My Phone Thesis

Topics: Caribbean, Saint Kitts, Saint Kitts and Nevis Pages: 74 (16053 words) Published: November 24, 2011
I. Executive Summary

Solid Group Incorporated has been in the retail industry for more than 50 years. Among Solid Group’s biggest projects to date is the introduction of My|Phone, the very first dual active SIM mobile phone. My|Phone is the first and leading Filipino mobile phone manufacturer in the Philippines and developing better phones at much affordable prices. A proposal for the Global Marketing plan for My|Phone has been made. In the most recent statistics available from the ITU World Telecommunication/ICT Indicators Database in 2009, Anguilla garnered the sixth spot as one of the top twenty countries with the highest per capita cell phone use. Anguilla is the most northern of the Leeward Islands in the Lesser Antilles in the eastern Caribbean Sea. It also has garnered 95 percent literacy on English. It is good for tourist destinations since it’s the only island in the Caribbean which tourists can feel at ease when it comes to language. The positioning statement is “For those who want a more “customized” look, My|Phone is a Philippine mobile phone brand that offers dual SIM mobility which are localized, affordable, and are of high quality”. My|Phone will launch a new line of mobile phones set for the Anguillan Taste. This product line is called the EEL series from the name Anguilla itself which is Spanish for eel. The product line consists of Dual sim touch screen phones and watch phones both with Wi-Fi and TV. The target market is the teens and working professional who are looking for the first mobile phone provider with customized application and content tagged as “Anguillan Phone”. The edge of this new product line is that it has the CustomizeU software with customized applications like Anguillan jokes, quotations, recipes and daily bible readings are installed on the gadgets for the target market’s delight. The media that will be used is the TRIMP media which consists of TV, radio, internet, mobile and print advertising. My|Phone that is based in Anguilla, will be marketed directly to buyers by three different areas. The first is via Internet, mail order in which they can order phones in this kind of channel which are more convenient to most of the Anguillan people. The second through our salesperson and through the My|Phone owned store in Anguilla which will be placed in the Valley city. The prices of these gadgets are affordable unlike the major mobile companies. Since My|Phone is in its introduction stage, the strategy that will be used is price skimming by setting a deliberately high price. The promotions will be based on the seasons of Anguilla. Promotions such as coupons, price-off offers, raffles fairs and exhibitions will be done in a systematic manner. The products will be manufactured by the company and will be shipped to the dealer in Anguilla. The Financial Objectives are; to aim for a return on investment of at least 15% at the end year of 2013 and to increase earnings per share by at least 10% every year for the foreseeable future. The Marketing Objectives are aiming to achieve 75% customer awareness of the brand in target markets within a year, gain recognition as a leader in technology and/or product innovation within the next 3 years, and to increase the number of clients served by at least 20% per year through superior performance and word-of-mouth referral. A Gantt chart was used for the time frame of the action plan that was prepared by the researchers. The priorities were gradually shown as well as the Marketing strategies.

II. Company Profile

Solid Group Inc.

Solid Group Incorporated has been in the retail industry for more than 50 years. Starting out as the exclusive distributor of Sony, Chairman Emeritus Mrs. Elena Lim has expanded the company into an empire, solely on the dream of making a difference in the Filipinos’ lives.

Now the second generation has taken over. Under the leadership of Mr. David S. Lim, eldest son of Mrs. Lim and president of the...
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