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MKTG630 – Mobile Manufacturing, Inc.

Mobile Manufacturing, Inc.Michelle Dietrich, president of Mobile Manufacturing, Inc. (MM), stared out of her third-floor window at the traffic below her San Jose, California office and said to herself, “This new product has to be right. If we can’t gain back a significant share of the mobile phone market with this product, MM is not going to be here next year.”Michelle’s company made its debut in the mobile phone industry in 2002 when it invented the first mobile phone that could access the Internet. At the time, this gave MM a huge advantage over its major rivals.Mobile Manufacturing, Inc.’s first successful product and initial public offering (IPO) in 2003 raised enough capital to help the firm develop new products, but since then, the technology giants have caught up with them. Although MM had some success with other products, it has not been able to match its initial success and distinguish itself from its rivals. MM—though it was the darling of the technology world in the early 2000s—was struggling to attract first-class employees and new investors; it was floundering in the market.After several failed attempts at new products, Michelle hired Elena Steokovich, the top cell phone designer and engineer in Europe, to help design a new product. Elena knew her stuff when it came to phone product design, and she had worked with Michelle on MM’s first product. After stints with big-name competitors, she agreed to return to MM to help Michelle restart the product innovation engine.”I know that just designing a good phone will not be enough,” thought Michelle. “Perhaps the most important question is: How do I know if anyone will buy our phone? Certainly market research will help us identify potential customers so that we can target them effectively, and careful analysis of the research findings will lead us to a good marketing plan. Yes, the marketing plan is the key. I need to know that the next phone we develop will meet the needs and wants of those who crave the latest and greatest technology in their mobile phones.” MM needed to get back a market share if it was to survive in a fiercely competitive environment.Michelle also knew the mobile phone and technology markets had changed drastically in other ways since MM first entered the market. There were new domestic and foreign companies competing, increased market demand driving prices down, and innovative products being introduced every year. Although some consumers were happy to try out the latest and greatest products, a large number of customers were suffering from feature fatigue, a term used to describe the tiring of the bells and whistles. The customers with feature fatigue just wanted to make phone calls to their family and their friends.To help ensure that MM has the right marketing plan for its new mobile product, Michelle has hired you as her marketing consultant for this project. As the marketing consultant, you will be responsible for planning, organizing, and implementing the marketing plan for MM’s new product.Note: All character and company names are fictional and are not intended to depict any actual person or business.Primary Discussion Response is due by Wednesday (11:59:59pm Central), Peer Responses are due by Sunday (11:59:59pm Central).Michelle, Elena, and the Mobile Manufacturing, Inc. (MM) board of directors know how important it is to understand the environment in which it is operating. They hired you—a highly-regarded marketing consultant—to bring a fresh perspective to the marketing plan. You are scheduled to meet with Michelle and Elena next week to discuss the environmental conditions that are relevant to introducing the new product.As you prepare for the meeting, you consider all of the possible environmental issues. You recognize that Elena brings an interesting perspective to the process because she has experience designing mobile phones for the Eastern European market, and she is pushing for a new product that can be marketed worldwide. On the other hand, Michelle is more concerned with the domestic marketplace and is worried that trying to market a new product anywhere outside the United States—much less worldwide—could be very risky.You sit down to start your work on the marketing plan, and you begin by drafting some goals that the marketing plan needs to address.Primary Task Response:Within the Discussion Board area, write 750–1,000 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.Walking through the halls at MM, you ponder the job that lies ahead. Coming out of her office, Michelle spots you and heads in your direction.”I’m so glad you’re here,” she says. “Have you settled into your office?””Yes,” you say. “I’m eager to get started.”Michelle enters your office and takes a seat in a chair. “I’m scheduled to make a presentation to the board at the quarterly meeting next week. I know it’s short notice, but I was wondering if you could pull together a 30-minute presentation for them?” she asks.”What would you like me to present?” you ask.”As you know, you and Elena have been brought on to revitalize the product line for the company. Your role is to create a winning marketing plan that will allow us to capitalize on the new product that Elena is designing. The board would like you to discuss some of the issues that you will be considering as you develop the marketing plan for the new product. I know they’re especially interested in your thoughts on the global market.””That sounds like a great idea,” you say.Consider the environmental variables (i.e., technological, demographic, economic, political, and cultural variables) that you must include in your marketing plan, and answer the following:Which of the environmental factors do you feel is the most critical, and why?What might someone with an opposing viewpoint think is the most important?Given this opposing argument, how would you argue your opinion?What solutions should be considered as you seek to develop a sense of ownership of your plan?What solutions would you recommend to the board, and why?Is a compromise feasible?

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