Marketing Plan for Smartphone

  • Last Edited: February 13, 2018
marketing plan for smartphone

1.0 Executive Summary

T&T Mobile is a startup company focusing on the marketing of smartphones. Our company intends to launch the smartphones business because the smartphones have revolutionized the communication landscape, and many consumers are switching from the traditional cell phones to the smartphones because of the benefits they derive from using the smartphones. Apart from assisting the consumer to make the voice and video calls, the smartphones also provide the online browsing services assisting in communicating through the chat messaging. Moreover, a number of smartphones users globally reached 1.57 billion in 2014, and the smartphone users have increased to 2.1 billion towards by the end of 2016. Moreover, the number of smartphone users globally is forecasted reaching 2.87 billion by 2020. (Statista, 2016). In the United States, 35% of American adults are using the smartphones, and in 2010, 62.6 million Americans were using the smartphones, which increased to 189 million by the end of 2015. However, the number of smartphone users are projected reaching 264.3 million by 2021. Our company will take the advantages of an increase in the number of smartphone users in the United States and globally to launch our smartphone company, and we aim to become a distinguished leader in the distribution of the smartphones. Our success factor will involve an identification of the emerging trends, integrating these trends into our business operations and responding to the technology change. We will also aim to deliver high-quality services to the customer by investing money and time in the marketing plan to expand our customer base. We will raise fund from banks to expand our operations in the United States and create the niche markets for our products. Our marketing operation will assist in creating a unique brand and we expect our sales to increase by more than 50% each year as being revealed in Fig 1:

Fig 1: Sales by Year

1.1: Vision

Our vision is to offer the customer the best and the highest quality smartphone product focusing on personalized services by delivering convenience and rapid services. We will also be using an advanced in technology to assist customer choosing their product. We will develop our staff to achieve a strong vendor’s relationship skills to meet customer demand. Our vision is also to provide the customer with excellent services, maintaining our referral network base, and respond to customer problem rapidly.

1.2: Objectives

Our business, financial and marketing objectives are as follows:

Business Objectives

  1. To increase the company growth
  2. To increase the retail outlets across the United States by more than 50%

Financial Objectives

  1. To generate sales of $350,000 in year 1
  2. To increase sales to $500,000 in year 2
  3. To record revenue of $700,000 in year 3.

Marketing Objectives

  1. Our marketing objective is to expand our marketing reach
  2. To increase our brand recognition
  3. Increase the telemarketing efforts.

2.0: Target Market

Our target market will focus on consumer between 17 and 55 because these age groups are the largest percentages of people using the smartphones in the United States. However, our marketing effort will focus on the college students.

2.1: Market Segmentation

Our company will focus our marketing campaign on five categories of customers revealed as follows:

  • Children aged 10-17 years
  • Professionals
  • Students
  • General public, and
  • Companies or service organizations that need to be in constant communication with their employees.

Table 1 presents our market analysis:

Table 1: Market Analysis
Potential Customer Children 10-17 Students Professionals General Public Operating Service Companies Other Total
Growth 3% 2% 2% 2% 4% 1% 2.29%
YEAR 1 90 50 40 250 40 30 500
YEAR 2 92,7 51 40,8 255 41,6 30,3 511,4
YEAR 3 95,481 52,02 41,616 260,1 43,264 30,603 523,084
YEAR 4 98,345 53,06 42,448 265,302 44,995 30,909 535,059
YEAR 5 101,295 54,121 43,297 270,608 46,795 31,218 547,334
CAGR 3.00% 2.00% 2.00% 2.00% 4.00% 1.00% 2.29%

3: Competitive Forces

We presume to face competitions from existing and new companies in the United States and outside the United States. We presume facing competitions from companies such as Best Buy, Amazon, Walmart, Newegg T-Mobile and AT& T. Our company also presumes facing competitions with small companies. However, we will develop a unique marketing technique to enjoy market shares.

