(2013). Mobile customer segmentation based on smartphone measurement.

The provided content explores various aspects of technology and its impact on the business world. The articles and research papers discuss topics such as e-commerce, customer expectations, social media marketing, mobile customer segmentation, responsive web design, smartphone market share in Asia, and more. These studies provide insights into the current trends and challenges faced by businesses in terms of profiting from technology. Overall, the content highlights the importance of understanding consumer behavior, leveraging digital channels, and staying competitive in today's fast-paced business landscape.

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic marketing management
Name of the student
Name of the university
Word Count: 3438

1
STRATEGIC MARKETING MANAGEMENT
Executive summary
The aim of this report is to analyze about the market potentiality of OnePlus 5, a new entrant in
the market of mobile device in Singapore. This report had evaluated the marketing strategies of
OnePlus 5 in the Singaporean market. In addition, to determine their entry point, the analysis of
Singapore market economy was carry out. Various marketing strategies are being used in order
to determine the marketing viability of OnePlus 5. Brief competitors’ analysis were done in order
to evaluate the competition in Singapore market. This report concludes that, OnePlus 5 is having
huge opportunities in the market of Singapore. Moreover, various elements of marketing mix are
being discussed in this report, which will further help them to enhance their effectiveness in
Singaporean market.

2
STRATEGIC MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................4
Market trend in Singapore...............................................................................................................5
Competitors analysis........................................................................................................................5
Determination of the customer behavior.........................................................................................7
Identified issues and opportunities..................................................................................................8
Segmentation strategies...............................................................................................................8
Demographic segmentation.........................................................................................................8
Geographic segmentation............................................................................................................9
Psychographic segmentation.......................................................................................................9
Target market strategies.................................................................................................................10
Target market profiling..................................................................................................................11
Positioning strategies.....................................................................................................................11
Positioning statement.................................................................................................................13
Recommended marketing mix strategies.......................................................................................13
Product.......................................................................................................................................13
Pricing strategy..........................................................................................................................14
Promotional strategy..................................................................................................................15
Distribution strategy..................................................................................................................16
Conclusion.....................................................................................................................................17

3
STRATEGIC MARKETING MANAGEMENT
Reference.......................................................................................................................................18

4
STRATEGIC MARKETING MANAGEMENT
Introduction
Technologies and technological devices are the most potential and profitable ventures for
the contemporary business organizations (Chesbrough, 2006). Thus, more business organizations
are entering in this sector offering different technological products and gadgets (Kaur and
Abodallahian, 2014). However, one of the key challenges faced by the organizations is the
intense competition. With the entry of more organizations and offering of diversified
technological products, the market is becoming more competitive. Moreover, another challenge
for these organizations is the rapid change and development of the technology in the industry
(Bettis and Hitt, 1995).
Singapore is one of the technologically advanced countries in the Asia-Pacific regions.
The population is less compare to other countries in this region, but the high purchasing power of
the people made this country as one of the potential market for the business organizations
(Tremewan, 2016). Moreover, Singapore is one of the early adopter of technologies. Thus,
offering of latest gadgets with cutting-edge technology will have a good market in Singapore.
OnePlus 5 mobile is one of the new entrants in the already competitive market of mobile
devices. In the initial stage, they have to offer mobile that is rich in features with the latest
technologies for differentiation. In the following stages, they need similar products that cater for
specific customer segments. Thus, it is important for them to have effective marketing strategies
to create a distinctive image in the market (Kim et al. 2012). The marketing mix should be
design effectively to have holistic marketing strategy and to stay ahead in the competition. This
report will analyze the strategic marketing policies of OnePlus 5 for operating in Singapore. The
analysis of their potential competitors as well as the potential customers will be performed and

