Marketing Research Report

This marketing research report provides insights into the current situation and trends of Ismart Smartphone Company. It includes a SWOT analysis, key issues and objectives, marketing strategies, and action plans.

Running head: Marketing Research 1
Marketing Research Report
Student’s Name
Institution’s Name

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Table of Contents
Title Page……………………………………………………………….….1
Table of Contents…………………………………………………………..2
1. Introduction………………………………………………………...3
2. Company Background……………………………………………...3
2.1. Visions……………………………………………………...…..4
2.2. Missions……………………………………………………..….4
2.3. Objectives………………………………………………….…..4
3. Current Situation and Trends……………………………………....4
4. Key Issues and Objectives…………………………………………6
5. Marketing Strategies……………………………………………….8
6. Action Plans………………………………………………………..9
7. Justification of the Report………………………………………….10
8. Conclusion………………………………………………………….10
9. References………………………………………………………….11

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Marketing Research Report
Introduction
Marketing research report is important in a business that wants to grow and attract the many
customers. The report helps business managers get solutions about the firms’ problems easily
and also help business managers attract other shareholders who can capitalize the business. The
document assists in preparing for presentation for a significant client, preparation of a marketing
plan, and recommendin`g some solutions to the company executive. The following are some of
the importance of marketing research report one, it helps in collecting the company data easily,
second, helps to authenticate internal study, third, getting the view of the business market, and
lastly, making informed decisions.
Company background
Ismart Smartphone Company is a relatively young smartphone company that was
founded by jones Smart. The company produces high-quality smartphones that are sold both in
Africa and American markets Ismart Smartphone Company currently is dealing with high tech
smartphones that has high definition camera 4G network. The target market for the company are
people from both high class to low class level because the price of the phones vary and favors
both the low standards and high standard people. The goal of Ismart Smartphone Company is to
provide its customers with high quality products.
Vision
The vision of Ismart Smartphone Company is to the dynamic and international
organization that manufactures smartphones of the highest quality and trending technology. The

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company other vision is to make the world a great place by introducing the technological
advancements in terms of communication handsets which fit both the people of low living
standards and high living standards.
Mission
The mission of Ismart Smartphone Company is to achieve superiority and excellence in
generation, transmission and enhancement of communication gadgets. We also have the mission
to promote innovation of new smartphones that fit the current trends in the market.
Objectives
The first objective of Ismart Smartphone Company is to produce high tech smartphones
that surpass the expectations of the customers. The second objective is to expand the market of
Ismart Smartphone Company to fit international standards and lastly to make the Ismart products
available to every customer in the market.
2. Current Situation and Trends
There are some factors that affect the current situations and trends of Ismart Smartphone
Company which include competition and the microenvironment factors. The factors that affect
the market competition include barriers to entry, bargaining power of buyers, bargaining power
of suppliers, and a threat of substitutes (Pricop, 2012). Barriers to entry are competitive factors
that prevent a new competitor from entering the market. The elements may include first, the
incumbent companies using much money on advertising and branding and second the high cost
of venturing into the market (Shkurkin et al., 2016). Bargaining power of buyers-when there are
potent customers in the market, the profit of a business may reduce (van Wijngaarden, Scholten

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& van Wijk, 2012). Buyers intensify competition in the market by forcing the prices of products
down, demanding for quality goods, and playing the firms against each other (Fleisher &
Bensoussan, 2015). Bargaining power of suppliers, dominant suppliers in the market also
reduces the potential for a business to make profits. The suppliers can increase market
competition by lowering the quality of supplies and raising the prices. A threat of substitutes
occurs when one corporation providing specific product is forced to compete with another firm
offering the same products (van Wijngaarden, Scholten & van Wijk, 2012).
Market competition has affected the Ismart Smartphone Company in that; we are forced
to allocate substantial capital for advertising and branding so that we can compete with other
giants in the market equally. The market trends are changing due to competition hence, Ismart
Smartphone Company should dispatch its employees to go and study the demographic changes
of the consumers so that we can improve the quality of our products to their satisfaction.
Microenvironment factors also determine the current situation and trends in the company’s
market (van Wijngaarden, Scholten & van Wijk, 2012). As the Ismart Smartphone Company
management, we must understand the primary microeconomic factors that affect the business,
which in turn can help us plan our marketing strategies correctly. The microeconomic factors
include customers, employees, suppliers, competitor, investors, media and the general public
(Scherer, Palazzo & Matten, 2014). A business cannot run without the microeconomic factors
(Fleisher & Bensoussan, 2015).
3. Key Issues and Objectives
Ismart Smartphone Company has key issues and objectives that drive its daily activities.
The SWOT analysis can be used to identify the key issues and objectives of Ismart Smartphone

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Company. A SWOT analysis is a tool that is used by a business to identify its strengths,
weaknesses, opportunities and the threats that may occur in the firm (Yuan, 2013, Sevkli et al.,
2012).
The strengths of Ismart Smartphone Company include affordable price of the
smartphones, the phones offer 5G network, long battery life, extended warranty of two years and
lastly the company has quality and affordable suppliers.
The weaknesses of Ismart Smartphone Company include poor brand visibility,
operational problems in Ismart Smartphone Company branches, low android version of 4.2.2,
weak present in the international market compared to the leading competitor, and lastly, poor
advertising strategy compared to the opponents.
The opportunities of Ismart Smartphone Company are development of the business
through acquisitions and alliances, developing markets like African countries, new technology to
improve the android version, new software to improve the camera pixels, and lastly investors
who are ready to invest in Ismart Smartphone Company.
The threats of Ismart Smartphone Company include increasing competition in the market
for example, Samsung Company and Techno Mobile Company, saturation of market in India,
new tax regulations, the Open Source Competitors and lastly virtualization.
The images below show the effects of price and battery life to our customers.

