Phil Company Marketing Plan Research Paper Example | Topics and Well Written Essays - 1000 words

Phil Company Marketing Plan - Research Paper Example Apart from the limited market of electronic products, these markets subscribe to forces of free enterprise. There is liberalization of production processes. Therefore, companies within this industry produce whatever electronic product they want and of whatever quantity. In this regard, consumers are at liberty to decide what and when to purchase these products. This means that electronics manufacturing companies like Phil have to be considerate of consumers’ interests during the production process. A company should avail products that respond to what the consumer market needs (Julie & Claire, 2011). In order to address customers’ needs, a company may have to carry out research exercises that will supplement information about customers’ tastes and preferences. Phil aims at expanding its marketing practices at the US and international markets. In order to penetrate these markets, Phil adopts the principles of product differentiation and quality service delivery. In this regard, the values of product differentiation and quality feature in the primary characteristics of the electronics produced. Type of Product At the inception stages, Phil started by manufacturing television sets and radios. However, expansion exercises led to development of cell phones and production likes for hardware components. Currently, Phil produces all the four products in equal proportions. However, this marketing essay focuses on the company’s activities of producing and marketing of cell phones and computer hardware components. Phil will focus its efforts in responding to the consumers’ needs with respect to type of phones and hardware equipments. With respect to phones and hardware components, Phil plans to expand its products market to any potential market that proves to be economically feasible (Alfred & Andrew, 2005). Based on the market statistics, the company plans to avail the desirable product meant to satisfy the needs and considers the purcha sing power of consumers in every market segment. In the context of cell phone marketing, Phil will avail medium and low end phones, especially to the African market. In addition, the company will market low end computer components to the African market. Phil will also produce and supply superior phones targeting the affluent members of the identified market segments. These will include smart phones and high-end computer hardware components. Physical Characteristics To address consumers’ preferences in every market segment, Phil produces and markets products of responsive primary characteristics (Alfred & Andrew, 2005). Cell phones meant for the African market possesses characteristics meant to address the consumers’ needs in that segment. Electronic products statistics shows that consumers’ prefer medium size cell phones. According to respondents in an African market context, consumers’ perceives that small cell phones get lost easily while large phones h inder the element portability comfort. In this regard, Phil introduced a medium sized phone in the market. The size of the phone is determined as per the standards of cell phone sizes. Most of the company’s phones in the market are rectangular in shape with rounded edges. In addition, Phil used polymer materials for making the hardware components of the new phone. The polymer materials respond to the hardware preferences of consumers’ in both the African and even American markets (Alfred & Andrew,