Marketing Plan for Mobile Manufacturing's New Smartphone Product: Phantom

Environmental Conditions

Michelle, Elena, and the Mobile Manufacturing, Inc. (MM) board of directors know how important it is to understand the environment in which it is operating. They hired you—a highly-regarded marketing consultant—to bring a fresh perspective to the marketing plan. You are scheduled to meet with Michelle and Elena next week to discuss the environmental conditions that are relevant to introducing the new product. As you prepare for the meeting, you consider all of the possible environmental issues. You recognize that Elena brings an interesting perspective to the process because she has experience designing mobile phones for the Eastern European market, and she is pushing for a new product that can be marketed worldwide. On the other hand, Michelle is more concerned with the domestic marketplace and is worried that trying to market a new product anywhere outside the United States—much less worldwide—could be very risky. Michelle has told you that the board is now ready to see the final presentation of your plan for MM’s new product. You can name the new smartphone product as Phantom. "They are very eager to see what we have been working on during the past few weeks," she says excitedly. "I am sure they will love the plan and am looking forward to your presentation." "Thanks," you respond, feeling a few butterflies in your stomach. "I am looking forward to the presentation also. I think we have covered all of the bases and I am sure we have a solid plan.  I have jotted down the order of items to cover that I think will be best for the presentation. What do you think?" Objectives of plan Marketing research used to select target market Product Pricing Distribution Promotional Strategies Measuring results Contingency Plan "This looks like a solid format for the presentation. Let me know if you have any questions and I will be happy to help," Michelle says exiting your office. You close the door of your office so you can fully concentrate on preparing your presentation. You have a lot of material to cover, but you have been working on this plan for weeks. Now it's just a matter of formulating a cohesive strategy and anticipating any questions that may arise during the presentation. What might somebody else say to show your proposed solution is wrong? What could you say to show s/he is wrong? What alternative solution might someone else recommend? What reasons might someone provide to support their solution? How would you respond to their reasons? Is there a compromise or creative solution?