business plan on water proof mobile

8/9/2019 business plan on water proof mobile

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Dedication:

We would like to dedicate this project to our beloved parents, who showed

us the light in the darkness of life.


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Acknowledgement:

First of all we will be enormously thankful to God Almighty that has

endowed us with valuable abilities and qualities to perform things well for

good purpose. Secondly we are indebted to worthy teacher Mr. rafiq who

has taught us basic concepts of strategic marketing.


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Why we have selected Water Proof Cell Phones?

After a little research, we can not find any mobile phones that claim to be

water proof...but water proof also means that you could leave it underwater for as long as you want and it would continue to work.

However, there are quite a few that claim to be water resistant which

means they will handle some water for some amount a time.

The names of few are given below:

Ericson R250

Ericson R1310

Nokia 6250

There are however several companies that offer what they claim to be

waterproof mobile phone cases. They include:

Wirelessground

Scmsemitech

Yellowpager

But these are not giving any water proof mobiles. Thats why we decide to

introduce water proof mobiles in order to eliminate the following

problems:

Using mobile phones in rain.

Using mobile phones by ladies during washing.

Using mobile phones during swimming and diving


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Introduction of the Company:

Ocean Blue (O) a company isestablished for introducing entirely a

new idea of water proof mobile phones in the market. Few companies

already exist with such idea but the differential advantage of Ocean

Blue is that the mobile phones are water proof not up to a certain limit.

As we all know that, a high number of mobile phones are ruined just

because of water. So a new technology is introduced by us Ocean Blue

which makes the devices waterproof could be a God-send to both

consumers and the industry alike. Originally designed for the

Military

House wives

Stubborn people (forget to remove mobile from clothing prior to

spin cycle)

Careless people (drop mobiles in water, spill a drink on phones)

The new technology is called O, and by being bonded to the surface

of mobile phones can allow them to repel water, keeping the delicate

internal circuitry safe and sound.


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MISSION STATEMENT:

Provide society with better-quality products and services by developing

innovations and solutions that advance the quality of life and gratifycustomer needs, and to provide employees with significant work and

advancement opportunities, and investors with a high rate of return.

VISION STATEMENT:

Our Vision is to develop our Company on moral and qualified basis in

order to steadily grow and become a treasured contributor to the

Economy.

OBJECTIVES:

To be successful some targets in term of short term and long term are

being set. Their full fulfillment is considered as a measuring rod of

performance of company. Goals provide us ends and due to this we try

our level best to gather all the means to hit the targets.

The main purpose is to set target in term of quality, revenue, profits and

capacity utilization. Some are:

Maintaining adequacy and liquidity of the companys working

capital

Start up sale of the company to be 20%-30% of initial investment

Better customer services which include customer satisfaction and

customer respect. Training programs will be held semi-annually to keep the employees

up to date about the latest information

To gather knowledge about market potential in order to improve the

our product more and more

Profit maximization in the next 4-5 years.

To Serve nation by having welfare programs annually

Growth in term of business expansion is projected to be double incoming years and the rate will be maintained 12%-14%


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CUSTOMER ANALYSIS:

The customer analysis allows an organization to identify and target the

most profitable customers with marketing campaigns directed at various

distribution channels. Integrating these channels allows for targeted sales

force management and the tracking and monitoring of campaign results.

The study of consumers helps our company OCEAN BLUE to improve our

marketing strategies by understanding issues such as:

The psychology of consumers thinking, feelings, reasoning, and

selection between different alternatives (e.g., brands, products)

The psychology of the consumer influenced by his or her

environment (e.g., culture, family, signs, media)

The behavior of consumers while shopping or making other

marketing decisions

Limitations in consumer knowledge or information processing

abilities influence decisions and marketing outcome

The consumer motivation and decision strategies differing between

products that differ in their level of importance or interest that they

entail for the consumer

The marketers adaptation and improvement in their marketing

campaigns and marketing strategies

COMPETITORS ANALYSIS:

Competitor Analysis is an important part of the strategic planning process.

