Post on 18-Jul-2015
Matthew Maloney, Mark Dolan, Odhran Irwin, David Monaghan, Alison Nee and John Ring
US Based imaging and projection technology company
Current involved in a highly competitive consumer electronic market.
Possible market entry strategy for Singapore Fit with overall brand proposition and values
Product introduction Outlook - 4 C’s TOWS Analysis Architecture Strategy
Tactic
Value Scorecard Recommendations Conclusion
Change Customer Competitor Company
Political/Legal-Strong Developmental Model-Recent Election Ensures Stability-Low Level of Existing Patents-Need to Register as PTE company
Economic-14.5% GDP Growth 2010-Strengthening of Sing Dollar against US Dollar-20% p.a. Consumer Electronics Market Growth from 2009-2014 Forecasted (Datamonitor)
Social-Outstanding Levels of Education -Use of technology to Express Individuality-High Density Population
Technological-Growth of R&D Industry here -Friendly Academic Environment to Business Research e.g. Science and Engineering Research Council/NTU-72% Smartphone penetration of all mobile phones i.e. 3rd in World!
Ability
Conception & Design
9 8 6
Production 8 9 7
Marketing 9 10 6
Finance 8 9 4
Management/Execution
9 7 6
Patent Portfolio
ISO 9001 Economies of Scope
ValuableYes Yes Yes
RareYes No Yes
Imitable No Yes Yes
Organization Yes Yes Yes
Threats-Wide range of competitors-Technology Life Cycle
Weaknesses-New To Asian Market -Low Brand Awareness-Small Company
Opportunities-Young Market with many early adopters (chance to become Synonymous with product here)-High Density Population means word of mouth and trends travel fast-Smartphone Penetration already; Complementary/Cross-Selling Opportunities
Strengths-Technology-Quality Management Standards-Supply Chain Management-Economies of Scope-Partnerships/Alliances
Segmentation – Pico P Users
Education
B2B
Consumer Electronics
Travelling sales people On site sales staff Technical product and
service sales people E.g. Construction, Medical Devices etc.
Companies with regional sales offices
Sales Trainers and Consultants
Almost 400,000 people employed in construction sector in 2010
Set to grow at an annual basis of 6.8% until 2015
Pharmaceutical industry set to be worth 15 billion by 2015 and employ 15,000 people
Targeting of the Direct Selling Association of Singapore (DSAS) and the Direct Marketing Association of Singapore (DMAS)
Sophisticated Essential sales tool to demonstrate value to
customers’ customers Professional Reliable Practical
Away from retailing to B2B Business tool of choice Target Functional User Vertical differentiation
Longer battery life
Smaller than standard projectors
Auto focus/Quick Setup
Sharper image and Tone
Features and Benefits How we can add value Demonstrations The Customers’ Customer Sale or Return Show and Tell
Product• Ultra portable Projector• Auto focus• High battery life• Protective ‘ Business Edition’
Packaging with additional elements such as cables, carry case etc.
Price• Add value with accessories• Discount structure• Commission structures• Direct to end user benefits
Place• Direct Sales team• Online ordering system• Partners
Promotion• Selected Print Media• Business publications• Inflight Magazines• Online advertising/Social Media• Trade Shows• Sales conferences• Branded products
‘The highest quality at a reasonable price’
Functional benefits- ease of use, durability, high quality picture any time any place
Emotional benefit- The feeling of sophistication, impressive to the customers customer
Sales people are called ‘ advisors’
Prompt Repair and Service Support
Extended Warranty NTU Presence
Become captain of the supply chain process
Cut out the middle man
Vertically integrated Product placement Ability to deliver large
amounts instantaneously
Developing and Educate Leverage the technological/product
lifecycle… …So we are in a position to enter the
integrated mobile projector market. Timing is the key, the time to do this is now! Market-ing Myopia