Consumer Relationship Marketing - Case Study Example

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In highly competitive market situations, as is now the case in most business sectors, strong brands cannot be built if they are not supported by excellent services. Indeed, the market entry requirements of most sectors in terms of quality have witnessed upward adjustments in recent times…
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Consumer Relationship Marketing
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Download file to see previous pages Companies or brands that focus on such areas can gain competitive advantage.
Motorola's strategy, as outlined below, is to deliver a safe customer relationship service, which speaks to the customer's desire for clarity of vision. Motorola places strong emphasis on their ability to provide consistent security in information systems, and also matches the third requirement by maintaining a strong research and development program between all segments. With this approach customers are adequately informed of what the brand is seeking to achieve and benefits that shall accrue to them if they are successfully accomplished.
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. Widely distributed sales and system integration teams previously collaborated by improvised phone, e-mail, and paper processes. Motorola consists of three businesses: Connected Home Solutions, Networks & Enterprise, and Mobile Devices. Connected Home Solutions provides a scalable, integrated end-to-end system for the delivery of broadband services that keeps consumers informed, entertained and connected. 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).
Strategic Focus
Motorola's Web-site states that:
"We're scientists. We're artists. Most of all, we are a global communications leader, powered by, and driving, seamless mobility. Motorola is revolutionizing broadband, embedded systems and wireless networks - bringing cutting-edge technologies into your everyday life, with style" (Motorola 2006).
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). ...Download file to see next pagesRead More
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