5
STRATEGIC MARKETING MANAGEMENT
evaluated in this report. Accordingly, recommendations will be provide, adopting these will help
them to operate effectively in Singapore market.
Market trend in Singapore
According to reports, Singapore is being stated as the world’s largest Smartphone market
per capita in the world. According to the research being done by Google, Singapore is having the
highest smartphonemarket penetration standing at 85 percent, which is highest in the world
(Mumbrella, 2017). Singapore smartphone market will grow further as per projection. Thus, it is
a huge opportunity for OnePlus 5 mobiles to offer smartphone in the market of Singapore. With
the increase in the alternate use of the mobile phones, the demand for mobile phones will get
further increase.
Competitors analysis
In the Singaporean market, the two top competitors are the Samsung and Apple. These
two is having the major market share (Steven, 2015).However, these two companies are offering
different operating systems to the customers. While Samsung is offering Google based Android
as their operating system, Apple is offering their own IOS to the customers. The market share of
the cheaper Chinese handset makers such as Xiaomi, Oppo and Lenovo is increasing
considerably (Meier, 2012). These handset makers are using Android as their operating systems;
the market share for Android based Smartphone is rising significantly.

6
STRATEGIC MARKETING MANAGEMENT
Figure 1: Market scenario in Singapore
Source: (Jean-Etienne's blog 2017)
According to the above figure, Apple is the market leaderwith their IOS operating
system(Jean, 2017). It is important to note that the android market share is rising due to the vast
amount of android application developers (AndroidPub, 2017). Apple have positioned their
products as more niche, expensive and exclusive in the market (Tilson et al., 2012). While,
Samsung and other Android based Smartphone makers are more concentrated towards the mass
market with their affordable and feature rich models.IOS is not an open operating system as
Android, thus, the market potentiality is limited(Marketing in Singapore, 2017). Samsung is the
only vendor in Singapore, which is having market presence ranging from budget mobiles to
higher end mobiles. On the other hand, the Chinese Smartphone makers are position as cheap
and affordable models for the mass market. As shown in the below figure, the market share of
android is rapidly increasing as compared to the IOS.

7
STRATEGIC MARKETING MANAGEMENT
Figure 2: Market share of Mobile operating system
Source: (DUNN 2017)
Determination of the customer behavior
Smartphone customer behavior in Singapore is favorable due to the alternate uses of the
mobile phones. It is being reported that the majority of the Singapore smartphoneuse smartphone
to access the internet as it is more portable and affordable (Poushter 2016). In Singapore,the
penetration for Smartphone is higher than that of personal computer. It is noted that eight out of
every tenSingaporean use more than two connected devices (Mumbrella, 2017). It is been
evaluated that a major portion of Singapore population use smartphone for online searching of

8
STRATEGIC MARKETING MANAGEMENT
products before buying. Thus, the most preferential feature of Smartphone for the market of
Singapore is the ability of multitasking and multi screening (Jimmy, 2014).
Identified issues and opportunities
One of the key issues being identify from the above analysis is the saturation of the
Smartphone market in Singapore. It is being earlier discuss that the penetration rate of
smartphone users in Singapore is 85% (Tseng et al., 2014). The majority of Singaporean already
havesmartphone; this limits the market potentiality for the new entrant like OnePlus 5. Another
issue being identify is the wide market penetration of the cheap handset makers. This posesthreat
for OnePlus 5 due to the reason that, the economies of scale will be less if they have to position
their products as cheaper and affordable (Wang et al., 2012). However, there are various
opportunities also for OnePlus 5 being identify. One of the key opportunities is the huge
potential Singapore in providing technology advance phone with distinct features. As discussed
earlier, Singaporean are comfortable and updated with the latest technologies and thus, it is will
be easy for OnePlus 5 to offer latest gadgets in the market.
Segmentation strategies
To determine the segmentation, targeting and positioning statement of OnePlus 5,
segmentation, targeting and positioning model (STP)is use. According to this model, the first
step is to segmenting the market according to various determinants such as size, demographic
and psychographic. OnePlus 5 will also divide the target market into these segments (Wedel and
Kamakura, 2012). Being one of the most prominent developed countries, Singapore is having
high per capita income. In addition, Singapore smartphone market penetration is more than 85
percent. Thus, the target segment size will be the complete potential market of Singapore.

