Marketing, Market Analysis
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Before to produce a product it is needed, to know a requirement in one or another product. Farther a necessity is found by the reflection in demand. There is not demand, it is not necessary to orient a product to this market, and to probe other products, where a niche of backlog of demand, which your firm can satisfy is. To satisfy the queries of users is a not simple task.
Foremost, it is needed well to study an user, to answer questions who buys, what amount, at what price, for what purpose, for satisfaction of what necessities, where buys. For this purpose conduct marketing’s researches.
The purpose of my work is a market analysis and determination of competitiveness of goods.
My choice has stopped on such goods as mobile phones as the given goods are necessary for the modern person and already today is means of personal and round-the-clock communications. The modern market of marketing communications is characterized by interosculation of various ways and influence channels on consumers.
Object of work are firms the competitors making mobile phones, namely: Nokia, Samsung, Sony Ericsson, Pantech, Motorola and LG.
Consider the segmentation of the market mobile phones. The most simple and cheap devices (priced at about 100 pounds) are called the budget. These phones are equipped with a minimum of additional features. It does not find any synchronization with a computer or organizer. After all, not everyone needs the possibility of synchronization with a computer notebook. They are bought by people who require only a mobile connection, and they can not or do not consider it necessary to spend a lot of money. Among the buyers of budget phones schoolchildren and students. These phones are often used as offices, many companies buy them to their employees: couriers, drivers. Budget phones do not need technical improvements, so when the manufacturer sees fit to release a new model, it is often limited to only changing the shell and internal structure of the apparatus remains the same. Thus, the budget models available on the market the longest.
Adjoining upon him abut phones middle class, which features more functionality. For example, these devices have an opportunity to synchronize with a PC, solid phone book, sometimes organizer. In the segment of the middle class all the phones have approximately the same characteristics, and manufacturers strive to stand out by design. They produce models that look more expensive than they are worth. Devices of this type of demand for the widest range of users - they are buying and adults, and youth.
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