In February 2014, worldwide sales of smartphones are up nearly 50% on last year with more than 250 million sold worldwide in the third quarter of 2013 (www.telegraph.co.uk). The market however remains intensely competitive amongst the major players, Samsung, Apple and Lenovo.
Marketing, as a core function plays a key role in the success or demise of today??s organisations. In an essay of 2,500 words;
1. Discuss the role of marketing research in a marketing oriented business.(30% of your marks)
2. Determine the Specific factors within the external environment ( using the STEP factors) that Smartphone companies need to be aware of.(70% of your marks).
STEP Sociocultural factors; Technological development; Economic conditions; Political and legal factors
You are expected to:
Support all analysis with evidence from referenced sources e.g. Mintel etc and support all other research and findings with underpinning marketing theory.
Demonstrate good understanding of marketing orientation in part one.
Discuss Specific factors for the Smartphone industry in part two, applying knowledge – do not just discuss STEP factors in general.
support your commentary with examples, where possible.
Evidence wide reading on the subject matter.
Include a reflective journal – failure to include a reflective journal will result in the drop of you grade