O-E90 Group Members Faheem Ahmad Rana (2126)

Hafiz Zain-UL-Abideen (0141)

Abdullsamad Khan (0130) Usman Khan (2131)

Anus Touseef Khan (2119) Ehsan-UR-Rehman (2137)

Amjad Joiya (2180) Irfan Tariq (0174)

Launching of a New Mobile Phone Set (O-

E90) by ‘Orient Electronics’

Business Strategy

O-E90 Dedication

We want to dedicate this project to the following persons:  Our Parents 

Our Teacher

Our Best Team

O-E90 Company Profile

Orient Group of Companies has been on the forefront of design and development, by coming up with new products and increasing its presence in all its featured markets. Established in Lahore in1957, today the Orient Group of Companies is one of the largest consumer goods companies of Pakistan.

O-E90 Vision

Our Vision is to be the leading provider of Consumer Electronics goods in Pakistan and deliver the best to the nation and our country.

O-E90 Mission

Our Mission is our dream, soon to be fulfilled. Orient Group of Companies is progressing towards bringing world class electronic products to its customers and contributing to our nation.

O-E90 Objectives

Our target is to become Pakistan's top manufacturers in electronics and home appliances, electronics and lighting industries. We are evolving ourselves toward upgrading our products and services to serve our customers the best.

O-E90 Product

We are entering the mobile phone industry with the name of Orient Mobiles. Initially we are launching a touch screen mobile phone ‘O-E90’ having compatible features. We are going to get the phone sets manufactured from china on customized basis with our brand name and for after sales services we are in contract with United Mobiles for warranty claims etc.Orient Mobiles “Pehli Chahat”

Product FeaturesDimension 147 x 76.5 x 9.7 mm  

 Weight  N/A  

 Battery  3000 mAh Talk time Up to 5 h, Stand-by Up to 180 h  

 OS  Android OS, v4.2 (Jelly Bean) 

 Memory  1.48GB built-in, 512MB RAM, micro SD card (supports up to 32GB) 

 Processor  Quad Core 1 GHz,

 Connectivity Bluetooth v3.0 with A2DP, USB, WLAN (Wi-Fi 802.11 b/g/n, Wi-Fi hotspot), GPRS Class 12 (48 kbps), EDGE Class 12, 3G  

 Display Size 480 x 854 pixels, 5.0 inches (~196 ppi pixel density), Sensors: Accelerometer, proximity  

Browser HTML5  

 Colors Black, White  

 Entertainment 

FM radio, 3.5mm audio jack, MP4/WMV/H.264/H.263 player, MP3/AAC/WMA/WAV player, SNS integration, Google Talk, Games (built-in + downloadable)  

 Camera 8MP, 3264x2448 pixels, autofocus, Dual-LED flash, Geo-tagging, touch focus, face detection, Video, 2ndary  

 Other Features 

Dual SIM, GPS + A-GPS support, Micro SIM card support only, Google Search, Maps, Gmail, Youtube, Calendar, Speakerphone  

 Ring Tones  Downloadable, Polyphonic, MP3, WAV  

O-E90 Competitor Analysis Q Mobile Huawei Gfive HTC Above mentioned companies are our competitors who are most likely going to challenge us in the market. Q mobile has gained a rapid growth in no time and got quite a bit of market share. Similarly huawei is a Multinational company and has good reputation. HTC is considered to be the giant in touch screen mobile phones.

O-E90 Segmentation, Target market

As we are launching a Touch Screen mobile phone initially, so geographically we are targeting the urban areas majorly. Demographically, our target customers will be both males and females between the ages from 15 to 50.

O-E90 Positioning

Our pricing decisions relate to value based system because we have created a great value for people to improve their life styles. Our prices are less than our competitors but the quality of our product and after sale services are much more than the others.

O-E90 Strengths

Hardware integration with many open source OS and software

Excellence in hardware parts

Innovation and design Low production costs Ability to market the

brand Good brand reputation

O-E90 Weakness

Low profit margin Main competitors are also

largest buyers Lack its own production,

OS and software New in mobile phone

industry

O-E90 Opportunities

Growing Pakistan’s smart phone market

Growing demand for quality application processors

Growth of touch screen phone market

O-E90 Threats

Rapid technological change

Declining margins Price wars

Pest Analysis

O-E90 Political

Government stability and likely changes

Bureaucracy Tax policy (rates and

incentives) Trade control Import restrictions

(quality and quantity) Tariffs

O-E90 Economic

Growth rates Inflation rate Interest rates Exchange rates Stage of business cycle Trade flows and

patterns Level of consumers’

disposable income Monetary policies

O-E90 Socio-cultural Education level Attitudes toward imported

goods and services Attitudes toward product

quality and customer service

Lifestyles Buying habits Population growth rate Average disposable

income level Social classes

O-E90 Technological

Rate of technological change

Technology incentives Legislation regarding

technology Technology level in your

industry Access to newest

technology

BCG Matrix

O-E90 BCG Matrix Cont..

Our business is at introductory stage so we are currently lying on (?)Question mark but we think that by putting continuous efforts hard work and giving better offer to our customers we will achieve our goals and reach the STAR position.

O-E90 Pricing

We are at Product Development stage As we are entering a new industry we’ll be competing on price. But on the other hand we are providing superior quality. With the similar features others are charging around 16,000 to 18,000 but we are going to price our mobile phone at 12,000 initially to capture the market share. At this stage we have cut down our margin of profit.

O-E90

PlacementOur main sales center will be situated at Hafeez Center Gulberg Lahore, F-7 sector Islamabad and Tariq road market Karachi. Moreover, our mobile phones will be available in local mobile market at authorized retailers. We already have a very strong retailers network we can also utilize this for our new product.

O-E90

PromotionAs we are new in mobile phone industry so we want to aware people about our new innovative product to attract more and more customers. We are advertising on TV, In Sunday Magazines, through a Radio Spot, acquire billboards at good locations, Social media and other modes of publicity.

O-E90