A Market Plan for Mania 3D+ Smartphone

Background

Star Technologies is medium sized Software and Gadget Company, and is currently under leadership transition of leadership from first generation to second generation. As a result, the new management intends to increase its production through an Initial Public Offer to raise enough funds for launching a new phone into the market with an array of unique features that are lacking in the amongst the current customer base. Aside from the new venture, Star Technologies deals in the development of software, laptops, music players, and television sets. It is a large scale supplier to 4oo other retailers who distribute the products across the United States market. The organization’s 18 members of staff mainly encounter scheduling constraints, as the technology industry across the international market is highly unpredictable because research is in constant motion, insinuating that new inventions are constantly realized. The greatest demands are experienced during the months of September up to December. Based on the internal and external strengths of the company, this analysis seeks is an evaluation of a strategic marketing plan for a new product that is expected to be launched soon.

Executive Summary

Star Technologies intends to release The Mania 3D+ Smartphone during the peak period, when the consumer expectation is high( income levels are high across different segments).The Mania 3D+ Smartphone has received massive financial backing from a local bank, which appreciated the new attributes, such as multifunctional, multimedia Smartphone with a longer battery life. The United States market for Smartphones is assumed to be matured and well established brands have their eyes fixed on exploiting the ripe opportunity. The new product released by Star Technologies is a slim and highly quality handset that combines a series of innovative, useful features that are in high demand amongst the target consumers, which comprise of particular segments in the business and consumer markets. As such, the introduced features are designed to match the benefits that the aforementioned market is currently seeking. After a successful launch in the American market, the marketing initiative will be carried out in other countries, such as Canada, Germany, France, and the United Kingdom.

The priorities of the market plan include the systematic construction of brand awareness amongst the target consumers. Secondly, it is crucial to form credible relationships with  the telecommunication agents and carriers, pushing up sales, and breaking even come the end of the third year. All the operations of the firm would be implemented in the most environment friendly manner. The core abilities of professional expertise, efficient assembly programs, superior design skills, and efficient production mechanisms of Smart Technologies will come in handy in

Situation Analysis

Three entrepreneurs with extensive, technical experience, and impressive software development skills, founded the Smart Technologies 3 years ago. the new phone that they intend to introduce to the market; The Mania 3D+ Smartphone, comprises of a 3D viewing  capability and an intelligent biometric security structure to prevent unauthorized entry in case it is stolen or misplaced. The cofounders also associated the brand with the dynamic battery system that is powered by solar energy, which is also eco friendly and compact that can last up to 12 hours of talk time without the need to recharge. The company’s 24-month warranty policy will reinforce its reputation that is strongly banked on value addition and after sales services for the consumers.

The handset is able to operate in the network of any telecommunication courier, ow prepaid calls, as well as free calling services that are availed through online means. The organization’s exclusive Codeless Communication Commander Program supports all this. The The Mania 3D+ Smartphone design is slender, light, with a high level of user interaction. Other features include a durable and relatively large touch screen, a standardized 11 megapixel camera, no-slip grasp and drop protection abilities, and is able to record, play, store, upload, download videos, photos, and music files. In this light, the  Mania 3D+ Smartphone is made to deliver additional benefits compared to the existing units that are seen as possible competitors.

Function or Feature	Benefit
Compact batterylife supported by solar power	Eco-friendly battery that is also able to last for a longer period (12 hours).
Security enhanced with biosecurity	An inbuilt identity recognition that prevents unauthorized entry and permit remote phone lock when handset is stolen or lost
3D vision	Enhances the viewing experience for movies, games, TV. It is a guarantee that the technology will be a cutting edge for quite some time.
Codeless Communication System	Chooses the best wireless option by default, to secure the greatest quality of signal, the cheapest internet and calling rates.
Enhanced multimedia functioning	A wide touch screen to maximize the viewing space for entertainment and games and an enhanced RAM to allow for multi-functioning.

