Marketing strategies adopted by Romanian smartphones producers. Case study Visual Fan

Abstract

The competition between smartphone producers at world level is increasing. The global players are threatened by smaller local producers from different foreign markets like China, India, Indonesia, Philippines and even Romania. An important element taken into account for the purchase of smartphones is the reputation of producers for quality and reliability. Firms compete on quality, price and marketing. The present article presents the results of a research based on a focus group consisting of 16 Romanian students regarding their opinions on the quality of smartphones sold by the Romanian producer Visual Fan, with the brand Allview. The results of the study highlight that the company should continue to innovate and personalize its smartphones and should continue to compete with different products in all market segments.