Market Segments and Decision Making Assignment

Added on - 16 Sep 2019

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Carnegie TechnologiesAssessment – 3:Market Segments and Decision MakingStudent Name:Student ID:Course Name:Course ID:Faculty Name:University Name:
Table of ContentsIntroduction................................................................................................................................2Industry Trends..........................................................................................................................2Growth....................................................................................................................................3Profitability............................................................................................................................3Market Segments Overall...........................................................................................................4Industry information...............................................................................................................4Competitors, Strengths and Weaknesses................................................................................5Primary Segment and Decision Making....................................................................................5Major Market Segments.........................................................................................................6Primary and Secondary Target Markets.................................................................................6Competition................................................................................................................................7Positioning Map for Organization..............................................................................................8Conclusion..................................................................................................................................8References................................................................................................................................10Appendix..................................................................................................................................11
IntroductionCarnegie Technologies has been selected for the assessment. The company is intotechnological and communications products such as mobile devices, cellular core networkoperations, and others (About us, 2017). Some of the products of this company are Hi-FiVoice, Bandwidth Aggregation, Wireless Access Manager, and others. The company is USbased and has the potential to move into the international space with the technology. Themarket selected for the company is Australian Telecommunication Sector. The company isoriented towards serving the customers with the high speed access internet connections byleveraging on the available network from nearby phones. This paper is concerned with themarket analysis for the company under various aspects.Industry TrendsThe understanding of industry trends helps the company in forming appropriate decisions.There are various aspects that are looked upon while analysing the industry trends. Thissection has considered three areas, namely, growth, profitability, and factors associated withthe PESTLE Analysis. PESTLE Analysis has been shown in the appendix. The PESTLEAnalysis has covered the likely interventions that are expected for this company if it operatesin Australia (Pattak, 2007). The economic situation has been studied that shows whether thepeople will be able to afford the service. The social aspect showed the orientation of thetarget customers. The technological aspects showed the presence of technology in the countryand the orientation of the mass towards this. The legal and political factors cover thegovernment orientation and supportive rules and regulations available. The sub-sectionsbelow cover the growth of the industry and whether it would be suitable for the company toenter, and whether the company will be able to attain expected profitability.
GrowthAs per the survey conducted by Delloite, the mobile use in the Australian market is growingat an appreciable rate. At present, more than 80% of the people of Australia use smartphonewhich is an improvement by 10% in comparison to the last year. The country boasts ofaround 15 million smartphones in use. These 15 million are active phones and not those thathave been used and trashed (Phipps et al, 2016). The Carnegie technologies can have goodopportunity in this country as the market is already aware of the smartphones. The use ofsmartphones have gone so rampant that instead of people engaging with newspapers on thestreet, they can be seen glued to their phones. This provides an opportunity for the companiesthat are looking forward to increase the service usability of the smartphones through theircreative mobile applications. ‘Carnegie technologies’ has developed few apps that it willmarket to the Australia which might be appreciated by these high rate mobile users.ProfitabilityThe profitability in this segment is good at present due to the high rate of smartphone useamong the customers. If the mobile application is liked by the users, then it is likely that thecompany can gain appreciable profitability from the investment. The market of 80% mobileusers is huge. As per the report, the app development market is going to reach $100 billion bythe year 2020 at a global level. The Australian community is spending 37 hours a monthfiddling with their phones and the forecasted growth for the revenue from the mobile app was$1.2 billion from the country (Mobile Consumer Survey, 2016). The substantial use ofsmartphones and applications require high quality mobile networks and this is where thecompanies like Carnegie Technologies can play its role. The total tablet sale reached 11.2million in the year 2015 and the smartphone sale went to 15.3 million. These grew further inthe next year and are expected to grow further with the promise of bringing more profitabilityto the existing and new players in the market.