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Current situation
Companies' business models are constantly under pressure in an increasingly
competitive environment: margins are reduced, it is harder to differentiate,
customers have become more demanding and less
loyal...
Last year, thanks to IT Masters Group, Vodaphonica stopped losing customers and
now the business is stable again. IT Masters Group will now provide a solution in
order to go from this stable position to a growing one.
The Market
IT Masters has done an exploratory study of the phone market aiming to select the
best features of the existing devices to create a new phone model for Vodaphonica.
Product specifications
IT Masters wants to present to Vodaphonica a mobile phone that is not only a high
quality device, but also a sales success.
The next graph shows the number of total sales in Spain that the best phones (in
terms of quality) had during 2016. All this devices had been rated with a review
grade equal or superior to 8 in a very popular technology website.
Sales 2016 (devices with good review)
350000 Apple iPhone 6S
Apple iPhone 6S Plus
300000
Apple iPhone 7
Apple iPhone 7 Plus
250000
Samsung Galaxy S7 Edge
Google Pixel
200000
Google Pixel XL
Image 1. OnePlus T3
Net Profit 2016
Samsung Galaxy S6
Sony Xperia Z3
Samsung Galaxy S6 Edge
1 OnePlus 3T
Samsung Galaxy S7
LG V20
Samsung Galaxy Note 5
Google Pixel
- 5.000.000,00 10.000.000,00 15.000.000,00 20.000.000,00
Our main objective is to earn 10.000.000 euro of net profit in 2017. The two
devices that met this requirements last year were the OnePlus T3 and Samsung
Galaxy S6.
We have chosen between the specifications of each device, but focusing more on
the ones from OnePlus T3.
CPU:
Quad Core 2x 2.35 GHz & 2x 1.6 GHz
GPU:
Adreno 530
Storage capacity:
32 GB,64 GB,128 GB
RAM:
6 GB LPDDR4
OS:
Android 6.0 Marshmallow
Size:
152.7 x 74.7 x 7.35 mm
Weight:
158 g
Battery:
3400 mAh Li-Ion non-removable battery
Display:
5.5",1920 x 1080
Camera:
16 MP (rear camera),16 MP (front camera)
To choose a pricing strategy IT Masters has created a plot that shows the
relationship between the price of the phones and the total net profit of each device
in 2016.
20.000.000,00
15.000.000,00
10.000.000,00
Total Profit 2016
5.000.000,00
-
0 200 400 600 800 1000
Graph 3: Net Price
Profit 2016 vs Price
It is clear that the highest profit range focuses around the 400 euros.
Vodaphonica's Smarthone will cost 440 euros.
The cost per unit will be 385 euros, which is similar to that of Samsung Galaxy S6
and One Plus T3.
margin = 12.5
Customer Profile
The following graphs show the number of units that each gender bought in 2016.
Gender
Graph 4: Percentage of units bought by each gender
Man Woman
4500000 4022304
4000000 28%
3500000
3000000 72%
2500000
2000000 1591765
1500000
1000000
500000
0
Gender
Woman Man
Another segment that we have to take into account is age. The next graph shows
the sales success distributed by age.
2000000 0-18
1500000 19-32
1000000 33-45
46-60
500000
61+
0
Woman Age Man
0-18 19-32 33-45 46-60 61+ 0-18 19-32 33-45 46-60 61+
7% 7%
29% 29%
34% 34%
Graph 9:Units bought by woman of each Graph 10: Units bought by man of each
age range age range
As we can see, the most interesting group to target is woman between 33 and 45
years.
Sales Forecast
To know how many units we will be sell each month of 2017, IT Masters has
studied the sales distribution of 2016.
The following graph shows the total mobile phone sales of each season of 2016.
1546212 1615892
1277554
1174411
Seasons
312.494 * 55 = 17.187.170
On the first month we will sell 27.156 phones. Every unit costs 385 euro, so we
need 10.455.060 euro for the first month. We are going to order the units and we
will pay them as we sell them.
With the 1.000.000 we will produce 2.597 phones (1.000.000/385). Then we will
reinvest the earnings to produce more phones to sell. The following graph shows
how the reinvestments will work the first month.
Prouce 2.597 phones
1.000.000 Earn 1.142.680
Launch Campaign
Our supply plan will be based on the number of sales that each city had during 2016.
The next graph shows the total sales that each Spanish city had during 2016.
We will distribute the sales for the launch campaign using the percentages of the
graph above. 20% of the products will be sold in Madrid, 10% in Mlaga and so on.