魅族MX营销方案.doc

Marketing Plan for MEIZU MX
—Specific to ZhuHai Universities
Class information: The tenth class in Friday
Word count: 4877
Catalogue
Preface 2
Executive Summary 3
Current market situation 3
Strengths,Weaknesses,Opportunities,and Threats Analysis 7
Marketing Research 10
Objectives and Issues 17
Marketing strategy 18
Action Programs 20
Control 21
Conclusion 21
Appendix Appx 22
Preface
At present, from the report China munication Research Report in 2010 overseas brand cell phones held % of the share of market. Most of them are IPhone, Nokia, MOTO, Samsung, and Sony Ericsson. We can know that the share of market of domestic cell phone was less than 30% from this phenomenon. The marketing of domestic cell phones were in a big trouble. Nowadays, many domestic brands have grown up, but most of them are in poor quality. As the time going by, many people consider the domestic brands cell phones are “cheap copy”.
As a consequence, people don’t want to choose cell phones made in domestic. It is high time we take some actions to change this phenomenon, and establish a brand belonging to our own country. It is said that the ten of most famous domestic cell phones in 2010 are Lenovo, OPPO, HTC, MEIZU and so on. We can see that MEIZU was on the fourth place. Our market plan is aiming to market the MEIZU MX which will go public on the 1st of January, 2012. We are convinced that the selling high quantity of domestic cell phones will increase a lot as long as we hold the crack of undergraduates’ market share. According to some information from the , our group fined that the undergraduates will the main force in the domestic market. From the questionnaires we did several days, we found that most undergraduates are not familiar with the brand MEIZU, especially the students e from other provinces. After a series of research, we decide to make a market plan to market the MEIZU MX. Four strategies are expected to conduct: product strategy, price strategy, munication