Telecommunication is a significant facet in the modern day world which has been essential imperative in assisting individuals on exploring varied opportunities. One of the damaging realities that has plagued this industry is the leadership of monopolistic entities run by varied states that has contributed to the inefficiencies experienced and low levels of motivation by the workforce (Agha Kasiri & Mansori, 2016) . However, it is important to note that the introduction of cell phones has allowed for clientele to avoid the landline service which has significantly boosted the communication industry. This positive aspect has also been observed in global economies due to increase rates of communication aided by the use of cell phones. Additionally, lowered prices and waste reduction have contributed to the global economy affecting sectors such as agriculture, politics; energy amongst other is a positive manner (Bar-Gill & Stone, 2012) . With the increasing benefits availed by cell phone utilization, manufacturers of these products have sort opportunities efficient in facilitating optimal production and increasing clientele base via cheaper offers and employment of varied techniques (Awan, 2014) . To fully understand the intricacies of these activities, it is important to develop compression on the internal facets that affect the cell phone industry to functionally achieve the stated objectives.
Discussion and Case Study Answers
In marketing a product, distribution, product policy, pricing and promotion play critical roles. The actual product in this case is the cell service providers and cell phones. Regarding product policy, markets within developed countries often demand phones inculcated with high technologies which are important in completing tasks that go beyond communication (Debbichi & Khalifa,2013) . For instance, internet access requires cell phones that have great memory features, touch options and bigger screens to allow for easier browsing and increased speeds. Thus, in terms of product policy, such specifications should be taken into account to allow effective standardization and customization of the products in order to meet the desired quality and preferences by the clientele (Haverila, Rod, & Ashill, 2013) . The same applies to service providers. They are tasked with the responsibility of taking into account such specifications in order to customize or standardize tariff plans which meet the customer’s requirements in fulfilling their intended objectives through the use of their cell phones. When addressing the developed market. It is important to consider the market segmentation for cell phones are it involves the identification of market groups within themselves (Liu, 2012) . The company should try to undertake activities important in effectively carrying out this identification process in order to meet the needs of the involved segments.
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In the emerging markets, all the component of the marketing mix plays a significant role. The product is designed to meet the requirements of the localised markets. In terms of prices, they are set at low standards due to the lower per capita revenue generated from the distribution channels as well as the markets (Vaughan-Nichols, 2003) . This element is inclusive of the added utility time and purchase for customizations within the market. Regarding promotion strategies, they case study fails to address though it is presumptively valid to note that they would require modification. The opportunities available in customisation and standardization within the cell phone market includes promotion of efficiencies within development and research, reduction in marketing costs as well as introduction of scale economies within the production sector of the product (Vaughan-Nichols, 2003) . On customization, it would serve in addressing the differences observed in customer behaviour as well as reflecting the varied conditions present in the utilization of the manufactured product. In addition, it would also look into promoting initiatives within the local market that would significantly increase sales of the current cell phone products in the market.
Legal forces are effective in ensuring that cell phone business industry does not undertake in risks that would affect them negatively. Such risks might be involved in taxation, licensing requirements, price and wage control, product liability, currency exchange controls and labour laws (Liu, 2012) . Culture also plays a fundamental role in ensuring that international business executives are within the cultural boundaries in terms of operating in cultures which are different from theirs. Therefore, through culture, international markets are able to acknowledge the need to implements different marketing mixes to match the needs of the varied markets present. Based on this evaluation, it is evident that a changing approach should be employed in dealing with unique values and attitudes observed in different cultures.
Conclusion
In the modern day setting, cell phones are considered as a necessity. This has prompted cell phone manufacturers to manufacture phones with varying specifications to meet the increasing demands and need of the clientele. The same pressure has also been faced by service providers who have developed different plans that customers can select depending on their needs in terms of communication (Liu, 2012) . Based on the improvement observed since 1994, the cell phone industry is making remarkable changes in the communication sector particularly in focusing on the internal factors as outlined. It has gained significant success over the year which justifies the predictions deduced by analysts that pinpoint to the continued progression that will be further aided by technological advancements.
References
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Bar-Gill, O. & Stone, R. (2012). Pricing Misperceptions: Explaining Pricing Structure in the Cell Phone Service Market. Journal Of Empirical Legal Studies , 9 (3), 430-456. http://dx.doi.org/10.1111/j.1740-1461.2012.01258.x
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