Kennethcholmesctuonline.weebly.com



RUNNING HEAD: PHASE 2 INDIVIDUAL PROJECTKENNETH C HOLMESMKTG630-1502B-03PROFESSOR GENE TOPPERJUNE 1, 2015MEMOTo: Michelle Dietrich, President of Mobile Manufacturing Inc.From: Kenneth C Holmes, Marketing ConsultantRE: The U.S. target market for the new Smart Phone Overview:The new Smart Phone will have many features including: a large glare free touch screen, with easy to follow icons for easy navigation and viewing, and a touch keypad for quick and easy texting (not while driving); a 32 GB built in memory for storing contact lists and photos, and a memory slot to expand memory to 128 GB; Internet with email and parental controls; games for children ages 10 to 20; built in radio for entertainment, traffic and weather alerts; a built in phone locator in the event the phone is misplaced, lost or stolen, and for parents who want to keep track of their children; head phone, microphone, and speaker jack, for hands free use; a built in 16 MP camera with optical image stabilization and zoom, for pictures and video; 4 G LTE speed, Wi-Fi, and blue tooth enabled; manufacturers one year warranty, with an extended warranty available for an additional cost; and manufactured from 100 percent sustainable, recycled and durable materials CITATION NA1526 \l 1033 (N.A., 2015).Target market demographics:3549650952500The target market for the new Smart Phone is the family unit including tweens, teenagers (children ages 10 to 20), and their parents. The target income bracket would include middle class with incomes from $25,000 to $100,000, and upper class with incomes up to $250,000 CITATION Mir12 \l 1033 (Marquit, 2012). These are the only demographic qualities that should have any bearing on a phone, since communication never discriminates; therefore ethnicity and religion are not included in the parameters, as proven by the chart provided, courtesy of CITATION Cel15 \l 1033 (Cell Phone and Smartphone Ownership Demographics, 2015).Target market geographics:Since pre-teens, teenagers, and their parents live in every geographic area, the geographic locations include: major metropolitan areas, meaning all major cities and suburbs, small towns, and rural areas. With safety and communication being the concern, these concerns cross all walks of life.Target market psychographics:Today’s teenagers have a multitude of interests including: extensive use of the Internet’s social media sites including Facebook, Twitter, and Myspace, which they use for socializing with friends, not for networking; entertainment including movies, music, music videos, and mixing their own music including: pop, rock, electronic, and hip hop; computer applications for education and video games; dining out in both fast food and full service restaurants; shopping for the latest fashions; part-time employment; athletics including: football; basketball; tennis; soccer; volley ball; dance; ice, roller, and in-line skating; swimming; snow, skate, and wake boarding; surfing; and may others; and lastly, interests in more adult activities including: sex, drugs, alcohol, and pot and cigarettes, which are usually peer influenced CITATION Dos15 \l 1033 (Handron, 2015)Target market behavior profile: In the U.S. alone, over half the teenagers own a cell phone, and one-quarter of those cell phones are smart phones. Today’s teenagers view cell phones as an extension of themselves, as a major part of, as well as having positive influence on their social lives, and their ability to socially interact. The other half of the cell phone need is safety. Almost all parents who purchased their pre-teen or teenager a cellphone cited safety at the number one reason. The fact is, almost all pre-teens and teenagers actually feel safer having a cell phone, knowing their parents are able to call them, they can call their parents in their time of need, and most important of all, when a teenager needs medical attention, the cell phone makes getting medical treatment as easy as dialing 911. For example: a teenager thinks they are being followed, or when a teenager has a serious medical condition, the cell phone makes informing their parents and medical professionals about the situation easy, and potentially life-saving CITATION Kat15 \l 1033 (Hatter, 2015). Today’s teenager wants to shop in establishments that cater to a younger market that want to be the hip 25 year old, both on malls and the internet. REFERENCES BIBLIOGRAPHY \l 1033 Cell Phone and Smartphone Ownership Demographics. (2015). Retrieved from Pew REsearch Center: data-trend/mobile/cell-phone-and-smartphone...Handron, D. (2015). What Are Teenagers Interested In? Retrieved from everydaylife.teenagers-interested-in-17348.htmlHatter, K. (2015). Why Do Teens Need Phones? Retrieved from everydaylife.teens-need-phones-4794.htmlMarquit, M. (2012, April 18). What is a Middle Class Income? Middle Class Family? Retrieved from articles/middle-class-income-middle-class...N.A. (2015). Smart phones under fifty dollars. Retrieved from ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download