Summary
Pantech Wireless (PWI) is a relatively small cell-phone manufacturer who has developed success in the US market through a careful analysis of its strengths. With the current economic environment otherwise predicting falls in sales, it has leveraged its relationship with corporate giant AT&T, and created desirable products for its targeted niches.
Analysis
Pantech Wireless (PWI), an Atlanta-based cell-phone maker with ties to parent company, Korean Pantech Group, has implemented an intelligent approach to marketing its cell phone products. In its first step towards increased sales, it has identified the needs and desires of young people who use cell-phones. This has resulted in the development of a sleek generation of phones with features that focus not only on functionality, but marketable characteristics such as styling and keyboard innovations. Examples include The Slate, with "the world's slimmest Qwerty device"; The C3 handset, with "the world's smallest camera flip phone"; and the Breeze, which incorporates larger keyboard buttons to permit rapid speed dialing of frequent contacts.
PWI then recognized that the current economic climate must create products of value. Specifically, the phones needed to be affordable to those young people who also find the phones to be indispensable. That combination is a recipe for success.
With its final ingredient, PWI teamed with AT&T to help create its brand and improve visibility. Its incorporation of holiday promotions, "buy-one-get-one-free", further stepped up its desirability.
In short, Pantech identified a niche, developed its product, and teamed with "Big Brother" to create sales in a difficult economic background.
