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Essay / Research Paper Abstract
This 8 page paper is based on a case study provided by the student. Immo are a company specializing in security, surveillance and communication equipment. They have developed a new type of smartphone which combines communication technology with personal protection. The paper considers whether or not the product to be launched, looking at the potential target market or markets, the characteristics of those markets, whether or not the product should be standardized or differentiated in the way in which marketing may take place. The bibliography cites 3 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEimmosmart.rtf
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Unformatted sample text from the term paper:
not to launch the phone, or to abandon it, to assess this there is a need to carefully consider the potential market to determine whether or not it is likely
to be financially viable and provide the company sufficient profit to justify any associated opportunity cost. First consideration is to identify which the most profitable markets are likely to
be. Immo is already very well established in the UK market, with a turnover of ?63 million and a 7% share of the security surveillance market and a 3% share
of the industrial communications market. This indicates the company already has a well established market approach and positioning which may be leveraged effectively in the launch of a new product.
However, it may also be argued that smartphone market in the UK is relatively small compared to other countries such as the US, therefore company may wish to consider other
potential markets in addition to the UK in order to leverage this market size. It has been noted that although there is a growing demand for smart phones, overall they
still make only a small percentage of all handsets which are sold. In 2009 the global demand for handsets reached 1.211 billion, of these only 172.4 million were smartphone handsets
(Lunden and Andrews, 2010). A key area faced by the smartphone manufacturers and then retailers is the price barrier, as smartphone retail price is well above other third-generation handset price
points (Lunden and Andrews, 2010). In order to gain for contracts many airtime providers are subsidizing the cost of smart phones, particularly in developed countries. This may indicate where
there are potential markets, especially if price is a barrier and companies need to form strategic alliances, or rely on airtime providers, in order to subsidize phones. For example, Apple
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