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EXECUTIVE SUMMARY

We researched on how Motorola led to the innovation of cell phone. What were the various driving forces behind this radical innovation.
Motorola was a leader in communication devices and made two way radios. Motorola came up with the first commercial cell phone in 1973 and since then there has been no looking back. As a company they have been able to grow and meet the demands of their customers. Motorola after launching had an even bigger job at hand, they didn’t know how to carry out marketing for this product
With the help of VIPI frame work we were exactly able to understand we were able to understand the various aspects related to it. We did perceptual mapping to understand the customer's perception about it. SWOT and PEST analysis played an important role in understanding their strategies and tactics.
Motorola's Brand Image is good in the market, though their logo is perceived to be negative by many people because it acts looks like a bats logo when......

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Approximate Word Count: 3693
Approximate Pages: 15 (250 words per double-spaced page)

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