“PLEASE ANSWER ON THE FOLLOWING QUESTIONS in part one and two
Mintel reports are professionally prepared using the latest industry data. The reports are based on the data and interpreted by experts familiar with specific industries.
Part One: Competitor InformationSearch the list for: Mobile Phones US February 2012. In September 2012 Mintel also listed mobile phone reports for 2010 and 2008. When you load the report you will see a panel listing the Report Content.
You have been asked to find the market share of mobile phone manufacturers for2010 and 2011 and note the changes that occurred from 2010 to 2011. In the
Report Content panel click on Brand/Company then on Leading Companies.
You will see data that reports comparative sales and market share over the two years.
Answer the following questions and record them in the space provided:In 2010 which company shipped the most units?:> NokiaIn 2010 which company shipped the smallest number of units?:> HTC Corp.In 2011 which two companies shipped the largest number of phones?:> Nokia and Samsung.In 2011 which company suffered a negative change in sales?:> Nokia.What issues have RIM (Research in Motion) maker of the Blackberry faced during the 2010-2011 period?:> Loss of users high competition reduced sales and shipment and high losses.
Part Two. Drivers of Consumer Purchase
You have been asked to identify the purchase drivers for mobile phones. Your company has extensive experience with MP3 players and the new product development team is considering developing a new phone which is also a quality MP3 player. Click on the Consumer link then on the Purchase Drivers link. Scan down the screen until you get to Figure 30: Incidence of brand and select functions considered very important in the mobile phone purchase by gender October-November 2011. Click on the green bar at the bottom of the table to expand it.
Answer the following questions and record them in the space provided. You will use them to complete the assessment in Sakai:Among all respondents which are the two most important features?:> Price and Battery life.Among all respondents how important is MP3 capabilities?:> The MP3 capabilities are of little importance since only a small percentage make use of it.
Look at Figure 32: Incidence of brand and select functions considered very important in the mobile phone purchase by household income October-November 2011.
Below the table you will find text analyzing the data in that table.Your company has developed products available in multiple fun colors and the new product development (NPD) team feel that they would be important to women. Is the NPD team correct?:> No
Look at Figure 34: Incidence of screen and design factors considered very important in the mobile phone purchase by age October-November 2011. Read the analysts comments above the table.Why do younger consumers prefer touch screens?:> There has been new developments in the technology used in the manufacture of mobile phones. Young people are more attracted to phones with touch screens. The reason is that touch screens are more appealing and promote a sense of prestige.Why do older consumers prefer large keyboard buttons?:> On the contrary old people prefer mobile phones with large keyboard buttons. Such mobile phone keyboards are easily visible and enable easy keying of the letters or numbers.
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