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Marketing case study: Phonebloks

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  1. History and purpose of the company
  2. Market analysis
  3. Market segmentation and definition of target market
  4. Marketing strategy
  5. Tactics: how to approach consumers in all the steps of the decision journey


Functional Acceptability :
- "create your own" device concept: choose your attributes, capabilities and functionality.
- production handled by Motorola: knowledge and capacities to create reliable and high quality products.

Psychological Acceptability
- Google is one of the most successful company: a very good image and seen as attractive, innovative and user friendly by offering high quality technologies accessible to everyone.
- Motorola went bankrupt in 2011 but the company is still strongly respected as the creator of the first mobile phone, of the protocols and the technologies that we still use today.

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