Cherry Mobile Strategic Marketing Essay Example

together seven Qualcomm-operated smartphones that range from P4,999 to P13,999.

Most of all, Cherry Mobile brings entertainment-on-the-go with its extensive collection of music and TV phones. Cherry Mobile’s Massive Growth and First-in-the-Scene Innovations: Although considered a rookie in the business, Cherry Mobile has revolutionized Philippine mobile technology as it brings first-in-the-market innovations such as Superion, the first Android Tablet in the country; Trident, the first triple SIM handset; Orbit, the first 3G Dual-SIM Android smartphone; and Q70 Quad, the first quadruple SIM phone.

In addition to these ground-breaking technologies, Cherry Mobile takes seasoned strides to sustain its persistent growth in this business. The company embarks on expanding into several key markets and establishing solid partnerships with local and international industry leaders. Providing the Ultimate Mobile Experience Aside from showcasing innovative and feature-packed devices, Cherry Mobile provides its consumers the ultimate mobile experience through the CHERRY ZONE suite of applications and Value-Added Services: Cherry Music, Cherry Mail, Cherry Messenger, Cherry Shop and Cherry Fun Club.

Cherry Mobile Celebrates its 2nd Year As Cherry Mobile celebrates its second year in the industry, the company affirms its commitment to break new frontiers and go beyond the usual. Partnerships are in place to complete its Cherry Zone suite of applications and Value-Added Services. Widening its distribution network will make its products available to all. Consumers can also look forward to the introduction of new phones in addition to the current Cherry Mobile collection. 2011 is also a witness to a new face who is added to the roster of Cherry Mobile endorsers.

Action star and movie personality Robin Padilla now joins fellow actors John Lloyd Cruz and Kim Chiu as the newest Cherry

Mobile Brand Ambassador. Along with these new developments, Cherry Mobile also upholds better customer care and support. It is set to actively provide customer solutions by opening more service centres nationwide. After opening its flagship Customer Solutions centre in SM North EDSA, the company will soon set-up its other service centres in key areas such as Cubao, Dagupan, Cagayan de Oro, Samar, and Zamboanga.

This is Cherry Mobile’s pledge to give its consumers only the best experience every step of the way-- from planning of purchase to after-sales support. Mission * To bring products that are comparable to high-end devices at affordable prices * To take care of our natural resources * To make the world a better place to live Core Values Caring and sharing is an integral part of who we are at Cherry Mobile. For us, business is neither only about profit nor competition. It is also about relationships.

At the core of our business is the desire and commitment to make lives a little easier, to touch people and give back to our community who have brought us to where we are now. C – Customers We aim to provide our customers with a high level of product quality and customer service by maintaining a wide range of products and excellent after-sales support. Through extensive research and development, quality management, training, and service orientation, we will be able to provide only the very best products, systems, technologies and services to our consumers.

AR – nAtural Resources We are dedicated to become better stewards of the earth and the environment. Each of us has a mission to take care of our natural resources and to

leave the world a better place. Cherry Mobile is committed to sustainable business practices that address climate change. E – Employees Our business philosophy reflects our promise to nurture the over-all well-being of our employees. We believe that their success at work and in their life is vital to the total success of the company.

At Cherry Mobile, we strive to give a work experience that lets employees pursue further development and recognize them for their dedication and contribution. We want a culture of working as a family, with the spirit of teamwork emanating from the pillars of our workplace. S – Society We are aware of the hardships and adversity faced by millions of our fellow Filipinos. “Cherry Mobile Cares” is a pledge that we make to help our society through philanthropy and charitable giving. Our outreach activities enable us to help poor communities and mobilize our employees to participate, share their talents and make a difference.

Figure I Cherry Mobile Organizational Structure Product Line up: Other Units Essentials: Music TV Lifestyle Touch Smart Social II . Strategic Marketing 1. Market – Driven Strategy Cherry mobile company started to penetrate in the market with only four units of Dual-Sim Phone with a very affordable price in 2009 and eventually overtake its rival by introducing new models of phone that are almost the same as those with high-end units of the rival brand which is quite expensive. In just a span of 2 years, Cherry mobile has made its position and established well its name in the niche.

