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Economy Analysis
The U.S. economic performance gets greatly influenced by mobile technology. Mobile influence is an economic engine across the U.S. business and marketing landscape. The U.S. generated $139 billion from the mobile marketing ecosystem, an incremental output in 2012, a significant surge from $48 billion in net sales reported in 2010.
Over the next few years, the economy can be projected to grow by 52%, which represents a $400 billion growth. The measured total United State sales in 2012 were $33 trillion. This was measured through consumer and business sales. Mobile is an economic stimulator that according to research by Mobile Marketing Association. The U.S. customers are optimistic people.
People are able to control both content and context of brand experience through inventiveness in the marketing process. As mobile is a money-making engine, T-Mobile will continue to fuel nationwide growth, and vibrant customer growth in their target market.
This is because T-Mobile can move closer to consumers as there is value added by their mobile. T-Mobile offers a high potential of innovation and growth, thus impacting on the growth and strength of the united state economy.
Regulatory Analysis
The government came up with a law that prohibits cell phone users from unlocking their devices so that they can be used with another carrier. The law is applicable to all new purchased mobiles. Users are not allowed to unlock their cellular phone when they travel to different destinations.
The new law forbids one from using new tools or codes to unlock phones without authorization from T-Mobile. Through the said law T-Mobile, it not auger well with the mobile manufacturer as the law will reduce consumer choice and reduce the resale of T-Mobile devices that consumers have paid for in full.
Social Analysis
Even with the expanded political divisions over the last quarter century, gaps remained relatively unchanged. Since 1987, values such as gender, average, race, age, income, education and religious differences remained stable. The above demographics characteristics have not shown substantial change over time.
Differences between college graduates, non-college graduate, blacks, white, young, older people, high, low-income people are more substantial. Although they exist, the divisions get dwarfed by partisan differences.
With the changing demographics and values T-Mobile can still penetrate the market through targeting the various divisions. This is though creating products that are acceptable across all the demographic e.g. creating advertisement and promotions for targeted groups. The U.S. market is still vibrant and responsive for T-Mobile products.
Technology Analysis
Technology is changing so fast, and in many directions that it becomes challenging, to pay attention. Technology continues to spur economic growth and, in some cases bringing disruptive change. The emerging technologies can offer immense opportunities for T-Mobile if seized with the right innovations.
Economically disruptive technologies e.g. internet, semiconductor microchip, or steam power transform the way we work and live and also provided an opening for new players to join the market. T-Mobile should invest in education and infrastructure, and figure how disruptive economic changes affect comparative advantage.
Technology can still have a profound impact on T-Mobile products. T-Mobile agree that significant challenges lie ahead, but their lies optimism about the potential of emerging technologies to provide widespread benefits and raise productivity across the targeted market.
Competitor Analysis
T-Mobile main competitor is the Apple. Apple is the manufacturer of smart phones, which account to 56% of U.S. market. Apple alone takes a share of 25% of all the smart phones in U.S. making it the leader of all other devices among smart phone owners. Apple’s iPhones are too far away to threaten the T-Mobile projected customer base.
Apple’s Strength
- They target people of high income range.
- High-end technological advancement.
- Excellent product image.
- Patented technology.
Apple’s Weaknesses
- Very narrow target market.
- Very narrow product line.
T-Mobile embarked on a progressive marketing campaign in hip commercials and also appeared in various television commercials. This is in comparison to Apple’s marketing campaigns through the media and online marketing. Apple has made its presence felt in social media as a crucial tool in its marketing strategy.
SWOT Analysis
A SWOT (Potential internal strength, Potential weaknesses, Potential external opportunities, and Potential external threats) for T-Mobile provides useful information for the business. It will be a useful tool for T-Mobile marketing strategy.
T-Mobile Potential internal strength
- T-Mobile Brand/product is the market leader.
- T-Mobile has excellent brand/product image.
- T-Mobile has a distinctive competence, e.g. customer service;
- Its outstanding product quality;
- The patented technology.
- Staff dedication.
T-Mobile Potential Weaknesses
- T-Mobile has a very narrow product line.
- T-Mobile has limited distribution.
- T-Mobile has out-of-date products.
- T-Mobile has a weak brand/product image.
- Lack of strategic direction.
- T-Mobile poor marketing skills.
- Lack of track record in business.
T-Mobile Potential external opportunities
- Rapid market growth.
- The competitors are complacent.
- Its new technology.
- Changing customer needs/tastes.
- New uses discovered for product.
- Its demographic shifts.
- Deregulation.
T-Mobile Potential External Threats
- Entry of foreign competitors.
- Introduction of new substitutes.
- Product life-cycle on decline.
- The changing customer needs/tastes.
- Demographic shifts.
- Possible government regulation.
- The competitors are adopting new strategies.
- The emerging technology.
- The U.S. economic recession.
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