Sostac - Marketing Communication and Branding

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Marketing Communications and Branding
Mobile phone design
Introduction
After careful market research of some of the different phone markets in today’s industry; the market that was the most interest to the writer was the disability phone market. Of all the mobile phones researched, none were found to have Braille included; only speaking activated commands - designed to send text messages as well as calling. The idea the writer proposes is a phone for the visually impaired which has a sole purpose for calling people. The keys will be fitted with Braille so that the individuals are able to effectively feel what number they are pressing.

SOSTAC - Situation Analysis
Upon research it was found the size of the disability phone market is small in comparison to others, such as android where there are thousands of brands available. "Around 360,000 people are registered blind or partially sighted in the UK" (Action for Blind People, 2011), showing that, with the assumption that everyone needs a mobile phone in today’s society, the key segments that this brand will relate to are the 360,000 potential customers within the visual impairment mobile phone market. The key competing brands include Doro, an established competitor who supply a range of mobile phones for the disabled. They supply too many online retailers, ranging from handheld mobile phone to home landlines. Alternatively, Amplicom is another competitor who develops mobiles with large buttons, aimed at the visually impaired market. These competitors will be the toughest to compete with due to their experience and current market share; a large investment and money will be required to make sure that the proposed brand can gain a decent amount of market share. Porter’s five forces is an appropriate model which can be related to overcome such competition, due to its ability to “...evaluate entry barriers, suppliers, customers, substitute products and industry rivalry” (Freitag, 2005). Furthermore Porter’s five forces can determine what the current market is for the brand, as well as the outlining any existing competitor’s positions in relation to the developing product. Moreover, it can also show how a firm’s stakeholders can influence the company with the use of bargaining power (Chee and Harris, 1998). This information would be vital to obtain prior to the launch of the brand to reduce the chance of product failure. The macro-environmental factors will be implemented to the brand through PEST analysis; Political, Economical, Situational and Technological. Political factors which relate appropriately to the disability mobile phone market include the strict laws on the disposal of production materials such as batteries and any forms of radioactive waste, as well as any compulsory health and safety procedures during the production and contribution of the developing products. Breaking these rules could result in heavy penalties including fines and even the termination of the company in severe cases. Suitable economic factors include the assessment of the current poor financial climate. This leads to the assumption that it is currently not attractive to place investments as money is generally tight for most, reducing the overall customer base for the developing product. Example solutions for this could include enticing consumers with bargain phone prices or even reduced fixed monthly contract payments which will include a suitable amount of minutes for the target segment. Furthermore by offering all deals at lower end prices will suitably fit the market, as there can be a general assumption that those who are visually impaired may also fit well within the retirement market, a segment that generally has less money spare. Regarding social factors the main issue considered is ethics; relating to how products are developed and distributed, in addition to advertising techniques used to help promote the brand. Equal opportunities and fair working conditions should be issued to...
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