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STEP analysis and Market Segmentation - Assignment Example

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STEP analysis and Market Segmentation

Mobile Devices designs, manufactures, sells and services wireless subscriber and server equipment for cellular systems, portable energy storage products and systems, servers and software solutions and related software and accessory products. Networks & Enterprise solutions include secure two-way radio, cellular and wireless broadband systems to meet the needs of public safety, government, private, and service provider and enterprise customer's world-wide. The Motorola RAZR cellular phone. The sleek RAZR mobile phone is an innovative product marketed as 'Ultrathin' and light. Razr reported profits of $1.75 billion on sales of $9.42 billion with 750,000 units of the phone to wireless carriers in the first 30 days on the market (Hesseldahl 2005),
A defining characteristic of Motorola's RAZR phone is international use and multi-national business, which is characteristic of a social and cultural worldview. This worldview may be comprised of the group's norms, values and assumptions for how people interact with each other (Distefano & Mavnevski, 2000). This is relative to the need of similarity within a group and self-affirming behaviour mentioned earlier. Motorola is under external pressure to provide a consistently innovative product that can span different languages and cultures. This includes being sensitive to cultural behaviours and language structure in user manuals, product design, and marketing strategy.
Technological Advances
The use of information systems infrastructure by industrial and service companies may be a source of competitive advantage for innovative and knowledge-based companies. Motorola specialises in the commerce of innovative communications technology, and therefore must maintain a contemporary approach to strategic management, which guides attention toward the understanding of the organisational learning process and the management of a firms knowledge base (Conner and Prahalad, 1996) The management of knowledge plays an outstanding role in any interdisciplinary theory of entrepreneurship (Ripsas, 1998) and in the development of technology-based companies. Motorola must be prepared to address new technologies, innovate old technologies, while maintaining high quality of product.
Cellular technology constantly changes the way global consumers communicate, relate, inform, and entertain. The sheer success of the RAZR phone shows that Motorola seized a significant opportunity in the ability to deliver a product of innovative designs. The impact of technology changes is the most significant for Motorola RAZR, first to maintain the level of innovation consumers expect and second to deliver consistent product innovation that changes the way consumers use technology to create a need for the technology.
Economic Trends
Hirst and Thompson explain a the characteristics of the world economy:
"The world economy has internationalised in its basic dynamics, it is dominated by uncontrollable market forces, and it has as its principal economic actors and major agents of change truly transitional corporations, that owe allegiance to no nation state and locate wherever in the globe market advantage ...Show more
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Summary

Motorola is known around the world for innovation and leadership in wireless and broadband communications. Motorola (NYSE:MOT) is a global Fortune 100 leader in broadband, automotive communications, wireless technologies, and embedded electronic products. The company's Government and Enterprise Mobility Solutions (GEMS) business provides integrated radio communications and information solutions for public safety, government, and enterprise customers…
STEP analysis and Market Segmentation
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