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Concept - Market Penetration: A market‐penetration strategy seeks to increase market share for present products or services in present markets through greater marketing efforts. This strategy is widely used alone and in combination with other strategies. Market penetration includes increasing the number of salespersons, increasing advertising expenditures, offering extensive sales promotion items, or increasing publicity efforts. CASE: Infinix is a Hong Kong based smartphone manufacturer and a subsidiary of the Transsion Group. It has been entered in Pakistani market since September 2015, and launched two devices in Pakistan: the Infinix Hotnote and its flagship device, the Infinix Zero2. Both are mid‐range smartphones priced at PKR 12,900 and PKR 18,900 respectively which specifically targeted to the needs of teenagers and young professionals. Though it is established in 2013, Infinix has already established itself as a leading player in the smartphone/tablets market. Infinix has R&D centers in France and Korea and has manufacturing centers in China along with local subsidiaries in 60 countries worldwide. Infinix devices are available in Cameroon, Egypt, Ghana, Indonesia, the Ivory Coast, Kenya, Morocco, Nigeria, Saudi Arabia, Thailand, the UAE and now in Pakistan. Andy Yan, Group VP of Transsion Group and co‐founder, Infinix Mobility, believes that Pakistan is a strategically important market because of its young population and their increasing appetite for smartphones. The company’s vision is to provide high‐end devices at affordable prices and does this by using a unique ‘factory to consumer model’ which eliminates the use of distributors (thereby reducing channel costs substantially) and takes the smartphone directly from the factory to the consumer. To put this unique business model into action in Pakistan, Infinix partnered with as its sole retail partner and Yan believes that this “strategic partnership ensures that we get direct feedback from our customers and improve our upcoming products in Pakistan.” For context, Infinix has similar partnerships in the UAE where it has partnered with ecommerce retailer Souq and in Kenya where retail is handled by telecom provider, Safaricom.   In terms of how Infinix will deal with after sales complaints and services without a physical outlet or presence, Yan says the warranty can be claimed through Published in:‐brings‐a‐new‐mobile‐business‐model Question: Despite of the affordable pricing and easy accessibility, the biggest challenge for Infinix is to establish a brand image in Pakistan’s cutthroat mobile handset market. You are required to suggest Infinix the suitable option (any five) to grab the brand image by following the principles of market penetration strategy.  

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Market Penetration is a business growth strategy in which a company executes initiatives to expand the customer base for its products and services within a certain market space. Market penetration can be both a measurement, and a projection of how successful newcomer businesses have been, or will be, against the established competition.

Infinix Owner knowing batter about the mobile market in Pakistan after when a complete market penetration then he will launch to hand set but he look forward to the middle level community in Pakistan

Infinix Mobile model Brand startups and early-stage businesses, market penetration are the first step toward business growth. Successful market penetration requires careful assessment. And perhaps the most import factor to assess is whether or not the time is right in the lifespan of the organization to attempt market penetration. Insight into that question can be gained by considering a set of related questions.

Choosing a market penetration strategy

  • Increase present customers’ rate of use, you achieve this goal by

v      Increasing the size of purchase

v      Maximizing the rate of product obsolescence

v      Finding new uses for your product

v      Advertising other uses

  • Attracting your competitors’ customers: Infinix customers away from your competitors by establishing differentiation between yourself and them, increasing advertising efforts, or cutting your prices. When Infinix launch the new model of Tablet and Mobile in the open world market. In 2015 Infinix launch the new brands in the Pakistan. 
  • Attract nonusers to buy your products: This process can be done by offering trial uses of your products, adjusting the price up or down, and promoting other uses to attract these customers

·        Expanding Geographically

When you’re thinking about expanding, first think about where you want to cultivate new business. You have options: other regions, nationally, or internationally.  Geographical expansion works well for a company that wants to expand its service territory because it needs a physical location to serve its customers.  Many of the big boys of business, including McDonalds, Wal-Mart, and Home Depot, have exported their operations to other countries. On a smaller scale, many microbreweries have opened up new locations in various metro areas and airports in the United States as a way to expand their geographical reach:

Entering foreign markets on the large scale is a serious commitment that requires significant resource investment to ensure success. Decisions of that magnitude have a lasting impact of the overall profitability of a brand, across all markets, and the cannot be easily reversed.

  • Offering incentives for increased use

Mobile apps have moved beyond the stage of fads that are nice to have. Mobile app stores are global. A business app should be as well. Consider this: The number of mobile app Download by all Mobile company Like Infinix on Google Play Store.

·        Software Localization

Infinix Mobile Company comes as no surprise that software companies consider translating their product into many languages. It is surprising how many software company marketing departments underestimate the colloquial differences between countries.

  • Targeting the competition’s customer base — Competing agencies in any form are defined by their similarities, the most important of which is customer demographics. But market research may reveal subtle demographic subcategories that can be leveraged by using advertising and marketing resources to establish a distinction between one business organization and another. Here are a few ideas for that:
  • Appearance — if your company makes a physical product you can tailor product designs to establish aesthetic distinctions that will appeal to the sensibilities of the new market segment.
  • Philosophy — Brand messaging can use rhetorical devices to appeal to subtle philosophical traits that will appeal to the beliefs of the target market segment.
  • Customer Experience — the customer service model can be tailored to reflect both a commitment to aesthetic and philosophical distinctions that engender a sense of exclusivity in potential customers.
  • Limit Customer Risk — Design ways to onboard and service new customers in ways that are easy and convenient for them. Also offer an easy exit strategy, like a money-back guarantee
  • Expertise — If the business deals in any type of technical field, brand messaging can establish technical superiority that makes choosing one brand over another a smart decision.

Using the Infinix brand messaging to establish distinctions between one company and another is a tried and true market development tactic.

·        International Market Penetration Strategies

Entry into foreign markets begins with a list of decisions leading to a conclusion on cost–benefit. Some of those decisions include which markets to enter and when to enter them, at what scale, and in which manner, etc. The question of which market to enter will be determined by the long-run profit potential, which has several key factors. Some of those are the size of the target demographic, individual purchasing power, projections for job outlook, political and economic stability, and economic growth projections in the region.


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