Marketing strategies adopted by Romanian smartphones producers. Case study Visual Fan

• Author: Boscor D.
• Pages: 31-38

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Marketing strategies adopted by Romanian

smartphones producers.

Case study: Visual Fan.

Dana BOŞCOR1

Abstract: The competition between smartphone producers at world level is increasing. The

global players are threatened by smaller local producers from different foreign markets like

China, India, Indonesia, Philippines and even Romania. An important element taken into

account for the purchase of smartphones is the reputation of producers for quality and

reliability. Firms compete on quality, price and marketing. The present article presents the

results of a research based on a focus group consisting of 16 Romanian students regarding

their opinions on the quality of smartphones sold by the Romanian producer Visual Fan,

with the brand Allview. The results of the study highlight that the company should continue

to innovate and personalize its smartphones and should continue to compete with different

products in all market segments.

Key-words: niche strategy, personalization, partnerships

1. Introduction

In order to create a market advantage the firm can bring superior technology, quality

or brand strength. Speeding up innovation time is essential in an age of shortening

product life cycles (Kotler and Keller, 2012, p.312). Most products can be offered

with different features and the companies should consider how many people want

each feature, the time required to introduce them, the costs and the possibility of

competitors to copy it. A higher quality for less money is the recipe for success.

Regarding services offered to customers, the main differentiators are: ordering ease,

delivery, installation, customer training, customer consulting and maintenance and

repair (Kotler and Keller, 2012, p.330).

The perceived value pricing allows the company to offer more unique value

than the competitor and they attract customers with high-quality products with low

prices. Other pricing techniques used are: special event pricing, special customer

pricing, low-interest financing, longer payment terms, warranties and service

contracts (Kotler and Keller, 2012, p.405).

1 Transilvania University of Braşov, dana.boscor@unitbv.ro