Marketing Research Proposal for VERTU

8/19/2019 Marketing Research Proposal for VERTU

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M e t r o p o l i s H o l d i n g S A

C H 1 8 5 4 , S w i t z e r l a n d

Mikail M GasanovMarketing Research,A !!, "siness School #a"sanne


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Introduction and Company

Background.................................................................3

Situation

Analysis..........................................................................................

..................3

SWOT..............................................................................................

......................................4

PESTEL...........................................................................................

......................................

BC!

Analysis..........................................................................................

............................."

Pro#l$m and

Solution..........................................................................................

............%

O#&$cti'$s o( t)$

r$s$arc).........................................................................................

.....%

*$t)ods.........................................................................................

.......................................+

Sur'$y............................................................................................

........................................+

,ocus

!roup.............................................................................................

...........................--

$


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Pro&$cti'$

T$c)niu$s......................................................................................

...............-/

In(ormation

Analysis..........................................................................................

..............-3

!ant

C)art..............................................................................................

...............................-3

0$sourc$s1Budg$t...........................................................................

..................................-3

0$porting 2 Pr$s$ntation

0$uir$m$nts..................................................................-4

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Introduction and Company Background

&ert" is a ritish l"'"r( )o*ile phones )an"+act"rer with its head"arters at

Ch"rch Crookha), Ha)pshire, -./ !t was initiall( +o"nded in 1008 as a

da"ghter co)pan( o+ the +a)o"s innish )o*ile phone giant 2okia/ !n

3cto*er $1$, the co)pan( has *een ac"ired *( a private e"it( gro"p67 &!/

&ert" prod"ces "ltral"'"r( phones with the price tag starting at 9:/ 7he

phones are +"ll( hand *"ild and are )ade o+ a wide range o+ e'cl"sive

)aterials, starting +ro) stainless steel and car*on and ending with platin")

and dia)onds/

7echnologicall(, the &ert" )o*iles have never *een ver( advanced/ &ert"

"sed the old 2okia plat+or)s in )ost o+ its )odels, which are not

technologicall( )odern *"t ver( relia*le and si)ple in "sage/ 7he newest

to"chscreen phones have the newer Android plat+or)s, which are ver(

pro)ising +or the co)pan(/ 7he )ost +a)o"s di;erentiating +"nction o+ the

co)pan( is the e'cl"sive

Concierge *"tton on ever(

&ert" phone/ !t allows to )ake

a direct +ree call to the

personal assistant, who can,

with onetasteless trashD, while the inancial

ti)es tho"ght o+ it as >technologicall( )odestD/

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Second, it shares the destin( o+ the l"'"r( watch )an"+act"rers E to *e

constantl( copied/ ver( (ear, tho"sands o+ +ake Chinese phones are *eing

sold in Asia, R"ssia and the Middle ast/ ver( (ear, the copies *eco)e )ore

and )ore si)ilar to the gen"ine prod"cts/ 7he( are )ostl( prod"ced in

ChinaF however, there are also high "alit( replica )an"+act"rers in elgi"),

A"stria, and even ngland/ 7he( "se real gold, car*on and sapphire glass intheir prod"cts/ 7he prices +or a replica phone var( *etween 91 and 9%

depending on their *"ild "alit( and )aterials "sed/ 7he onl( still e'isting

tr"e di;erentiator *etween the gen"ine and +ake &ert" is the Concierge

+"nction/ 7his *eco)es a ver( serio"s pro*le) +or the co)pan(, since )an(

o+ its clients *egin to realize wh( to pa( 9%


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SWOT

Strengths

1B &ert" is the a*sol"te )arket

leader/ !n addition, this )arketwas created *( &ert" itsel+/

7he co)pan( takes )ore than

a hal+ o+ the )arket share in

the e'cl"sive )o*ile phone

)arket/$B &ert" *eca)e a *ench)ark

and a recognized standard o+

the e'cl"sive )o*ile phone/ !t is known +or the highest *"ild "alit(

and "ni"e design/

%B 7he co)pan( esta*lished e'cellent relations with the +a)o"s *rands

like errari, o"cheron and 1/

eaknesses

1B &ert" is technologicall( )odest/ ven its latest S()*ian 3S to"ch

screen creations had a lot o+ technological pro*le)s, incl"ding poor

*atter( li+e, constant *reakdowns and poor +"nctionalit(/$B 7he price +or the prod"ct is "nreasona*l( high/ 7he co)pan( receives

a lot o+ criticis) and is seen, in )ost o+ the estern co"ntries, as a

posh accessor( and a *ling/ However, it is still not i)portant, *eca"se"rope and the -S represent a ver( s)all part o+ the e'cl"sive phone

