Now that the product and promotional decisions have been made for the new product, Michelle is concerned about the pricing of the new product and the distribution channels that will be used to make the product available to customers. She has asked you to write a 2-3 page memo outlining two different pricing strategies that Mobile Manufacturing (MM) should consider. Her voice mail message goes on to say,I want you to recommend which strategy you think should be used for the target market and why. The second part of the memo should outline a distribution plan that will make the product available to the target customers.2-3 pages (not including cover page or Reference page; double spaced 12-point Times New Roman font)Use attached files for reference about product and strategy.
applied_managerial_marketing_unit_1_db_2.docx
applied_managerial_marketing_unit_2_db.docx
applied_managerial_marketing_unit_2_ip.docx
applied_managerial_marketing_unit_3_db.docx
applied_managerial_marketing_unit_3_ip.pptx
applied_managerial_marketing_unit_4_db.docx
Unformatted Attachment Preview
Michael Ramsay
Unit 1 DB 2
In the current scenario working for Mobile Manufacturing (MM), the most critical environmental factors,
in my opinion, are the economic and technological ones. Being a mobile phone manufacturing company
technology is extremely important and, with the company trying to expand its market away from
domestic sales, the company needs to be very aware of the varying economic patterns in the global
market. Technological forces need to be watched and adapted to as the company pursues new ventures
because the products, they have can become outdated, and the company may miss out on new product
developments and market opportunities (Claessens, 2015). Economic forces are crucial to a company’s
expansion as a company should never start exporting to another country or globally before having
examined how much people will be able to spend and going over important criteria like GDP, GDP real
growth rate, GNI, Import Duty rate and sales tax/ VAT, unemployment, inflation, disposable personal
income, and spending patterns (Claessens, 2015).
Opposing views and factors could include socio-cultural and political forces. With both factors acting as
a barrier to setting up or, even being allowed into a new market in another country or the global market.
There may be laws that limit the company’s movement and the cultural aspect of the people that would
be customers may not need or be receptive of the company and its products. Trying to counter this
opposing view, a point could be made as to the benefit of introducing the new company, technology and
subsequent positive influx of capitol for the economy as a way to build and develop countries or areas
that are seemingly culturally or politically prohibitive of the company.
In trying to move forward with a plan for expansion, I would be bringing my viewpoint to the company
along with pertinent details and data regarding the new setting, and all the points that make up the
differing variables and factors. In finalizing my plan, I would suggest setting appropriate goals, tailored
towards the product, setting and customer base and making sure to move slowly through the process in
general if time allows. I would also be looking for input from staff and upper management as to the
direction of the company and product. If a compromise is necessary, in my opinion, it would not be a
problem. Without any compromise, no one would get anywhere or have anything in the long run of
things since no one would be agreeing to anything.
References
Claessens, Maximillian. (2015, February 26). THE MACRO ENVIRONMENT – SIX FORCES IN THE
ENVIRONMENT OF A BUSINESS. Retrieved from https://marketing-insider.eu/macro-environment/
Michael Ramsay
Unit 2 DB
MEMORANDUM
TO: Mobile Manufacturing
CC: Michelle
FROM: Michael Ramsay
DATE: November 22, 2019
SUBJECT: Researching the Target Market
In researching what will be our target market it is vital that we use the proper approach to
better start on the right foot and follow through. In order to know who will be buying, using and moving
our product, we must research in one of two ways. We must either choose quantitative research and
data or qualitative research and data. Quantitative data is information about quantities, and therefore
numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not
measured, such as language (McLeod, 2019).
Quantitative research can be seen as objective and non-biased because of its focus on data and
numbers. It can, also, be used for rapid analysis as sophisticated software can remove much of the need
for any prolonged data analysis, especially with large, varying volumes of data that can be involved
(McLeod, 2019). The main limitations of quantitative research, in my opinion, are context and data
quantity. With context, quantitative experiments do not take place in natural settings. In addition, they
do not allow participants to explain their choices or the meaning of the questions may have for those
participants (McLeod, 2019). Simply put, there is no specific feedback or validation of answers from
participants and the research and/or experiment can pull the participants out of their natural
environment. With data quantity, this type of research is best used with large amount of data to get
accurate results. Without large sample sizes, results can be skewed or unreliable.