It helps management to understand their competitive advantages or

disadvantages relative to competitors, generate understanding of

competitors past, present (and most importantly) future strategies &


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provide an informed basis to develop strategies to achieve competitive

advantage in the future.

Competitors:

The competitors that are present in the market against our company

include:

Nokia

Sony Ericsson and some others too

Focusing mainly on these two competitors is so because they alsointroduce some sort of water proof mobile phones but could not get the

market.

Market Share:

Nokia is presently the leading mobile company followed by others like

L.G, Sony Ericsson, Motorola, Samsung, Nokla etc. the market share of

these is explained in the pie chart below:


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Samsung 13.8%

Motorola 13.4%

Nokia 30.9%

Seimens 7.6%

LG 6.7%

Ericsson 6.4%

others 21.2%

Product portfolio & Prices:

Nokia:

Nokia has a wide range of mobile phones products available in the

market. They include few categories according to the income of the

people NOKIA 1100, NOKIA 6030, NOKIA 1112, N-95, N-70, N-72 and

many others. The water proof mobile phone introduced by nokia was

Nokia-6250 having a price of Rs.25000

Sony-Ericsson:

On the other hand Sony-Ericsson whose market share these days is on

the sixth number in the top six mobile companies in the market. It has

also large variety of mobile phones like W-220i, W-700i, W710i, W810i, P-

900, P910i, K-790i, K-800i, K-810i and many others according to the taste

and demand of the people. The water proof phones introduced by this

company viz. R250 & R1310 also unable to get any sort of market like

Nokia.

Technology:

The technology of the mobile phones introduced by Nokia and Ericsson

are as follows:


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Nokia 6250:

It is GSM900/1800 dual-band, water, shock and dustproof, made primarily

for outdoor professionals, hobbyists and corporate users. It can withstand

temporary immersion in water, and it is also compliant with the Wireless

Application Protocol (WAP).

Ericsson R250:

The R250 PRO is the first water, dust and shock resistant mobile phone

produced by Ericsson. It operates on GSM 900 and GSM 1800 frequencies

and supports both GSM phase 2+ technologies and the GSM Pro system.

This offers you the opportunity to combine all the advantages of a GSM

mobile phone with Private Mobile Radio (PMR) functionality. Finished in

eye-catching orange or a sober dark green, R250 PRO is the perfect

working tool for outdoor communications in tough environments.

Advertising campaign:

In case of both Nokia and Sony Ericsson the major drawback lies in:

1. Poor advertising campaigns.

2. No knowledge of the mobile phones to the customers.

3. Distribution channels were very weak.

4. They are not introduced in Pakistan except Nokia.

Our company strategies OCEAN BLUE

From seeing all the above factors the company decided to take different

actions in order to promote our water proof mobile phones. The strategies

lie with the awareness of the people, advertising campaigns, distribution


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channels and the easy accessibility of the mobile phones. Also the main

focus is on the outlook of the mobile phones and easy to use the software.

SEGMENTATION:

The division of market into different homogeneous group of consumers is

known as market segmentation.

There are three types from which segmentation can be performed

Customer related

Product related

Competition related

As far as our company Ocean Blue is concerned it is entirely a new

company so in our view the market segment is very wide. At present it will

be the only brand in Pakistan having water proof cell phones (with no

fixed duration).

Target Market:

The target market of the company includes:

Army people

It will help them to keep in contact with the army officers even they are

hidden in lakes and ponds. Also during the chemical wars.

House wives

It will help them in using mobile phones during washing clothes or plates

in kitchen as wet hands will not ruin their mobile phones.


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Stubborn people

People who forget to remove mobile from clothing prior to spin cycle or

forget to cover it in a rain are also targeted because this mobile phone will

have no effect of water even if they forgot. They can use them even in

rain.

