In 2016, a Canadian line of high-end mobile phones, the creator and sole owner of Mobiado, was assessing the marketing strategy of his company's. Enthusiastic about his role as designer of one of the most unique and distinctive product lines in the class and proud of what he'd attained, he reflected on how he might have to correct his company's strategies to remain competitive and to suit current trends.
Could the Mobiado product line continue to succeed by offering exclusive precision-engineered cellular tools without the latest smartphone characteristics? Would the new breed of high-end consumers continue to value form over function? Ken Kwong-Kay Wong is affiliated with University of Toronto.
PUBLICATION DATE: June 09, 2016 PRODUCT #: W16342-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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