Market Trends and Needs

The The Mania 3D+ Smartphone is designed to meet a variety of preferences and needs in the business and consumer markets. According to the latest survey by the organization’s marketing team, dealers in the Smartphone marketplace do not meet two main needs. They include

1. Handset Durability the research shows that the majority of consumers’ complaints regard the poor quality of competing handsets, which are easily damaged when they fall or through wear and tear. The unique manufacturing and contacts expertise allowed the technical team to chose the extra-tough tough glass and a unique handset cover materials. What is more, the 24-month warranty period offers consumers security against chipping, breaking, or scratching, thereby differentiating it from others.
2. Security external statistics indicate that the theft of handsets is on the rise, thanks to the high value of the Smartphones. Consequently, users have the dire need of data protection and the reduction of possible loss of the handset. This specially applies to the business segment. The biometric identification is the best remedy that ensures that permitted people gain access to the data and other functions.

Target Markets

In the consumer market, the organization targets the middle and upper income earners who fail to secure enough time during the day to recharge their handsets. They require a long battery life for communicating and multimedia. Their level of education is high and reflects an average income of $ 76, 000 per year. The second target under this cluster is the adults in the ages 18 to 30 years who show ease in adopting to new technology. The main feature, which is the 3D viewing ability is the main attraction.

In reference to the business market, the target segment includes entrepreneurs, executives and small business operators who are in constant motion and are in need of a sustainable battery life. The fixed cost cutting application that automatically selects network is also a big boost.

SWOT Analysis

Strengths

            The Mania 3D+ Smartphone is a very innovative product, having capitalized on the existing needs of most cell phone consumers, which include multi-tasking and durability. In addition, the background software (operating system) is highly efficient and intelligent, thanks to the inculcation of modern information technology principles. The ability of availing a number of features on a single gadget makes it stand far above the rest. The biometric security feature is a guarantee that personal and business data is safe in case it malfunctions or is misplaced. Its relative pricing is also moderate, considering the high level technology associated with the handset.

Weaknesses    

The major weakness associated with the Mania 3D+ Smartphone is that it is a new brand that has not yet received grassroots coverage. There is need of investing billions of dollars in marketing campaign promotions in order to increase the level of awareness.  Secondly, the numerous specifications of the handset make it relatively heavier than the other competitive brands in the market. In the quest to attain uniqueness and durability, the manufacturers sought outstanding materials that were lighter according to typical manufacturing standards. The phone’s high tech nature makes it rather complicated to use for average users who are not yet exposed to complicated systems and computerized gadgets.

Opportunities

            The multi-functional nature of the handset has attracted a lot of popularity for it, making it a highly demanded new product. The second opportunity is that it enjoys the benefits of cost sensitivity, considering the high level and complicated level of manufacturing associated with it. It creates room for the company to add extra features because they are guaranteed of a highly effective marginal revenue growth. The designers are, thus allowed to add more features that have the potential of increasing the end value of The Mania 3D+ Smartphone.

Threats

            The Mania 3D+ Smartphone faces rampant competition from the major Smartphone dealers, such as Nokia, Blackberry, Samsung, and Apple, who have a widespread coverage in the international market. Consequently, there is the threat of reduced pricing in order to sustain itself in the already flooded market.

Competition Analysis

            The Mania 3D+ Smartphone is entering a saturated market where Smartphones are in wide use in both the business and professional worlds. The current leading company is Apple, with a market share of 45%, followed by Samsung, and then the Research in Motion (RIC) who are the manufacturers of blackberry (13% share). Nokia is also a significant player with its new Windows phone.

            Most of the existing Smartphones have a qwerty keyboard to promote rapid typing, while Apple’s handset offers a digitalized keyboard. Apple’s product is 3G enabled and well-equipped for multimedia and video games. Samsung’s creation is more similar to that of Apple, only that is has handsets that suit business users (save time for users through less complications).

Objectives

There are various objectives for both the first and the second year. In the first year, the company hopes to realize sales reaching 500000 units while for the second year, sales must reach the 1 million mark.

Market Strategy

            Product positioning will feature in imaging the The Mania 3D+ Smartphone as a versatile, convenient, and value-adding gadget, to both personal and professional use. The 24-month warranty is expected to attract many buyers during the first year. Its introduction price is $ 150 for wholesale and $200 for retail buyers. After the product launch, it will for a flatrate of $ 175. It will be distributed through a selective process, targeting well known sales outlet centers.