Qualitative research is non-numerical and is multimethod in focus, involving an interpretive,
naturalistic approach to its subject matter. This means that qualitative researchers study things in their
natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people
bring to them (McLeod, 2019). Qualitative data can encompass pictures, videos and other types of
media. With qualitative research, researchers gain a closer understanding of the subject matter and
particpants and this “closeness” can allow them to see issues and have insights into things that are often
left out or missed by other research methods. And qualitative descriptions can help suggest possible
relationships, causes, effects and dynamic processes (McLeod, 2019). The limitations of qualitative
research and data are, mainly, lengthy time and cost, smaller sample sizes, and the subjective nature of
the method. The time required for data observation and collection are long and costs can add up
because of it. And because of that longer time and cost, large scale samples are impossible to afford and
put together. Qualitative data is very much subject to criticism due to personal opinion that can be
meshed within the research creating bias if not careful.
Both methods of research can be used to achieve different effect, but I believe a quantitative
approach is best. With limited time and trying to keep costs acceptable for this project and launch, it can
yield the company the data it needs with little drawback. In my opinion, going for a quantitative
approach followed by a qualitative follow-up on a small scale to correct any errant data would be good,
if and when time allows. A blend if it is feasible, with quantitative research using qualitative methods to
generate deeper responses through surveys. Or use qualitative analysis for large online samplings using
mass input from social media participants and adapting quantitative methods like instant online polling
to generate open-ended discussions. The right path to understanding creating a well-defined product for
the market is not always clear-cut, and more often, good decisions are made using a blend of both
research approaches (Qualitative vs., 2019).
Reference
McLeod, S. A. (2019, July 30). Qualitative vs. quantitative research. Simply Psychology. Retrieved from
https://www.simplypsychology.org/qualitative-quantitative.html
Qualitative vs. Quantitative: What Type of Research Is Best for Your Product. (2019). Retrieved from
https://e-focusgroups.com/qualitative-vs-quantitative-what-type-of-research-is-best-for-yourproduct.html
Memo
TO: Michelle
FROM: Michael Ramsay
SUBJECT: Global Marketing
DATE: November 25, 2019
MOBILE MANUFACTURING STRATEGY
Let me begin by stating my position. I am positive that our next move should be to
market our product globally. Our focus will be the young adults within the age group of
approximately 21 to 35. This group will create the largest demand for our product. They
will be the largest segment to purchase our current and future products as well as enticing
other age groups above and below. This group will be our primary focus but not the only
focus. This group is important due to the high amount of expendable finances. On the
younger end of our range we expect less responsibility such as children or home
ownership.
Geographically speaking, I anticipate our target market to be in “first world” countries
primarily to start. These countries generally have the need for electronic devices.
Secondly, we are focused in on the metro areas. Areas of high population and with a
greater number of peer influences. Homing in on those with psychographic characteristics
such as electronics, information technology or computers. It is these consumers that will
have the highest demand for the latest in digital technology. Using quantitative research
we will gather the necessary data to improve our marketing strategy. Our marketing
strategy should be to create advertisements that shows how our device will improve their
day to day life. Simplifying the easiest task to the most challenging. Due to the
knowledge of the target audience, we will be able to showcase our device changes and
upgrades. Less teaching will be required since our audience is already technologically
inclined.
As a quick wrap up, my target demographic is young adults around college age that are
technologically inclined globally. Our primary strategy is to simply showcase the product
rather than over explain minute details. We want the product to entice the target group but
not be cumbersome for those outside it.
References
Suttle, Rick. (2019, February 12). Characteristics of Consumer Markets. Chron.com.
Retrieved from https://smallbusiness.chron.com/characteristics-consumermarkets-1418.html
Michael Ramsay
Unit 3 DB
Product Name
Our product name is simple, straightforward and easy to recognize and remember. The new cell phone
name will be called “DASH.” This brings to mind quickness and speed which the product will be focused
primarily on. The product is to be designed to be moved with and accessed fast, to keep up with our
busy consumers on all their adventures.
Advertising slogan or tag line
Our advertising slogan will reflect the current strength of the company and show its new step forward.
DASH – The reliability you know, now with the speed you need!
Product attributes
Our product attributes and specifications will reflect the product name, be clearly labeled and be simple
to read. Along with showing the company’s flexibility and reliability.
•
•
•
•
•
•
•
•
•
•
•
•
•
Storage – 256 GB, 512 GB, 1 TB
Display – 5.8” or 6.2” screen with front and rear cameras.
