Environmental Analysis Of Mobile Phone Industry Marketing Essay

Environmental Analysis Of Mobile Phone Industry merchandising analyzeTo analyse the outer environment of a mobile industry and to identify the implications to the marketing de sectionalizationment of a large mobile producer, which is decided to develop a new range of high-tech mobile devices for young professionals, it would need to produce a report c everywhereing various external influences that have an impact on the activities of the organisation and seek on the effects on our nodes and suppliers. Any organisation is affected directly or indirectly by the internal and external incidentors, whereby the external factors are the ones which an organisation has no control over them but can try to handle the internal ones.In looking at this report, it has been divided into distinguishable parts which give make it clear and explain them accordingly. The first part will go through the marketing research process where in it will explain deeply round the prime (qualitative) resear ch which involves in live interviews questionnaire survey and secondary ( three-figure) research which will be referred from books, magazines and internet and the second part of this report will talk more about the swearing and SWOT analysis.MAIN BODYMarketing researchMarketing research is the efforts put into purpose the feelings and opinions of consumers to make a better reaping or service. It is the systematic design, collection, analysis and reporting of info and findings to a specific marketing situation facing the social club. (Lecturer nones Kotler p, Marketing management 2009, p 190)Marketing research processDefine the problem and develop a research planCollect and analyse the information pitch the findings and making decision.To produce High tech mobiles for young professionals company should see the current prevailing situations in the external environment. Looking at the above diagram we can see the main tracks how marketing research can be processed in market ing by,Secondary researchPrimary researchSecondary ResearchThis is a type of research which contains existing information which is published already that can be obtained from newspapers, magazines, internet, books and even journals. We can get quantitative information from this research and less investment needed for this kind of research.Advantages and disadvantages of secondary research.Advantages areIts available it can be acquired quickly at any time, unconnected the primary research which is being acquired from the field , there for our mobile phone company can acquire their information from internet ,journals and books even others.It is cheap (affordable) less pricey than primary method. Its gotten from books ,internet which does not cost them much compared to primary which will male it very hard fro our company to acquire informationprovides a good get-go point for the research-the exploratory stage. T has happened indeed this is because it shows the outcome of what others have done and what has happened to them there for makes our company know to startDisadvantages areIt is not specific since it does not answer the question straight away. And existing information may not be true fro example they could give wrong figures on the answers of the their researchIts lots out of date, for example census is done once in every ten years to become commercially available. The information could have being there for many years for example books are written long time ago hence put of date nowDifferent sets of secondary data are often inconsistent, especially when it is an inter field of study data.Based on lecturer notesAccording to the various methods used in conducting the research which involved both secondary and primary data, found various marketing authors such as Geoff Lancaster, David Jobber and Philip Kotler who have defined various external factors which can in addition be referred to asPEST (Political, Social, Economical and Technological factors) ana lysis.SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis.These eternal factors are the ones which the company has no control and they are discussed below as followsPEST ANALYSISPOLITICAL FACTORS The political lawThe company must(prenominal) be up to date with the changes of the political law, which are established by the government and have an influence to the company, because the company must comply with laws made, as it can be seen the labour government in the, Geoff Lancaster et al states that, United kingdom in may 1997 led to a undivided lay down of new policies made by the newly elected government like training programmes to encourage the unemployed to work. Imposed taxationes can also be seen as another law affecting our company this due to the rise of the taxes that our company must be able to meet with. Due to the fact that this is an external factor, therefore any business institution cannot avoid but get prepared at any time, And thus leads to overchargin g of our customers and the company must be aware that the laws are made with action, so if not followed can lead to consequences and thus should be avoided.The political stabilityIts essential for the company to operate in a peaceful place one in order to increase in the security of the company and thus increase in the confidence of our oversea buyers and suppliers which is good for our business like the country in the UK enjoys a high political stabilityECONOMICAL FACTORS This