Marketing Management Report: Positivo's China Smartphone Launch

This report analyzes Positivo's marketing strategy for launching an eco-friendly, unbreakable, and waterproof smartphone in China, targeting college students. The analysis includes defining the problem from the marketing manager's and consumer's perspectives, global market analysis, and product value assessment. The report recommends China as the target market due to its large population and technology-oriented consumer base, while also considering the availability of cheap raw materials and labor. The marketing strategy emphasizes the product's unique features, competitive pricing, and affiliation with e-commerce platforms, as well as attractive advertising through various media channels. The report also addresses the consumer's need for affordable, feature-rich smartphones and suggests modifications in product features and pricing to align with the Chinese market, ultimately aiming for successful product growth.

RUNNING HEAD: Marketing Management
Marketing Management

Marketing Management 1
Positivo is a company operating in Brazil which wants to spread its operations beyond its home
country. As per the given scenario, suggestions were asked for the purpose of determining their
market selection and market entry strategy for a new smartphone that is ecofriendly,
unbreakable, waterproof and targeted to the college students. China is recommended as the target
market for the proposed launch. Global Marketing Strategies for the product in the selected
market are given below:
From the marketing manager’s point of view-
a) Problem Definition- In order to launch a competitive smartphone in the market, the first
thing to be considered is the availability of cheap raw material, labor, machines and a
cost-effective place for setting up of the plant. Next, a market survey is required to be
made with respect to expectations and price range in the target market (Fryrear, 2015).
b) Global Analysis- The global analysis provides that South Korea is the most economical
place for smartphone production (Leary, 2016). Moreover, majority of the population in
South Korea owns a smartphone thereby increasing the market at the place of production.
China is also a good option in terms of cheap raw material and labor.
c) Product Value- The product value of the smartphone depends upon its price and its
performance which must co-relate with the value system of an individual. It must be
within the budget of college students after considering the specific requirements of the
students in respect of features like facial recognition, wireless charging along with its
original features which are unbreakable, ecofriendly and waterproof. It must also be able
to provide sufficient profits to the manufacturer.
d) Target Market- China can be best market since it is the most populated country and the
population is technology-oriented. Moreover, the shipping costs will be reduced because
it is also a good option as a place of smartphone production thereby reducing the material
and labor costs.
e) Solution- The smartphone is waterproof, unbreakable and eco-friendly but in order to be
competitive it needs to provide a premium product with the lowest possible prices and
attractive body in various colors. Also, it must adopt a marketing strategy focusing on
these three key features which are its forte and must include affiliation with the various e-

Marketing Management 2
commerce sites along with attractive advertising in newspapers, television, billboards and
on various websites and social media.
From the consumer’s point of view-
a) Problem Definition- Students suffer from the basic problem of low budget and high
demands. They need a branded phone which provides all the required features like
camera, memory, music quality etc. and comes in a budget (Alqahtani, 2015).
b) Global Analysis- All around the world students need a smartphone which can be used for
the purpose of communication, entertainment through the use of high-speed internet,
good storage space, serves the purpose of DSLR in terms of camera, provides a long
lasting battery usage and better security.
c) Product Value- It depends upon its affordable price because the college students depend
on their pocket money or earnings from their part-time jobs which is not adequate to buy
an expensive phone. It must provide excellent features that are available in expensive
phones, RAM, battery and expandable memory (Statista, 2017).
d) Solution- An attractive advertisement and marketing strategy focused on the innovative
feature like it is unbreakable is capable of manipulating the interests of college students
in terms of smartphones. As a huge expenditure is incurred if the screen suffers from a
breakage or falls in water, a perfect advertisement can influence the students to buy a
newly launched smartphone. Moreover, the budget can be also increased to some extent
if the features like an iPhone are available within a reasonable price range.
Thus, it can be concluded that Positivo will have to make certain modifications in its product
features and prices as per the market of China and this will help them in successful growth of the
product.

Marketing Management 3

Marketing Management 4
References
Alqahtani, S. S. 2015. Segmentation of the Smart Phone Market among College Students: The
Case of Saudi Arabia. World Journal of Social Sciences. vol 5(3). pp. 110-122
Fryrear, A. 2015. 6 Types of Market Research Surveys That Smart Marketers Use. Retrieved
November 11, 2017, from https://www.surveygizmo.com/survey-blog/6-types-of-market-
research-surveys-that-smart-marketers-use/
Leary, D. 2016. Where are smartphones made?. Retrieved November 11, 2017, from
https://www.androidauthority.com/where-smartphones-are-made-707989/
Statista. 2017. Which features are of vital importance when buying a new smartphone?.
Retrieved November 11, 2017, from https://www.statista.com/statistics/458541/most-improtant-
features-when-buying-a-new-smartphone-in-the-united-kingdom-july/