Careless people

It includes those people who drop mobile phones in toilet or in water or

even spill a drink on it.

Positioning:

Technology will bring next generation Location-based services to

mobile subscribers.

With new Location Based Services, mobile subscribers can access a range ofnew, exciting services, relevant to their location. In the near future ONE

customer will have the opportunity to get information about shops and special

offers, relevant to their location, on their mobile device.

"Ocean Blue offers a complete end-to-end solution with intelligent applications,

multiple location detection methods, middle ware and mobile terminals. With the

Ocean Blue solution operators can offer their customers numerous revenue-

generating services and applications,"

Positioning can also be done with respect to use and application, so we will

introduce our product in specific target markets using the name WATER PROOF

MOBILE PHONE

OCEAN BLUE for WCDMA


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The OCEAN BLUE for WCDMA offers a cost-effective, fast and smooth evolution

path from the current market Position for GSM solution, enabling operators to

introduce new value-added 3G services based on the subscriber's location.

The OCEAN BLUE market Position for WCDMA is part of the OCEAN BLUE solution

- a complete end-to-end solution with intelligent applications, multiple location-

detection methods, location middleware and mobile terminals. With this,

operators can offer their customers personal relevant services such as location

messaging, friend finder and traffic reports. Also, emergency services will be

supported by the OCEAN BLUE market Position Solution.

The OCEAN BLUE solution is both scalable and flexible, provides early market

access and a secure growth path from 2G to 3G with maximum reuse of existing

network elements. This offers operators a remarkable improvement in payback

time of up to 30% compared to separate location-detection technologies in 2G

and 3G networks.

The OCEAN BLUE for WCDMA supports various 3GPP standardized location

methods such as Cell ID based (SAI+RTT), OTDOA (Observed Time Difference of

Arrival) and Assisted Global Positioning System (A-GPS).

Marketing Mix

The marketing mix of mobile phone companies consist of four Ps that

include product, price, promotion and place.

1. Product:


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Water proof Mobile Phones (OCEAN BLUE)

Product Anatomy:

Core: water proof Mobile Phone

Actual: OB 22

Augment: FM Radio, WAP, Games

Approximate Word Count: 5589

Approximate Pages: 23 (250 words per double-spaced page)

Target Market:

Army people,

House wives,

Stubborn people,

Careless people

2. Price:

We are going to use Skimming Price Strategy because of its specifications as:

[FM Radio, WAP, Games, Edge, Bluetooth, Infrared,3G service, Extended Memory

Slot, WCDMA, 3GPP standardized location methods such as Cell ID based

(SAI+RTT), OTDOA (Observed Time Difference of Arrival) and Assisted Global

Positioning System (A-GPS).]

Mobile phones which have such specifications are going to be ranged from

10,000 - 20,000. Mobile phones which are without the specifications of [3G

service, Extended Memory Slot, WCDMA, OTDOA (Observed Time Difference of

Arrival) and Assisted Global Positioning System (A-GPS)] will range from 4,000

7,000.

3. Place:


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Regarding placement our Head office is established at Main Boulevard

Road (Lahore). And the production unit will also be at the same place

which will be convenient both for the manufacturer and the wholesalers.

The convenience for the manufacturer is that they should not have to bear

the transportation cost of bringing the mobile phone from unit to the head

office for verification, and for the wholesalers the convenience lies with

the clearance and the departure of the product from the same place.

4. Promotion:

We will mainly focus on two major methods of promotions.

1) Fixed percentage of sales

2) Specific object and task method

Fixed percentage of sales:

A fixed percentage of company sales allocated to promotion. This is the least

market oriented approach but its logical and easy to calculate. The allocated

percentage will vary from 10%-15% of sales depending upon the circumstances.

