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MARKETING PLAN PROJECT – MOTOROLA MOBILITY

MOTOROLA MOBILITY

D. Colette Armour, Keyshon Bachus, & David Wray

SUS520A2_201302

Marylhurst University

Wendi Butler

March 3, 2013

MARKET RESEARCH PLAN

In order for Motorola to successfully implement our plan and introduce a second generation green phone, catering to tweens and parents, it is necessary to market that product to this demographic(National Consumers League, 2012). The Motosurf A3100 successfully appeals to their emotional needs-as listed in the “Psychographic Profile”sections- while being 100% recyclable and not emitting harmful gasses into the environment during manufacturing or at the end of the shelf life of the product.

Type of Research

Although quantitative market research is the least expensive and will give us set data overall, we will need to also invest in qualitative market research (Davies, 2000). The team is suggesting quantitative research in order to suggest how many parents are looking for the type of phone in which we are presenting; in which age groups the Motosurf A3100 are deemed an “appropriate phone”; and those parents who are concerned about our environment, both for the effects of today’s health and those of tomorrow’s future generation. Although some of this is covered in Market Segmentation, a more accurate approach can be taken by narrowing down our actual market share. We can do this by including those companies which carry the Motorola brand, those who would like to launch this phone (to include retailers like Best Buy, WalMart, Radio Shack, etc) and those persons which prefer the Motorola company over other phones.

Additionally, we will need to eventually perform qualitative market research. Here, we would like to ask parents and children in research paired depths and focus groups a few open ended question (Davies, 2000). Some of these will include what services, applications, and safety features they are looking for and why; if having certain tracking devices are more important than others and why; and others that will allow us to put out a product that the consumer is looking forward to using (Reuters, 2007).

Purpose of Research

The main purpose of the quantitative market research will both quantify the marketing opportunities and verify that we are targeting the right market by focusing on tweens, teens, and parents (National Consumers League, 2012). Focusing on the competitive edge that we may currently have over Nokia, Samsung, or any other major cell phone manufacturing giants will assist Motorola in ensuring that we are putting out a product that parents are looking to purchase. We must think about the overall cost, as we are appealing to children without funds, the features that will appeal to the parents, and push the green features that we are offering.

A poll of 339 parents in fall 2007 yielded the following results:

Data received from Reuters (Reuters, 2007)

Furthermore, qualitative research will prepare the phone for certain applications that may be important to the parents (such as the safety features like blocks/accessibility and tracking). The qualitative market research will also prepare the company with how we must strategize our selling markets. By doing so, we can measure the success of the product by measurements that mark the progress of financial estimates that guide our growth("Cell phones retailer" 2012).

Primary or Secondary Research

We will use both primary and secondary research. Because this phone is one of a kind and is a second generation only to our own Motorola, there is limited research on this type of phone. However, there are available data through competitors and the U.S. Census Bureau concerning cell phone usage that we can build on.

References

Cell phones retailer. (2012). Retrieved from

Davies, R. (2000, October). Qualitative and quantitative market research: Where the twain meet. Retrieved from

National Consumers League. (2012, July 20). Survey: Majority of 'tweeners' now have cell phones, with many parents concerned about cost. Retrieved from

ORC International. (2012, July 10). Parents, tweeners and cell phones: Attitudes and

experiences. A Survey for National Consumers League. Retrieved from

Reuters. (2007, December 20). Safety top reason for buying children cell phones. Retrieved from

U.S. Census Bureau. (2009, November 19). Homes with cell phones nearly double in first half of decade. Retrieved from