Professional Documents
Culture Documents
Marketing Management
Submitted to: Miss Ayesha Zahid Submitted by: Sameera Afzal Shahida Umbreen Mubina Khan Anum Majeed Usman Afsar Waseem Afsar 10215 10216 10211 10293 10250 10247
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Executive Summary
Califon telephones have revolutionized the coounications arena, redefining how we perceive voice communications, Traditionally, Califon phones remained out of the hands of most consumers due to their high cost. As a result, cell phone carriers have invested time and resources into finding ways to give the systems higher capacity and thus lower cost. Cell systems are benefiting from this research and starting to develop into large-scale consumer products. Today, Califone phones are truly consumer electronics devices with over 59million subscribers. The nokia bowl and QUALCOMM stadium are further evidence of the idea that cell phones are consumer electronics devices. Cell phones have ceased to be an exclusive status symbol of highpowered lawyers and are now in the hands of millions of consumers. In order to achieve this goal, garbles Califone phones critical success factors will be to identify emerging trends and integrate them into our company operations, respond quickly to technology changes/be there early, provide high-quality services, invest time and money in marketing and advertising, expand into specialty markets, and stay ahead of the technology curve.
Brand management
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Company introduction
Califone private limited start in 2010 to provide a new mobile hand set for Lahore consumers and surrounding areas. Miss Sameera who is working as chief executive officer of the company. Chief executive officer (CEO) CEO stands for Chief Executive Officer, and is often the title of a person who holds the highest position in a company or on a board. A related title is president, which may be used in place of CEO. The title of president of a company was commonly used for years, but in the democratic sense, the people choose a president. In the sense of a company, the workers of the company in most cases do not choose a president, so CEO makes more sense since companies frequently are not run on democratic principles. General Manager A General Manager has broad, overall responsibility for a business or organization. Whereas a manager may be responsible for one functional area, the General Manager is responsible for all areas.General Managers manage through subordinate manager. However, a General Manager may have individuals reporting to him/her who are not managers. A General Manager has the power to hire, fire, or promote employees. A General Manager is responsible for higher level planning than a manager. A General Manager is often responsible for the overall strategic planning and direction of the company or organization and leaves the day-to-day management of the various functions to the managers.
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Financial manager y y y y y y y y Nature of work Employment Job outlook Projections Earnings Wages Related occupations Sources of additional information
Almost every firm, government agency, and other type of organization employ one or more financial managers. Financial managers oversee the preparation of financial reports, direct investment activities, and implement cash management strategies. Managers also develop strategies and implement the long-term goals of their organization. Vision Our company vision to attract all of generation and to set a model in the mobile phone manufacturing industry through ideal for small to medium size rooms. Lightweight and fully portable, this fully digital boom box allows you to record and play music or speech. Great for music recording and playback, or close-range speech recording and review. Remote control included.
Keys to success
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Mission
Garbles Califone mission is to offer its customers the highest quality cell phone products and services. Its owner focuses on personalized service to his customers by offering convenience and rapid service. Additionally, garble Califone has the technological expertise to assist customers in picking the product and service that best meets their needs. Finally, our staff will have strong vendor relationships with the product suppliers and will be able to meet their needs. Finally, our staff will have strong vendor relationships with the product suppliers and will be able to meet customers demand for the newest innovation in Califone phone technology.
Objectives:
The company plans to focus on the following target markets that will provide us with the greatest market penetration: The specialty business users, the general business users, and the personal users. We intend to offer products and service packages that are priced appropriately for each segment and will offer the services that best suit each segments needs. Public and private partnerships with business, financial and nonprofit communities are key to spurring quality job creation and investment throughout the citys neighborhoods. Our company will center on serving on the nice burg community (presently at a 6% per year rate) as well as concentrating on the local pleasant village population, banking on the current growing trend of using mobile phones. Our company will concentrate on selling global system for mobile communications protocol cellular phones-sales, services and support.
