Using MDS to Reclaim Lost Position to Cheap Chinese Smartphone Brands

Abstract

The case deals with the dilemma related to proper positioning of a new smartphone to be launched by NanoTech. The protagonist of the case, Mr Mukesh Bhatia is the Marketing manager of the company and is entrusted with finding out the solution so as to save Nanotech from extinction. The marketing oriented company, which was once a household name for its value for money mobile phones imported from Chinese manufacturers, had tough time competing with other players in the market, as its manufacturers opted for forward integration and started selling the smartphones under their own brand names. Thus, Mr Sharad Kapoor, the Director of Marketing at NanoTech had told Mukesh to find out the sweet spot to position their new offering. In turn, Mukesh delegated the job to the intern Avinash Bhadoria, telling him to find out a statistical solution for the problem. This case illustrates how multi-dimensional scaling can be used as a suitable statistical technique for solving this problem.