HI5004 Marketing Management Semester Report: 5G Smartphone Analysis

This report provides a marketing analysis of 5G smartphones, focusing on the Australian market. It begins with product identification and competitive information, highlighting the advantages of 5G technology over 4G. The report then conducts an environmental scan, examining political, economic, socio-cultural, and technological factors influencing the market. A demand forecast suggests high potential due to the need for high-speed internet and enhanced features. Segmentation and targeting are discussed, identifying the elite, higher-middle, and middle classes, aged 16-20, as the primary consumers. The positioning strategy emphasizes high-quality internet and enhanced features. The report concludes with a tagline and a reference list of relevant sources.

5G Smartphone

Identification of the
Product
 The product chosen for this report is 5G
smartphone
 5G smartphones offers the consumers with a
lot more bandwidth along with lower latency
 high speed internet is no longer a luxury but
has become a necessity (Chen, Liu and Gong
2018)
 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

Competitive information
 The main competitors
of the 5G mobiles
includes the already
existing 4G smart
phones
 The price range of both
the products are
similar (Chitimira
2016)
 Hence 5G smartphones
posses high
competitive advantage

Environmental scanning
 Political Factor:
 Australia possess connection with a good number of global
organizations like OECD, World Trade Organization, G20,
and Commonwealth of Nations
 However the relation between them has deteriorated
 the political factor of Australia is not highly favourable for
the mentioned product
 Economic Factor
 Australia holds 13th place amongst the largest economy
worldwide
 the nation has reported an economic growth of 2 percent
 Higher disposable income denotes favourable condition for
5G Smartphone

Environmental scanning
 Socio-cultural factors
 population of Australia is smaller
compared to majority of the nations
 the population of Australia is aging
 the workforce in the nation is highly
expensive
 Technological factors
 Australia is highly advanced in
technology
 24*7 hours availability of transport and

Demand forecast
 It can be stated that the
demand for 5G
smartphones will be
high in Australia
 the major reason
include need for high
speed internet (Ding et
al. 2018)
 Along with this
availability of more
features at a lower or
similar price range will
enhance the demand of
the product.

Segmentation
Type of segmentation Segmentation iPhone XR’s Target market
Geographic Region
Density
US and International
Urban
Demographic Age
Gender
Life Cycle stage
Income
Occupation
16-45 years
Both Males and Females
Bachelor
Newly married
Full nest I and II
High Earner
Businessman , managers, executives
Behavioural Degree of Loyalty
Benefits sought
Personality
Hard core loyal, Switchers
Sense of belonging self expression,
service speed
Ambitious and determined

Targeting
 target consumers of 5G
smartphones include
Elite class, higher
middle class as well as
middle class
consumers of the
society (Fayek et
al.2017)
 The age range of the
target consumer
includes 16 years to 20
years.

Positioning
 Positioning of the 5G
smart phones have
been done based on the
high quality internet
 enhanced features offer
to the consumers (Li et
al. 2017)
 Tagline used by the
product selling brands
“It's more than
providing you with a
really fast smartphone.”

Reference List
Chen, S., Liu, Y. and Gong, S., 2018, May. Eight-Port Dual-Polarized Antenna Array
Using Central Symmetric Structure for 5G Smartphone Applications. In 2018
International Conference on Microwave and Millimeter Wave Technology
(ICMMT) (pp. 1-3). IEEE.
Chitimira, H., 2016. A Comparative Synopsis of the Enforcement of Market Abuse
Prohibition in Australia and South Africa. African Journal of Legal Studies, 9(1),
pp.46-77.
Ding, Z., Yao, T., Liu, X., Wang, X. and Liu, Z., 2018, July. An Eight-Port Dual-Band
Antenna Array for 5G Smartphone Applications. In 2018 Cross Strait Quad-
Regional Radio Science and Wireless Technology Conference (CSQRWC)pp. 1-2.
Fayek, J., Aoude, M., Raad, M. and Raad, R., 2017, October. Quantitative study of
thresholding for device-to-device communication in 5G networks. In 2017 11th
International Conference on Telecommunication Systems Services and
Applications (TSSA) (pp. 1-5). IEEE.
Hawthorne, L., 2016. Labour market outcomes for migrant professionals: Canada
and Australia compared. Available at SSRN 2808943.
Li, M.Y., Ban, Y.L., Xu, Z.Q., Guo, J. and Yu, Z.F., 2017. Tri-polarized 12-antenna
MIMO array for future 5G smartphone applications. IEEE Access, 6, pp.6160-6170.
Li, M.Y., Li, C., Ban, Y.L. and Kang, K., 2016, July. Multiple antennas for future
4G/5G smartphone applications. In 2016 IEEE MTT-S International Microwave
Workshop Series on Advanced Materials and Processes for RF and THz