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Essay / Research Paper Abstract
This 22 page paper looks at the way in which the cellular phone equipment company's Nokia and Sony Ericsson are marketing their core products; cellular handsets, within United Arab Emirates. The paper looks at the telecommunications industry in the UAE and the background of the companies before considering the way in which they are competing, including the positioning of the companies, the prices, the products, the promotions, the target markets and target market profiles. The bibliography cites 20 sources.
Page Count:
22 pages (~225 words per page)
File: TS14_TENOKsony.rtf
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Unformatted sample text from the term paper:
Nokia 7 1.3 Background of Sony Ericsson 10 2. Situation Analysis 12 3. The Marketing Mix Strategies 14 3.1 Nokia 14 3.2 Sony Ericsson 20 4. The Buyers 21 4.1 Marketing Demographics 21 4.2 Target Market and Market Segmentation 23 5. The Competition 25 6. Conclusion 26 References 27
Effective summary Nokia and Sony Ericsson are two of the worlds leading cellular handset providers. In addition to Sony handsets they also provide a range of telecommunications equipment. Both companies
are actively marketing the handsets in goods within the United Arab Emirates. This paper looks at both companies, with Nokia and its mass market appeal against Sony Ericsson and its
more differentiated specialised appeal to the upper mass market and high end-users. United Arab Emirates is a country where there is an increasing demand. More than 5 million handsets are
currently within the market and 10 density is approaching more than 90%. Nokia have approached the market by seeking to attract a large number of segments from teenagers to businessmen.
Nokia have undertaken a different strategy; appealing to mainly businessmen and high end-users. Their marketing reflects the demographic profile of their target customers and the position they wish to obtain
within the market. Both companies appear to be very successful in the way they undertake marketing within the UAE. 1. Introduction Nokia and Sony Ericsson are two of the worlds
leading suppliers of telecommunications equipment, best known for mobile or cellular handsets they also supply a range of supporting equipment. As global competitors they have gain a position for a
careful strategic planning supported by marketing. It may be argued that for the strategy is necessary to sell cellular telephones it is marketing which is most important, assuming that products
are those which the market demands. Without marketing consumers will not know what is available where they can buy it and why they want it. Marketing says the purpose of
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