They have already updated their phones features and design that can be compared to high-end devices of the rival brands

such as Samsung, LG, Nokia and MyPhone offer at a very affordable price. They really stick on their promise on bringing comparable high-end devices to everyone. As in “Everything to Everyone” that matches different lifestyle and age group by having innovations in their products. Cherry mobile continues to strive to be on top and will maintain their position in the market by giving people lots of Dual-Sim gadgets to choose from its now 60 units of course with a very affordable price. . Corporate, Business and Marketing Strategies Before a business can enter a market they have first identify the strategies that they will use. In developing this market strategy it involves two steps, a. selecting a target market, b. developing the best marketing mix to satisfy its target. If one company has accomplished this they can surely enter the market without problem. Cherry Mobile was one of the leading local telecommunications in our country today because they use their marketing strategy to enter the market. First strategy that they use is selecting their target market.

They provide “Everything for everyone” which means that they provide handsets that cater to different age groups and match different lifestyles. They provide handsets with DUAL SIM capabilities and other features so that customers will be more attracted in their product. The company also provides high-end devices at affordable prices and they widen its distribution network so that their products will be available to all. One of the strategies of Cherry Mobile in entering the market is expanding into several key markets and establishing solid partnerships with local and international industry personality.

Local personality such as Robin Padilla as one of

their new endorser and the previous endorser John Lloyd Cruz and Kim Chiu and its new endorsers the combination of young artist from two rival networks Tween Heart Teens of GMA & Growing-up Teens of ABS-CBN as its youngest and newest company’s face. They also establish partnership with Star Records. Internationally they make Universal Music Group International as their partner. And lastly, they open customer care and support. This is set to actively provide customer solutions by opening more service center nationwide.

They use this to communicate with their customers so that they will know the feedback of the customer. IV. Market Segment and Customer Value 1. Market and Competitive Space In this day and age, mobility is the most important feature that a gadget must possess, from mobile gaming consoles to mobile music players. And because of this, current mobile phones may support many additional services, and accessories, such as SMS for text messaging, email, packet switching for access to the Internet, gaming, bluetooth, infrared, camera with video ecorder and MMS for sending and receiving photos and video. All of these functions, in a single handheld device, what'll happen in our lives if we don't have these. When the popularity of the use of cellular phones hit the country, different brands of these from different country sprouted in the Philippines and continue to innovate and introduce new units and other portable gadgets such as iPod, mp3 and the most trending today are the tablets, and some of these are quite expensive. Since not all people can afford to buy latest cell phones due to global crisis.

Most of the consumers are becoming wise and practical in their buying decision. Not

only do they look on the style of the cell phone but also on its affordability. With this, consumers tend to look for cell phone brand and unit that would best fit them. Here enters a lot of brand of cell phone that aims to provide them with their desired mobile phones. Cherry Mobile was able to cater to the needs of these consumers. According to the concept of Kevil Lane Keller, Customer Based brand Equity pyramid which includes Resonance, Judgements, Feelings, Performance, Imagery, and Salience. t serves as a very useful map roadmap of sequential actions that need to be taken to build a brand. Here are some of reputed mobile brands that are considered to be the company rival in the market for their units and other gadgets: * * Apple * Alcatel * Blackberry * Htc * Lg * Motorola * My phone * Nokia * Palm’pantech * Samsung * Siemens * Sony Erickson * Torque * T-mobile Despite of the tight competitions of high –ends cellular phones and other gadgets in the market Cherry mobile still manage to promote their units at a lower cost so everybody can afford it.

Cherry mobile endorse their product by using popular actor like Robin Padilla. The company choose Robin as their new brand advocate because he himself reflects the characteristics of the brand that has a natural charisma that easily draws the public. He represents the average Cherry Mobile user who lives an active yet practical life style. Robin as said to be one of undoubtedly Philippine showbiz’s most dashing and talented male actors gives a good reputation to the company’s product for being their

endorser.