9
STRATEGIC MARKETING MANAGEMENT
Demographic segmentation
According to the demographic segmentation, the target age group for OnePlus 5 will be
20 to 45 ranging from early teenage to the late adults. This age group will be the target segment
due to the reason that, technological gadgets are more popular among them. They are more
comfortable and acceptable to the new technologies. Moreover, this age group will have
diversified requirements due to the reason that, corporate jobs, business and social lifestyles will
have most influence on them (Hamka et al., 2014). Both the male and female will be segmented
due to the reason that, both the genders in Singaporean market are having equal market
penetration in Smartphone market.
In the initial stage, OnePlus 5 will target the customer segment having higher disposable
income. This is due to the reason that, as discussed earlier, Chinese Smartphone brands are
operating in less economies of scale. Thus,it will be difficult for OnePlus 5 to operate in the
lower endmarket (Cecere et al., 2015). Moreover, in the higher end market, competition is less
comprising only Samsung and Apple. Thus, they will target the higher end market by introducing
flagships devices with the top graded features. This will also help them to gain the goodwill and
reputation in the market.
Geographic segmentation
According to the geographic segmentation, in the initial stage, the target market will be
the Singapore. The complete Singaporean market will be included as target segment due to the
reason that the geographical area of Singapore is small. In the later stage, entering in the global
market will be initiatedepending on the performance on the Singaporean market (Hassan and
Craft, 2012).

10
STRATEGIC MARKETING MANAGEMENT
Psychographic segmentation
The targeted age groups will be mainly job seekers, corporate and executives. Thus, they
will have diversified requirement from their mobile devices. In order to cater to the higher end
customers, OnePlus 5 will need to concentrate towards the aesthetic and social value of their
products (Park and Jang, 2014). People having the requirement of frequent multitasking will be
segment along with their need for a mobile device, which will help them to enhance their social
standard and status.
Target market strategies
According to the STP, the next step after segmenting the market is targeting the market.
Targeting refers to the initiation of various activities to effectively attract the segmented market
in order to enhance the sales. The targeting strategies will be initiate with the help of
involvement of Porter’s generic strategies (Tanwar, 2013). According to Porter’s generic
strategies, the first step is niche marketing. This refers to the marketing of the products to the
customers having specific requirements only. By catering to the higher end customers, niche
marketing will be beneficial for OnePlus 5. It will enable them to design their marketing
activities according to the requirement and preference pattern of their target customers.
The next dimension is the mass marketing by having cost leadership. This will help them
to reduce and regulate the production cost and offer their products in the market in the low cost
segment as well (Tanwar, 2013). However this strategy will not be initiated by OnePlus 5 due to
the reason that, they will cater only to the higher end customers in the initial stage. In the
following years, they may start to cater to the mass market when they will attain the economies
of scale and have achieve branding for themselves.

11
STRATEGIC MARKETING MANAGEMENT
The last dimension of this model is the differentiated marketing. According to this
strategy, OnePlus 5 will provide distinctive products in the market to create a unique image in
the market and to stay ahead in the competition (Toften and Hammervoll, 2013). This strategy
need to be initiate,asOnePlus 5 will face the challenge of Apple and Samsung in the higher end
market. Thus, they have to create their products to provide more customer value as compare to
their competitors in order to have competitiveness edge (Tanwar, 2013). Creation of distinctive
image in the market is important due to the reason that, Apple and Samsung already have loyal
customer. Thus, offering the same products similar to them will not help OnePlus 5 to attract
customers in the Singaporean market. OnePlus 5 will use the Google based android operating
system due to the reason that, IOS is only limited for the Apple products and androidhave larger
customer portfolio with more facilities for customer convenience(Kaura et al., 2015). One
important factor that need to be consider by OnePlus 5 is to enhance the customer experience of
their products. This is due to the reason that Samsung and other cheaper vendors are also using
android as their operating systems and thus, it is important for OnePlus 5 to tweak the software
in order to create distinctive customer experience (Hussain and Mkpojiogu, 2015).
Target market profiling
Having discussed about the target, segments and target market strategies for OnePlus 5,
the target market profile can be summarized (Riefler et al., 2012). The target customer profile for
OnePlus 5 will be young and affluent professional ranging between the age group of 20 to 45
looking for rich user experience from their Smartphone along with having the requirement of
multitasking. The target customer will also consider their mobile device as their status symbol
and is believer of aesthetic value.

