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분야
pptx-Market Situation
-Managerial problem
-Objective/Research design
Research/Analysis
-Focus Group Interview
-Survey
-Frequency/Mean analysis
Suggestion
-Product
-Price
-Promotion
Smartphone market is booming nowadays. As the graph shows, the market is expected to grow more in the future. It is expected that almost half of the customers will use smart phones by next year. The important aspect that we need to consider is a generation of mobile communication. Most smart phones were based on 3G service but now, it is shifting to 4G service. So it is a big issue to communication companies to successfully attract customers to use 4G service.
▶Client
SKT manger who is responsible for marketing 4G service to university students
▶Managerial Problem
The first graph is the product line cycle of 3G and 4G. The blue line represents 3G service and the red line represents 4G service. Currently, 3G is declining and 4G is coming out. Since 4G is in the introduction stage, it is important to attract early adopters.
The second chart tells us that about 40% of smart phone users are in 20s. So this means that is it crucial to a manager to attract early adopters who are most likely to be university students.
In addition, if we consider competitors, KT was a strong competitor SKT but nowadays LG U plus is thriving to attract 4G customers. So this is another issue to a manager.
