Global Android Smartphone Market: Strategy Recommendations
Nikolai Sedov · Theseus (Ammattikorkeakoulujen) · 2020
The purpose of the research is to provide recommendations on business strategies for participants of the global Android smartphone market. The recommendations were developed through a descriptive and exploratory research of various related topics – first, the market was overviewed in general, then, products, pricing and general strategies of the case companies were analysed. The main theoretical concepts used were David Aaker’s market analysis dimensions, Wiley Encyclopaedia of Management’s market competition spectrum, part of the 4P “Marketing Mix”, Joel Dean’s “Pricing Policies for New Products” and Porter’s Generic Strategies. The information was obtained from secondary sources. The conclusion chapter presents an overview of the market, products, pricing, and strategies of the case market leader companies. From there, some general recommendations for other market participants and potential new entrants are provided.