Cellphone Shop Marketing Plan

Only available on StudyMode
  • Download(s) : 179
  • Published : August 7, 2008
Open Document
Text Preview


Table of contents

EXECUTIVE SUMMARY1
1OVERVIEW OF THE COMPANY2
1.1INTRODUCTION2
1.2THE MISSION STATEMENT2
1.3MARKETING GOALS AND OBJECTIVES2
1.4CURRENT SITUATION3
1.5KEY SUCCESS FACTORS4
1.6MACRO ENVIRONMENT4
2 MARKET DEFINITION8
2.1COMPETITORS8
2.2SIZE9
2.3GROWTH10
2.4PROFITABILITY11
2.5DISTRIBUTION AND MARKETING COMMUNICATION PRACTICES IN THE INDUSTRY12 2.6MARKETING COMMUNICATION13
2.7TRENDS IN THE INDUSTRY13
2.8COMPETITOR ANALYSIS14
3CELL POWER SWOT ANALYSIS15
4MARKETING STRATEGY17
4.1SEGMENTATION17
4.2TARGET MARKET19
4.3TARGET MARKET CHARACTERISTICS20
4.4POSITIONING20
4.5MARKET RESEARCH21
5MARKETING MIX23
5.1PRODUCT23
5.2DISTRIBUTION / PLACE24
5.3MARKETING COMMUNICATIONS STRATEGY25
6FORECASTS AND BUDGETS27
7IMPLEMENTATION AND CONTROL31
7.1CONTROL31
7.2IMPLEMENTATION32
7.3CONTINGENCY PLANNING32
7.4BREAK-EVEN ANALYSIS33



List of tables
TABLE 1 MOBILE TELEPHONE NUMBERS IN SOUTH AFRICA BY YEAR11
TABLE 2 CELL POWER SWOT ANALYSIS16
TABLE 3 SEGMENTATION PREPAID AND STARTER PACKS MARKET17
TABLE 4 SEGMENTATION CONTRACT MARKET18
TABLE 5 TARGET MARKET SEGMENTATION19
TABLE 6 BUDGETED INCOME STATEMENT28
TABLE 7 AREAS TO MONITOR PERFORMANCE31
TABLE 8 IMPLEMENTATION MILESTONES32



List of figures
FIGURE 1 CELL PHONE PENETRATION WITHIN SU-LSM3
FIGURE 2 SAARF LSM - EASTERN CAPE4
FIGURE 3 CPIX INFLATION BETWEEN 2000 AND 20085
FIGURE 4 POPULATION GROWTH IN SOUTH AFRICA BETWEEN 2000 AND 20086 FIGURE 5 LIFE EXPECTANCY AT BIRTH IN SOUTH AFRICA BETWEEN 2000 AND 20087 FIGURE 6 MOBILE TELEPHONE NUMBERS IN SOUTH AFRICA BY YEAR11 FIGURE 7 SAARF LSM - EASTERN CAPE19

FIGURE 8 PERCEPTUAL MAPPING WITH CUSTOMER SERVICE AND PRICE ATTRIBUTES21 FIGURE 9 PRICING STRATEGIES24
FIGURE 10 SALES FORECAST FOR THE FIRST TWELVE MONTHS29
FIGURE 11 EXPENSE FORECAST FOR THE FIRST TWELVE MONTHS30
FIGURE 12 BREAK EVEN ANALYSIS ON ACCUMULATED SALES33

Executive summary
The following marketing plan describes the start-up of Cell Power, a company planning to enter the cell-phone market with the aim of providing superior service and customer care. Cell Power will be the “New kid on the block” they intend to change how people look at service providers for ever in the Eastern Cape. Cell power will be a fresh and energetic team of players in the market that care about the customers. Cell Power will not only sell phones and accessories, they will be empowering the people in the community by supplying opportunities for the unemployed to earn commission on the sale of cell contracts and starter packs. Cell Power will have dedicated sales people that will concentrate on the selected segments as explained later in the document. This will give the company the advantage over the competitors as the sales people will focus on the selected target market, in doing so the company will be able to focus all advertising and promotional activities on the specific market. The current Mobile Phone market was estimated at 39.66 million units. Cell Power forecasts an average monthly growth of 10 percent for Pre-paid and airtime contract sales and 5% on in-store phones and accessories. Market research done shows a need for higher service levels, higher technology for lower prices and a particular demand for additional low cost communication. The preferred target market lies in the lower income groups with products that are focused on their particular circumstances and needs Cell Power’s goal is to be in a profitable position after the first 6 months. The budget targets set for thirty contracts per service providers, this is set far below the industry standard, management decided to rather underestimate the growth than to be caught by surprise and run into a cash flow problem. Cell Power will be not exclusively trade in the main shop; they will make use of distributors to grow the brand name Cell Power. With the reselling...
tracking img