Current Marketing Situation:

Motorola is currently owned by Lenovo. Lenovo is making its own smartphones

under the Lenovo brand while selling Motorola’s brand of X-series, G-series,
Z-series & E-series as Motorola phones.

It is very difficult to satisfy all the customers in the market as they have different
requirements and preferences. The market segmentation process can help the
companies in identifying and satisfying the different customer groups. In mass
marketing, the same strategies and marketing mix can be applied to all the
customers whereas in target marketing the strategies can be made based on
different categories of customers. Thus, targeting the market can provide
effective results to an organization.

Motorola used demographic type to segment the market. The customer groups
recognized by Motorola are:
● Business users or Professionals - Today every organization is using phones
for executing and communicating important tasks quickly. So this segment can
generate huge income for the Motorola organization.
● Fashion seekers - People who always keep updating and keeping up with the
latest trends come under this segment (Mostly aged between 20-40).
● Technology interests - Customers who always show interest in the latest
technologies and new features belong to this segment (Mostly highly educated
and aged between 20-45).
● Sociable person - Customers who want to make new friends and communicate
with their family come under this segment.

The benefits attained by Motorola organization due to market segmentation are

retaining more customers in the market, meeting the customer requirement with
more effectiveness as Motorola announced different offers for different segments
of customers, more profits for the company, sustaining in the market for a long
time by holding its competitive position, and made various adjustments to the
product by recognizing market changes