)arket/

3pport"nities

1B &ert" can i)prove the technical side o+ its prod"cts/$B &ert" can attract new c"sto)er seg)ents with its new prod"cts

progressive *"siness)en, rich (o"ng people, )edia peopleB/

7hreats

1B 7he &ert" prod"cts are *eing constantl( copied/$B 7he new )ore practical and +"nctional co)petitors arise/%B 7he )ain c"sto)er seg)ent older conservative peopleB decreases

each (ear +or o*vio"s reasons/4B C"sto)er


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)arket is in a ver( diKc"lt sit"ation in )an( Ara* co"ntries d"e to the

"nsta*le political environ)ent wars, protests, constant changesB/

cono)ic

7he estern )arket is strongl( hit *( the recession/ 7he &ert" sales there +all

dra)aticall(/ However, the ke( )arkets arenot in a *ad sit"ation/

Social

7he estern attit"de towards the prod"ct is

negative E it is seen as a posh and

"nnecessar( *ling/ However, the ke( )arket

o+ &ert" sees it di;erentl(/ !n R"ssia, Asia and

Middle ast, &ert" phones are as i)portant in

*"siness, as l"'"r( watches and e'pensive cars/ 7he( are considered to *e a

s()*ol o+ power, wealth and s"ccess/ or the socialites E &ert" is a

)andator( co)pli)ent to a irkin ag/

7echnological

!t is a )odern technolog( era and &ert" is not the *est e'a)ple o+ it/ Jeople

have a strong need to *e constantl( connected to their e)ails, social

networks, *logs, etc/ Most o+ the )odern )o*ile phones do not even "se

*"ttons, while &ert" still "ses an oldschool approach/ !n their S()*ian

to"chscreen )odels, there are )an( technological weaknesses and the(

need a lot o+ work and i)prove)ent to keep "p with the co)petitors/

However, since now the( adopted the )ost advanced s)artphone 3S in the

world E Android, this pro*le) will *egin to resolve/

nviron)ental

&ert" is activel( participating in di;erent charita*le and s"staina*le events/

!t recentl( started a ca)paign >S)ile 7rainD, where it will >donate cle+t plate

s"rger( +or ever( handset soldD/ !n addition, ever( (ear, it shares part o+ its

prots with di;erent charities/ 7his is e'tre)el( i)portant +or the *rand

i)age, which o+ co"rse needs a lot o+ i)prove)ent in the estern )arket/

#egal

!n legal perspective, &ert" is not a;ected an(how/ 7here are no laws and

reg"lations, which +or*id people to p"rchase l"'"r( goods/ However, it is still

i)portant to consider a +act that )an( o+ its clients are the R"ssian and

Chinese politicians, who oKciall( have )oderateinco)e level/ 2owada(s,

there is a lot o+ p"*lic and )edia attention towards the *ri*er( in these

co"ntriesF so, &ert" )a( lose )an( o+ its "s"al c"sto)ers/

BC! Analysis

:


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Marke

t

Growt

h

B

Star 6"estion Mark

2ew Android*ased

&ert"s Constellation,

Constellation 7i

9=


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7his (ear, &ert" introd"ced two allnew to"chscreen Android s)artphones E

Constellation and a )ore e'cl"sive Constellation 7i/ &ert" Constellation is the

)ost a;orda*le starting at 9=


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+"nctionalit( and practicalit( o+ the )o*ile/ !n addition, i+ so)e c"sto)ers

are willing to pa( "p to 9$ +or the highend &ert" replicas or not(et

released !JhonesF the( will s"rel( *e interested in p"rchasing a gen"ine

&ert" phone +or I"st the sa)e a)o"nt/

7hese phones can even sell "nder a )odied *rand na)e in order to notda)age the rep"tation o+ the classic &ert" hand*"ild )o*iles/ 3ne o+ the

s"ggested prod"ct na)es can *e Model? *( &R7-, re+erring to the

Generation ? as the )ain c"sto)er seg)ent/ 7he co)pan( cannot repeat

Apple


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7he +oc"s gro"p is a lot )ore co)plicated part o+ this research st"d(/ !n this

case, the )ain diKc"lt( is the &ert"


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)a( occ"r d"ring the process, will *e related to the c"sto)er


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one will represent a certain s"*gro"p o+ the co)pan(


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%B hat will *e the ke( )arket o+ the new prod"ct@

