SMARTT SX Series Marketing Report and Strategies

Company and Product Description

SMARTT is one of the leading companies in the mobile phone industry. Its most successful product is the SX series of smartphones, but sales of the competing MARVELL M2000 series exceed those of the SX.

Purpose and Method of This Report

The purpose of this report is to show the results of our latest marketing study and suggest strategies to improve our sales over our closest competitor, the MARVELL M2000 series. In order to collect data for this market research, we studied the sales figures for the SMARTT SX and SMP series, and we conducted a survey to learn what features of the MARVELL M2000 our clients and prospective clients preferred over the SX series.

Findings and Conclusions

This has been a successful year for our SX series of smartphones. Sales have risen from 85,000 to 100,000 units in Europe and from 215,000 to 255,000 in Asia, which is our largest market. In general, sales for this product in the second half of the year increased significantly, and we expect this trend to continue. Sales of the older SMP line have dropped from 70,000 to 30,000 in Europe and from 75,000 to 40,000 in Asia, as expected, as customers prefer the newer SX series. Sales in both Europe and Asia decreased this year, and the prediction is that they will continue to fall next year, as we expect those figures to be around 25,000 in Europe and 35,000 in Asia.

Despite the good results concerning the sales of the SX series, the data show that our closest competitor’s product, the MARVELL M2000 series, sells better in both markets: 120,000 units sold in Europe and 270,000 in Asia. The survey conducted in both Europe and Asia shows that most customers prefer the MARVELL M2000 over the SMARTT SX because of its larger screen (5.5") and higher RAM (3 GB).

Suggested Marketing Strategies

Bearing in mind the results of this study, we suggest reducing the production of the older and less successful SMP series to 60,000 units. Additionally, in light of the survey conducted, we recommend increasing the screen size of the SX series to 5.5" and its RAM to 3GB, the features of the MARVELL M2000 that the interviewees reported preferring.