consists of various factors that have an effect on consumer purchasing power and spending patterns, this varies according to the places and its level of incomeThe company must respond to the changes of social attitudes basing on buyer behaviour like it can be seen in the U.K with recession most plurality tend not to buy luxury goods so in such a situation the company must know on how to rate their prices. Inflation is also one of external factors affecting the company, therefore this issue must be considere d because the company has no power over it (whereby money loses its value). The company cannot control the supply of money in an economy.SOCIAL FACTORS This includes demographic and cultural aspects of the external macro environment, these factors have an effect on our customer needs and the size of the potential market, some of the factors includeCultural habits of people and beliefsAge groupTECHNOLOGICAL FACTORS This can be seen as the most salient force in our company due to the rapid improvement of engineering regarding to the product, the engineering seems to be improving on a higher rate earlier we had phones just for picking up but now we can see phones which serve internet and are touch screen enabled, as a company have to keep up with this high technology in order or else our customers will consider us outdated.Need to keep track and superintend the technology in order to keep up with our competitors and monitor this will help us in avoiding and missing new products and opportunities.Preparation of innovatingInnovating new technology as a company should be prepared with a certain quantity of money in order to purchase and keep up with the upraising technology in the world.SWOT analysis(http//www.excelsia.ch/htmlgb/blog/images/swot-analysis-image.png, retrieved on 13/02/2010 at 118 am)The overall evaluation of a companys strengths, weaknesses, opportunities and threats is called SWOT analysis. It is a way of monitoring the external and internal marketing environment. (Philip kotler, marketing management, 2009. P 101)In SWOT analysis Strengths and Weaknesses are internal factors of a mobile industry.Strengths are blood location.A good, unique, new advanced innovative product.Procedures and processes of product quality.A specialist marketing expertise in the industry.(http//www.marketingteacher.com/Lessons/lesson_swot.htm, retrieved on 13/02/2010 at 123 am)Weaknesses areMaintaining poor or bad quality of goods and services.No suitable location for bus iness.No uniqueness in the product compared to the competitors products.Damage in reputation.In SWOT analysis Opportunities and Threats are external factors of a mobile industry.Opportunities areBenefit from converging industry trends and introduce hybrid products in the market.Making buy process convenient and efficient.Offer product at lower price and fast delivery.Customizing the products offered in standard forms.(Kotler Philip, marketing management, 2009. P 102)Threats areIntroduction of tax on the product.Better distribution channels by competitor.New unique advanced product from competitor.Competitors offering products for lesser price.(http//www.marketingteacher.com/Lessons/lesson_swot.htm, retrieved on 13/02/2010 at 125 am)FINDINGSSecondary researchAs about the consumer needs found in the secondary research done by referring the available sources the following results were obtained about the current marketing situation for production of high tech mobile devices for young p rofessionals.(http//www.handcellphone.com/wp-content/uploads/mobile-marketing-coupon.jpg, retrieved on 14/02/2010 at 4.24 Pm)Primary researchFindings of primary researchPersonal live interviewsI visited fewer mobile stores called The carphone warehouse on the 15th of February 2010 at 1130 Am and Phones 4u on the 15th of February 2010 at 0200 Pm to enquire the specifications and requirements of high tech mobile devices for young professionals and interviewed fifteen (15) young professionals who had come for purchasing mobile devices. I personally interviewed eight (8) people at The carphone warehouse and seven (7) people at Phones 4u who were between the ages of 22 to 26 and were professional job holders.ResultsA multipurpose usable device with long range of features like internet for email access, camera, music player, touch screen, MMS, GPS receiver, QWERTY keypad and other applications.Portability of product for convenient carrying (to fit inside pockets).Affordable pricing of t he product (in a range between GBP 300 to 500)Most of them were choosing phones with good design, quality combined with advanced technology.Questionnaire surveyI prepared a questionnaire consisting of 10 questions with few being multiple choices, dichotomous rating scale. I visited canary wharf the business and financial capital of England and conducted the questionnaire survey with professional workers in many multi national companies.The questionnaire used for surveyMobile devices should be of multipurpose use?Yes NoWhich kind of mobile do you take?QWERTY keypad collar screenTouch screen and QWERTY keypadAlphanumeric keypadWhich one do you prefer the most to access email?Phone LaptopWould you like to have a music player on phone?Yes NoWhat range of pricing would you prefer for a phone with good features?200-300 pounds300-400 pounds400-500 pounds500+ poundsWhich one do you prefer?Good design and features helpful for workGood designJust helpful for work and workAny design for comm unication