7his topic will *e disc"ssed when all the other "estions are answered/ !t

will *e eas( to "nderstand whether the targeted c"sto)ers +ro) the

certain regions R"ssia, China, M, -., -SB are interested in the prod"ct/

Pro&$cti'$ T$c)niu$s

A +ew proIective techni"es )ight *e "sed in the +oc"s gro"ps to opti)ize

the res"lts o+ the st"d(/

&ert" can "se associations to *etter "nderstand the targethat is the

rst thing that co)es to (o"r )ind when (o" hear the word &ert"@D or >hat

co)es to (o"r )ind when (o" see this phone at (o"r oKce ta*leOresta"rant

+or the rst ti)e di;erent protot(pes are de)onstratedB@D 7hese kinds o+

"estions will help to anal(ze whether the prod"ct is sociall( accepta*le in

the targeted regions and is interesting to the potential *"(ers/

Asking +or an association to the words, like >!Jhone 5s, Sa)s"ng Gala'( 4,

Android, S)artphoneD, will give a *etter "nderstanding o+ the co)petitors<

positions on the )arket and the c"sto)ers< attit"des towards the

s)artphones in general/

7he pict"re association can also *e practiced d"ring the +oc"s gro"p

research/ or e'a)ple, the co)pan( can de)onstrate several

pict"resOprotot(pes o+ the proposed designs o+ the new &ert" s)artphone

and see how the c"sto)ers will react to the)/ 7his will help to "nderstand,

which design is the )ost attractive +or the targeted c"sto)ers/

Another i)portant techni"e, which sho"ld *e "sed in the +oc"s gro"p

organization, is creating the right environ)ent/ Rela'ing l"'"r( at)osphere

is ver( i)portant +or the targeted clients/ ( o;ering the) +ood, drinks, and

providing co)+orta*le seating, the co)pan( will get the )a'i)") possi*le

ti)e +ro) the participants the( will not *e willing to go earl( or nish assoon as possi*leB/ 7hese +oc"s gro"ps can *e organized in private

residences, l"'"r( oKces, 5T hotels, or pop"lar places even so)e private

resta"rants will doB/ 7his in+or)alit( and co)+ort are the things, which create

tr"e l"'"r( sense +or the )odern *"siness)en/ 3+ co"rse, the organization

o+ the +oc"s gro"ps will *e co)pletel( c"sto) in each o+ the ke( )arket

regions to )atch the local c"sto)s and traditions/ or e'a)ple, the R"ssian

+oc"s gro"p can *e organized in a private resta"rant, and the participants

will *e o;ered so)e alcoholic *everages, while the Ara*s will pre+er to )eet

in so)e private residence and will not drink an(thing/ 7he estern peoplewill *e invited to di;erent oKces and *"siness centers to have this

disc"ssion/

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L"e to the i)portance and co)ple'it( o+ the task, the +oc"s gro"ps will *e

r"n *( the Marketing Lirectors o+ &ert" in each o+ the regions personall(/ !t is

ver( i)portant to de)onstrate the level o+ the i)portance o+ the event to

the +oc"s gro"p participants/ ach o+ the) will *e called on his )o*ile and

)et in person *e+ore the )eeting takes place/ 7his personal connection isver( i)portant, so, the participants will not )iss the event and will p"t all o+

their e;ort in it/

In(ormation Analysis

All o+ the data recorder +ro) the s"rve( and the +oc"s gro"ps )"st *e

collected and anal(zed )an"all( *( a gro"p o+ e'perts d"e to its li)ited

"antit( and partic"lar i)portance/ 7he process will *e )anaged *( the

)arketing e'ec"tives o+ &ert" and )onitored *( the directors the)selves/

7he end res"lts will *e *ro"ght into concl"sions and p"t in the +or) o+ a

written report and a presentation/ 7hen, the( will *e presented to the *oard

o+ directors o+ &ert" and 67 &!/

!ant C)art

7he deadlines given +or the research are "iet *road d"e to the co)ple'it( o+

the task/ 7he +oc"s gro"ps and s"rve(s will take place in several regions o+the world, so, it will take aro"nd eight weeks to coordinate the task and

approach the chosen targets/ 7he s"rve( is the )ost ti)econs")ing part o+

the process d"e to the +act that it is reall( diKc"lt to approach the &ert"

owners/ 7he +"ll )arketing process +ro) the pri)ar( research to the *oard

decision will *e done in a period o+ seven )onths/

0$sourc$s1Budg$t

Cond"cting s"ch a co)ple' research re"ires a lot o+ nancial reso"rces ands"pport/

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oc"s Gro"p the standard rate +or the eightperson +oc"s gro"p is a*o"t

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Marketing Research Proposal for VERTU