The company also use social networking site like facebook to promote their units because it provides users to stay connected in that way cherry mobile’s costumer is always updated in cherry mobiles new units and promos and another effective way of promoting their product is by means of using TV advertisements and giving promos and discounts during holidays and sometimes when introducing new units. The company was able to give the needs of the consumer that has the other brands have in a higher price but cherry mobile can give it to you both.

All package set the communication, entertainment and affordability that you need cherry mobile is there to cater you. 2. Strategic Market Segmentation Market is very important in the competitors because this is the way that their product will be known in the market. They give their best shot and make certain strategies that will make them enter the market. These strategies will help them so that they can compete in other company and make them prove that they are able to compete with other.

In entering the market you first have to know who will be your target market and what will be the strategy that you will use in able for them to accommodate your products. Cherry mobile is one of the leading gadget providers now a day. They enter the market with the help of their low cost mobile phones, and with the “Everything for everyone” this provides mobile phone that is suitable for different ages. It captivated the market and rocked its competitors - the telecommunications bigwigs. They also do its promise of bringing products that are comparable to high-end

devices at affordable prices; the company ontinuously expands its product range--from feature phones to smartphones. With the use of certain strategies like this they are able to enter the market and captivate the attention of the consumers specially those that can’t afford expensive mobile phones. The company makes sure that every consumer is happy in their phones for its features and sometimes it’s quality because not all mobile phone has its good qualities. Surely many can afford but they should make sure that this has good quality. III. Designing Market – Driven Strategies 1.

Market Targeting and Strategic Positioning Most Filipinos are brand-conscious especially when it comes to mobile phones. They are distraught about their mobile phones that it has somehow become part of their fashion signature, and for some, a symbol status. But there are still few others who preferred the most practical option. There are people who want mobile phones just for texting and calling. Cherry Mobile offers that with good “quality” and low price. They are known as one of the cheapest and most durable mobile phones in the Philippines.

Cherry Mobile's one way to position its product in the market is by giving the consumer high-end phone at a very affordable price. Cherry mobile also provides a high level of product quality and customer service by maintaining wide range of their product and excellent sale support and by providing only the very best product, system technologies and service to consumer. Although Cherry mobile is not the first to provide dual Sim technology in the Philippines were actually its MypPhone who also has a cheaper price compare to other brand still Cherry Mobile has

swiftly overtaken its rival.

Cherry Mobile’s units are comparable to those other brand in terms of its latest OS, design and its efficiency as they are the first to bring Superion the first Android tablet in the country; Trident, the first triple SIM handset; Orbit and the first 3G Dual-SIM Android Smartphone; Q70 Quad, the first quadruple SIM phone at a very affordable price. With these latest ground breaking technologies, no wonder why Cherry Mobile has become the leading Dual Sim Brand in the country. 2. Strategic Relationship Cherry Mobile strives to maintain a good relationship with its stakeholders.

For their clients they aim to provide them with a high level of product quality and customer service by maintaining a wide range of products and excellent after-sales support. Through extensive research and development, quality management, training, and service orientation, they hope to be able to provide only the very best products, systems, technologies and services to their consumers. The company is also dedicated to becoming better stewards of the earth and the environment. They believe that each of us has a mission to take care of our natural resources and to leave the world a better place.

Therefore, Cherry Mobile is committed to sustainable business practices that address climate change. Furthermore, the company’s business philosophy reflects their promise to nurture the over-all well-being of their employees. We believe that their success at work and in their life is vital to the total success of the company. At Cherry Mobile, they strive to give a work experience that lets employees pursue further development and recognize them for their dedication and contribution. They want a culture of working as a

family, with the spirit of teamwork emanating from the pillars of their workplace.