Specific object and task method:

We will set certain tasks and objectives for the sake of road map, and then

we will use promotional methods to achieve the targets. Targets can be

set in the form of;

Enhancing sales

Increase in Market share

Increase in Brand loyalty

Following promotional tactics will be used by OCEAN BLUE;

We are making promotion for the sake of information through Brochure and

Flex Signs, and especially through:


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Fairs

Concerts

Exhibitions in Colleges

For the convenience of the OCEAN BLUE customers, the company has also

launch the website so that the customers can purchase online at any time and

the specifications, designs and prices will be available for customization. The

website address will be

www.Oceanblue.com

Quantitative Goals:

Ocean Blue Company has many quantitative goals to achieve. The research was

conducted in

Market

Colleges and Schools

Door to Door

Offices

Distribution channels (chimera, mobile zone)

And it was found the 20% people are too much choosy in selecting of mobile

phones, 70% use mobile phones as the need of the day and rest 10% are those

that do not have mobile phones. These include much poorer people living in

ragged huts.

Potential Customers:

Data from research showed that potential customers are almost 6 out of 10 as

we are targeting both men and women along with the army people. Our goal isto cater these customers and then gradually increase the market of our mobile


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phones. Considering the population of Pakistan which is round about 17 crores

our potential customers could be almost 8 crores. These customers also include

those people using mobiles of other companies.

Sales:

Our next quantitative goal is to maximize our sales. The start up sale of the

company is expected to be 20%-30% of initial investment. Since our company

Ocean Blue has made a huge investment so we need to get maximum out of that

to remain in existence thats why we consider our payback period of almost 5

years.

Share in the market:

Samsung 13.8%

Motorola 13.4%

Nokia 30.9%

Seimens 7.6%

LG 6.7%

Ericss on 6.4%

others 21.2%

As it is quite visible in the above pie chart the market share of Nokia is 30.9%

and following it is Motorola with the market share of 13.4% our company Ocean

Blue is a challenger competing the other mobile phone companies so we expect

to have the market share of almost 12%-14% in the near future.


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BUDGET

(Total Initial investment)

Total Cost of Land @ Rs500, 000/4500 sq. Ft Rs. 2,420,000

Total Land & Building\Construction Cost Rs. 10,147,625

Total Machine & Equipment Cost (# of Machines64) Rs. 21,909,000

Advertising cost (2 Concerts and 1 Seminar) Rs. 2,850,000

Total Initial cost: Rs. 37326625

Structure


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Devices are responsible for developing the best device portfolio for the

marketplace, including sourcing of components.

Services & Software reflects our strategic emphasis on developing and growingour offering of consumer Internet services and enterprise solutions and software.

Markets are responsible for management of our supply chains, sales channels,

and brand & marketing activities.


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The Corporate Development Office focuses on our strategy and future growth,

and provides operational support for integration across all the units.

Ch anges required:

As Ocean Blue is entirely a new company so we dont want to make any change

in our structure. Because changes are made according to the feedbacks of the

product by the customers

.

Implementation of stra tegies

Formulating an effective strategy is very central thing to be done by any

company but it is more important than that that how the company will

implement those strategies. Effectiveness of strategy can be determined by

considering the following factors:

organizational structure

The organizational structure of Ocean Blue is very comprehensive as well as

specific. The duties and responsibilities of employees are fully explained. This

structure helps a lot to the company in implementation of the strategies.

Resources

Ocean Blue has competent financial resources to support the strategies. Human

resources are also well-managed as professional and competent labor is being

hired by Ocean Blue. Summation of all these factors will give efficient

implementation of strategies.

support of organizational policies

Synchronization between finance, production, human resources, marketing and

sales department is required in order to successfully implement the strategies.

Ocean Blue will try to achieve coordination among all the departments and their

policies to get fruitful results.


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Quality:

We believe that quality is about meeting and exceeding customer

expectations. At Ocean Blue, we view quality holistically and as an

integral part of business management. The quality of products and

customer experiences depends on the quality of processes, which in turn

is tied to the quality of management.

