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Place, Promotion and Price Strategies. ZTE Computer Tablet Market Entry in the US - Research Paper Example

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Every product goes through a life cycle. It starts from the product’s launch into the market and until it is withdrawn from it. Marketers need to constantly determine the performance of the product—which is generally depicted by sales. …
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Place, Promotion and Price Strategies. ZTE Computer Tablet Market Entry in the US
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"Place, Promotion and Price Strategies. ZTE Computer Tablet Market Entry in the US"

Download file to see previous pages This makes the product life cycle management a very important function of the business.
The ZTE Corporation is a global company; they are providers of telecommunication equipment and networking solutions. The company was founded in 1985 and has come a long way to become China’s largest listed telecom equipment provider (ZTE official website). ZTE has a very comprehensive product portfolio that provides “end-to-end” solutions. They aim at providing high quality innovative products that are also affordable. They have operations in more than 140 countries globally.
The tablet market is a fast growing one; some even predict that soon tablets will take over the PC market too. But that day is not very close for the general masses because tablets are expensive and the greater the offering, the higher the cost. ZTE has a devised a very successful approach towards tapping this market. They aim to product economically feasible tablets and make them accessible and available in everyone’s reach. The company started off with the ZTE Pro Light and Light and now aims to offer the ZTE Light Plus.
Market Introduction Stage for ZTE ZTE Corp, China’s second-largest manufacturer of cell phone and related equipment is expected to launch their tablet in the United States the following year (Kharif, 2011). Presently the key players in the tablet market are Apple Inc. and Amazon. They intend to sell the tablet through the US phone company Lixin Cheng. ZTE has an already established image in producing low-cost devices. The market segmentation of the tablet PC is very complex because everyday someone discovers a new and innovative way to use the tablet PC. The introduction phase of the product primary involves it launch into the market, the aim at this stage is to ensure that the marketing is most impactful. ZTE believes that by 2015, it the tablet users will grow from the present users of 26 million to 82.1 million markets (Market Watch, 2011). The US market is expected to be the biggest market for tablets and smart phones, and they expect to sweep the market with their affordable prices. Product Strategies This is currently challenged by Amazon’s Kindle Fire whose recent performance in the market is predicted to dethrone Ipad’s leading position in the market. “According to leaked screenshots by an Amazon source of its internal inventory management system Alaska, and published by the Cult of Android, the Kindle Fire is on its way to outselling even the Apple iPad” (Barbara, 2011). This can also come as good news to ZTE, to depicts that the market is rip for affordable tablets. However, for proper execution at this stage, they need to conduct market research. They need to understand the customer requirements of product features, design, servicing and pricing. According to Liu the backside of the tablet supports the Google logo depicting that the product supports Wifi and ...Download file to see next pagesRead More
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