In 2015, the Chinese company Meizu introduced two flagships MX Pro 5 and MX 5, which, despite the high prices, the users like. In general, more than 20 million units of Meizu MX5 were sold, and for all its history it became cheaper in the market several times. Brand again decided to reduce the prices of its flagship model MX5 and currently China’s smartphone in a version with 16 GB is available for $212. Meizu MX5 features a 5.5-inch AMOLED-display with a resolution of 1920x1080 pixels, 3 GB of RAM and 16/32/64 GB of constant, battery capacity of 3150mAch, front 5 megapixel camera with wide-angle shooting and aperture f/2. The brand Flyme interface based on Android Lollipop has become the software platform of flagship (GSMARENA, n.d.).
The company started its activities in 2003 with the production of MP3 players. Meizu products always differ by quite good quality and functionality, allowing it to be quite successful. Despite the fact that the history of the company is relatively young, reviews of its activity are more or less warm. In general, stereotypes about the poor quality of Chinese products remained in the 90’s and Meizu smartphones are equated to such world leaders like Sony, Samsung and Apple.
At a time, when other companies spend money on ineffective marketing policy, the Meizu has not ceased to focus its attention on the quality of manufactured products, which had already gained its audience and made the company really commercially successful and discussed (GSMARENA, n.d.). Nevertheless, today, each company, setting new ambitious goals, faces a lot of problem situations in the process, inherent in a market economy. It is not enough to produce goods, it is necessary to organize the work in such a way to make a profit from the sale of this product. Marketing problem in the organization is a problem of balancing between the internal resources of the organization and the resources to attract and retain the demand. Marketing makes the sale easier and simpler (Grewal, 2014).
In today’s all-always- related-to-whole-world, digital-strategy is to some extent the actual business strategy. Creating a digital-strategy can help to create a positive customer experience that works for the company’s brand, regardless of the “touch points”, channel or the client device. It also contributes to transparency and flexibility they need to make informed decisions to respond quickly to market changes. Modern technology allows brands to surprise their customers with personalized offers, which are based on the history of their previous purchases and queries in your browser. Customers are becoming more demanding and brands have to take this into account. Digital strategy must take into account major, global objective, the current description of the company’s goals and objectives, smart goal for the near future (quarter or year); an implementation plan for online sales; identification and description of the target audience; advertising campaign for the key promotion channels; the selection of requests and landing page for SEO, ad text and landing for contextual advertising, etc.; optimization of site structure for the realization of digital strategy; analysis of competitors and their position in the SEO and contextual advertising; and other data necessary for the implementation of the strategy (Evans and Bratton, 2012).
Meizu has weak digital-strategy with presence on Facebook (just over 285 thousand followers within 13 years of operation), Twitter, Google+ and LinkedIn and its website. However, Instagram and Baidu, Tumblr and Pinterest belong to popular social networks, where it is necessary to launch the campaign. Secondly, the development of company’s mobile application will attract additional customers.
Tagline: When you take your gadget in hand, you feel the high quality of care: Meizu is for those, who value their needs.
There is no doubt that thanks to client-oriented approach, the company grows rapidly and increases the confidence among ordinary users.
References
Evans, D. and Bratton, S. (2012). Social Media Marketing: An Hour a Day. 2nd ed. Hoboken, NJ: Sybex.
Grewal, D. (2014). M: Marketing. New York: McGraw-Hill/Irwin.
GSMARENA (n.d.). Amaze U Meizu MX5 review. Retrieved from http://www.gsmarena.com/meizu_mx5-review-1322.php [Accessed: 20 February 2016]
