Market Segmentation HTC Desire
According to (Philip Kotler, 2008) “Market Segmentation is the subdividing of market into homogeneous sub-set of customers, where any subset may conceivably be selected as market target to be reached with distinct Marketing Mix. Smartphones went from being a luxury and became an everyday tool for executives, students, employees and even for those who do not need even 50% of the capacity of these magnificent examples phones. Thus, thanks to overcrowding and the entry into force of Google’s Android operating system, 27% of cell phones on the market in 2011 will be smartphones.
We’ve known for a while that Android was ahead of the competition, but we’ve never really seen a complete picture of what the entire smartphone market looks like. Fortunately for us, Nielsen released a new report which depicts how each manufacturer stacks up in the various U.S. smartphone market segments from November 2010 through January 2011. Obviously, we always like to point out that Android’s 29% market share is a couple points ahead of Apple’s iOS, but it’s interesting to note that there are really only three major players in the Android segment. Within the 29% share of the smartphone segment that’s owned by Android, HTC has the lead with 41.3%, followed by Motorola’s 34.5%, and Samsung’s 17.2%. The remaining 6.9% is classified as “Other” and is made up by manufacturers like LG, SONY Ericsson, Dell, and Huawei. With this in mind any brand and company before launching a new product on the market there should be a market study and after analyzing the result, the segmentation of the market is the next step. When the market has been classified after certain categories of consumers the marketing strategies must be applied. For example if the market is receptive to the new product certain price or promotion strategies must be put into application. And because HTC is such an important and well-corporation they can afford good publicity and higher prices...
References: Cohen, Eric. "How to Target Smarter." Target Marketing, May 1998, 58.
Haim, Alexander, and Charles D. Schewe. “The Portable MBA in Marketing”. New York: John Wiley & Sons, 1992.
Moschis, George P., Lee Euehun, and Anil Mathur. "Targeting the Mature Market: Opportunities and Challenges." Journal of Consumer Marketing, fall/winter 1997, 282.
Sandhusen, Richard L. Barron 's Business Review Series: Marketing. 2nd ed. Barron 's Educational Series, 1993.
Weinstein, Art. Market Segmentation. Chicago: Probus Publishing, 1987.
Foresman C. 2010 Apple grabs 17% of smartphone in latest quarter [online] retrieved 8th april 2011, from http://www.artechnica.com/apple/news/2009/11/applegrabs-17-0f-smartphone-market-in-latest-quarter.ars
The myth of the smartphone market-who will buy smartphones? And what are the “killer” features? 2005, [online] retrieved 8th april 2011, from http://www.mobileopportunity.blogspot.com/2005/10/myth-of-smartphone-market.html
Please join StudyMode to read the full document