MARKETING METRICS USED IN MOTOROLA COMPANY

“ Intelligence Everywhere “

WHAT IS METRIC ?

A Metric is a measuring system that quantifies a trend , dynamics or characteristics .

In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events

WHY DO WE NEED METRICS ?

“When you can measure what you are speaking about, and express it in numbers, you know something about it; but when you cannot measure it, when you cannot express it in numbers, your knowledge is of a meager and unsatisfactory kind:

HISTORY Motorola Inc. was an American multinational telecommunication company based in Schaumburg, Illinois.

Motorola Inc. was founded on 25 Sep , 1928

After losing 4.3 billion from 2007 to 2009 , the company is divided into two independent public companies :

- Motorola mobility

- Motorola solutionsTotal employees 60000 (2011)

Source : http://en.wikipedia.org/wiki/Motorola

CEO OF MOTOROLA MOBILITY

MAJOR PLAYERS

NOKIA SAMSUNGAPPLEBLACKBERRYHTC

YEAR ON YEAR GROWTH

= 13064 – 11460

------------------------------------------- = 13.996 11460 Source : http://www.statista.com/statistics/199196/global-net-revenue-of-motorola-mobility-since-2010-by-quarter/

CANNIBALIZATION

CANNIBALIZATION RATE

250000 = ------------------ = 0.5 % 500000

FAIR SHARE DRAW

FIRM Sales ShareMotorola 500,000 50Nokia 300,000 30Samsung 200,000 20 Total 1,000,000 100

FIRM Sales ShareMotorola 400,000 36.36Nokia 240,000 21.82Samsung 160,000 14.55New entrant 300,000 27.27Total 1,000,000 100

PRICING STRATEGY

1

18000 – 14000 = --------------------- = 28.57 % 14000

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