Page 1: Introduction
Marketing involves finding out what your customers want and then meeting their requirements. To satisfy its customers, a business must create a successful mix of:
- the right product or service
- sold in the right place
- at the right price
- using the most effective forms of promotion.
This is sometimes referred to as the 4Ps.
This case study shows how Motorola has created an effective marketing mix for its mobile phones in a highly competitive market place.
Motorola began life as The Galvin Manufacturing Corporation in Chicago in 1928. Its first product was a battery eliminator, enabling radios to operate from mains electricity rather than expensive batteries. In the 1930s it produced car radios using the brand name 'Motorola'. The company later adopted Motorola as its name.
The company is now known around the world for innovation and leadership in wireless and broadband communications. Motorola's vision is of Seamless Mobility, which the company defines as helping users get and stay connected easily to the people, information, and entertainment that they want and need. The company does this by designing and delivering 'must have' products, 'must do' experiences and powerful networks.
Applying this vision to mobile phones, Motorola has gone beyond just enabling users to make voice calls or send text messages. Depending on the models chosen, users can:
- share music files between the user's PC and their phone
- play that music easily on stereo BluetoothTM headphones
- in the car - as well as being able to use the phone with a hands-free car kit, play music through the car stereo
- at home, play the music through your stereo system.