Subject area: This case allows students to engage with strategic management (Turnaround, Competitive Strategy, and Disruption Management) within band management and revitalization. Study level/applicability: This case is appropriate for a graduate-level programme in marketing management. Case overview: Today’s consumers are increasingly aware of the latest features and expect cutting-edge technology in their smartphones. Consequently, market share has become concentrated among a few key players capable of delivering innovative and differentiated offerings. This research article explores how Motorola leverages its resources, capabilities, and marketing strategies to regain and strengthen its position in the global smartphone market. The case revealed that the smartphone market is highly concentrated, with only a few dominant players controlling the majority of market share. Continuous innovation and consumer demand for cutting-edge features make it challenging for legacy brands to survive. Motorola’s brand heritage, adaptability, and focused marketing strategies offer opportunities for revitalization, though external threats and intense rivalry remain significant hurdles. The case provides fresh insights into the revitalization of heritage brands in the smartphone industry. The case also contributes to the literature on brand recovery and strategic adaptation in fast-paced, innovation-driven markets. Practical implications: The case offers practical implications for managers on how to reposition legacy brands, such as Motorola, to remain competitive.
Tarunija Chandra (Wed,) studied this question.