Lastly, Cherry Mobile also builds a stable relationship for the whole society. They are aware of the hardships and adversity faced by millions of our fellow Filipinos. Thus, they created the “Cherry Mobile Cares” which is a pledge that they make to help the society through philanthropy and charitable giving. Their outreach activities enable to help poor communities and mobilize their employees to participate and share their talents and make a difference. With these in mind, Cherry Mobile puts it into action, making them one of the companies to look forward to in the future. 3. Customer Relationship Management

Customers are very important in all businesses, as they hold not only the success but also the profitability and existence of the business and its product in the market. Winning clients back into the fold in the most effective and inexpensive way by means of technology to organize, automate and synchronize business processes specially in sales. Therefore; finding, attracting, winning new clients and nurturing and retaining those a company has is a must and by using technology will make it easy. This has been Cherry Mobile ‘s doing since they enter the market in 2009 with its mark of having a dual-SIM phone at an affordable price.

Cherry Mobile continue to set their name in the market as they keep on introducing and upgrading their units into SMARTPHONES, ANDROIDs etc. and other gadgets like tablet which is very popular today among youngsters and techie addicts. The company also manage to strengthen their relationships with their customers as they keep on conceptualizing new strategies and concepts for

their promotions and advertisements, establishing stores nationwide (with over 84 stores and kiosk), having a facebook page and website where people can drop their comments and suggestions whether its positive or negative.

We all know that social media has impacted the way organizations communicate. With the emergence of social media sites like Twitter, Facebook, Linkedln, Tumbler and many more, it allows the people to build social and business connections, share information and collaborate on projects online. With the use of what we have mentioned, Cherry Mobile’s relationship with their customer will be good or worse. And why this is so?

If you were able to read comments from their facebook page and cellphone reviews many are not satisfied on its quality and some even say that only their standard phones are good but the rest especially the touch screen phones and tablets are not durable and in low quality. Their competitors like Samsung, IPad, Acer Iconia, and Black Berry Playbook are said to be much more worth to buy when it comes to tablets than to Cherry Mobiles Tablet.

Some says (according to reviews and comments from their facebook page) The Company’s Customer Service are not good, employees are not approachable and very lazy, and one more thing their sales representatives does not know well the unit they are selling, only its specification and other than that, nothing more. Well, this only shows that Cherry Mobile is still a rookie in the industry they have entered into. They are lacking on strategies on keeping their customers and making the product that people would be willing to buy at its price and building a strong relationship with them.

Yes, many

can afford to buy cheap products but not all of them are willing to spend more on buying it over and over again because of its low quality. If being affordable sacrifices a product’s quality then maybe later in the future Cherry Mobile’s phone will not be patronize by many. In terms of having a poor customer service and more people that doubt the performance of their product, maybe they should take it as their second priority as words and rumours are like virus once it spread, it will be hard to prevent. Outreach programs are not enough to clear the company’s bad image; they should first take actions on their issues.

IV. Market – Driven Program Development 1. Strategic Brand Management: Good Brand Management clearly provides the product with an identity that is understandable by all level. This means both internal and external environment of the company that includes customers, employees, suppliers and distributors. It all begins with knowing what makes the product special and unique from the other brand. Obviously Cherry Mobile knows what makes their product more saleable and attractive to the customer - it’s being cheap yet comparable to high-end cellphone devices of rival brands. Everything to Everyone” and providing affordable yet high end devices for the mass are what Cherry Mobile established in public perception that the company needs to take good care of in order to retain their customers. Cherry Mobile takes good care of their brand image by being true to its promise of giving devices that are comparable and competitive enough to high-end gadgets at affordable price and by continuously expands its product range from feature phones to

Smatphones and Androids.

Addition to that Cherry’s devices can be distinguished from other product through its dual and triple SIM units which is very unique from other brand, especially its Triple-SIM unit. In addition to that, Cherry can also be differentiate from other brand through its one of a kind logo express as a cherry-colored sphere which resembles the earth with innovative product from the company. Aside from this the company is being consistent in communicating the message of their product in all of its forum and branches/outlet and constantly helping other people as part of their Corporate Social Responsibility (CSR).