Business objectives:
y y y Company growth Become established as the leading distribution of cellular phones and wireless communications services Increase number of retail outlet
Financial objectives:
y create and increase revenue
Marketing objectives:
y y increase marketing efforts expanding market area
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Market Segmentation:
Garbles Cellular Phones, Inc. will focus on five customer groups, bearing in mind that it is quite customary today to have more than one cell phone per family:
y y y y y
Children in the age group of 10-17 years old Students General public Professionals Service organizations and companies that need to be in constant communication with their employees.
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Market Analysis:
Year 1 Potential Customers Children 1017 years old Students Professionals General Public Operating Service Companies Other Total Growth 3% 2% 2% 2% 4% 90,000 50,000 40,000 250,000 40,000
1% 2.29%
30,000 500,000
Industry Analysis:
The market is dominated today by three large companies: T-Mobile Wireless Owned by a subsidiary of Deutsche Telekom since May 31, 2001. y Revenues: Exceeding $13.6 billion in 2001. y Wireless Phone Service Subscribers: Cellular voice, messaging and high-speed wireless data services to more than 8 million customers. y Cellular Phone Service and Technology: T-Mobile Wireless operates the largest all digital, wireless networks based exclusively on GSM (Global System for Mobile Communications)
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Cingular Wireless Cingular wireless is the second largest wireless company in the U.S. A leader in mobile voice and data communications, Cingular is a wireless company determined to promote the individual to a new level. y Ownership: Cingular Wireless is a joint venture between the domestic wireless divisions of SBC (NYSE:SBC) and BellSouth (NYSE: BLS). Headquarters in Atlanta, Georgia. SBC owns 60 percent of the company and BellSouth owns 40 percent, based on the value of the assets both contributed to the venture. y Revenue on the cellular service in Year 2002 was more than $14.7 billion. y Cellular Phone Service Subscribers: more than 22 million voice and data customers across the U.S.A. y Cellular Phone Service and Technology: A leader in mobile voice and data communications, Cingular is the only U.S. wireless carrier to offer Rollover, the wireless plan that lets customers keep their unused monthly minutes. Cingular provides cellular/PCS service in 43 of the top 50 markets nationwide, and provides corporate e-mail and other advanced data services through its GPRS and Mobitex packet data networks Nextel Communications Nextel communication based in Reston, VA, is a leading provider of fully integrated, wireless communications services on the largest guaranteed, all-digital, wireless network in the country. y Ownership: Nextel Wireless is traded on the NASDAQ National Market under the symbol NXTL. Nextel Partners is a separate company traded on the NASDAQ National Market. y Revenue on the cellular service $8.7 billion (2002). y Cellular Phone Service Subscribers: 10.61 million (Q4 2002). y Cellular Phone Service and Technology: Nextel uses a packet-based platform, the integrated Digital Enhanced Network (iDEN) technology, developed by Motorola. The Nextel 4-in1 serviceNextel Digital Cellular, Direct Connects, Nextel Mobile Messaging, and Nextel Onlinecovers thousands of communities across the United States. Nextel and Nextel Partners, Inc., currently serve 197 of the top 200 U.S. markets. Garbles Cellular Phones is aiming to gather a share of the market from these three.
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Customer Service: Miss Sameera Garbles, owner and CEO of Garbles Califone Inc., has been the CEO of the Garbles Califone Phones Ltd. in the East Atlantic Island Archipelago for many years past, and accumulated a vast knowledge and experience in the Califone phone market, with a special expertise in GSM phones. He is very familiar with his target customer base. He has an excellent reputation for customer service. E-Commerce: The company will make an effort to enhance its sales through a serious and advantageous website in order to attract customers that are reluctant to do business with large companies.
