Feasibility of Launching iPhone X in Trinidad & Tobago Market

[Course title]
RESEARCH PROPOSAL

Should Digicel Trinidad and Tobago launch the new iPhone X?
CHAPTER ONE:
1. INTRODUCTION
Digicel a local mobile phone network provider wishes to launch the new iPhone
X to the Trinidad & Tobago market. Before any company launches a product it first
carries out market research in order to find out if the new product will work, make a
profit for the company and increase the companies' market share. This research
proposal is based on the deductive approach and the final research will attempt to test
the hypotheses. In order to decide how feasible it would be for Digicel to launch this
new product, this report will explore the approaches used for data collection and
interpretation of data using quantitative methods which can provide vital information to
help Digicel upper level management in their strategy decision making process.
1.1 BACKGROUND OF THE STUDY
Digicel has been serving businesses and consumers over the Caribbean and
Central America since 2001. A mere six (6) years in the Trinidad market, the company
has already established forty-three (43) outlets throughout the country. In today’s
extremely competitive environment, mobile phone technology is constantly evolving
especially the iPhone. In September 2017, Apple introduced the long awaited iPhone X
for the company’s 10th anniversary. This is the company’s most expensive product to
date which features an all-new design, facial recognition technology and other new
features.
In this new decade, mobile phones have become an essential part of a person’s
image and social identity. Digicel T&T competitor made an announcement to introduce
the new technology to the T&T market for Christmas 2017. Consumers can now search
online for the product’s features, compare prices and offers and buy offline. This
premium device ranges between US$999 to US$1149.00 and with other taxes can be
sold for approximately TTD $9,800 which bears a huge price tag.
Student Number: R1605D1508943 1

Should Digicel Trinidad and Tobago launch the new iPhone X?
As the price of the product is extremely high, it might not be affordable for most
of the people of Trinidad and Tobago as the country is currently experiencing an
economic downfall. However, there are the elites who still will be interested in
purchasing the phone. Even though people might prefer the lower versions of the
phone, demand for this higher priced latest version might be very limited.
1.2 RESEARCH AIMS
The aim of this study is to research and determine the viability of launching the
new iPhone X to the Trinidad and Tobago market. According to Kotler and Keller
(2012, p.98) “marketing research is the systematic problem analysis, model building
and fact finding for the purpose of improved decision making and control in the
marketing of goods and services”. The study will seek to analyze the market
segmentation and customer demographic by investigating market variables such as
geographic, demographic, psychographic and behavioural.
1.3 RESEARCH QUESTIONS
The following research questions are framed from the aims of the research
described above:
 Is there any significant relationship between the age, income and occupation of
the people of Trinidad and Tobago and the demand of the iPhone X in the
Trinidad and Tobago market?
 Is there any significant relationship between the price of the phones of the
competitor brands and demand for iPhone X in the Trinidad and Tobago market?
 What percentage of the market is interested in purchasing the new iPhone X?
 What proportion of people of Trinidad and Tobago are using the previous versions
of iPhone?
Student Number: R1605D1508943 2