Integrated Marketing Report 2022

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Executive summary
The purpose of this report is to analyse the market of the 5G smart phones. in the first report
detailed analysis of the product that is 5G smart phones will be conducted along with analysis of
its competitive information, environmental scanning and segmentation targeting and positioning.
In the second report, the integrated marketing channels and distribution system of the mentioned
product will be analysed. The band positioning, niche and the market leaders who are offering the
consumers with the 5G smartphones in Australian electronics market will be discussed. Along with this
the leadership style and the consumer adaptation process and pricing strategy of the product will be
analysed. In the third report, the intergraded marketing communication technique along with an marketing
communication matrix will be performed.

2MARKETING
Table of Contents
Report 1...........................................................................................................................................3
Identification of the product........................................................................................................3
Competitive information..............................................................................................................3
Environment scanning.................................................................................................................4
PEST Analysis of Australian electronics Industry......................................................................4
Demand forecast..........................................................................................................................5
Segmentation, targeting and positioning.....................................................................................5
Report 2...........................................................................................................................................7
The brand positioning of 5G Smartphones..................................................................................7
Identification of the Market leaders.............................................................................................8
Identification of the Niche for the product..................................................................................9
Leadership type..........................................................................................................................10
Consumer adaptation process of 5G Smartphone......................................................................10
Pricing strategy decisions..........................................................................................................10
Report 3.........................................................................................................................................12
The integrated marketing communication method....................................................................12
Online communication strategy.................................................................................................13
The integrated marketing communications matrix....................................................................14

3MARKETING
Report 1
Identification of the product
In this era of technology, internet has become one of the most crucial part of technological
advancement. Thus high speed internet is no longer a luxury but has become a necessity for
almost each and every individual. When it comes to high speed internet, smartphones that uses
the 5G technology is the first thing that comes to mind. Thus the product chosen to be analysed
includes the 5G smartphones (Yang, Ge and Zhong 2018). The 5G smartphones offers the
consumers with a lot more bandwidth along with lower latency which means it has the potential
to support more data with fewer delays. Thus the 5G smartphones are referred to smartphones
with which consumers will be able to upload as well as download videos at a much higher speed
compared to that of the 4G technology using smartphones. In the following paragraph, detailed
analysis of the product that is 5G smart phones has been conducted along with analysis of its
competitive information, environmental scanning and segmentation targeting and positioning.
Competitive information
The major competitor of 5G Smartphone includes the 4G smartphone devices. The
leading brands that are offering 5G technology based handsets include One plus pro, Samsung
Galaxy S10e, Samsung Galaxy S10 plus and Nokia 9 PureView. The price range of the phone is
similar or slightly lower than that of the 5G Smartphones (Zhang et al. 2019). However, when it
comes to competitive advantage, the competitive advantage of the 5G mobiles are much higher
compared to the rest of the phones. The chief reason behind this is high quality RAM along with
high speed internet speed at a similar price range. Luxury brands like Apple are also offering the
consumers with 5G technology incorporated smart phones. For instance, in the 5G smartphone