Ibrahim Marketing Planof ZB Laptops

8/8/2019 Ibrahim Marketing Planof ZB Laptops

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STARTING A NEW BUSINESS:

Definition of business: Business is any legal activity to earn profit.

By Wikipedia : A business (also known as company, enterprise, or firm) is a

legally recognized organization designed to provide goods, services, or both toconsumers or tertiary business in exchange for money.Businesses are predominant incapitalist economies, in which most businesses are privately owned and typically formedto earn profit that will increase the wealth of its owners.

Before starting a new business:

The following are some basic tips performed before deciding about a new business:

Every business requires some form of investment and a sufficient number of potential customers to whom its output can be sold out.

Every business needs financial resources as well as human efforts and skills

Before starting a new business owner needs to do some sort of marketing

research.Marketing research is defined as the systematic study for the specific purpose or problemsolving. In marketing research we have to do some purposeful steps like data collection,organizing data, interpreting data and at some results.

Before starting a new business owner needs to mention the organization mission,vision, marketing-mix, marketing programmes e.t.c.

Before starting a new business owner should also analyze their Strengths,weaknesses, Opportunities and threats.

Before starting a business owner should also analyze the market position andmarket share of their competitors.

Since customer is the decision maker so we should also analyze the economic

conditions of the society of our potential customers. Before starting a new business owner should also analyze some external

environment variables like social, cultural, political, economic, technological,demographics and legal.

Before staring a new business owner should also have full information about hissuppliers.

Before starting a new business owner should have to select a proper location andsite for their business.

The last tip for starting a new business is to manage and allocate the humanresources which are to allocate the right person for right job.

So, owner of the business should have critical and positive thinking to solve

all the problems of the business organization and should be sensitive to all problems andkeeping all the above tips in mind before launching a new business.

Starting a new business:

In keeping all the precautionary points in mind I start a business of highquality as well as variety of laptops and its accessories like adaptors, bags,headphones, USB,e.t.c.

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NAME OF THE BUSINESS:I am going to start a new business which provides good quality and high

specifications of laptops with suitable and affordable prices, the trading company isnamed as,

ZAMAN BROTHERS LAPTOPS. The logo of the company is as the following:

OWNER OF THE BUSUNESS:The owner of ZB Laptop Company is IBRAHIM ZAMAN.

Who is a student of BBA (Hons) in Preston University Peshawar.The owner can help everyone in office, telephone, through emails, website and

through any channel.The owner can help very efficiently because he also have done one year

computer diploma DIT from NWFP Technical board Peshawar.

INTRODUCTION TO ZB LAPTOPS:Goal of ZB is to become the leading company in providing high quality

and more specifications of laptops in all over Pakistan in the future, to gain the repute of a market leader, which provide laptops range that speaks of its innovation & high qualityat value price for everyone, to achieve expertise over the time in order to give novelty of patterns and familiarization in the electronics industry.

Company will provide products through extensive and exclusivechannels. Image in the market of the ZB would be maintained by providing quality products. Laptops provided by ZB are providing unmatchable variety of different productline in the market to the prospective customers. Culture of the company is maintained onthe ethical values of the customers.

We will manage all costs in accordance with the range of price that we plan to offer. Most of the traders sell laptops at high profit margin. We will discourage

this trend and will focus on prices according to the quality and specifications of thelaptops means suitable prices for the right products.

Price is also an important component of value. In recent years, customers both in consumer and business markets have sought better value in goods and servicesthat they consume—we are focusing on that—we will provide our customers best use of their money for those particular product i-e laptops. We have priced our products so thatthe money of the customer is valued as much as our own and they are provided with

quality products.We are going to target customers of upper-middle and middle social

class. We will target these segments and will place our products according to their

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shopping place preferences. We have initially two retail outlets one in Gul-Haji plazaand the other in sadar.

SITUATION ANLYSIS:-In order to profitably satisfy customer needs, ZB must understand its external

and internal situation, including the customer, the market environment, and the firm'sown capabilities. Furthermore, it needs to forecast trends in the dynamic environment. Aswe talk about the dynamic environment, it gives us a clear picture of the environment.There are so many aspects in market which are changing so rapidly that we have to keepeye on them because it affects the product or organization directly or indirectly.

A very formal way of situation analysis is to analyze the following:

Company

Collaborators

Customers

Competitors

Company:

• The company provides products through extensive and exclusive channels.• Image in the market of the ZB would be maintained by quality products.• Technology adopted by ZB is fast, prompt and unmatchable in the market.• Culture of the company is maintained on the ethical values of customer.• Goals of ZB are to provide high quality of laptops on affordable prices with good

specification in the future.

Collaborators:

• Distributors are the persons or staff who distributes products in the market• Suppliers are those from whom we get our inventory or products.