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(Rya
n, 2016)
Price

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(Ryan, 2016)
The image below shows effects of more extended warranty on customers

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(O
ttman, 2017)
4. Marketing Strategies
Marketing strategies are part of a business plan that provides details on how a business
will attract its customers to increase its profits (van Wijngaarden, Scholten & van Wijk, 2012).
Marketing strategies focus on what the company what to achieve and the efforts the industry is
willing to put in marketing. The best marketing strategy must incorporate 5ps which include
price, place, product, promotion, and people (Ottman, 2017). The first strategy of Ismart
Smartphone Company is advertising policy. The business is going to hire a professional
advertising strategist to help in producing advertising plans which can persuade the customers
better than those of the competitors. Another strategy is brand awareness strategy (Ryan, 2016).
Branding a company is vital in gaining more clients (Ivers et al., 2014). For a business to

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compete favorably in the market, it must make its brand strong by creating brand awareness in
the international and local market (van Wijngaarden, Scholten & van Wijk, 2012). Brand
awareness makes the consumers keep coming back (Scherer, Palazzo & Matten, 2014). Brand
awareness strategy is part of advertising which will help Ismart Smartphone Company rise to the
top. Media attention is another strategy that can increase the company’s brand awareness (Taken
Smith, 2012). If a company uses the local media to get the attention of the customers, they can
thrive and have high profits (Scherer, Palazzo & Matten, 2014). The last marketing strategy that
Ismart Smartphone Company has in place is the guerrilla marketing strategy. In the approach
comprise using non-traditional methods to develop a high buzz and the brand of the business.
5. Action Plans
All good strategic plans must have some action plans that will help come into being (Den
Elzen, Hof & Roelfsema, 2013). An action plan shows a business the road to follow so that it can
attain its goals and objectives (Scherer, Palazzo & Matten, 2014). Action plans give the
processes to use so that a company accomplice its goals and achieve its objectives (van
Wijngaarden, Scholten & van Wijk, 2012). Action plans have a timetable and provide each
member of the organization part to play when performing goals (Taken Smith, 2012). Similarly,
Ismart Smartphone Company has some action plans that will lead it to achieve its objectives and
goals. Ismart Smartphone Company will employ new technological workers who will provide
their technical advice in coming up with the 5.2.2 android version smartphones. The tech experts
will be able to improve the pixels of Ismart smartphones. The company will employ two strategic
experts in advertising to aid the organization to advertise the products. The advertising personnel
will also be given work to brand the company. The sum of $45000000 will be allocated to the
board of management to ensure that the action plan functions. Our marketing supervisor will be

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following the work of the new personnel to see their progress and report to management after
every two weeks. Our digital team will be monitoring the impact of advertising on our products
after we have employed the advertising managers. All the employees in the company have the
responsibility of ensuring that the firm accomplishes its goals and achieves its objectives as the
time allocated.
Justification of the Report
The marketing research report is important for companies because the document show the
firms on how to make the marketing plans and actions plans on how they can meet their
objectives. The document has SWOT analysis which can be helpful when a firm wants to
understand its strengths, weakness, opportunities and threats and how to tackle them. Therefore,
the report is vital to Ismart Smartphone Company
Conclusion
Marketing research report herein can assist Ismart Smartphone Company to identify its
weaknesses and threats. If Ismart Smartphone Company wants to expand its market then the
market research report can help the firm to solve the problems and show the company
opportunities to run for.

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References
Den Elzen, M. G., Hof, A. F., & Roelfsema, M. (2013). Analysing the greenhouse gas emission
reductions of the mitigation action plans by non-Annex I countries by 2020. Energy
Policy, 56, 633-643.
Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: effective
application of new and classic methods. FT Press.
Ivers, N. M., Sales, A., Colquhoun, H., Michie, S., Foy, R., Francis, J. J., & Grimshaw, J. M.
(2014). No more ‘business as usual’with audit and feedback interventions: towards an
agenda for a reinvigorated intervention. Implementation Science, 9(1), 14.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Pricop, O. C. (2012). Critical aspects in the strategic management theory. Procedia-Social and
Behavioral Sciences, 58, 98-107.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Scherer, A. G., Palazzo, G., & Matten, D. (2014). The business firm as a political actor: A new
theory of the firm for a globalized world. Business & Society, 53(2), 143-156.
Sevkli, M., Oztekin, A., Uysal, O., Torlak, G., Turkyilmaz, A., & Delen, D. (2012).
Development of a fuzzy ANP based SWOT analysis for the airline industry in Turkey.
Expert systems with Applications, 39(1), 14-24.
Shkurkin, D. V., Sogacheva, O. V., Logvencheva, E. S., & Khramova, M. N. (2016).
Modernization of the Sphere of Tourist and Hospitality Industry of the South of Russia as

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a Growth Factor of Socio-economic Stability of the Region. International Journal of
Economics and Financial Issues, 6(1S).
Taken Smith, K. (2012). Longitudinal study of digital marketing strategies targeting Millennials.
Journal of Consumer Marketing, 29(2), 86-92.
van Wijngaarden, J. D., Scholten, G. R., & van Wijk, K. P. (2012). Strategic analysis for health
care organizations: the suitability of the SWOT‐analysis. The International journal of
health planning and management, 27(1), 34-49.
Yuan, H. (2013). A SWOT analysis of successful construction waste management. Journal of
Cleaner Production, 39, 1-8.