Complete a Marketing Project Situation Analysis
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ASSIGNMENT: COMPLETE A MARKETING PROJECT SITUATION …
1
Assignment: Complete a Marketing Project Situation Analysis
Name:
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ASSIGNMENT: COMPLETE A MARKETING PROJECT SITUATION …
2
Assignment: Complete a Marketing Project Situation Analysis
Introduction
The introduction of a superior mobile handset, such as Alanis X, should be evaluated. The
main reason for this comes from the fact that there may be other products that are more superior
compared to it. Also, the operating system and the handset’s multi-touch features should be
analyzed to identify its influence on the market and the perceptions that customers have towards
it. With the phone being considered as a superior smartphone, its position in the market will be
significant in improving operations. The evaluation of internal and external factors creates a need
to look at its SWOT factors.
Evaluation of the Strength, Weakness, Opportunities, and Threats of the Product
Just like any other product in the market, customers may choose to either like Alanis X or
hate it. The situation calls for a little introduction to the product. The evaluation of SWOT factors
looks into the strengths, weaknesses, opportunities, and threats of the product.
Strengths of the Alanis X Mobile Handset
The first factor looks into its brand equity. Alanis X is manufactured with one of the most
superior companies in the international mobile market. The company enjoys strong brand equity.
Therefore, the Alanis X mobile handset is considered as having a promise. Secondly, the tag of
innovation is another major strength of the brand. The company has applied its tag of innovation
to its product. The features of the Alanis X mobile handset ensure that it revolutionizes almost all
products in the market by influencing innovation. Consumer loyalty is another significant factor
to consider.
The product will proudly proclaim a superior position in front of the international mobile
markets. Brand loyalty for the company means that it can be compared to the two competing
ASSIGNMENT: COMPLETE A MARKETING PROJECT SITUATION …
3
giants in the market-Apple and Samsung. Alanis X has an amazing operating system and
software compared to its customers in the market. A market enjoys a product because of its
capacity to ensure better experiences among customers (Itohisa, 2013). The amazing operating
system creates more possibilities for flexibility and speed for mobile handsets.
Weaknesses of the Alanis X Mobile Handset
The first weakness may revolve around its price segmentation. The company should not
introduce premium pricing for such markets considering that customers will go for already
trusted products from Samsung, Huawei, and Apple. The company should just focus on its
standardized prices for the customers in the market. The second weakness revolves around the
restrictions of the phone. Alanis has unnecessary restrictions on the mobile phone out of the box.
It does not have Bluetooth. Also, it lacks an expandable memory slot.
An individual may not be able to remove the battery. Therefore, this creates some
problems when it comes to pricing the product highly compared to competitors such as Samsung,
Nokia, Apple, and Huawei, among others. Considering that the Alanis X is among the first
mobile handset for the company, it means that there is no variety. The markets in Africa have
large populations, which demand focus on precision on the designs and features manufactured by
the company. Lack of variety on the company forces customers to look for alternatives.
Opportunities of the Alanis X Mobile Handset
The first opportunity revolves around the potential of the markets associated with
smartphones. The markets in Africa, Asia, and the rest of the world are diverse and continue to
grow. Therefore, it means that they serve as platforms with potential customers to increase
revenues and build a profitable framework for the company. The second opportunity is that the
world continues to experience continued technological advancement. Therefore, customers
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