Mrkt571 Week 2 Paper
Running Head: Team E Product Offering – Verizon Wireless Mexico
Table of Contents
Team E Product Offering – Verizon Wireless Mexico
Abstract
Verizon operates predominately in the U.S. and is a global leader in communications services. Verizon is revamping its marketing approach and plans to offer Smartphone’s (iPhone and Droid) in the markets of Mexico. In this paper Team E will discuss the market needs & growth, provide a brief SWOT analysis, assess the competition, product offering & definition, product identification and justification for product choice.
Market Needs Identification of the customer is a critical element in the marketing planning process. The widespread ease of use complimented by mobile operator interest has created a Smartphone market need in Mexico for Verizon. Verizon can leverage its solid network to meet the needs of the growing consumer interest in Mexico. “Latin America 's market needs cheaper Smartphone’s to enable a higher level of data penetration, said Mexican mobile telephony giant AméricaMóvil 's (NYSE: AMX) CEO, Daniel Hajj” (Tomas. 2011). Marketing at Verizon seeks to fulfill benefits that are important to its customers. Market needs research provides information on the attributes that will appeal to the target end user so a marketing message can be implemented to emphasize those features. Knowing the customer’s needs and wants as it refers to Smartphone and Mexico include but are not limited to:
1. Logistics
2. Differentiation among competition (Motorola and Nextel etc.)
3. Cost (Customers need “Cheaper Smartphone’s”)
4. Market penetration
5. Product technical specifications
a. Communication applications (Email, social networking )
b. Display, Memory, Messaging, Battery life, Aesthetics
6. User Conveniences
7. Current and potential customers.
8. Customer buying tendencies
9. Why customer purchase Smartphone’s
10. Why customer purchase from the competition. Ultimately “the
Table of Contents
Team E Product Offering – Verizon Wireless Mexico
Abstract
Verizon operates predominately in the U.S. and is a global leader in communications services. Verizon is revamping its marketing approach and plans to offer Smartphone’s (iPhone and Droid) in the markets of Mexico. In this paper Team E will discuss the market needs & growth, provide a brief SWOT analysis, assess the competition, product offering & definition, product identification and justification for product choice.
Market Needs Identification of the customer is a critical element in the marketing planning process. The widespread ease of use complimented by mobile operator interest has created a Smartphone market need in Mexico for Verizon. Verizon can leverage its solid network to meet the needs of the growing consumer interest in Mexico. “Latin America 's market needs cheaper Smartphone’s to enable a higher level of data penetration, said Mexican mobile telephony giant AméricaMóvil 's (NYSE: AMX) CEO, Daniel Hajj” (Tomas. 2011). Marketing at Verizon seeks to fulfill benefits that are important to its customers. Market needs research provides information on the attributes that will appeal to the target end user so a marketing message can be implemented to emphasize those features. Knowing the customer’s needs and wants as it refers to Smartphone and Mexico include but are not limited to:
1. Logistics
2. Differentiation among competition (Motorola and Nextel etc.)
3. Cost (Customers need “Cheaper Smartphone’s”)
4. Market penetration
5. Product technical specifications
a. Communication applications (Email, social networking )
b. Display, Memory, Messaging, Battery life, Aesthetics
6. User Conveniences
7. Current and potential customers.
8. Customer buying tendencies
9. Why customer purchase Smartphone’s
10. Why customer purchase from the competition. Ultimately “the
References: Breton, C. (2012). Price Waterhouse Coopers. Retrieved from http://www.pwc.com/gx/en/communications/review/features/rapid-growth-heralds-a-bright-future.jhtml Budelli, J Escallier, P. (2010). 10 Things Android Does better than iPhone OS. Retrieved February 25, 2012 from http://www.maximumpc.com/article/features/10_things_android_does_better_iphone Foss Patent retrieved Sunday February 26th, 2012 from Kotler& Keller. (2007). A Framework for Marketing Management (3rd ed.). New Jersey: Pearson-Prentice Hall. Mobile Phones Industry Profile: Mexico.. (2011, November). Business Source Complete, 1-37. Ebsco Host database. Threat and Vulnerability retrieved Sunday February 26th, 2012 from http://www.verizonbusiness.com/Products/security/prof-svcs/threat/ Tomas, J. 2011. Latin America needs cheaper smartphones to see higher data penetration. Business News Americas. Retrieved from the internet on February 23, 2012 from, http://www.bnamericas.com/news/telecommunications/latin-americaneeds-cheaper-smartphones-to-see-higher-data-penetration-amx Verizon Wireless News Center (2012) retrieved Saturday 25th, 2012from, http://newscenter.verizon.com/press-releases/verizon/2011/verizon-sees-revenue-andeps.html