Colors – Rose Gold, Lilac Purple, Midnight Black, Coral Blue, Ceramic White
40 hour battery life (Talk Time), 25 hour battery life (Internet Use)
Wireless charging capable
Water Resistant, Shock Resistant
Fingerprint and Iris sensors, Face Id capable
Pre-installed Social Media: Twitter, Snapchat, Instagram, Facebook
Pre-installed Video/Audio Streaming: Twitch, YouTube, Pandora, Spotify, Netflix, Hulu
Network Connectivity – Bluetooth enabled, 4G LTE, 5G ready (Where Available)
Up to 1Gbps Download/Upload speeds
Advanced processing power w/ 12GB RAM
All major carriers
Product benefits
The product benefits are reflections of the specs and our overarching image of the phone.
•
•
•
•
•
•
•
Slim size (Pocket Fit), Lightweight
Water AND Shock Resistant
FASTEST download and upload speeds
Extremely High Battery Life
Most Advanced Processor, built for speed and access
Nationwide and International Calling
Various Data Plans to fit your needs
•
Pricing from $600- $800, depending on storage and options choices
The consumers will benefit from having the most up to date, reasonably priced and fastest phone on the
market to stream, socialize and live within and with, no matter where you are. This phone is made to be
taken on the go and to DASH away the competition!
DASH Mobile Brand
Development Strategy
Michael Ramsay
Colorado Technical University
12/4/2019
Introduction
➢
The World is going through a technological revolution.
➢
Mobile manufacturers need to meet the demand for new brands.
➢
This is done through research, intensive development processes.
➢
Mobile Manufacturing should look outside the country.
➢
Opportunities imply a need for improved Mobile Brands.
➢
DASH would serve the purpose very well.
Current Product
➢
Proposed Mobile Phone Brand called DASH.
➢
Attributes include speed to keep consumers sorted in all areas.
➢
Improved in all aspects, including storage.
➢
Powerful device with storage capacities of 256 gigabytes, 512
gigabytes, and 1 Terabyte.
➢
Addresses all weaknesses of previous mobile phone devices.
➢
Offers customers absolute speed with improved presentation.
Idea Generation
➢
Based on concept that “all customers differ, all customers change.”
➢
Most mobile phone brands are slow, with low storage space.
➢
Internet connectivity, battery life are often limiting.
➢
Consumers need mobile phones to serve with great speed, longer
battery lives.
➢
Traveling is a new norm, powerful mobile devices needed for the
same.
➢
Research shows mobile phones dear to consumers.
Idea Screening
➢
It is paramount to know what ideas to work with, what to discard
(Dziadkiewicz & Niezurawska, 2016).
➢
There was a pool of ideas on what company needed to do.
➢
Included powerful laptop development, improving speed of existing
devices.
➢
Feasibility of other ideas locked them out.
➢
Most urgent needs of consumers are portable devices.
➢
It is more advantageous to come up with new device than improve
existing one.
Idea Screening Cont’d…
➢
Brand development among the company’s growth objectives.
➢
Current idea requires less resources than coming up with laptop.
➢
Mobile phone brand would have greater acceptance compared to
laptops.
➢
Improving existing device would still harbor some inefficiencies.
➢
Marketing potential of the idea is high, requires little monitoring.
➢
New developments would be more cost-effective to sell internationally.
➢
SWOT analysis gives this greatest credit
Concept Development and Testing
➢
Concept development and testing aids in trials for feasibility (Suttle,
2019).
➢
Also, aids in avoiding duplication, helps to save resources.
➢
Idea taken through cycle of testing, revising, receiving feedback.
➢
All attributes of phone recommended through this stage.
➢
Gives confidence that the market requires current innovation.
➢
Testing informed by slogan “DASH – The reliability you know, now with the
speed you need!”
➢
Feedback on speed, sleekness/portability encouraging.
Concept Development
➢
Concept was Tabled for Discussion.
➢
Research and Development Team proposed its
development.
➢
Testing done using small sample of target
population.
➢
Feedback on aspects such as battery life,
portability, connectivity, and storage received.
➢
Devices revised with feedback in mind.
➢
Idea adopted for company brand development.
Marketing Strategy Development
➢
Primary aim of product development is to increase efficiency, serve the
needs of the people (Claessens, 2015).
