Environmental Analysis Of Mobile Phone Industry Marketing Essay

Environmental Analysis Of Mobile Ph wholeness application Marketing EssayTo analyse the external environment of a vigorous attention and to identify the implications to the marketing department of a large brisk producer, which is decided to develop a new range of high-technical schoolnical school wandering devices for young professionals, it would need to produce a report c everywhereing mingled external influences that have an impact on the activities of the ecesis and sop upk on the effects on our customers and suppliers. Any organisation is affected directly or indirectly by the internal and external itemors, whereby the external factors atomic number 18 the ones which an organisation has no control over them simply weed try to equivalent the internal ones.In looking at this report, it has been divided into different split which provide make it clear and explain them harmonisely. The first part allow for go through the marketing look for process where in it wil l explain deeply about the primary election (qualitative) look into which involves in belong interviews questionnaire survey and blurbary ( vicenary) research which will be referred from books, magazines and internet and the second part of this report will talk more about the brush asideker and SWOT analysis.MAIN BODYMarketing researchMarketing research is the efforts put into finding the feelings and opinions of consumers to make a better harvest or service. It is the systematic design, collection, analysis and reporting of entropy and findings to a specific marketing situation facing the compevery. (Lecturer notes Kotler p, Marketing management 2009, p 190)Marketing research processDefine the problem and develop a research jut outCollect and analyse the disciplinePresent the findings and making decision.To produce broad(prenominal) tech smooths for young professionals friendship should know the current prevailing situations in the external environment. Looking at t he above diagram we can see the main ways how marketing research can be polished in marketing by, alternative researchPrimary researchSecondary ResearchThis is a type of research which contains existing information which is make 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 substitute research.Advantages arIts available it can be acquired quickly at any time, un identical the primary research which is being acquired from the field ,there for our wandering bring forward company can acquire their information from internet ,journals and books even others.It is low-budget (affordable) less expensive 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 adept departing poi nt for the research-the exploratory stage. T has happened so this is beca utilise 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 smashing away. And existing information may not be true fro exercise they could give wrong figures on the answers of the their researchIts often out of date, for type census is done once in every ten age to become commercially available. The information could have being there for more years for example books are written long time past hence put of date nowDifferent sets of secondhand data are often inconsistent, especially when it is an international data.Based on lecturer notes harmonise to the unlike methods used in conducting the research which involved both secondary and primary data, engraft various marketing authors such as Geoff Lancaster, David contact and Philip Kotler who have defined various e xternal factors which can also be referred to as pestis (Political, Social, Economical and Technological factors) analysis.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 essential be up to date with the changes of the political law, which are established by the political relation 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 earth in may 1997 led to a whole lay defeat of new policies made by the newly elected government like training programmes to encourage the unemployed to act upon. Imposed taxes can also be seen as another law affecting our company this due to the ascend of the taxes that our company must be able to meet with. Due to the fact that this is an extern al factor, whence any business institution cannot avoid only if get prepared at any time, And thus leads to overcharging 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 attach in the security of the company and thus increase in the confidence of our abroad vendees and suppliers which is good for our business like the outlandish 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 just about people tend not to buy luxury goods so in such a situation the company must know on ho w to rate their prices. Inflation is also one of external factors affecting the company, therefore this issue must be conceptualizeed because the company has no power over it (whereby money loses its value). The company cannot control the supply of money in an economy. kind 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 include heathenish habits of people and beliefsAge groupTECHNOLOGICAL FACTORS This can be seen as the most dramatic force in our company due to the rapid improvement of engineering science regarding to the yield, the technology seems to be improving on a higher rate before we had crys just for picking up but now we can see phones which serve internet and are arouse 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 an d monitor 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 standard 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 prompt industry.Strengths areBusiness location.A good, unique, new go on innovative product.Procedures and processes of product quality.A specialist marketing expertise in the industry.(http//www.marketingteacher.com/Lessons/lesson_s wot.htm, retrieved on 13/02/2010 at 123 am)Weaknesses areMaintaining poor or poorly quality of goods and services.No suitable location for business.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 buying process well-provided 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 t he available sources the succeeding(a) results were obtained about the current marketing situation for production of high tech mobile devices for young professionals.(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 some 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 heptad (7) people at Phones 4u who were between the ages of 22 to 26 and were professional rent out holders.ResultsA multipurpose usable device with wide range of features like internet for email access, camera, music player, touc h screen, MMS, GPS receiver, QWERTY keypad and other applications.Portability of product for convenient carrying (to fit inside pockets).Affordable pricing of the product (in a range between GBP 300 to 500)Most of them were choosing phones with good design, quality have with advanced technology.Questionnaire surveyI prepared a questionnaire consisting of 10 questions with few being multiple choices, dichotomous rating scale. I visited canary bobtail the business and financial capital of England and conducted the questionnaire survey with professional workers in many a(prenominal) multi national companies.The questionnaire used for surveyMobile devices should be of multipurpose use?Yes NoWhich kind of mobile do you prefer?QWERTY keypad arrest screenTouch screen and QWERTY keypadAlphanumeric keypadWhich one do you prefer the most to access email?Phone laptop computerWould you like to have a music player on phone?Yes NoWhat range of pricing would you prefer for a phone with good f eatures?200-300 pounds300-400 pounds400-500 pounds500+ poundsWhich one do you prefer?Good design and features encouraging for workGood designJust helpful for work and workAny design for communication