• Alliances

Customers:

• Market size of ZB is initially to cover the local market and then to enter in themain markets nationally and internationally.

• Benefits to the customers are that we will guarantee our product and the servicevery useful and comfortable for them. We also provide after sale service 24/7

days, means twenty four hours and every day in a week.• Motivation is a very basic aspect to customer. We motivate them by our exclusive

advertisement and also at our display centers.• Retail channel – initially there are two retail outlet while we have to increase the

number to at least five to six channels in the local market i.e. Peshawar. Targetmarket provides the clear image of it.

• Consumer information about the product is provided through proper and exclusiveads in magazines, newspapers etc and also by their request.

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• Buying process is very simple and clear, that’s not a single customer find anydifficulty in purchasing the product.

• Quantity purchased at a time should be in accordance with customers need anddemand.

Competitors:

• Direct competitors are those who are competing with us in the same target market.• Indirect competitors are some traders like POP Pakistan office products, which

are only providing office and industrial products etc.• Products of ZB are very unique and versatile from existing competitors in the

market.• Product Positioning is “EASE AND COMFORT”• Strengths and weaknesses of competitors would be look in the way which is

beneficial for us and provide us with some new changes in laptop tradingindustry.

MARKET NEEDS:As we talk about the computer technology, we all know that it is a need of

every education and business organization as well need for the students and homes, nowit is moving towards necessity rather than a luxury.

If we talk about the market need, need is always there for our products in themarket. The idea which we apply to cope up with the need is that we convince our customers to fulfill their needs by using our product. As the analysis is conducted by us, basically each and every customer demands something new and unique in the market.The uniqueness and versatility is the ultimate demand of the customers in the market.Every one thinks that the product which he or she buys would give him or her different

feelings from others. In market needs the demographics, trends and growth is conducted by keeping a strong eye on customers demand and needs.

ZB laptops are providing the market with a wide range of latest laptopswith an unprecedented selection. ZAWK shoes seeks to fulfill the following benefits thatare important to their custom

• Selection: The widest selection of highspecification, good quality and familiar brands, which provides customers with accordingto their will or desire

• .Accessibility: The central location and wide rangeof business hours designed to accommodate all customers’ needs.

• Customer service: The patron will be impressed

with the degree of care that they receive during and after sale services seven days inweek.

• Competitive pricing: All products will beavailable in the market according to price competition, which is conducted very carefully before setting the price. The price which a customer pays for the product will definitelyaccording to his or her perception.

MARKET ANALYSIS:

As it was said by MICHAEL DELL. (1965):

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“We’re always looking to see what we can do to make our customers’ lives easier or save them money. It pervades everypart of the company.”The most important part of the market is customers. So the all concentration inconducting analysis is focused on the customers. The situation of market is in dynamic

environment. All factors in an environment are changing so rapidly that every customer demands something new. Technology market is also experiencing same sort of situation,the customer always demands some thing new and inspiring as well as new designs.Currently the competition is very tough and challenging in the market. The marketanalysis is conducted by keeping strong eye on customer; it is analyzed in the followingways.

• Environment of the market is very good. It’s an ideal environment to launch anew business in the market. Latest and imported laptops are the basic demand of everycostumer. Every customer wants a new and change thing in the market.

• Current Situation of market also ideally suits the business. Increasing populationis not a hidden fact. Every one knows that this increase is creating new opportunities. The

need of the hour is that we have to grab them as soon as they appear in the market.• Customers Demand of modern technology is also ever increasing in every aspect

including computer technology. It should be fulfilled by an appropriate supply, and weare importing and selling new and used laptops according to prices.

In market analyses we are going to analyze or observe the market trends,demographics and market growth.

MARKET TRENDS: The market trend for laptops is toward a wider selection of common designand brands. Over the last few years, there has been a proliferation of several technologyvariations from a base design. A base design is released and then there are many different

spurs that have common elements but include a few distinctive characteristics. While thisis great for the customer because it allows them to be distinctive, it is tough for mosttraders because it increases their overhead in the form of inventory. This trend is an idealfor ZB laptops which has a business model that allows for stocking many different styles. One another feature of ZB is that we will introduce our product in themarket with a new trend. We will be the trend setter in laptops technology. We willintroduce the customers with so many options i.e. brands and specification that ultimatelythe customers will be attract towards our brand. It was one of the best feature of ZB thatcustomers should be invited to discuss about those particular brands which are in fashion.They have an open discussion and there opinion has very great value for us. In shortcustomers are given so importance that ZB and customers mutually set the new trends in

the market. MARKET DEMOGRAPICHS : Demographic characteristics describe the population and its behavior in themarket where the company offers its products. Target market gives the clear picture aboutthat particular area in which we emphasis more to sell our product. As we talk about the population and its behaviors in our particular market area. We find the followingcharacteristics in them

Demand something new:

Customer’s behavior about demanding the new product is veryclear. They demand something new unique and versatile.