➢
Marketing strategy for DASH included isolation of a segment of the
market.
➢
Discovered that young adults need more efficiency.
➢
Target market set at age group 21-35 years of age.
➢
Consumer research showed immediate need of phone should be speed.
➢
Marketing done through advertisements.
Marketing Strategy Development
The Strategy Development
➢
Target market critical in this step
➢
Determines marketing approach to use.
➢
Approach undergoes changes if target market
Identify Target Market
Identify brand/company
goals
changes.
➢
Advertisement through street caravans, TVs,
Internet pop-ups most appropriate.
Survey of Clients
Evaluation/Adjustment
Advertisement as
marketing approach
Business Analysis
➢
Objectives of company include exporting phone brands.
➢
Product subjected to New Product Development (NPD) analysis.
➢
Unnecessary costs cut off during this phase.
➢
Selling phone at $ 600-$ 800 gives profit to business, making it ideal.
➢
Market potential high given current technological advances.
➢
Sales volume likely to be high among young adults.
➢
Brand lifespan likely to be long due to unique power, portability, speed,
presentation attributes.
Product Development
➢
DASH made with absolute precision.
➢
Carries with it power not experienced before.
➢
Brand prototype developed and released to market after approval from
R&D department.
➢
Testing, application of brand strategies happened effectively.
➢
Process important as it validates the whole process.
➢
All attributes of phone developed, feedback received.
➢
Product found ready for launch.
Test Marketing
➢
New brand/prototype presented
to the market.
➢
Positive feedback on phone
usability provided.
➢
Feedback on speed received,
revisions made.
➢
Product ready for release into
market.
Commercialization
At this stage, everything is set.
Every aspect of the brand that needed testing has been tested.
Major decisions involving all decisions in company implemented.
Innovators developed marketing mix to be used.
Remaining aspects include briefing different departments on what is
expected of them.
Device’s usability optimum, promises the best experience to customers.
Launching to be done after management’s approval.
References
➢
Claessens, Maximillian. (2015, February 26). THE MACRO ENVIRONMENT – SIX FORCES
IN THE ENVIRONMENT OF A BUSINESS. Retrieved from https://marketinginsider.eu/macro-environment/
➢
Dziadkiewicz, A., & Niezurawska, J. (2016). The idea of new product development in
modern medical Polish enterprises. Marketing and Branding Research, 3(1), 50–62.
https://doi.org/10.33844/mbr.2016.60424
➢
Suttle, Rick. (2019, February 12). Characteristics of Consumer Markets. Chron.com.
Retrieved from https://smallbusiness.chron.com/characteristics-consumer-markets1418.html
Michael Ramsay
Unit 4 DB
Hey Michelle,
As a follow-up to our previous conversation before you left, I’d like to go over some differences
and choose between traditional and digital/high-tech marketing and promotion options.
Traditional marketing simply refers to any type of marketing that isn’t online. This means print,
broadcast, direct mail, phone, and outdoor advertising like billboards (Carmichael, 2019). Traditional
marketing is tried and true and reaches people as they go about their daily lives without interruption.
Physical advertising can be upkept for long periods of time, can sometimes lead to memorable moments
and leave long lasting impressions. However, traditional promotion and advertising can be more costly,
has little to no interactions with the consumers and mistakes in print, once out in the advertising space,
cannot be edited or altered easily or at all.
Digital or high-tech marketing and promotion is any marketing a company conducts online, such
as paid social media ads, email marketing, and PPC advertising. Digital marketing has become wildly
popular due to the cultural, technological, and societal shifts around us (Carmichael, 2019). Digital
marketing examples include promoted tweets, “influencer” trips, and various other primarily digital
outlets. The world we live in is becoming more digital and so this form of advertising and promotion is
seeing a major rise. Consumers do research and make purchases online numerous amounts of times on
a daily basis. This type of marketing is more flexible in terms of editing and consumer interaction and
the pricing is typically cheaper. This type of promotion, however, is only available to those that frequent
social spaces online and that are primarily already on their phones and other electronic devices. It is also
dependent on technology and, sometimes, technology breaks. When social media sites go down and a
social media marketer has posts scheduled to go live, the only solution is to wait it out (Carmichael,
2019). And a final issue with digital compared to traditional is security, as digital information can be
manipulated and/ or stolen by those with the skill to do so that are outside of the marketer.
In choosing one over t …
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