Our key quality targets are:

to be number one in customer and consumer loyalty

to be number one in product leadership

to be number one in operational excellence

The quality and reliability of our products and services are among the most

important factors driving customer satisfaction and loyalty. Designing good

quality products begins with understanding customer requirements and creating

the best user experience. The whole chain, from suppliers through to R&D,

operations, sales and distribution to customers, impacts the end-result

everybody in the chain has a role to play in achieving quality.

Our products and customer experiences are the results of our everyday

processes. Process management means finding the simplest way of operating, in

order to create customer value in a lean manner. Our process thinking coverseverything we do, and processes are continuously improved based on the

measures and the feedback we receive from our customers.

Quality in management is vital for leveraging innovations globally and improving

productivity in general. Our approach to this is platform thinking, process

management and combining fact-based management with values-based

leadership. We have developed a key framework for improvement at Ocean Blue,


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which we call the 'Self-Regulating Management System'. It's about management

practices that allow us to run our business in a consistent, effective and fact-

based manner.

Commitment to quality improvement is a continuous management process. It is

both a business strategy and a personal responsibility, and it is a part of our

culture and values. But at the end of the day, quality improvement is much more

than something we can quantify in words or pictures. It is an attitude a

mindset. By taking quality personally we are able to deliver world-class quality to

our customers. It is our source of inspiration, energy and excitement.

Information System:

Talkitive TV guide:

The Program Guide Information System is an electronic call-in demo application

offering a variety of information about television programs over the phone. A

user may call the program guide and obtain the desired program information by

conversing with the system in complete natural sentences - just as one would

speak with another person. The current demo application is able to handle two

languages, English and Finnish, and can switch between them at any point in the

dialogue.

Speak freely with the system

The Natural Language Understanding (NLU) portion of the system handles the

voice interface and information retrieval. The NLU aims for human-computer

interaction similar to human-human conversation. The user is not restricted to a

particular vocabulary, but s/he may make a request using complete natural

sentences. The statistical approaches used for the speech recognition and

understanding enable the system to understand sentences that it has not

encountered before, but which are within the domain of the application. Thus,

NLU crucially differs from grammar-based implementations where users can only

use certain words or phrases in a pre-defined order. Natural Language


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Understanding is, therefore, a step towards more user-friendly human-computer

interaction.

The development of a multilingual program guide, with which people can freely

use more than one language during a phone call, naturally sets further

requirements on the implementation, such as identifying the language that the

user is currently speaking, and consequently, providing the answer in the

correctly identified language.

Ask for what you want:

From the user's viewpoint, there are two steps in retrieving program information.

First, the user may request TV programs based on one or a combination of the

listing parameters. Then, s/he can either select a program from the list offered to

get further information, or s/he might choose to ask for a new listing. The

program guide information system is designed to allow the user to switch the

topic at any point of the conversation, i.e. the system does not require the user

to follow a certain dialogue path.

The Program Guide Information System also contains personalization features.

The user may set his/her preferences (e.g. program types, channels, performers)

via a web site, which can be recalled the next time she calls the system. By

taking into account the user's preferences, the NLU system can reorganize its

responses for enhanced usability. That means instead of providing the programs

in the chronological order, the programs best fulfilling the user's personal

preferences will be listed first.

The Program Guide System utilizes IBMs ViaVoice toolkit, which contains the

telephony tools and a large vocabulary speech recognition engine (IBM's

ViaVoice Telephony Tools) as well as the tools for the NLU development (IBM's

ViaVoice Telephony Natural Language Tools).


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Data base information system

Collection of data stored on a computer storage medium in a common

pool for access on an as-needed basis. The same pool of information can

serve many applications, even those not anticipated at the time the

database was created. In our company this system will be used. The

customer information is retrievable for each application from a shared file

that is not dependent upon the application programs for its structure.

Our focus for innovation and technology

Were committed to developing simple, cost-efficient, flexible products,

services and solutions that deliver immediate improvements to our

customers networks and services.

