strAtegY And PLAn." Marketing in an Audiology Practice (2015): 79.

Koo, Kyong Ryul, Sang Jin Kim, and Kyung Hoon Kim. "The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performance." Journal of Global Scholars of Marketing Science 26, no. 1 (2016): 51-65.

Kolb, Bonita M. Marketing Strategy for Creative and Cultural Industries. Routledge, 2016.

Oyefesobi, Oluwakemi O., and Abiodun E. Alao. "Corporate Marketing Strategy and Attainment of Competitive Advantage: Evidence from Nigeria Money Deposit Banks." Covenant Journal of Business and Social Sciences 7, no. 2 (2017).

Powers, Thomas L., and William Hahn. "The Impact of Strategic Plan Quality and Implementation on Firm Performance." In Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty, pp. 195-195. Springer International Publishing, 2015.

Walker, Steve. Social Media Marketing Tips: Essential Strategy Advice and Tips for Business Facebook, Twitter, Google+, YouTube, LinkedIn, Instagram and Much More!. CreateSpace Independent Publishing Platform, 2014.

Westwood, John. How to write a marketing plan. Kogan Page Publishers, 2016.

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