Date: 2008‐05‐26
Program: International Marketing Course: Master Thesis
Authors: Qian Chen & Lanjunzi Chen
Title: What is wrong with Motorola?
Problem: What are the shortcomings of its mobile phones of Motorola from
consumers’ perspectives in Chinese market?
Purpose: This study aims to find out different factors of Motorola’s mobile phone
which may hamper consumers’ interest and possibility of purchasing when Motorola
experience the declining sales of mobile phone in Chinese market.
Method: The researchers apply marketing mix to investigate the shortcoming of
Motorola’s handset to achieve the research purpose. The researchers choose
questionnaires and interviews to collect information from consumers in order to
gather information for this research.
Target Group: This paper might be useful for Motorola Company to find their
problems and some companies also produce cellphone avoid coming out similar
problems.
Conclusions: Based on our research Motorola’s handsets certainly have many
shortcomings in marketing mix that is product, price, place and promotion from
consumers’ point view
Recommendations: There are a lot of aspects for Motorola to improve from product,
price, place and promotion in the long run in order to recover its reputation in
consumers’ mind.
Key Words: Motorola handset, consumers’ point of view, shortcomings, China,
product, price, place, promotion
Akademin för hållbar samhälls- och teknikutveckling , 2008. , p. 88