Motorola Analysis
...part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strength (S) or weaknesses (W), and that external to the firm can be classified as opportunity (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.
The SWOT analysis provides information that is helpful in matching the firm's resources and a capability to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection.
2.1.1 Strengths
Right now, the Motorola Company sees everyone as a potential customer. Going wireless has not only become the latest and greatest fad, but very critical for business. Within the cellular market exists two broad segments, the consumer segments and business segments. Both of these groups have different expectations of the kind of service and value they expect from their cellular providers.
Consumer Segment
The first segment, the consumer segment, consists of what I will call the "recreational" users. The consumer segment counts for less than 30 percent of the total cellular market. These customers do not depend on their cell phones for business purposes. They are typically teenagers, college students, car phones, and members of families who are often on the go and need to be able to get in touch with family and friends on occasion. Their air time usage is usually lower than the members of the business segment.
The typical user is focused on certain aspects of their cellular providers: "How much does it cost? Do I really need these great new wonderful things that technology is offering? How often must I replace or recharge the batteries? Can I use this only in my town?" Most technology-related studies indicate that consumers have relatively little interest in anything other than if the product works...
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