Task Solutions Of Competitive Landscape Of South Asian Market:MKT101

Running head: MARKETING FUNDAMENTALS
MARKETING FUNDAMENTALS
Name of the Student
Name of the University
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1 MARKETING FUNDAMENTALS
Marke …

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Running head: MARKETING FUNDAMENTALS
MARKETING FUNDAMENTALS
Name of the Student
Name of the University
Author note
1 MARKETING FUNDAMENTALS
Marketing strategy using GE Grid
Market size and share
When preparing amarket strategy for amobile phone brand for asouth Asian market
like India, itis imperative to keep the GE marketing strategy planning grid in mind. This, GE
marketing plan strategy grid enables the organizational leaders and managers to make three
part judgments thereby understanding the industry’s strengths and attractiveness side by side
(Chapter 3 lecture slide 5). With a population of over one billion people and escalating
disposable income levels, India is considered as one of the most lucrative markets for
smartphone or mobile brands. The Indian mobile market is currently experiencing an
expansion of 14 percent from the previous year due to the elevated customer spending on
smartphones (Industry Analysis 2022).
Legal considerations
In addition to this, under recent governmental initiatives based on National Policy on
electronics, India is transforming into aglobal manufacturing hub thereby pushing the scale
of mobile phone production (Tabassum and Ahmed 2020 ). Assembly and manufacturing
operations within the nation. Thus, for any mobile brand to enter to this south Asian market,
itwould be highly profitable and successful.
Market growth
This South East Asian nation (India) offers over 320 million smart phone users
presents a huge opportunity for the new brands or organizations. In addition to this, the
domestic smartphone market of India is anticipated to reach to over US 80 billion by 2025
and is expected to grow even more after this time period. Other ha this, with smartphone
penetration levels in India being lower than that of the US and China (Mukhopadhyay and
Mandal 2019). This south Asian market could serve numerous opportunities for investments
2 MARKETING FUNDAMENTALS
with appropriate support from governmental policies. Thus, the Indian smartphone market is
considered as highly lucrative for anew mobile brand to enter.
Market competitiveness
The Indian smartphone market is highly competitive dominated by major players such
as Samsung, Apple, Huawei, Xiaomi, and others. In addition to this, the adoption of
competitive pricing by the majority of the smartphone brands has made this industry more
competitive and dynamic (Raman and Aashish 2021) .Therefore, while entering the Indian
smartphone market, it is imperative for the new mobile phone brand to implement a
penetration pricing strategy. This pricing strategy would enable the new brand in realizing its
economies of scale and reduce the marginal cost of the organization thereby increasing
goodwill with customers (hence, developing aloyal customer base).
Taking all these GE grid elements into consideration, it is imperative for the new
mobile phone brand to research the competitive landscape of the South Asian market, and
review local laws and regulations thereby start building awareness and trust on social media
(Chapter 3lecture slide 35). This marketing strategy would enable the new brand in scaling
the new market entry strategy thereby understanding the language and culture of the nation
successfully. Creating a unique value proposition by defining the marketing tactics and
strategies could help this new mobile brand in staying relevant and successful in the Indian
mobile market.
3 MARKETING FUNDAMENTALS
References
Mordorintelligence.com. 2022. Industry Analysis . [online] Available at:
https://www.mordorintelligence.com/industry-reports/smartphones-market [Accessed 5 May
2022].
Mukhopadhyay, D. and Mandal, A.K., 2019. Smartphone, internet and digitalization in India:
An exploratory analysis. PRAGATI: Journal of Indian Economy ,6(2), pp.22-43.
Raman, P. and Aashish, K., 2021. Think global and buy global: The influence of global
identity on indian consumers ’ behaviour toward Chinese smartphone brands. Journal of
Global Marketing ,34 (2), pp.90-109.
Tabassum, R. and Ahmed, S., 2020. Xiaomi invades the smartphone market in
India. Decision ,47 (2), pp.215-228.

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