Federal State Educational Institution

Of Higher Education

«Saint-Petersburg State University of Economics»

Department of International Management

Coursework

On discipline

«International Management»

Marketing research of international smartphones market

Performed by:

Student of group № 2/5502

3^rd year

Bushkovskey Philipp

Leader:

Ph.D. in Economics

Decent Grishchenko T.Y.

Saint-Petersburg

2013

Сontent

1. General characteristics and structure of the international market of smartphones 2

1.1. Smartphone definition. 3

1.2. Main smartphones producers and main operating systems. 6

1.3. Features of demand and specifics of the offer in the international market of smartphones. 14

2. Assessment of an environment of the concrete international market 15

2.1. Market scale 15

2.2. Price level. 17

2.3. Dynamics of the market and competitive situation. 18

3. Segmentation of the concrete international market 23

4. Analysis of marketing strategy of the companies 26

4.1. Marketing strategy of Apple. 27

4.2. Marketing strategy of Samsung 28

4.3. Marketing strategy of Huawei. 29

5. Tendencies of development of the concrete international market 30

Conclusion 35

Attachment 39

References 50

1. General characteristics and structure of the international market of smartphones

To conduct market research of the international market of smartphones and to speak about various aspects of the international market of this branch, for a start it is necessary to answer the simplest questions: what is the smartphone, and than it differs from ordinary phone and a communicator. Also it is necessary to allocate the main producers of smartphones, and the main operating systems. It is necessary to define features of demand and specifics of the offer in the international market of smartphones.

1.1. Smartphone definition.

So what is smartphone and what are differences are between smartphone communicator and telepnone? The smartphone — the mobile phone added with functionality of the pocket personal computer.

Communicator — the pocket personal computer added with functionality of the mobile phone.

Though in mobile phones practically always there were additional functions (the calculator, a calendar), were issued over time more and more intellectual models, for underlining of the increased functionality and computing power of such models entered the term "smartphone". During an era of growth of PDA popularity, there were appeared more and more PDA with functions of the mobile, such devices were called communicators. Now division into smartphones and communicators is not actually.

Smartphones differ from ordinary mobile phones existence of rather developed operating system open for development of the software by third-party developers (the operating system of ordinary mobile phones is closed for third-party developers). Installation of additional appendices allows to improve considerably functionality of smartphones in comparison with ordinary mobile phones.

Existence of a full-function operating system does smartphones and communicators more attractive in the opinion of the majority of users. Modern phones (models of average price category above) perfectly cope with many tasks which are beyond the telephone: work with e-mail, viewing of text documents and spreadsheets, work with the scheduler of tasks and many others. Expansion of functionality of phones possibly at the expense of J2ME-programs which are supported practically by all mobile phones, smartphones and communicators. The screen of a number of mobile phones is not inferior to the majority of the smartphones, many models are equipped with the socket for a memory card.

It is important to note that the programs written specially for an operating system of the smartphone or a communicator, are the full-fledged sequences of low-level microprocessor teams compiled in a binary code. Customized applications use resources of the processor more rationally and, as a rule, "universal" J2ME-programs possess bigger functionality, than. However for the majority of users this circumstance is not the main criterion of a choice. Smartphones move ahead producers at the expense of other factors, such as the advanced multimedia functions (the better chamber, expanded possibilities of reproduction of the video files, the improved musical abilities), Wi-Fi, GPS, etc.

Now there is no accurate differentiation between smartphones and communicators as functionality of both classes of devices is approximately identical. Various experts and producers differently treat these terms. "historical approach" which consists in the following is often applied so-called: if the device conducts the family tree from a PDA — that is a communicator and if from mobile phones — that is the smartphone. Within this approach communicators usually are meant as devices with the touch screen (it can be added with the keyboard), working under control of an operating system of Apple iOS, Windows Phone, Open webOS or Android. Devices about Windows Mobile using for input of information QWERTY-is exclusive and/or the digital keyboard (analog telephone), are called as smartphones. The majority of devices under control of Symbian OS traditionally refer to smartphones (except for Nokia of series 9xxx, Nokia E90 and some other). In other cases positioning of the device depends on the producer.

Also the part of experts divides communicators and smartphones respectively existence or lack of full-size (QWERTY) of the keyboard (virtual or physical).

At the beginning of the 2000th border between smartphones and communicators it was more expressed. The first communicators actually were a PDA with the additional GSM module. They did not differ from a PDA the size (a diagonal of the screen 3,5 — 4 inches, permission 320×240), is powerful, and additional telephone functions promoted rise in price of the device and reduced time of autonomous work. Smartphones, in turn, differed from phones a little, the size of the screen and its permission were low, and functionality did not hold out to a PDA. The Nokia company, advancing the smartphones, the main emphasis placed on design, game and multimedia opportunities, etc., without focusing attention on intellectuality of devices. However eventually the products called by smartphones and communicators, approached. The sizes of communicators decreased, and telephone functions came to the forefront. The sizes of smartphones on the contrary, increased, and functionality reached the PDA level.

The next stage of development of smartphones began after successful entry into the market of the iPhone mobile phone from Apple firm. The operating system of this device positioned as the smartphone, was cut functionally down for marketing reasons. So, possibility of installation of programs of third-party producers was limited, there were restrictions regarding multitasking. Nevertheless, thanks to successful design and competent policy of advance, this device became the fashion-maker and established new standards for keyboardless devices. If in the middle of the 2000th years the sizes of the screen of the majority of communicators and smartphones made 2,4-2,8 inches with the permission 320×240 points, the screen 3-5" with the permission 480×320 (iPhone, Android), 800×480 (Android), 640×360 (S60v5, Symbian ³), 960×640 (iPhone 4/4S, Android), 1280×720 (Android) now became typical.