Cherry Mobiles being active in different charity works consequently helps improve the company’s corporate image and public relation. 2. Value Chain Strategy Cherry Mobile is the newest player in the local mobile communications industry. With true dual SIM capabilities and a suite of other top end features, the new collection of mobile phones under the Cherry Mobile brand bring next-generation connectivity to Filipino consumers at incredibly affordable prices. Cherry Mobile showcases its first handset range this 2009.

Consisting of four new handsets, each range suits every type of user by designing its products that would best match different consumer lifestyles. Cherry Mobile embarks on expanding into several key markets through having dynamic products and a brand strategy: the ease of use without having to carry two mobile phones at the same time and still providing “value for money’, this new wave of handsets accelerates access to the market’s increasing need for dual SIM handsets. Cherry Mobile having a lot of outlets all over the country makes a strategy on how to distribute the product to their outlets.

They

make sure that they use all their resources they have an offices in different regions so that they distribute the product well and on time that. Cherry Mobile is exclusively distributed by Cosmic Technologies Incorporated. Below is the list of Cherry Mobile distributors across the country: * Cherry Mobile Quezon City * Cherry Mobile Store – Robinsons Galleria (soon) * Hello! – Robinsons Galleria * I-Pixel – Robinsons Galleria * I-Pixel – Cyberzone 5th Level SM Annex North EDSA * Mega Cellular - Cyberzone 5th Level SM Annex North EDSA * Flasher Telecom – Alimall (near chapel) Flasher Telecom – Cyberzone SM Cubao (Service Center) * Fone Twist – Cyberzone, SM Cubao * ADI – SM Cubao * Golden Cell – 3rd Level Farmers Plaza, Araneta Center * C Cellzone – Puregold Price Club, G. Romulo St. Araneta Center * C Cellzone – Cyberzone 2nd Level SM City Fairview * C Cellzone – Puregold Price Club Araneta Ave. cor. Rodriguez Ave. * KIM – JRV – Puregold Price Club Araneta Ave. cor. Rodriguez Ave. * Mail and More – Del Monte Ave. cor. Araneta Ave. Manresa (Free Shipping) * Cherry Mobile Manila * SE Enterprise – 3F Midtown Plaza Robinsons Place Ermita * Mega Cellular – Adriatico St. Near cor.

San Andres St. Malate * Mega Cellular – 3rd Level Midtown Plaza Robinsons Place Ermita * I-Pixel – 3rd Level Midtown Plaza Robinsons Place Ermita * Mega Cellular – Cyberzone LGF SM Manila * Hello! – SM Manila * ADI – SM Manila * Mega Cellular – 3rd Level SM City Sta. Mesa * Hello! – SM City Sta. Mesa * KIM – JRV – Puregold

Sta. Mesa * Hello! – SM San Lazaro * Comcentre – SM San Lazaro * GHU Enterprise – A43 Plaza Miranda Shopping Mall Carriedo (Retail/ Wholesale) * GHU Enterprise – Ilaya St. Tondo Manila (near BDO) * Cell Power Sales – 1140 Masangkay St. Near corner Recto Sta. Cruz * Cellone – Rizal Ave. cor.

Bustos St. Sta Cruz * Cellone – Rizal Ave. cor. Ronquillo Sta. Cruz * Cellone – Quezon Blvd. Quiapo * S – Connect – 2nd Level 168 Shopping Mall Divisoria Tondo * C. Cellzone – Puregold Price Club, Tayuman cor. Juan Luna St. Tondo * Gmore Marketing – 2nd Level Harrison Plaza Adriatico St. * Cherry Mobile Pasay-Makati-Taguig * ASI - Park Square 1 * New Venice – Park Square 1 * Comcentre - Park Square 1 * New Venice – Cash ; Carry * Hariom – Cash ; Carry * New Venice – Waltermart * Hello! – SM Makati * C. Cellzone – Puregold Price Club, 35 J. P. Rizal St. , Singkamas * C. Cellzone – Guadalupe Commercial Complex Gmore – 2F Sunshine Mall near escalator * Mega Cellular – Metro Market! Market! Bonifacio Global City * Comcentre – Metro Market! Market! Bonifacio Global City * New Venice – Market! Market! * Hello! – SM MOA * J ; N Telecom – 2nd Lvl. Baclaran Plaza Terminal 2 (Retail/Wholesaler) * Fone Twist – 2/F Wellcome Plaza. 3. Pricing Strategy and Management: Cherry Mobile phones are known to be produced here in the Philippines, hence, their target customers are Filipinos who’s nature when it comes to buying products are about being choosing the lowest price or simply getting a good

