SPEAKER NOTES
Current state business mission and objectives
Motorola Company is one of the leading marketers and distributors of high-class mobile phones, tablets, iPods, and iPhones. The organization has developed a high customer profile because of its good quality products and services that are combined with customer friendly prices. Motorola Company is unique in its nature of operations from all other companies offering similar products and services. Firstly, the company keeps customers’ priorities first because the customer has the right to dictate the price of a product while marketers make a decision accordingly. Secondly, Motorola Company keeps inventing technologies that serves consumers’ digital requirements and makes the world a more enjoyable place.
The products offered in the market, for instance the Motorola Droid X, comes up with many applications that fits all consumer needs in terms of business, travelling, browsing, communication, and investment. The company’s mission, vision, and value proposition are internally communicated, and made available to the company website, billboards, and signposts for everyone to read. The management holds the authority to change the mission, vision, or value proposition depending on the market environment and consumer needs and desires. Finally, the products offered by the organization are highly recognized as leaders in terms of innovation. As stated earlier, the company has been of the forefront in terms of producing products that serve the present digital requirements. In addition, their products come with high compatibility profiles allowing for additional of future innovations.
Situation analysis
According to Grewal and Levy (2013), an organizations market design helps in successfully implementing the planned strategies and achieves the company goals. An effective marketing plan helps an organization enter a competitive environment and eventually win the market. The marketing strategies adopted by Motorola focus on winning irrespective of the number of competitors and the situation of the market. The main reason why the company wins the market is due to their perfect marketing strategy that focuses on good product positioning, good pricing, and quality branding. Moreover, Motorola Company loses whenever the competitors bring imitations to the market making consumers’ focus more on cheaper products.
How the company does leverages strengths and opportunities?
In order to leverage opportunities and strengths, the organization management focuses on capabilities that ensure leaders evaluate and build intangible values according to the business missions and core values. In addition, the organization provides a framework entailing an assessment of all capabilities that identify distinct progresses, and ensuring they persist throughout the business life. For instance, the company has a high brand value. Moreover, the company promotes good pricing strategy that gives it an opportunity to improve customer loyalty and attract more buyers. How does the company mitigate weaknesses and threats?
How the company accommodates changes
Motorola devised mechanisms to adapt changes in terms of demographics, ecological, legal, political, economical, and social strategies. In terms of demographics, the company offers products considering consumers types such as sex, age, location (urban or rural), and literacy levels. For instance, the company introduced the most recent phone with android operating system, the Motorola Android X that favors the digital generation. Economically, the organization is ready for the fast growing economy in the United States; hence, they are introducing new devices that favor the advancements in businesses, transport, and government operations. By introducing such phones like the Motorola Droid x, the company prepares for the future technological changes. On the other hand, the society has also gone a significant change in terms of culture and norms. Motorola understands needs of any society and offers products that favor certain groups. For instance, the Motorola Droid X has an online Bible and Koran versions to take care of different religions and their consumers.
Target market (industry/segment, knowledge, and dynamics
The first group of consumers to target is the business people and entrepreneurs who use internet on their daily operations to carry out their businesses. The Motorola Droid X has many applications that favor business people. The second group under the target market is young people in schools, colleges, and universities. The following group is more targeted because they are the young digital generation who like advanced products like the Motorola Droid x. This group will account for 70 per cent of total sales according to the sales forecast by the financial consultants. Thirdly, market segmentation will depend on the sex and occupation of consumers. The marketed product is a high profile gadget that costs significant large amount of cash. The price ranges from $199 to $600 depending on the specifications of the phone. In terms of occupation, the most targeted people are the working class earning an annual salary of $50,000 and above. In addition, in terms of age young working generation between 25 years and 34 years forms the best group. The older people have less attention because they tend to enjoy the old-version phones, and the new technologies are challenging them.
Competitive environment
There are many potential competitors in the mobile sales industry that sometimes, makes the sales team unable to come up with a specific strategy to outdo them. Some of the major competitors are Nokia, LG, Samsung, Ideos, and Sony. In terms of innovation, some of these competitors, like Sony and Samsung, have led the market by introducing the most technologically advanced devices. For instance, Samsung launched Samsung Galaxy S7 in the month of March 2014. Because all these competitors have flooded the market with advanced devices like the Motorola Droid X, the organization’s core competitive strategy will be based on price and service/support leader.
Solution offering
The main competitive sustainability for the organization by offering low prices falls under the target markets identified earlier. Because the targeted markets are young people in need of innovations, low prices will favor them because they realize technologies keep on changing. The pricing solution has many gaps in terms of organization profit goals. Sometimes, the company might offer lower prices than the production cost, leading to a loss. Secondly, competitors might say to consumers that the lower prices are offered because the products are not original. Such threats and weaknesses have the potential of destroying the marketing environment for the product. In order to build such gaps, the best option would be collaborating with a service offering company such as mobile phone operators.
Positioning, pricing and branding
The positioning of Motorola bases itself on the leader in innovation and lowest price competitor. In order to ensure total customer support on positioning, pricing, and branding, the company conducted a market research in various towns across the United States. The organization positioning, messaging, and value proposition resonates with the key customer decision makers because they are the main influencers in terms of selecting the target market, determining the amount of products to offer to the market, and their prices. In addition, information gatherers influence the company positioning and pricing strategies because they generate ideas based on the external environment.
Launch market strategies
For the Motorola Droid X, the most effective “Go to market” channels of marketing are advertisements through the media, bill boards and road-shows. In addition, the brand will be channeled through promotions using various mobile operators, shops and stores across the country. In order to ensure the target market is reached by these marketing channels, the organization will devise billboards and stickers promoting the new brand. For business development, the organization will partner with various stores and shops countrywide to offer promotions to buyers who purchase the brand. The following strategy will attract more customers and ensure business sustainability. The most effective “Go to market” strategies adopted by the organization include building of a high performing sales team to be used in both direct and indirect channels. Secondly, the organization will devise a strong promotion plan that entails all the aspects of the potential buyers and what they would like upon purchasing the brand. The critical success factors for the organization includes large pool of customers, proficient sales and marketing team who have the capacity to design perfect marketing channels, availability of many shop outlets and distributors worldwide.
Launch goals and metrics
The company’s goal is to be the next mobile communication and service provider in the whole world and make high profits. By launching the market for new Motorola Droid X, the organization has created a perfect image and brand not only for this product, but also for all other products offered in the company. The marketing channels and strategies launched by the organization have assisted in promoting the good managerial characters of its leaders. In addition, the product offering processes will help in developing the business into multinational levels and be able to compete in the international market (Friedman, 2002).
Launch implementation, execution, management and measurement
The “Go to market” strategy used by the organization has to stay on the proposed budget irrespective of the prevailing business environment. In order to stay on the budget and ensure the staff meets the set deadlines, the organization has devised certain disciplinary measures for the staff. Firstly, every staff member must adhere to their roles and produce to the maximum set limits. Those who do not reach the limits face some disciplinary actions such as pay cut, demotion, or even sacking. The company plans to set standards for their esteem customers in order to maintain the “Go to market” strategies and for the future brands. Such plans include offering advanced products and becoming more innovative. Finally, for the influencers the company plans to reward those who influence more customers by giving covering their advertisement costs, and offering them free trainings (Friedman, 2002).
