Question

In a developing country in which there is a demand for in-expensive android mobile phones. Prepare an International Marketing Program for a newly design Samsung model Android based mobile phone specifically designed for this target market.

The Marketing program should focus on the following sections:

Discuss the Marketing Objectives (SMART), and Vision/Mission

Answer 1

Introduction -

Smartphones are pivotal in today's society, it has unlocked huge possibilities to its users. These smartphones are a value for money product which could ease your life to an extent which is not imagined, from entertainment to information, from creativity to business it has become a one-stop center for its users and yes each of these features build into one mobile phone which does not compromise on quality and security issues.

Market Insights -

The target market is definitely new in terms of users' behavior, preferences, and expectations but we see a lot of possibilities and a lot more sales. The total population is 18 million with a great combination of different ages. With 36% of youngsters and 27% old age it will be a real challenge to satisfy their needs. We have a detailed analysis of the population figure -

Mission -

With such variety in the market with different age people and the presence of no very minimal smartphone competitors, we believe to provide and equip more than 90% of youngsters and aged people a better, cheaper, and advanced smartphone.

SMART Objectives -

To achieve a good and effective marketing plan, the SMART outline is highly suitable. It states Specific, Measurable, Achievable, Realistic, and Timely and the objectives must meet these requirements.

1. Specific - We are new to the market, with our present business availability we are crossing the limit of 4500 mobile set in the previous year. We have around 3 development centers, 36 stores, and 9 service centers. The online sales contribute to just 27% of total sales. Seeing the huge market possibilities we have estimated to grow our sales by 9%, with this the estimated product sales would be (9*4500/100 = 405 items). So, in this coming quarter, we have to sell around 135 mobile sets every month to achieve our sales objective. (means 135*3 = 405).
2. Measurable - it's the number and figure who clearly speaks for themselves, following the data we could possibly analyze the truth regarding the sales, moreover, the objective must be supported by relevant measurable result - here we have to make sure that the monthly sales of the mobile product must grow by 135 units/month including the online medium.
3. Achievable - At present we have this data, which is

• 3 development centers,
• 36 stores, and
• 9 service centers

with 135 mobile phone selling targets, it looks quite achievable with the available resources. We must not forget there has been a 27% sales via online medium.

4. Realistic - The current economic climate is favorable and there is no to minimum competitors present in this segment. We have to work more on the advertisements and try to reach more people. The fea1tures we offer will definitely attract the customer segment as everyone invest in the new product. We could use the newspaper and TV medium of advertisement at the early stage and then move to the social media.

5. Time - as of now we are focusing on small-term goals, we have targeted the market for 3 months duration where we could get clear insights following which we could possibly move ahead to yearly/annual plan. We believe a small-time duration and targets work better with new business and market.

Product Mockup