Week 2 Individual Project

In further consideration of the global market, MM Inc is evaluating the target group of
youths between 13 and 35 years from families with an annual income of at least $25,000 per
annum as the potential target to offer their product. An ideal target market should offer solutions
for the organization’s problems. The main problem that the organization faces is increasing sales.
An initial market evaluation shows several characteristics that support focusing on that target
group. For example, the target group is the heaviest users of mobile devices. Another
characteristic that supports MM Inc’s marketing activities is that they are primarily on social
media. The target group represents the highest usage of social media (Literati & Brough, 2019).
MM Inc also believes that by focusing on this target group, MM Inc, can have better engagement
on social media platforms, which can be instrumental in designing marketing strategies.
MM Inc decided to focus on the global market instead of just the local market. MM Inc
will therefore focus on the American geographical market and the boundaryless online market.
MM Inc would like to concentrate on making its products available to all United States of
America states. Due to the online activity of the target population, MM Inc is optimistic that it
can benefit from e-commerce by focusing on the target market (Tri & Loc, 2020). The
psychographic characteristics of the target group further support the decision to focus on this
target group. The target group is keen on keeping an active online presence. Due to the fear of
missing out, the target population goes to considerable lengths to maintain online activity. The
target market is technologically sophisticated and keeps up to date with the latest developments
and trends in the mobile industry space.
The target group also has a high frequency of changing mobile devices. This is partly due
to the fast-changing nature of the mobile market. In a previous communication, it was noted that

the mobile market changes quickly, and a good example is the Android updates. The newer
Android versions come with new functionalities that the target group needs to adapt to. The
target group is an excellent choice because MM Inc. products can assist the group in fulfilling
their daily activities. Besides social media, the target group uses various mobile apps to fulfill
daily activities such as e-planners, emails, videoconferencing facilities, health and fitness
activities, stress reduction, entertainment, and investing (Mihailidis , 2013). Considering such a
lifestyle, mobile devices are more of a necessity than an option.
These behaviors are essential for MM Inc because they directly affect the successful
implementation of MM Inc’s marketing strategies. The target group is readily available through
strategic marketing activities, and product offerings can be successfully implemented through e-
commerce. However, MM Inc has to achieve its marketing objectives in the United States first
before going on a full offensive in the global space.
MM Inc will have to be intentional with its focus on this demographic group because
there is high competition for market share in the mobile industry. All competitors seem to target
this group. With the right strategies, MM Inc can achieve success similar to what has been
achieved by Chinese mobile manufacturers on a global scale, such as Huawei, Xiaomi, Oppo,
and Vivo (Brandt & Thun 2011). These companies are evidence that there is a market for
everyone with the right strategies and motivation.

References

Brandt, L., & Thun, E. (2011). Going mobile in China: shifting value chains and upgrading in the
mobile telecom sector. International Journal of Technological Learning, Innovation and
Development, 4(1/2/3), 148. https://doi.org/10.1504/ijtlid.2011.041903
Literat, I., & Brough, M. (2019). From Ethical to Equitable Social Media Technologies:
Amplifying Underrepresented Youth Voices in Digital Technology Design. Journal of
Media Ethics, 34(3), 132–145. https://doi.org/10.1080/23736992.2019.1638259
Mihailidis, P. (2013). A tethered generation: Exploring the role of mobile phones in the daily life
of young people. Mobile Media & Communication, 2(1), 58–72.
https://doi.org/10.1177/2050157913505558
Tri, L. D. M., & Loc, V. B. (2020). Factors influencing the trust of young customers while using
e-commerce websites. HCMCOUJS – ECONOMICS AND BUSINESS
ADMINISTRATION, 3(1). https://doi.org/10.46223/hcmcoujs.econ.en.3.1.105.2013