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ASSIGNMENT TITLE HERE

MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning

D. Colette Armour, Keyshon Bachus, & David Wray

SUS520A2_201302

Marylhurst University

Wendi Butler

March 10, 2013

Strategy, Segmentation, Targeting and Positioning

Position Statement

It is the position of the Motorola Company that in going forward with the plans of the Motosurf A3100, that we appeal to the psychological needs of the tweener, as well as the protective instinct of the parents. Since we are marketing a segmented audience who does not have disposable income, we must also petition to those who are purchasing. Given that we are targeting both groups, it is imperative that we entice them with as much readily available and up-to-date information as possible. This includes stringent, yet enlightening, advertisement and push of our 100% recyclable product; the further information that the production process does not (at any time) emit harmful gases or radiations into the environment; and the “hipness” of the phone’s technology (Motorola Solutions, 2013). Although it is a terrific economical buy, neither parent nor tweener will lose points in keeping on top of the newest technology and features offered on any other phone, both those of our own lines and those of our major market competitors.

Not only is it imperative for the Motosurf A3100 to be 100% recyclable and not produce harmful gases, but it is also a phone that is entering into the next phase of technology. It offers all of the features that “traditional” non-recyclable phones offer, with a state-of-the-art tracking device and blocking technology for parents’ peace of mind (Motorola Solutions, 2013).

When the customer base thinks of our product, Motorola wants them to see a new, innovative phone that can text, dial, and surf while assisting in our need to leave a cleaner tomorrow at the end of its lifecycle (Motorola Solutions, 2013). By presenting the Motosurf A3100 as a breakthrough technology, we may also gain the techies who glean on the newest technologies available, while not abandoning our first and most important consumer base, which are the tweeners and the parents of this demographic.

Competitive Strategy

Properly strategizing to have good ground against the competition is imperative for a new product. This includes the positioning of the product in retailers; the shelf life of the product upon entering the store; and the lifecycle of the product, from introduction to decline (Marketing Teacher Ltd, 2012). These things are the makeup of fierce competition, and overlooking any aspects can cost the Motorola Company the edge on the Motosurf A3100. Not taking proper care and introducing and promoting the product can move it from introduction to decline in its first quarter on the market (Marketing Teacher Ltd, 2012).

The LifeCycle

As studied during week three of the Sustainable Marketing course, the lifecycle of a product is important to both the company which markets the product and to those vendors who may have a competitive product. The base of a product starts with the introduction of the said product into the mainstream (Urban Environmental Management, 2013). If two products that are similar are being introduced, one needs a competitive edge to make it the preferred product of consumers.

With Motorola, the Motosurf A3100’s green features and overall appearance are essential to the LC of the product. Outside of the Motosurf A3100 offering realistic monitoring and tracking features, it can assist the next generation of green phones, as it is recyclable upon the end of its usable life (Samsung.com, 2012). With this being the only phone that is recyclable on the market, it offers Motorola a competitive edge on the major markets like Samsung and Apple products.

Strategies for Success

The success of the Motorola’s Motosurf A3100 will be identified as the position of a market leader. With our leadership, we must maintain this level of expertise in our field by working diligently to stay ahead of the competition (Motorola Solutions, 2013). We can do so by presenting the next great piece of technology before there is a stated need. Here, with the Motosurf A3100, we have taken the sciences of the best Android equipment and combined them with technological fertilizers. This science has left us ahead of our competition, therefore, giving us time to continue work on a second generation Motosurf A3100. This will present more advanced technologies, higher speeds, and a more advanced tracking device for our tween/parent demographic (Motorola Solutions, 2013).

Besides our leadership position above other ferocious competitors, we also have the opportunity to market flank. Market flanking is simply taking our approach and product global. Since we have already penetrated the international mainstream market, we will hone our marketing skills to appeal to those consumers, from Europe to China (Motorola Solutions, 2013).

References

Marketing Teacher Ltd (2012). The product life cycle (plc). Retrieved from http://www.marketingteacher.com/lesson-store/lesson-plc.html

Motorola Solutions. (2013). Technology leadership. Retrieved from http://www.motorolasolutions.com/US-EN/About/Company Overview/Technology Leadership

Samsung.com. (2012). Coporate Profile. Retrieved March 7, 2013, from Samsumg.com : http://www.samsung.com/us/aboutsamsung/ir/newsMain.do

Urban Environmental Management. (2013). Defining life cycle assessment . Retrieved from http://www.gdrc.org/uem/lca/lca-for-cities.html