deal out of the business transaction.

To Filipinos, price is a big factor in buying that is why it is only likely that Cherry Mobile’s products are cheaper than the usual phones in the market. Mobile phones have already become a necessity here in our country and with current trends constantly changing so does changing phones. An average life span of a mobile phone is as long until another new unit with much more higher features comes out. In Cherry Mobile, they use penetration-pricing strategy where they set their product price low to attract customer and to gain market share.

Their products have a very huge price difference compared to phones from other brand companies. An example would their Cherry Mobile P1 unit which only sells less than one thousand pesos, a very affordable price for people who don’t want anything of high-technology yet needed to have a user-friendly phone. With this kind of pricing, many people are given the opportunity to own a mobile phone. However, there are certain cons to this strategy. The lower the price, the more that people tend to doubt the product itself.

Questions such as “How high is the quality of that product? ” and “Does the unit have possible defects? ” arise and to prevent that from happening Cherry Mobile must strive to improve their products and make sure that the lower prices doesn’t mean the lesser quality. Overall, despite the doubts regarding quality Cherry Mobile’s pricing tackles down practicality and with cheap and very affordable prices they are sure bound to make a sale especially for the thrifty Filipino customers. 4. Promotion, Advertising, and Sales Promotion Strategy

Cherry Mobile has used

different kinds of promotion tools to communicate the company’s message across to the consumer. Here are some examples: * Sales Promotion Cherry Mobile has been giving discounts to their customers on selected phones. Sometimes buy one take one promos. * Advertising Cherry Mobile has different ads on the internet. They also have social networking accounts like facebook and twitter. They also have few TV commercials. We think their most effective way of advertising their name is through Wiltime Bigtime, a TV show in TV5 station. . Sales Force, Internet, and Direct Marketing Strategies The cherry mobile sales force is not using a sales agent because their products are mostly inside the malls. They also have many commercial that still air in the television and they hire talents and famous artist to promote their products. They also promote their products using the magazines, newspapers, billboards, radio commercial and all the possible things that they can reach their consumers. They are also active in social networking site besides they have their own website www. cherrymobile. h so the consumer will have the convenient of checking their product price and availability, and promos as well. We will notice that Cherry Mobile is very active in giving out promos during holidays, like Christmas season, when people give present to their love ones. Where they offer sales promotions like 50% off and buy 1 take 1 on selected mobile phones. In this way cherry mobile will able to attract more costumer to buy their product as well as increasing company’s sale. Every season cherry mobile introduce more innovation to their product to attract more of their consumers.

Cherry Mobile Company has

a never ending strategies and gimmicks that touch the heart and values of the Filipino consumers. They give the affordable and entertaining products that suite the Filipino’s budget’s needs and wants. That is the cherry mobile spirit. Part V. Implementing and Marketing Market – Driven Strategy 1. Designing Market Driven Organization Although Cherry Mobile has knock its competitors in the market with its stylish Dual/Triple-SIM units at a very convenient price throughout the years since they started in 2009 the company is obviously facing a lot of problems.

One of these is being able to penetrate or continues its existence in its niche because of its tight competition. Second, is how to continuously bring a high-end product that is comparable to other expensive brand at an affordable price without sacrificing its quality. Lastly, is the company’s phone quality issue. The first two predicaments are on company’s internal environment where company’s top and lower management and staff by joining their ideas and formulating new strategies will surely surpass it.

