Case Study: Captone: Becoming A World-Class Manager
Week 7 Program Project Application: Business Plan
Aloysius Okino
Walden University
Capstone - Becoming a World-Class Manager (MMBA - 6780 - 8)
Instructor: Nathan Heller
December 10, 2013
Table of Contents
Mission Statement 3
Values 3
Situational Analysis 5
Competitive Position 5
Business operations 6
Targeting and Positioning 9
Price 10
Place: Distribution and Supply Chain Management 10
Product service innovation 11
References 16
Horizon Technology…Your one stop ICT solutions company
Background and Introduction
Horizon Technologies will be a Nigerian telecommunications project development and operating company. Its focus is on …show more content…
There are already many retailers who provide clients with other kinds of devices to access internet. This opportunity will be researched and developed on a trial basis. If successful, it could become a new, long-term source of income.
Branding Strategy
Horizon Technologies hopes to be known for having a fun, modern ambiance. They also would like to be known as a step toward the right service. We would also like to provide a location for café browsing as relaxing hangout for young professionals and their peers, or a place where families of all ages can come to comfortably spend time with one another.
Marketing Strategies
Targeting and Positioning
Horizon Technologies is targeting two different kinds of customers: the speed-conscious customer and the price sensitive customer. The speed-conscious customer is typically over the age of thirteen, and is looking to download lots of stuffs fast. The price sensitive customer could be a person of any age, gender, or ethnicity; they care less about speed alternatives and more about great low cost internet. They are also looking for an enjoyable atmosphere in which to spend time with family and …show more content…
Also, because of the nature of alternative services, our costs will be higher. For example, the products offers good speed and higher bandwidth, which are more expensive than the standard internet access that our competitors offer. However, it is necessary that Horizon Technologies prices remain competitive, to rectify our price strategy. As a general rule of thumb, an extra 10% of competitor’s average price per client will be added onto each of Horizon Technologies price per client. For example, if Netlink price of basic internet is $8.50, Horizon Technologies price should be approximately $9.30. It has been proven that many people are willing to pay an extra dollar or two for a good internet access.
It is expected that the average customer at Horizon Technologies will purchase more internet bandwidth than their competitors’ average customer. This is because a customer at Horizon Technologies is less likely to decline an internet service based on a worry of over use. Therefore, by expecting the average customer to purchase more internet service, Horizon Technologies expects to generate more profit off the average customer compared to their
Aloysius Okino
Walden University
Capstone - Becoming a World-Class Manager (MMBA - 6780 - 8)
Instructor: Nathan Heller
December 10, 2013
Table of Contents
Mission Statement 3
Values 3
Situational Analysis 5
Competitive Position 5
Business operations 6
Targeting and Positioning 9
Price 10
Place: Distribution and Supply Chain Management 10
Product service innovation 11
References 16
Horizon Technology…Your one stop ICT solutions company
Background and Introduction
Horizon Technologies will be a Nigerian telecommunications project development and operating company. Its focus is on …show more content…
There are already many retailers who provide clients with other kinds of devices to access internet. This opportunity will be researched and developed on a trial basis. If successful, it could become a new, long-term source of income.
Branding Strategy
Horizon Technologies hopes to be known for having a fun, modern ambiance. They also would like to be known as a step toward the right service. We would also like to provide a location for café browsing as relaxing hangout for young professionals and their peers, or a place where families of all ages can come to comfortably spend time with one another.
Marketing Strategies
Targeting and Positioning
Horizon Technologies is targeting two different kinds of customers: the speed-conscious customer and the price sensitive customer. The speed-conscious customer is typically over the age of thirteen, and is looking to download lots of stuffs fast. The price sensitive customer could be a person of any age, gender, or ethnicity; they care less about speed alternatives and more about great low cost internet. They are also looking for an enjoyable atmosphere in which to spend time with family and …show more content…
Also, because of the nature of alternative services, our costs will be higher. For example, the products offers good speed and higher bandwidth, which are more expensive than the standard internet access that our competitors offer. However, it is necessary that Horizon Technologies prices remain competitive, to rectify our price strategy. As a general rule of thumb, an extra 10% of competitor’s average price per client will be added onto each of Horizon Technologies price per client. For example, if Netlink price of basic internet is $8.50, Horizon Technologies price should be approximately $9.30. It has been proven that many people are willing to pay an extra dollar or two for a good internet access.
It is expected that the average customer at Horizon Technologies will purchase more internet bandwidth than their competitors’ average customer. This is because a customer at Horizon Technologies is less likely to decline an internet service based on a worry of over use. Therefore, by expecting the average customer to purchase more internet service, Horizon Technologies expects to generate more profit off the average customer compared to their