Company P Smart Phone Product Marketing Optimization Strategy

As Steve Jobs, the Godfather of Apple Company redefined the mobile phones, Mobile phones has entered the intellectualized era. Also, with the development of China’s economy, people’s demands over mobiles have been increasingly improved. The modern mobiles, should not only gain the basic communication function, but have various additional functions such as surfing the Internet, online games and paying. People of all kinds are seen playing mobiles on the subways or buses and the mobile phones have influenced various aspects of people’s lives. However, as to the foreign brands with virtual high prices, middle or low paid people or rational Chinese customers still can’t afford it. After all, the development of handsets are so fast that those of some thousand yuan are likely to be eliminated within just a few months and the value will accordingly be greatly shrunk. Because of this, the potential market for low priced but quality based domestic mobile phones is very large. Although there are many domestic brands in the market right now, the impressive ones are rare. Most of the domestic brands are still under price war and hard to make profits.Established in 2008 and shared by SASAC, Company P is a high tech middle sized enterprise with about 5,000 employees. It is because Company P finds that the mobile phone market is still highly competitive without a leading brand that it entitles the smart phone under its P Brand to be the key product of the company, hoping to gain great achievement. The management of the company is significantly ambitious, devoting to "Connecting everything and establishing a world famous telecommunication company" and using the most advanced products to create better life for all Chinese people. Nevertheless, though the company possesses the so called world class production equipment and high quality products of smart phones which are second to none, the sales condition of the company is not good enough. The revenues, sales quantities and brand popularity are all far from satisfactory.This thesis shall comb the problems by describing and analyzing in detail the operating conditions of Company P and the marketing situation such as the rivals, associating the gained knowledge on marketing and enterprise management. Meanwhile, the thesis shall re-establish Company P’s marketing strategy and find out the personalized marketing strategy by surveys or other methods.I deeply hope that this thesis can help the company go through the difficulties and realize the ambition in the near future to gain the places even lead the highly competitive smart phone market!...