Marketing Plan for Stylister Smartphones
Pricing and Profit Margins10
REVIEW AND CONTROL14
HCL, a 35 year old enterprise, founded in 1976, is one of India's original IT garage start-ups. Its range of offerings span R&D and Technology Services, Enterprise and Applications Consulting, Remote Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of Technology and Telecom products in India. Now, it wants to expand its presence in the manufacturing of mobile phones within India. This plan incorporates innovative strategies that will utilize opportunities and address weaknesses as outlined in the situation analysis in the next section. The plan addresses the following marketing challenges:
* To position Stylister in the mind of customers as their preferred brand * To concentrate more on the potential urban and youth market
HCL’s owner-directors analysed the situation using the 4C framework. 4C stands for customer, competitor, company and context. Customers
Currently HCL is offering laptops and tablets in the market. It is tapping the growing market of smart phones in India. It envisions catering to the rapidly changing needs of the customers. These changing needs can be attributed to many factors, one of them being the large number of Indians travelling abroad.
There are many established brands in Smart phones’ industry like Nokia, Samsung, Blackberry, Apple and several other local manufacturers like Karbonn, Max, and Lava etc.
NOKIA – Nokia is the leader in the mobile phone industry in India (38% market share). It is dominating the Indian market from years. Recently it is facing problems to retain its growth and sales. But the pioneer is working hard to get out of this. For the same reason Nokia is going to use the operating system of software giant Microsoft. So it is expected that Nokia will try to regain its lost market share.
SAMSUNG – Samsung has emerged as a very healthy and prominent competitor in the market. Samsung is backed by the high quality and professional team in the R&D area. Innovative products especially smart phones and Galaxy series from Samsung are ruling the market. So it is expected that with the increasing demand of mobile phones Samsung will try to retain and increase its market share.
Various comparative analyses show that the market share of Nokia fell drastically, while that of Samsung’s rose impressively. Besides Samsung’s growth, the market also witnessed the growth of local manufacturers (36% of the market share). The most prominent local manufacturer with a market share of 7% is Micromax. Figure 1 - Distribution of market share of smartphones in India in 2012
HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 6.2 billion. The HCL Enterprise comprises two companies listed in India, HCL Technologies and HCL Infosystems. The HCL team comprises 90,000 professionals of diverse nationalities, operating across 31 countries including 505 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, including several IT and Technology majors. Context
According to the Telecom Regulatory Authority of India (TRAI), India is the second largest and the fastest growing telecom market in the world in terms of number of wireless connections....