Developing a marketing strategy for launching Intel-based mobile broadband dongles for the Russian market
Kasatkin, Dmitry (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120418260
https://urn.fi/URN:NBN:fi:amk-2012120418260
Tiivistelmä
The purpose of the study is to suggest a potential marketing strategy for launching Intel-based mobile broadband dongles for the Russian market. One objective is to identify what should be overall marketing strategy and another objective is to estimate potential demand for the Intel-based mobile broadband dongles.
The conceptual framework is based on literature and articles about marketing strategies and consumer behavior. Concepts such as Marketing Mix (4Ps), Brand Image, Perceived Product Quality, Perceived Value, Concern for Price, Concern for Quality and Purchase Intention form the basis of the conceptual model. Leading concept is the purchase intention. Other concepts are the factors influencing the purchase intention. Marketing mix variables are adjusted to achieve the highest purchase intention.
Research design is descriptive and quantitative research methods were applied. Primary data were collected using online questionnaire survey and secondary data were extracted from internal secondary sources, such as market reports. Quantitative data analysis was conducted using IBM SPSS software and Microsoft Excel.
The results confirm that Intel brand image, perceived product quality, and a useful set of features positively influence overall purchase intention. But findings showed that the price, 2500 rubles for the Intel-based MBB dongles, was set too high. The results indicated that possible market share for the Intel-based mobile broadband dongles could be up to 16%. The results also suggested how to adjust the marketing mix to appeal to the group of consumers having high purchase intention.
In conclusion, research questions were answered, marketing mix recommendations were developed and potential demand was estimated. It shows a potential for the Intel-based mobile broadband dongles. Also research process findings were presented. Using social network for collecting the data can be recommended.
The conceptual framework is based on literature and articles about marketing strategies and consumer behavior. Concepts such as Marketing Mix (4Ps), Brand Image, Perceived Product Quality, Perceived Value, Concern for Price, Concern for Quality and Purchase Intention form the basis of the conceptual model. Leading concept is the purchase intention. Other concepts are the factors influencing the purchase intention. Marketing mix variables are adjusted to achieve the highest purchase intention.
Research design is descriptive and quantitative research methods were applied. Primary data were collected using online questionnaire survey and secondary data were extracted from internal secondary sources, such as market reports. Quantitative data analysis was conducted using IBM SPSS software and Microsoft Excel.
The results confirm that Intel brand image, perceived product quality, and a useful set of features positively influence overall purchase intention. But findings showed that the price, 2500 rubles for the Intel-based MBB dongles, was set too high. The results indicated that possible market share for the Intel-based mobile broadband dongles could be up to 16%. The results also suggested how to adjust the marketing mix to appeal to the group of consumers having high purchase intention.
In conclusion, research questions were answered, marketing mix recommendations were developed and potential demand was estimated. It shows a potential for the Intel-based mobile broadband dongles. Also research process findings were presented. Using social network for collecting the data can be recommended.