But the last and most inevitable problem that Cherry Mobile has now is a must to mend is maintaining its product quality and service. As we have mention on the preceding part of this study the company is having a bad image in terms of their cellular phones quality and their repair centre slow service. According to blogs, cellphone reviews and comments from their facebook page, most of Cherry Mobile’s phone are defective and sales repair service takes a long time and they don’t even get to advise their customers about their concerns if the phone has been check or if it’s already fix.

Addition to that, you can’t even

get a refund on the phone instead they’ll just replace it with a new one with same defective concern. And the so called special features on the phone cannot be utilize properly two of it are its MMS and GPRS and all service providers say that they don’t support Cherry Mobile. There are also complains about warranties, where the company does not give warranty on unit on-sale. The said quality issue of Cherry Mobile has gain lots of complaints from those who purchase their units.

Some of the complaints have reached the Cherry Mobiles Head Office but no further response about it. And even the media, where annoyed customers even reported the company quality issue on ABS-CBN Bayan Mo, Ipatrol Mo and still plan to report it on its rival network GMA. Complaints against the company has been also forwarded by the customer to government sector such as DTI and NTC that is responsible for checking and measuring the quality and safety security of a product before coming out in the market. The following are the common after sale shock and defects that you may encounter if you buy Cherry

Mobiles unit (according to blog, websites, reviews and facebook page comments): * Battery, Sim card and SD slot malfunction. * Connectivity –Failure to connect to wifi or internet. * Call Function – Speaker and mike are not working. * Keypad problem * Extra Feature – are not working or not supported by service providers. * Camera – does not work properly. * Music and Sound – MP3 are not working. * Messaging - MMS are not working * Sales Service Centre is very slow. * Customer service

hotline is not responding to call and concerns of the customers. * No downloadable application available on the net. Almost their entire product has factory defects, new units or units on sale. 2. Conclusion and Recommendation After a thorough research and study of Cherry Mobile Company we therefore conclude that the company signifies to be as one of the leading mobile phone brand that revolutionizes the local mobile phone industry. Consumers now a day are being practical in spending their money and using their resources as issues in poverty in the country has not been resolved by the government until now. Therefore, many people tend to look for cheaper product available in the market that suits their need.

The need for such thing in terms of gadgets has given by Cherry Mobile to the consumer, that is why people whose in search for stylish high-end devices similar to devices of other expensive brand but affordable with extensive array to choose from are patronizing them. The company is not also left behind when it comes to utilizing the media as part of their promotional tool and innovation of their devices. Well in fact their mobile brand is one of the many sponsors of Will Time Big Time one of the foremost TV show in TV5 and has able to launched Smartphone and Android gadgets like the other leading mobile brand does.

Cherry Mobile, aside from being seen to be as one successful and most innovative company in the country hides numerous issues and problems entirely about their mobile phones and customer services that has been mentioned and discuss in the previous part of this study. Below are the

recommendation we made to unravel the said dilemma: 1. Refrain from using false marketing claims to attract customers – such as the recent issue of the company on its new Triple-SIM device where in fact its phone capacity can’t hold 3 sim at a time to function properly.

Their claims of phone with Wi-fi, facebook and twitter application and GPRS etc that is either not working properly or not supported by the network. 2. Enhance their product quality – by letting their mobile phone undergo into different test in order to assure that it is working properly and as well to avoid defective mobile phone out in the market or better if they change their manufacturer. The following are what the company must take into consider in order to produce a defective-free handsets: * Battery, Sim card and SD slot Connectivity * Extra Feature * Camera Resolution * Messaging * Casing/Housing of the phone * Phone Capacity 3. Improve their Customer Service – train them and educate them well about the company’s product and its SOP. If the company provides customer service/assistance number make sure that it’s reachable and operator must be knowledgeable enough to answer costumer inquiries. The abovementioned recommendation will obtain company’s time and budget but the assurance of success in the future will pay it off.