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Fashion oriented:

Fashion is being now the necessity of everyone. Customer’s behavior reflectsits fashion oriented approach. So, we provide those product having fashion or fancyespecially for youngsters.

Durability of products:

Durability of the product is also another crucial issue. If a customer pays some money for purchasing some product, it is in the instinct of the customer that hehas to feel that he utilizes his money properly. So durability and reliability is aninfluential issue.

Simplicity:

Every one have desire to that he have simple and work-efficientlaptops.

Environment friendly:

A product, which a customer purchases, would be environment

friendly. It should not harm the environment in any way. It means the systems should becheck properly before sale.

MARKET GROWTH:There is a bright future of our trading company in the market. We will

provide laptops to upper-middle and middle class. But our priority sector is upper middleclass in small and big cities especially in Peshawar. The purpose of our company is toserve all sectors, cities and ages in quality and quantity. There is a growing number of upper middle class in all the cities of Pakistan,So if we cater the needs of upper middle class properly and along with it other classes we

can not only increase our profit margin but also serve a large sector of society. We willinitially provide our products in the local market and in the next step with the expansionof our trade company aims to provide its products on its on franchises in major cities suchas Islamabad, Lahore, Karachi, Faisalabad.

COMPANY OBJECTIVES:The company has many objectives. Some are financial and

some of them are non financial, as given in the following diagram:

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• All of our exports should be in a clear way that should be recorded in balance of

payments.

SWOT Analysis of ZB laptops:

Strengths: • The company’s brand has a reputation for value for money and convenience.

• The company has a big finance and it has an easy access to international

capital.

• The company’s management team becomes the strength of the company

because they are all experts in management and having good behaviors, so they

will earn a huge amount of profit for the company.

• The company’s methods and formulas which it used while importing of its

products is also strength.

• The company’s logo because the products recognize by the logo of the

company to the costumer.

Weaknesses:

• The company spends a huge cost on the brands of the familiar companies

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• The company spends a huge cost on the advertising and promotion.

• The company has a low control on its decisions in many matters i.e. investment

decisions, marketing decision and product management decisions.

• The company has a presence in few retail stores.

• The company not uses the proper techniques through which it can analyze the

progress the other competing markets.

• The company not increases its product line.

• The company has a weak image in market due to its low level of expansion with

in limited cities.

• The company does not have the latest techniques through which it can increase

its finance.

Opportunities:

• The stores are currently only trade in a relatively small number of cities.

Therefore there are tremendous opportunities for future business in expanding

consumer markets through major cities and than on international level.

• The entrance of new market in the country.

• The company has a low transportation cost to many other cities, because

company have three small trucks.• Latest technology increases the opportunity for the company.

Threats:

• Competition from the products of the higher markets.

• Changing of the price policies from the government.

• The change of buyer’s desires to other products which use the fast and advance

technology.

• Economic downturns in Pakistan.

Target Markets: Our products are unique and designer made so the peopleinterested in our product will belong to middle class and Upper middle class. Wewill target these segments and will place our product according to their shopping place preferences.

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Since our target costumers are students as well as officials, so locate our first retailoutlet at a GUL-HAJI Plaza on university road.It does not mean that the other people can’t buy the company’s products, but themost prospective customers are targeted.

The Marketing mix:• PRODUCT

• PRICE

• PLACE

• PROMOTION

4PS OF ZB laptops:MARKETING MIX:

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PRODUCT STRATEGY: ZB laptop is a trading company and it trades in a wide variety of brands andspecification of new and used laptops. ZB trades in laptop’s brands are HP, Dell,Sony, Toshiba, Compaq, Packard bell, MSI e.t.c.

The next and most important question while product strategy is what is the plan to position the product in the market. So, ZB laptops company focus on four main things while launch the product in the market.

DESIGN:

The design of the company products is the selling point for it .the company provideits products with different design. So the designs are the most important thing while position the product into the market.

QUALITY: Only designs’ cant give incentive to costumer and seller the quality of the product will also be included which by trading the product will give the profitableresult .the company also focus on quality of the products with design.

ADDITIONAL FEATURES:

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The additional features are:

• Providing customer services like free home delivery in the local area of Peshawar

• To install free device driver soft wares

• To solve software problems e.t.c.

Price strategy:

The company use the prices which are below its competitor in order to attract morecostumers mostly the prices of the company’s laptop is minimum 15000 rupees ascompared to the competitor companies which sales it in market at 18000 .and similarlythe prices of the accessories are also low.• The company sells it product with 15% profit mark up to buyer in to

maintain its sales.

