Marketing Assignment

INDIVIDUAL PROJECT ASSIGNMENT

MAY 9, 2006

MELINDA GRAZIOSO

MOTOROLA, INC.

CHAPTER 9

CHAP. 9 PRODUCT MANAGEMENT AND NEW-PRODUCT DEVELOPMENT

Executive Summary

Motorola, Inc. is an innovator that is driving down the superhighway. It has a tiny load to carry with a new driver to steer. Motorola is still continuing its reorganization after it spun off its semiconductor unit. Motorola presently has four business segments in operation: connected home solutions, government and enterprise mobility solutions; mobile devices, and networks. Motorola is the second largest manufacturer of wireless after worldwide leader, Nokia. Motorola is also the leading supplier of wireless infrastructure equipment, such as cellular transmission base stations, amplifiers, and servers. Motorola is highly competitive to the communications industry. Motorola’s drive of phasing out from radio and television interests intended the company to concentrate all of its activities mostly in high-tech electronic components such as: mobile phones. Motorola changed the history of communications when the company introduced the world’s first commercial portable cellular phone. At Motorola, the company is proud of its heritage which got them rich in communications and electronics industry innovation. If one explores the evolution of the Motorola brand, they will discover the details of Motorola’s many technological breakthroughs. Realizing Motorola’s past, present, and future, will make the company remain in the world of global communications competition to surpass all of its main competitors.

Background Information

Motorola, Inc. was founded in Chicago in 1928 as Galvin Manufacturing Corporation by Paul V. Galvin, a small-town Illinois boy and World War I Veteran. During the Great Depression in 1930, Galvin Manufacturing Corporation (Motorola, Inc.) was burdened by inventory that the company could not sell because of restricted market and products that were...