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Marketing Essay

6966 words - 28 pages

Why Not Now Smart Device & Mobile App Store
Boise’s Best Cell Phone Store-Final Draft
Alicia Young
Keller Graduate School of Management
Marketing Management-Section 61681
December 15, 2013

Table of Contents
1.0 Executive Summary………………………………………………………………………....3
2.0 Situational Analysis Overview……………………………………………………………...3
2.1 Market Summary……………………………………………………………………………5
2.2 SWOT Analysis……………………………………………………………………………...6
2.3 Competition………………………………………………………………………………….7
2.4 Product Service Offering……………………………………………………………………8
2.5 Keys to Success………………………………………………………………………………9
2.6 Critical Issues……………………………………………………………………………….10
3.0 Marketing Strategy ...view middle of the document...

The Why Not Now Cell phone store will stock cell phones, accessories, wireless plans, repair services, information technology opportunities and customer service. Distributing mobile applications that add functionality to smart phones; applications will be sold as an additional accessories/service component to this business, and is an integral part of the communications strategy.
First, a situational analysis will display the market structure, competition, and a varied population that utilizes cell phones, and smart mobile applications in the state of Idaho. The detailed SWOT analysis will provide areas such as, keys to success and critical issues that will ultimately affect the ability of the outlined deliverables.
The bulk of this paper will examine and deliver a marketing strategy that defines the companies mission statement, social media, sales promotion opportunities, pricing strategies and our current state; market position. In order to effectively formulate a well thought plan this paper will identify the controls necessary to measure and evaluate the market strategy and successes.
2.0 Situational Analysis
The cell phone and apps business is an ever growing market around the world, and many businesses are taking advantage of opportunities to allow their customers to be an integral part of their business marketing strategies. According to ("Market research report," 2013, p. 22), “The apps business has finally ‘come of age’ and this worldwide success story is not growing fast.” The mobile app has become a household common theme for mobile users, and is also viewed as an excellent marketing strategy to increase customer engagement. “The Why Not Now” store targets smart phone users and mobile application target users under the age of 29 years of age; male and female.
Market Summary
The Boise City population estimate as of 2012 is 212, 303. This demographic analysis will highlight the age population of cell phone users utilizing smart phones and mobile applications.
SWOT Analysis
The SWOT analysis on mobile marketing reveals that customers appreciate interaction with their smart phones, continually, and with their favorite mobile apps with easy accessibility, speedy apps, and constantly changing apps with new information that allow for instant purchasing power.
Competition
Software engineers-savvy entrepreneurs breaking into the field of smart phone sales and innovative mobile apps, also with experience writing code for large companies such as Apple and Google.
Product Service Offering
The Why Not Now mobile application cell phone store offers smart phones with compatibility to all mobile applications. Customer service teams, and information technology experts are also on site, web, and by phone to assist customers with purchases and technical questions; difficulties.
Keys to Success
Successful cell phone sales and compatible mobile application ability for the end user is crucial to the success of the...

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