3.1: Marketing Strategy

We will use both short term and long term marketing strategies to boost sales and achieve our marketing objectives. Our short-term marketing strategy will include:

  • Purchasing Advertising
  • Social media
  • Bulletin Boards,
  • Search Engines.
  • Advert in trade journals;
  • Trade shows & conferences;
  • User group;
  • Telemarketing;
  • Targeted sales calls;
  • Direct mailing, and
  • Customer referrals.

Moreover, our long-term marketing technique will assist us bringing a steady flow of traffic, which will include:

  • Opt-in Lists
  • Freebies
  • Content
  • Online adverts

By using the combination of both short-term and long-term marketing strategy, we will be able to excel our competitors. Moreover, we will create a website to launch an internet marketing to achieve a guaranteed success. We will also focus on the sales promotion for the short term marketing using the niche positioning to develop the customer and market services.

4: Sales Forecast

Our sales are forecasted to increase year by year. Starting from $357,000 in Year 1 and reaching $710,000 in Year 3 as revealed in Table 2 below:

Table 2: SALES FORECAST
YEAR 1 YEAR 2 YEAR 3
Sales
Smart Phones $138,000 $190,000 $270,000
Smart Phones Accessories $126,000 $160,000 $200,000
Smart Wireless Phones $46,500 $60,000 $90,000
Other Services $46,500 $90,000 $150,000
TOTAL SALES $357,000 $500,000 $710,000
Direct Cost of Sales Year 1 Year 2 Year 3
Smart Phones $31,650 $43,560 $61,900
Smart Phones Accessories $30,450 $41,500 $51,800
Smart Wireless Phones $11,700 $15,500 $23,300
Other Services $11,710 $23,300 $38,900
Direct Cost of Sales (Subtotal) $85,510 $123,860 $175,900

Our sales forecast monthly is revealed in the table below:

SALES FORECAST
MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7 MONTH 8 MONTH 9 MONTH 10 MONTH 11 MONTH 12
Sales
Smart Phones 0% $10,000 $10,000 $10,000 $11,000 $11,000 $11,000 $12,000 $12,000 $12,000 $13,000 $13,000 $13,000
Smart Phones Accessories 0% $9,000 $9,000 $9,000 $10,000 $10,000 $10,000 $11,000 $11,000 $11,000 $12,000 $12,000 $12,000
Smart Wireless Phones 0% $3,500 $3,500 $3,500 $3,750 $3,750 $3,750 $4,000 $4,000 $4,000 $4,250 $4,250 $4,250
Other Services 0% $3,500 $3,500 $3,500 $3,750 $3,750 $3,750 $4,000 $4,000 $4,000 $4,250 $4,250 $4,250
TOTAL SALES $26,000 $26,000 $26,000 $28,500 $28,500 $28,500 $31,000 $31,000 $31,000 $33,500 $33,500 $33,500
Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Smart Phones $2,300 $2,300 $2,300 $2,500 $2,500 $2,500 $2,750 $2,750 $2,750 $3,000 $3,000 $3,000
Smart Phones Accessories $2,250 $2,250 $2,250 $2,400 $2,400 $2,400 $2,600 $2,600 $2,600 $2,900 $2,900 $2,900
Smart Wireless Phones $900 $900 $900 $950 $950 $950 $1,000 $1,000 $1,000 $1,050 $1,050 $1,050
Other Services $900 $900 $900 $950 $950 $950 $1,000 $1,000 $1,000 $1,060 $1,050 $1,050
Subtotal Direct Cost of Sales $6,350 $6,350 $6,350 $6,800 $6,800 $6,800 $7,350 $7,350 $7,350 $8,010 $8,000 $8,000

Success Metric

We will use the pro forma profits and loss as our success metric where our sales and net profits are projected increasing year after year. The monthly sales are revealed in the Appendix 1.