12
STRATEGIC MARKETING MANAGEMENT
Positioning strategies
OnePlus 5is to be position as smart,luxurious and productive mobile device for the young
and affluent professionals.
Luxury / status symbol
Productive / multitasking Unproductive / non-user friendly
Economical
Figure 3:Brand positioning map for OnePlus 5
Source: Author’s creation
As stated in the above brand-positioning map, theOnePlus 5 will be position as a device,
which will enhance the value proposition of the customers by offering smooth, seamless
multitasking and innovative features along with status symbol with its aesthetic value (Moller
2013). Thus, OnePlus 5 is being position in such a way that, it will create a distinctive image in
the market. This is due to the reason that, Apple is knownto support multitasking but is limited to
Apple
Samsung
XiaoMi
Huawei
Blackberry
OnePlus 5

13
STRATEGIC MARKETING MANAGEMENT
users of the IOS only. On the other hand, some of the Samsung model are economical and using
android system, which is more user friendly, but their phone is infamous for software lagging.
Moreover, Apple is providing status symbol but Samsung is providing mixed signals due to it
wide range of mobile devices. The ability for OnePlus 5 to offer smooth multitasking experience
along with status symbol and aesthetic value is critical. This will help them to create distinctive
image in the market of Singapore (Akpoyomare et al., 2013).
Positioning statement
The positioning statement of OnePlus 5 will be to provide seamless user experience along
with providing the required aesthetic value, standard and quality preferred by the higher end
customers. Moreover, it will provide the latest and updated software and technologies
periodically to enhance the customer convenience and to update their customers along with the
technology development. The key is to be “The One” in the market place where it will be a
lifestyle product like apple but operating on android platform.
Recommended marketing mix strategies
Product
OnePlus 5 will be position as a higher end mobile device targeted for the affluent and top
of the pyramid customer segment. The market scenario of mobile devices is influence by the
brand value and brand awareness. Thus, it is important for OnePlus 5 to create brand awareness
among the potential customers before targeting the market. The product need to be make
available in different variants in terms of specifications and color. This will help in catering to
the diversified requirement of the different customers (Parlakturk, 2012). Availability of the
phone in different specification will help the customers to choose according to their needs. Some

14
STRATEGIC MARKETING MANAGEMENT
customer may choose for their domestic use and just for status symbol. They will choose the
lower specification model. On the other hand, customers opting for rigorous and professional
uses will go for higher specification model. This will help OnePlus 5to target to more customers.
The packaging of the product need to be given enough attention due to the reason that,
for the higher end customers, the whole packaging of the product is also one of the key
determinants of positive customer behavior. Thus, the packaging materials and design should be
according to the taste and preference pattern of the target customers (Klimchuk and Krasovec,
2013). It is recommend that, the package material be make with the recycled plastic and paper.
This will help OnePlus 5 to create ethical and responsible brand awareness and customers will
want to be associated with them. Eventually it will help to gain competitive advantage and
distinctive image in the market.
Another key determinant for positive customer behavior of electronic gadget market is
the after sales service. Electronic devices are prone to electronic glitches; effective management
of this issue will help the organization to prevent the origination of the dissatisfaction among the
customers. Thus, after sales service should beeffective and efficient in order to maintain the
existing customer along with creating positive word of mouth in the market (Kurata and Nam,
2013). Online facilityis be provided to the customers forfiling of the complaints, free pick and
drop facility is necessary. This will enhance the customer loyalty and satisfaction among the
existing customers. The more effective the after sales service of OnePlus 5, the more competitive
advantages will be gain by OnePlus 5with the help of generation of the positive word of mouth.

