Year Marketing Plan for a new smart phone

GUIDANCE
for


A 3-Year Marketing Plan for a new smart phone: ALO1 (imaginary one)
to be launched in the UK in the Spring of 2011.


1. You may use an existing communication and phone company in the UK and BASE your analysis around that figures to create the marketing plan. (WEE NEED REFERENCES to each information that you give)

2. Please make and state reasonable assumptions. TO DO THE ANALYSIS

3. The market that is going to be focused is the UK

4. The new smart phone will be introduced in Spring 2011

5. The MARKETING PLAN that is going to be prepared should be focused at a level analysis associated with Marketing and not a level of analysis associated with Corporate Strategy

6. The plan should use appropriate referencing whereever you are using information will have a reference.

7. Please use of quality graphical material at the Perceptual map, forcast, budget and Gantt Chart



OUTLINE OF THE MARKETING PLAN FOR
A NEW SMART PHONE: ALO1


1. Executive Summary
(150 words giving the KEY recommendations with FINANCIAL and OPERATIONAL consequences introducing a new smart phone: ALO1 )

2. External Environment
2.1. Macro Environment: PESTLE Analysis

2.1.1 Political
(The Government POLICIES in the UK or EU governments HOW intervenes in the economy that affect the communication and phone industry in the UK? What are the most recent POLICIES? The UK Government s tax policy, mobile phone policy, communication policy, labor law, trade restrictions, tarriffs etc which affect politically the introduction of the new smart phone. The UK Government influence on infrastructure of the UK communication system ETC. OR ANY OTHER POLITICAL FACTORS that you may state will have effect on the introduction the new smart phone) WEE NEED REFERNCES to each information that you give)

2.1.2 Economical
(These economic factors which have MAJOR IMPACTS on how the telecomunications and phone industry operate and make decisions in the UK. Is there any TAXATION CHANGES specific to the PHONE INDUSTRY in the UK and EU? The UK s economic growth s, GDP, per capita income, disposable income, exchange rate, interest rate which may have effect on INTRODUCING NEW SMART PHONE. Job growth and employment ant their effect on phone buying. SPECIFIC phone and telecomunication industry s FACTORS. Production AND import/export level of smart phones in the UK?) WEE NEED REFERNCES to each information that you give)


2.1.3 Social

(Consumer attitudes and opinions fort he smart phones in the UK, law changes affectiong social factors in the UK, consumer buying patterns FOR PHONES in the UK, buying Access and trends for phones in the UK, Lifestayle changes in the UK, demographics(age, gender, family size) effect s on the buying behavior of smart phones in the UK, living standards and their effects, fashion and role models effect, Trends, buying Access and trends in the UK, Eraning capacity in the UK, Occupations, changes in the education level and ALL THEIR EFFECTS on INTRODUCTION AND BUYING OF ne new smart phone in the UK) WEE NEED REFERENCES to each information that you give)


2.1.4 Technological

(competeing technology development, replacement technology solutions, innovation potential, matuartiy of technology, consumer buying mechanizm/technology, information and communication developments, innovation potential, new phone technological developments, new discoveries affecting communication and phone industry, software cahanges, rate of obselescence in phone industry) WEE NEED REFERENCES to each information that you give)



2.1.5 Legal

(Current legislations for communication and phone industry in the UK market, Future legislations for communication and phone industry in UK, EU and International legislation that have affect on the introduction of the new smart phone, consumer protection effects, communication industry specific regulations, competitive regulations health and sefaty legislations related to communication and phone industry) WEE NEED REFERNCES to each information that you give)





2.1.6 Environmental

(Environmental issues that have relations with the introduction of new smart phone, global factors, EU factors, Environmental regulations, climate changes, temperature changes and their effects on introdcution of new smart phone) WEE NEED REFERNCES to each information that you give)


2.2. Micro Environment

(Summary of the smart phone segment of the communication and phone market in the UK, market trend, Market growth OF SMART PHONES, trends and competition in the UK fors mart phones. Potential new markets for new smart phones in the UK, market size and market geography of the new smart phone , customer profile in the UK for smart phones) (WEE NEED REFERENCES to each information that you give)


3. SWOT Analysis

” Strengths of the new smart phone for the UK market
” Weaknesses of new smart phone for the UK market
” Opportunities for new smart phone for the UK market
” Threats for new smart phone for the UK market

(WEE NEED REFERNCES to each information that you give)

4. Resource Analysis

(Tangable and intagable resources avaliable for he introdcution of the new smart phone must be stated. Human resources, financial capability and phisical capacity, R&D capacity to create a new smart phone)

5. Competitive Advantages
5.1. Segmentation
(Geographic segmentation for the new smart phone in the UK, Demographic segmentation(age, gender, income, occupation, family structure) and psychographic segmentation, such as life style or belives) WE NEED TO HAVE OPERATIONAL not THEORATICAL analysis of all these segments with the relations of the new smart phone) also we want you come up with the segment or segments to be focused with their reasinings. (WEE NEED REFERNCES to each information that you give)

5.2. Targeting

(After the market has been separated into its segments for the new SMART PHONE, the YOU will select a segment or series of segments and target it/them and GIVE THE REASINING)

5.3. Positioning Including Perceptual Map

(After segmenting a market and then targeting a consumer, you would proceed to position a product within that market and explain the reasining of how you position the new smart phone within the market comparing other COMPETITOR PRODUCTS. What position do you want to own? This must be stated very clearly BY GIVING THE REASONS WHY) Please use of quality graphical material at the Perceptual map.

6. Tactics(7Ps)
(This is the hart of the marketing plan, we need you to explain how you are going to implemet the plan)

6.1 Product: The followings must be stated here
Product Variety
Product Sizes
Product Quality
Brand name
Packaging
Presentation

6.2 Price: The followings must be stated here
List Price
Quantity Discounts
Special Offers
Geographical Pricing
Payment Terms
Credit Options

6.3 Promotion: The followings must be stated here
Advertising
Public Relations
Promotions





6.4 Place: The followings must be stated here
Channel Section
Market Coverage
Dealer Support
6.5 People:
(People refers to all the customer facing staff in your organisation, not just the sales staff.
What training do they require? Do they know the products well? How much commission should they get? Should you outsource? Do they need a uniform? What incentives can you give? )

6.6 Physical Environment:
(This element is mostly used to promote services. Since you are selling new smart phone how will people know what theyre getting?)

6.7 Process:
(Process refers to the procedures which are followed when delivering a service to a customer. This element of the marketing mix should also include your customer relationship managem