英语论文网

..................
9.3 Better Decision Model ..............................................................................
10. Conclusion ....................................................................................................
11. Reference ......................................................................................................

 

Strategic Marketing Plan for Motorola Company

1. Company Background

Motorola, an American group which founded in 1928, is one of the biggest Fortune 500 in the world. After the development of about 80 years, Motorola became the global leader in the communication industry from the initial situation, with current market capitalization of more than $36.6 Billion US dollars . Motorola’s principal activities are carried out through wireless handsets, wireless accessories, digital entertainment devices, wireless access systems, voice and data communications systems, and enterprise mobility solutions; each of the four businesses is the leader in its chosen market and enjoys a world class reputation (Motorola Website).

2. Business Mission

According to Motorolas Annual Report, 2007, the companys main objective is to maintain its leading position in relevant industry as well as keeping advanced in technology innovations. With regard to Motorolas recent stressed strategies, the acquisition of Symbol and increased delivery of products and solutions that are cost effective are major strategies for the company to expand its leadership into the commercial enterprise market; while in the government and public safety market, continuing investment in improving new markets and products safety system are emphasized by Motorola.

 

3. Analysis of Internal and External Environment
3.1 Internal Analysis
3.1.1 Management
Motorola is an ethical company and the top management is genuine about it, such as the valuable employee training and educational programs, effective communication of ethics to all the staffs through the “ethical line”, which was established to provide staffs information, advice and recommendations to guide them behave in an ethical way, as well as “two-way” communication of values to the customers based on the “Customer Satisfaction Cards”. Furthermore, the embedment of values and ethics in recruiting new applicants, the involvement and monitoring of management in implementing ethical standards across the organizational units, and the formulation of regulations for violations of ethical values have also consolidated the tradition of Motorola.

3.1.2 Marketing and Finance/Accounting
Motorola’s current marketing objective is to be able to offer communication solutions everywhere a potential customer can be found and be able to increase the unit shipments faster than the market and increase its overall market share to approximately 22% . Additionally, Motorola has realized some new potential markets, such as two-way radio combo and wireless Internet markets.

However, the reduction of sales revenue in parts of Motorolas Asian markets combined with an economic slowdown in parts of Asia, contributing to the reduction of revenue and profitability of Motorola as well as a lack of a competitive digital product in Asian market. Motorola’s focus on本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。