PRO FORMA PROFIT AND LOSS
YEAR 1 YEAR 2 YEAR 3
Sales $357,000 $500,000 $710,000
Direct Cost of Sales $85,510 $123,860 $175,900
Other Costs of Sales $26,824 $30,000 $45,000
TOTAL COST OF SALES $112,334 $153,860 $220,900
Gross Margin $244,666 $346,140 $489,100
Gross Margin % 68.53% 69.23% 68.89%
Expenses
Payroll $123,000 $135,960 $148,600
Marketing/Promotion $4,500 $10,000 $25,000
Depreciation $0 $0 $0
Rent $24,000 $24,000 $24,000
Insurance $12,000 $12,000 $12,000
Payroll Taxes $0 $0 $0
Other $0 $0 $0
Total Operating Expenses $163,500 $181,960 $209,600
Profit Before Interest and Taxes $81,166 $164,180 $279,500
EBITDA $81,166 $164,180 $279,500
Interest Expense $0 $0 $0
Taxes Incurred $24,350 $49,254 $83,850
Net Profit $56,816 $114,926 $195,650
Net Profit/Sales 15.91% 22.99% 27.56%

 

Reference

Statista (2016). A number of smartphone users worldwide from 2014 to 2020 (in billions). Statista Inc.

Appendices

Appendix 1:PRO FORMA PROFIT AND LOSS
MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7 MONTH 8 MONTH 9 MONTH 10 MONTH 11 MONTH 12
Sales $26,000 $26,000 $26,000 $28,500 $28,500 $28,500 $31,000 $31,000 $31,000 $33,500 $33,500 $33,500
Direct Cost of Sales $6,350 $6,350 $6,350 $6,800 $6,800 $6,800 $7,350 $7,350 $7,350 $8,010 $8,000 $8,000
Other Costs of Sales $2,000 $2,040 $2,081 $2,122 $2,165 $2,208 $2,252 $2,297 $2,343 $2,390 $2,438 $2,487
TOTAL COST OF SALES $8,350 $8,390 $8,431 $8,922 $8,965 $9,008 $9,602 $9,647 $9,693 $10,400 $10,438 $10,487
Gross Margin $17,650 $17,610 $17,569 $19,578 $19,535 $19,492 $21,398 $21,353 $21,307 $23,100 $23,062 $23,013
Gross Margin % 67.88% 67.73% 67.57% 68.69% 68.54% 68.39% 69.02% 68.88% 68.73% 68.95% 68.84% 68.70%
Expenses
Payroll $10,250 $10,250 $10,250 $10,250 $10,250 $10,250 $10,250 $10,250 $10,250 $10,250 $10,250 $10,250
Marketing/Promotion $0 $500 $500 $500 $0 $0 $1,000 $0 $1,000 $0 $1,000 $0
Depreciation $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Rent $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Insurance $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Payroll Taxes 15% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total Operating Expenses $13,250 $13,750 $13,750 $13,750 $13,250 $13,250 $14,250 $13,250 $14,250 $13,250 $14,250 $13,250
Profit Before Interest and Taxes $4,400 $3,860 $3,819 $5,828 $6,285 $6,242 $7,148 $8,103 $7,057 $9,850 $8,812 $9,763
EBITDA $4,400 $3,860 $3,819 $5,828 $6,285 $6,242 $7,148 $8,103 $7,057 $9,850 $8,812 $9,763
Interest Expense $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Taxes Incurred $1,320 $1,158 $1,146 $1,748 $1,886 $1,873 $2,144 $2,431 $2,117 $2,955 $2,644 $2,929
Net Profit $3,080 $2,702 $2,673 $4,079 $4,400 $4,369 $5,003 $5,672 $4,940 $6,895 $6,168 $6,834
Net Profit/Sales 11.85% 10.39% 10.28% 14.31% 15.44% 15.33% 16.14% 18.30% 15.93% 20.58% 18.41% 20.40%

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