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Marketing Mix - Cellphones

Determine the marketing mix specific to your selected global product/service (Cellphones). Explain your choice of marketing mix. Prepare a marketing plan that addresses product modification, pricing, promotional programs, distribution channels, and e-business in Cuba. Include market indicators and trends for your product or service.

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The product chosen for exporting to Cuba will be Cellphone. Recently, Cuban government lifted ban on use of cellphones by general public. Until now, only Cubans who work for foreign companies or have top government positions have been able to get legal contracts to use cell phones. A growing number of Cubans have managed to get around this by using other people's contracts or phones left behind by visiting friends or relatives from other countries, and the government hasn't stopped them. Now Cuba says it will legalize cell phone use and make it much more accessible for average Cubans.

Although Cuba is a very poor country with very low personal income, the market for cellphones is targeted towards Cubans who get hard currency from relatives or friends living abroad, or who earn much more than most workers, either through legally licensed small businesses or black market enterprises.

Raul Castro said when he became president last month that he would quickly lift some prohibitions to create new government income. Some also believe that allowing Cubans to have modern gadgets such as cellular phones, personal computers and microwave ovens may dissuade them from demanding deeper changes in the state-controlled economy.

Currently in Cuba, there are more than 300,000 cellphone users, of ...

Solution Summary

Determine the marketing mix specific to your selected global product/service (Cellphones). Explain your choice of marketing mix. Prepare a marketing plan that addresses product modification, pricing, promotional programs, distribution channels, and e-business in Cuba. Include market indicators and trends for your product or service.

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