15
STRATEGIC MARKETING MANAGEMENT
Pricing strategy
Pricing is another strategy, which will help OnePlus 5 to gain competitive advantages.
OnePlus 5target customers belonging to the top of the pyramid. Thus, premium-pricing strategy
need to be deploy. There will be multiple benefits of premium pricing for OnePlus 5 (Novy,
2013). One of the key benefits will be the generation of more capital from the market in the
initial stage. If the branding activities are being done effectively, then it is been recommended
that price skimming strategy should be initiateddue to the fact that customers will not hesitate to
pay more as long as the buzz regarding the new product remains in the market. Initiation of the
premium pricing will help them effectively target the higher end customers; the more premium
pricing will promoted, the product will gather the more exclusivity, which is important to target
the higher end customers.
Premium pricing will help OnePlus 5 to enhance the brand value and statussymbolas
being associated with the higher-end products. In the later stage, premium pricing will need to be
gradually reduce according to the stage in the product life cycle. Gradual reduction of the pricing
will help OnePlus 5 to target mass market with the help of the reputation being gathered by them
from operating in the niche market.
Promotional strategy
Effective promotional strategies will enableOnePlus 5 to effectively target the customers
along with enhancing the brand awareness in the market. It is recommend that OnePlus 5 should
initiate omnichannel marketing strategy in order to cater to more customers along with
determining the change in the taste and preference pattern of the customers (Frazer and Stiehler,
2014). Omnichannel marketing is a multichannel sales approach that seeks to offer seamless
experience regardless through online (PC, Tablet, mobile) or through physical store and

16
STRATEGIC MARKETING MANAGEMENT
telephone. One of the key promotional strategies will be initiation of the promotional activities
through electronic medium. Electronic medium haswide and huge market penetration and
promoting the brand with the help of electronic media will help OnePlus 5 to reach out to more
number of customers. However, selection of the proper medium is important, higher end
customers can be attracted through the initiation of some specific medium such as news channel.
Another strategy will be online marketing using the social media and pay per click
advertisement. Using of social media will help OnePlus 5 to effectively determine the
requirement and taste pattern of the customer and accordingly offering the products in the
market. In addition, initiation of the social media will also help them to market their product
through directly communicating with the potential customers (Erdogmus and Cicek, 2012). It
will also help them to cater to huge number of customers due to the heavy market penetration of
social media in Singapore. Initiation of the marketing activities through the concept of pay per
click will help to increase the brand awareness among the customers. They can consider
employing celebrities to be their brand ambassadors as the fans like to be associated with them.
Distribution strategy
For distribution strategy, it is recommend that OnePlus 5 should implement omnichannel
policy in order to provide the products in every channel possible along with enhancing the
customer convenience. In the case of the traditional distribution strategy, it is recommendthat
they should promote intensive distribution strategy (Rushton et al., 2014). Intensive distribution
strategy will help to retail their products only from their authorized outlets. This will help to
control the forward integration and change it according to the customer preference pattern.
Moreover, intensive distribution strategy help to maintain the exclusiveness of their product by
not having their product available in all retail stores.

17
STRATEGIC MARKETING MANAGEMENT
Another effective distribution strategy will be the online market place. It is recommend
thatOnePlus 5should initiate online marketplace in their official website. This will help the
potential customers to choose their product at their own convenience and ordering it online
(D’avanzo et al., 2013). Thus, it will help OnePlus 5 to reduce the retailing cost along with
enhancing the customer convenience.
Conclusion
Thus, it is concluded that, entering in the market of Singapore with higher end mobile
device is having huge opportunity for OnePlus 5. The analysis done on the market potentiality of
Singapore showed that, the economy and customer preference in the market of Singapore is
favorable and positive of the higher end smartphone. It is being identified that, higher end
smartphone market in Singapore is having only Apple and Samsung and thus there are various
gaps than can be effectively tapped by OnePlus 5. In accordance to the market scenario of
OnePlus 5, an ideal marketing mix is being recommended in this report. It is expected that, the
effective implementation of the discussed marketing mix will help them to tap the opportunity in
the Singaporean market.