The networks of the future

The main challenges for todays operators Major technological challenges yet to be solved in the telecommunications

industry

What makes our vision different?

The networks of the future

Our aim is to ensure IP applications are as truly mobile as voice in all

mobile networks. We want consumers to be able to carry the full range of

Internet applications with them, wherever they may be. Consumers will

have access to services even if they change their access technologies. So,

they will always have access, i.e. to community services, peer-to-peer

applications, and a single phonebook and file system whether they

choose to access it via GSM, DSL, WLAN, etc. Ocean Blue could call this

My Services Anywhere.
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We believe Ocean Blue Services Anywhere will comprise four key

elements:

Service mobility Consumers able to enjoy the same services over

various fixed and mobile networks, e.g. 2G/3G/LTE, xDSL/PON,

WLAN, WiMAX.

User mobility The same services available via various devices such

as PC client, TV with Set Top Box, mobile device, fixed phone, etc.

Terminal mobility Any device connecting easily to various access

networks, in the same way as mobile devices connect via GSM,

UMTS and WLAN access networks.

Flexible business models Delivery of services can vary from via

own fixed and mobile access networks, partners access networks,

intranet/internet, own services, business partner services,

subscribers services, or services from unknown parties over the

internet.

The main challenges for todays operators

The challenges operators face today are the main drivers for our

innovation and R&D activities planning. At present, the main challenges

include being able to:

generate profitable new business from value-added services reduce management requirements despite increasing network

complexity

cut costs in access, transport and service core

improve the performance of services and networks

bring about the smooth convergence of Telco and IT


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Major technological challenges yet to be solved in the

telecommunications industry

We believe there are three major technological challenges yet to be

addressed:

To build a system where new functions and applications on all layers

can be plugged in and out via simple software upgrades and can

scaled up and down from a couple of hundred to millions of users

To base all telecommunications hardware on standardized platforms

To develop a fully-distributed telecommunications architecture

Ocean Blue Network is committed to developing technologies that help

drive down our customers operating expenditure (OPEX). We aim to equip

them with the best tools to capitalize fully on emerging and niche

markets. And we are constantly evolving our services to help improve the

quality and variety offered to the customers. In general, our infrastructure

components are compatible with any end-user device.

Our View:

We believe the role of our technology is to always help simplify complex

issues for our customers. Innovative technologies must help our

customers adapt to quickly changing markets. As operator and service

provider business models flatten and become less monolithic, we believe:

value-added functions in core networks will soon be pushed to the

edges

service control will simplify and become distributed

the IP transport layer will handle full user mobility

What makes our vision different?


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Our vision is aimed directly at helping operators achieve seamless

convergence. We focus on providing our customers with precisely the

solutions they need to deliver a true end-to-end offering to consumers.

And we believe strongly that every innovation should help them diversify

their businesses effectively, efficiently and profitably.We draw on our

experience of delivering world-class fixed and mobile networks and

solutions and, of course, to transform these innovations into working

technologies that deliver outstanding results.

Tactics of control:

Following tactics will be used by Ocean Blue in order to control and compare

performance of the company:

1. administrative control

2. self control

In our company we will exercise administrative control through planning systemswhich control the allocation of resources and monitors the utilization of resources

against the plan. It will be centralized system in which the standardization of

work procedure is paramount.

On the other hand o will try to implement self control based on their own

interpretation of correct behavior as the company is technology based so that

professional people are will work here under the professional code of ethics.

Performance measurement in nearby future

In coming years we will strive to achieve efficient level of performance.

In order to achieve this, Ocean Blue will use certain parameters:

comparison with competitors sales


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comparison with forecasted sales

sale by type of customers

Since, our company is new we cannot actually give the explanation of how we

can measure the performance of the company. Therefore, we mention the

criteria on the basis of which we will measure the performance in the nearby

future.


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business plan on water proof mobile

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