406 Group Project Plan

406 Group Project Plan - 406 Group Project Plan Situation...

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406 Group Project Plan Situation Analysis: Category Analysis and Overall Market Description (Nissan) o Market trends: large growth rate for smart phone use Examine large, potential changes for telecommunications market Effect of tablet introduction on smart phone use Customer segmentation by other firms Faster data and 4G offerings, moving from voice to data use Open vs. closed operating systems, rise of Android o Environmental Factors Push of limited data plans and effect on data use Data concentration is in urban areas o Category Marketing Activity Distribution channels Phone providers Electronic retailers (Best Buy, etc.) Online retailers (Amazon, Ebay, etc.) Pricing across channels Rebates: mail-in rebates from providers vs. instant rebates at retailers How brands in general are marketed Features commonly advertised: Ease of use, app store, etc. Differences in advertising: BlackBerry advertises, but Android goes through HTC Co-branding (Ex. AT&T with iPhone in past, Evo 4G with Sprint) o Porter’s five forces model (apply to our industry) Competitor definition and analysis (Gordon): o Concentration on the US market, smart phones and new tablet offerings o Start with BlackBerry description, then move onto competition o Main competitors: Apple/iOS Look into how much revenue lost on jailbroken iPhones Android Look into how much revenue lost on open OS
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WinMo Key things to examine: Market share Financial resources R&D/sales and gen. expenses/sales ratios over past 5 years and locate changing trends Core competencies and weaknesses Brand positioning: marketing programs and strategy Brand loyalty Recent (past 3-6 months) product offerings and pricing schemes (most and least expensive products, breadth of product line) Product features o SWOT of competition, compare with BlackBerry SWOT o Future strategies of competition o Note: table comparing our products with those of the competition is a good idea Customer Analysis (Maria) o Who are the customers? o Where do they buy? o Does anyone influence the buyer? o What channels do they buy from? o Are they brand loyal (“What would be your next phone for BB users?” chart, use class survey)? Do they recognize brands in the category? o How can they be segmented? o Which segments need to be targeted? Recommendations/Alternatives (Isabella) o Alt. 1: Open up BB OS to other phones and app developers o Alt. 2: Do nothing o Alt. 3: Keep OS closed, increase product offerings o Recommendation: Partially open OS to approved app developers, keep email and interface in-house Touch on approval process Increase segmentation (business customers) and decrease product offerings
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If research proves, increase R&D costs to fund following innovations: Potential introduction of cloud computing Focus on Windows Sharepoint compatibility (Sharepoint
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This note was uploaded on 02/27/2012 for the course BUSI 407 taught by Professor Bowen during the Spring '11 term at UNC.

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406 Group Project Plan - 406 Group Project Plan Situation...

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