18
STRATEGIC MARKETING MANAGEMENT
Reference
Akpoyomare, O.B., Adeosun, L.P.K. and Ganiyu, R.A., (2013). Approaches for generating and
evaluating product positioning strategy. International Journal of Business Administration, 4(1),
p.46.
AndroidPub, (2017). Apple Vs Android — A comparative study 2017. Available at:
https://android.jlelse.eu/apple-vs-android-a-comparative-study-2017-c5799a0a1683. [Accessed
on: 14/11/17]
Bettis, R.A. and Hitt, M.A., (1995). The new competitive landscape. Strategic management
journal, 16(S1), pp.7-19.
Cecere, G., Corrocher, N. and Battaglia, R.D., (2015). Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy, 39(3), pp.162-
175.
Chesbrough, H.W., (2006). Open innovation: The new imperative for creating and profiting from
technology. Harvard Business Press.
D'AVANZO, E.R.N.E.S.T.O. and Kuflik, T., (2013). E-commerce websites services versus
buyers expectations: An empirical analysis of the online marketplace. International Journal of
Information Technology & Decision Making, 12(04), pp.651-677.
DUNN, J. (2017). There's no hope of anyone catching up to Android and iOS. [online] Business
Insider. Available at: http://www.businessinsider.in/Theres-no-hope-of-anyone-catching-up-to-
Android-and-iOS/articleshow/53815473.cms [Accessed 5 Nov. 2017].

19
STRATEGIC MARKETING MANAGEMENT
Erdoğmuş, İ.E. and Cicek, M., (2012). The impact of social media marketing on brand
loyalty. Procedia-Social and Behavioral Sciences, 58, pp.1353-1360.
Frazer, M. and Stiehler, B.E., (2014), January. Omnichannel retailing: The merging of the online
and off-line environment. In Global Conference on Business & Finance Proceedings (Vol. 9,
No. 1, p. 655). Institute for Business & Finance Research.
Hamka, F., Bouwman, H., De Reuver, M. and Kroesen, M., (2014). Mobile customer
segmentation based on smartphone measurement. Telematics and Informatics, 31(2), pp.220-
227.
Hassan, S.S. and Craft, S., (2012). Examining world market segmentation and brand positioning
strategies. Journal of Consumer marketing, 29(5), pp.344-356.
Hussain, A. and Mkpojiogu, E.O., (2015). The effect of responsive web design on the user
experience with laptop and Smartphone devices. Jurnal Teknologi, 77(4), pp.41-47.
Jean-Etienne's blog. (2017). Android-based smartphones market share in Asia. [Online]
Available at: https://jepoirrier.org/2012/11/24/android-based-smartphones-market-share-in-asia/
[Accessed 30 Oct. 2017].
Jimmy Tang, (2014). Singapore is first in the world for smartphone adoption. Available at:
http://www.hardwarezone.com.sg/tech-news-singapore-first-world-smartphone-adoption.
[Accessed on: 14/11/17]
Kaur, H. and Abodallahian, M., (2014), April. Analytical study of global mobile market:
Forecasting and substitution. In Information Technology: New Generations (ITNG), 2014 11th
International Conference on (pp. 485-489). IEEE.