Marketing Strategy
Short-term marketing strategies are those that bring will bring us a temporary boost in traffic. Although these techniques are very important to our over-all plan, they are only a temporary traffic source and must not be solely relied upon. Short-term marketing strategies include:
y y y
Long-term marketing strategies are those that will bring us a steady stream of targeted traffic over time. These strategies will continue to produce results even years down the road. Long-term marketing strategies include:
y y y
By creating and implementing a balanced marketing strategy, using both short-term and longterm strategies, Garbles Cellular will drive a steady stream of targeted traffic to our website. Using this simple formula when creating our Internet marketing strategy and excelling at all three, we hope to guarantee our success. Our short-term marketing strategy will focus heavily on sales promotion, niche positioning in the market and customer service with loyalty and retention in sales. Our promotions will always stay in tune with our company objectives and mission statement.
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Sales Forecast
Sales forecast displayed here is very conservative although we aim very high, we decided to show a very slow growth and revise the plan on a yearly basis. As a rule we expect to expand the volume much more rapidly.
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Milestones
The Milestones table hereunder is destined to be a working plan for the formation of the new organization, including legal negotiations, hiring of personnel, rental of the facility, building of initial inventory, beginning of marketing and start of physical operation. The team to execute the chores will have to follow up on the timetable and make sure that everything falls in place to ensure smooth start of sales and success of the organization.
Milestones
Milestone Preview of Start Date End Date 1/1/2010 1/15/2010 Budget Manager Department CEO Department
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1/10/2010 2/10/2010
$4,000
Owner Department
2/1/2010
3/1/2010
$500 $2,000
$2,500 Programmer Department Store Department Personnel Marketing Department Mgr. All Department
3/1/2010
4/1/2010
$0 $2,000 $43,000
4/1/2010 4/10/2010
Management Summary
The management of Garbles Califone Phones, Inc. is made up of the owner, a Marketing manager and three other members who will be hired locally and will be added: a Programmer, and two store attendants with one serving at the beginning as secretary.
Personnel Plan
The Garbles Califone Phones' store will operate virtually 24 hours a day 7 days a week. Although the store opening hours will be officially 10:00 a.m. to 6:00 p.m., it is clear that due to our Internet operation the customer support will be a non-stop one. The personnel plan, as detailed in the following table, has been developed to support these hours.
Financial Plan
It is assumed that the owner's private resources will be sufficient to finance any monthly cashflow shortage. However, it would be advisable to establish a bank relationship as soon as possible. Sales could very well increase at a much sharper rate than assumed in these conservative projections. Sharper sales will result in a greater need for funds in support of inventory and receivables. An over-draft line of credit with the bank will be an excellent cushion to fall back on.
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Important Assumptions
As a general rule our company will not sell on credit. However for very special cases we might offer short-term credit against valid assurances. We shall accept cash and checks, Visa, MasterCard, Discover and American Express, and PayPal on the Internet. All sales paid via credit cards will be deposited in our business checking account within 48 hours.
Break-even Analysis
Our break-even analysis is summarized by the following chart and table.
Break-even Analysis
$17,916
Assumptions:
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$13,625
Net Worth
$138,816
$253,742
$449,392
Business Ratios
Business ratios for the years of this plan are shown below. Industry profile ratios based on the Standard Industrial Classification (SIC) code 5731.9902, Consumer electronic equipment, NEC, are shown for comparison. Inventory Turnover 8.67 12.65 12.54
9.78
12.17
12.17
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Debt Ratios Debt to Net Worth Current Liab. To Liab. 0.11 1.00 0.08 1.00 0.07 1.00
Liquidity Ratios Net Working Capital Interest Coverage Additional Ratios Assets to Sales Current Debt/Total Assets 0.43 10% 0.55 8% 0.68 6% $138,816 0.00 $253,742 0.00 $449,392 0.00
Conclusion Califone brand, the battle of Califone in Thailands mobile phone operator market Strategic
question how can Califone gain higher market share by focusing on customers in Bangkok? Purpose The purpose of this research is to investigate, analyze current competition between Califone and other competitors with customer insight in order to find out the possibility for Califone to gain more market share in Thai telecommunication market by focusing on customers in Bangkok area. Theory and Method Researchers apply Business Strategy theory and Marketing mix for service company or 7Ps to answer the strategic question by collecting primary data from questionnaire and interview, while the secondary data are collected from various reliable sources.
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