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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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