As you are nearing the end of producing the briefing paper you are called into Gunther's office. An opportunity has arisen to buy a stake in a mobile (cell) phone company. A move into a consumer market like this would be a real challenge for him. He feels this is an ideal opportunity for you and the sales and marketing team to show, in practice, the skills of segmentation and developing a marketing mix. Using a mobile (cellular) phone as the product you must:

Task: Use segmentation to develop a marketing mix for this product

You should do: Using a specified segment of the mobile/cellular phone market the learner is required to develop an appropriate and effective marketing mix.