Case Study: A Call for Progress

Synopsis:

"A Call for Progress" describes the need and importance of telecommunication in today's world. It helps many people in exploring different opportunities. Unfortunately, this industry is in the hands of state-run monopolies who are inefficient in this sector with a staff which is poorly motivated. However, the introduction of cell phone has enabled the consumers to avoid the bane of landline service.

As there has been an increase in the means to communicate, the economic growth has boosted due to a number of reasons such as lowering prices, reducing waste etc. The case provides a couple of examples of the Indian farmers and fisherman about how cell phone has changed their way of pricing and
The product must be produced according to the customer's demands in the emerging markets. The design and characteristics should be formed according to the trend in those markets. That is why there must be marketing directors present in those countries who can help tailor the products in those markets in order to fulfill their demands. The degree of standardization depends on the markets because through standardization, the cell phone industry can achieve economies of scale but by doing so, they do not have the customer's satisfaction because the customers might have different demands. Phone companies thought that customers wanted plain simple phone but, for example, in China the consumers want the latest phones with the latest features installed on it.

The pricing policy for emerging markets is different than for the developed countries because in some countries such as Latin America, average people spend less money on cell phones. By looking at that, the cell service providers used different methods to attract the customers such as production of SIM cards at a low price and transferring of credit and minutes amongst relatives or friends, etc. These allowed the customers to communicate with each other and helped them in the usage of the cell phones.

The distribution is a challenge for the cell companies in emerging markets. The companies must look at the cultural difference and the language