2. Motorola History
• an American multinational
telecommunications company founded in
1928
• Produced car radios and TV receivers
• Invented cellular phone technology
• divided into two independent public
companies, Motorola Mobility and
Motorola Solutions on January 4, 2011
3. Values
• Motorola remain committed to driving ethical
standards through their supply chain to play a
central role in improving social and
environmental conditions in the electronics
industry, while maintaining the superior
quality of our products.
4. Goals
• Reduce its costs, standardize its processes to
improve quality
• Reduce time to market
• By 2016, Motorola aim to reduce from 2011
levels, the environmental footprint of our
operations, including greenhouse gas
emissions, water use and waste generation.
5. Challenge
• Competitors: Nokia, Samsung, iphone, LG
• Faced with dual challenges of climate change
and resource scarcity, finding ways to reuse
and recycle more materials and products is an
imperative.
6. Market Trends
Among the top three
players in the
industry includes
Samsung, LG and
Motorola with 25.3
%, 21.3 % and 14.5 %
of the U.S. market
share, respectively
7. Strategy
• Motorola offer a market more affordable mobile
handsets that still offer some of the basic capabilities
of smart phones such as touch screen, Wi-
Fi, multimedia functions and ability to run third party
applications.
• The aim of the strategy is to increase the market
segment that appeals to Motorola mobiles without
investing too much on the research and development
as opposed to offering the market with high end
mobile phone with high functionality and high cost but
eventually losing out to more sought-after products
such as the Apple Iphone.
8. Target Audience
• 35 – 44 year olds with a
penetration rate of 54
percent and 53 percent
• the smart phone has the highest
penetration rate among 25 – 34 years
old with 64 percent penetration rate
followed by 18 – 24 year olds
10. Budget
• in order to be able to take advantage of
the internet, it is highly recommended
that Motorola would allocate some
financial resources for ad words.
•Simply choosing right ad words does not place
the Motorola webpage on top of the search
query. In fact, using the ad word “smart
phone”, the company would need to allot about
$4.61 per click in order to be on the top . This
would take advantage of over 1 million global
searches and 368 thousand local searches with
an estimated 361 daily click that can cost the
company $1,663 everyday
