Unibrick - Thinking Differently

Unibrick - Thinking Differently

2. INTRODUCTION

The innovation on the Smartphone market has more or less stagnated the last two years. The features are now standardized; There's a touch screen, a camera on the back, WIFI, Bluetooth, battery and the possibility to talk, surf and explore. There are new models coming out from brands such as Apple, Samsung, Sony and Nokia. The features are more or less the same but still we consume and upgrade to the newest model. The average mobile phone owner changes their phone on average every two years.  The big brands have succeed to market their products as "must-have", meanwhile carriers are making deals with the suppliers and customers which lock them to a payment plan where the phone is partly included. Furthermore, the phones are somehow built to break or to be greatly impaired in terms of performance within a year or two. As a result we are consuming more and leaving more electronically waste behind us. This is not a long term solution and it is most certainly not a green thinking solution. 

Future phone ltd believe that consumers are getting more aware of the impact their consumption has on this planet. FP ltd also believes that the future consumers will ask for more specific features that suit their lifestyle. Therefore FP ltd now sees a window between 2014-2015 where the Smartphone and tablet market can take a huge leap in change. Being able to customize and personalize your phone over time without is a great feature that adds value to everyone. Meanwhile consuming new parts the customer can resell or donate the used parts to people that may need them more than others.

This report serves as the basis for a global marketing launch plan. It will highlight the current market situation and then continue with an appropriate marketing mix, including the 7Ps as well as customer segmentation and branding. Lastly, it will summarize the key steps need to be taken in order to successfully launch the future phone and eventually make a difference - on the mobile industry and global environment.

Our vision for the future is to lead the revolution in the Smartphone market.

Our mission is to reinvent customer experience through sustainable and customizable products.

3. MARKET ANALYSIS

3.1. Business Environment

The Smartphone market is characterized by high barriers to entry, intense competition and is dominated by a few key players; mainly Google and Apple. The fierce competition has caused a propensity for price wars and a decrease in profit margins. Furthermore, the industry faces fluctuation in supplier costs due to inflation and shortages of certain key parts. Hence economies of scale are necessary for companies in the industry; as they help build partnerships with suppliers and carrier providers. The industry is also known for high turnover rates and new product launches. This is due to high consumer demand for new, innovative technology.

Companies, like Google and Apple, must therefore invest heavily into their R&D departments. This is one of the main entry barriers for ...