20
STRATEGIC MARKETING MANAGEMENT
Kaura, V., Durga Prasad, C.S. and Sharma, S., (2015). Service quality, service convenience,
price and fairness, customer loyalty, and the mediating role of customer
satisfaction. International Journal of Bank Marketing, 33(4), pp.404-422.
Kim, K.H., Jeon, B.J., Jung, H.S., Lu, W. and Jones, J., (2012). Effective employment brand
equity through sustainable competitive advantage, marketing strategy, and corporate
image. Journal of Business Research, 65(11), pp.1612-1617.
Klimchuk, M.R. and Krasovec, S.A., (2013). Packaging design: Successful product branding
from concept to shelf. John Wiley & Sons.
Kurata, H. and Nam, S.H., (2013). After-sales service competition in a supply chain: Does
uncertainty affect the conflict between profit maximization and customer satisfaction?
International journal of production economics, 144(1), pp.268-280.
Marketing in Singapore | Where Every Marketer Learn. (2017). 2015 social media trends in
Singapore. [Online] Available at: http://www.marketinginsingapore.net/2015-social-media-
trends-in-singapore/ [Accessed 30 Oct. 2017].
Meier, R., (2012). Professional Android 4 application development. John Wiley & Sons.
Möller, K., (2013). Theory map of business marketing: Relationships and networks
perspectives. Industrial Marketing Management, 42(3), pp.324-335.
Mumbrella Asia. (2017). Google study: Singapore is world's top smartphone market per capita -
Mumbrella Asia. [Online] Available at: https://www.mumbrella.asia/2014/10/google-study-
singapore-worlds-top-smartphone-market-per-capita [Accessed 30 Oct. 2017].

21
STRATEGIC MARKETING MANAGEMENT
Novy-Marx, R., (2013). The other side of value: The gross profitability premium. Journal of
Financial Economics, 108(1), pp.1-28.
Park, J.Y. and Jang, S.S., (2014). Psychographics: Static or dynamic?. International Journal of
Tourism Research, 16(4), pp.351-354.
Parlaktürk, A.K., (2012). The value of product variety when selling to strategic
consumers. Manufacturing & Service Operations Management, 14(3), pp.371-385.
Poushter, J., (2016). Smartphone ownership and internet usage continues to climb in emerging
economies. Pew Research Center, 22.
Riefler, P., Diamantopoulos, A. and Siguaw, J.A., (2012). Cosmopolitan consumers as a target
group for segmentation. Journal of International Business Studies, 43(3), pp.285-305.
Rushton, A., Croucher, P. and Baker, P., (2014). The handbook of logistics and distribution
management: Understanding the supply chain. Kogan Page Publishers.
Steven Millward, (2015). 14 new Asian smartphone makers hoping to crush Samsung and Apple.
Available at: https://www.techinasia.com/new-asian-homegrown-smartphone-brands. [Accessed
on: 13/11/2017].
Tanwar, R., (2013). Porter’s generic competitive strategies. Journal of Business and
Management, 15(1), pp.11-17.
Tilson, D., Sorensen, C. and Lyytinen, K., (2012), January. Change and control paradoxes in
mobile infrastructure innovation: the Android and iOS mobile operating systems cases. In System
Science (HICSS), 2012 45th Hawaii International Conference on(pp. 1324-1333). IEEE.

22
STRATEGIC MARKETING MANAGEMENT
Toften, K. and Hammervoll, T., (2013). Niche marketing research: status and
challenges. Marketing Intelligence & Planning, 31(3), pp.272-285.
Tremewan, C., (2016). The political economy of social control in Singapore. Springer.
Tseng, F.M., Liu, Y.L. and Wu, H.H., (2014). Market penetration among competitive innovation
products: The case of the Smartphone Operating System. Journal of Engineering and
Technology Management, 32, pp.40-59.
Wang, L., Zhan, J., Shi, W. and Liang, Y., (2012). In cloud, can scientific communities benefit
from the economies of scale?. IEEE Transactions on Parallel and Distributed Systems, 23(2),
pp.296-303.
Wedel, M. and Kamakura, W.A., (2012). Market segmentation: Conceptual and methodological
foundations (Vol. 8). Springer Science & Business Media.