• The sales of company,s laptops are much higher , so the company sells the

accessories at below cost in order to attract more costumer so bags and other

accessories are the loss leader item for the company.

• If the products of the company is remain at stock the company sells it at

discount in order to avoid storing or discarding it. The goal of the company is to

minimize loss rather than earn profit.

•

The company offers special prices to its profitable costumers the prices can be in the form of lower prices or a free product reward.

• The company also offers special discounts if the costumer purchase a bundel

of our products for example if costumer purchase 2 laptps instead of one then we

offer special pricess which is below cost. Or if somone purchase three laptps instead

on one then it will get a special price or a bag free.

• The company also offers packages like buy 2jeans and get 1 bag free or buy

3 bags and get one jeans free in order to attract costumers.

• The company also offers membership cards to its costumers at which they can get

special benefits on purchase of products.

Place strategy:

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• The companies also give the home delivery service to costumer as

the member of the company get the order of the costumer through internet or

telephone and deliver the products to the costumer at their door step .the

persons who can’t afford and don’t want to go to shopping center they can

place easily their order thorough there which will increase the trust of the

costumer to the company.

• The company wil also make many retail stores in other cities through

where its costumer can purchase its products .

• The company have a main center in GUL-HAJI PLAZA where its

buisness runs in order to make the purchase of the costumer directly from

the trader.

Promotion strategy:• The company has a personal website through which it advertise its

products on internet the people can also place order through internet and see

the products of the company.

• The company also advertise its products through tv and cable

channels .The company spent a lot on it.

• The company advertise its products through banners.

• The company makes the concerts,road shows to advertise its

products.

• The company arrange the small stalls to introduce its products where

its marketer.

ECONOMIC CONDITIONS OF PESHAWAR :

As per information on Pakistan economic conditions in financial year 2008, value of

Pakistani rupee has decreased in value because of political and economic instability.Pakistan is known to have one of fastest developing economies in world. Though it is a poor country, Economic conditions in Pakistan point out that growth rate has been better than global average growth rate.

Fiscal deficit as targeted in 2009 is 5.5 percent of GDP, which was 7.4 percent in 2008fiscal. Pakistan economic conditions are not going to get any better in 2009 as it has beenestimated that inflation will get down to 20 percent by July 2009. It has been found out infirst quarterly review that condition stabilized and huge sum was borrowed from central

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bank.Economy of Pakistan is going through political and economical turmoil at present. After Mumbai attacks, this country went through financial crisis as there were international pressures. Karachi Stock Exchange in 2009 experienced a great blow with five percentoff in a single day. This has been recorded as worst single-day act in last 32 months.

Political upheaval also forces economy of Pakistan to depend on International MonetaryFund (IMF).It has been recorded that Pakistan economic conditions suffered worst hit during October 2007 to October 2008 as there was 25 percent inflation and from international reservesabout 10 billion dollars had to be taken off. Economic managers of Pakistan approachedIMF to stabilize economic crunch. A stand by loan of 7.6 billion dollars was approved byIMF to pull Pakistan out of economic crisis.According to present economic conditions of Pakistan, GDP purchasing power parity has been estimated to be $454.2 billion in fiscal 2008. $160.9 billion was GDP officialexchange rate. Real growth rate to GDP has been at rate of 4.7 percent in 2008. $2,600has been contributed to per capita GDP. There were 50.58 million workers in Pakistan.

Pakistan economic conditions are also marked by contribution of various sectors to GDP by different sectors of national economy. In fiscal 2008 agricultural sector contributed20.4 percent, while 263.6 percent came from industrial sector. Service sector offered 53 percent to GDP in 2008.Pakistan aims to reduce poverty, which is main concern for economic department of government. Focus is also given on betterment of infrastructure as well. Plans have beenmade to make more roads, dams and power generating plants so that people get more jobopenings and thereby help development.

Conclusion:

Since, the economic conditions of Pakistan are not too good but thegovernment and people of Pakistan are trying individually and collectively to make them better.

All the peoples are going to join good jobs, and they want to reduce their poverty. To get a good job everyone need some skills and education.

So, ZB’s laptops provide latest laptops which help everyone either hemay be a student or a professional person. Another reason of our business’s success isthat of our retail staff’s behavior and better customer service which can be providedthrough telephone, website, email e.t.c.

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http://www.economywatch.com/economic-conditions/pakistan.html#%23





REFERENCES:

Marketing book by Etzel/walker/Stanton

Honorable teacher’s lectures.

http://www.economywatch.com/economic-

conditions/pakistan.html

http://www.google.com

http://www.ask.com

from wikipedia encyclopedia

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http://www.economywatch.com/economic-conditions/pakistan.html


http://www.google.com/

http://www.ask.com/



http://www.google.com/

http://www.ask.com/

Ibrahim Marketing Planof ZB Laptops

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