Matthew Maloney, Mark Dolan, Odhran Irwin, David Monaghan, Alison Nee and John Ring

US Based imaging and projection technology company

Current involved in a highly competitive consumer electronic market.

Possible market entry strategy for Singapore Fit with overall brand proposition and values

Product introduction Outlook - 4 C’s TOWS Analysis Architecture Strategy

Tactic

Value Scorecard Recommendations Conclusion

http://www.youtube.com/watch?v=Z6Dhj_mQgK4

Change Customer Competitor Company

Political/Legal-Strong Developmental Model-Recent Election Ensures Stability-Low Level of Existing Patents-Need to Register as PTE company

Economic-14.5% GDP Growth 2010-Strengthening of Sing Dollar against US Dollar-20% p.a. Consumer Electronics Market Growth from 2009-2014 Forecasted (Datamonitor)

Social-Outstanding Levels of Education -Use of technology to Express Individuality-High Density Population

Technological-Growth of R&D Industry here -Friendly Academic Environment to Business Research e.g. Science and Engineering Research Council/NTU-72% Smartphone penetration of all mobile phones i.e. 3rd in World!

Ability

Conception & Design

9 8 6

Production 8 9 7

Marketing 9 10 6

Finance 8 9 4

Management/Execution

9 7 6

Patent Portfolio

ISO 9001 Economies of Scope

ValuableYes Yes Yes

RareYes No Yes

Imitable No Yes Yes

Organization Yes Yes Yes

Threats-Wide range of competitors-Technology Life Cycle

Weaknesses-New To Asian Market -Low Brand Awareness-Small Company

Opportunities-Young Market with many early adopters (chance to become Synonymous with product here)-High Density Population means word of mouth and trends travel fast-Smartphone Penetration already; Complementary/Cross-Selling Opportunities

Strengths-Technology-Quality Management Standards-Supply Chain Management-Economies of Scope-Partnerships/Alliances

Segmentation – Pico P Users

Education

B2B

Consumer Electronics

Travelling sales people On site sales staff Technical product and

service sales people E.g. Construction, Medical Devices etc.

Companies with regional sales offices

Sales Trainers and Consultants

Almost 400,000 people employed in construction sector in 2010

Set to grow at an annual basis of 6.8% until 2015

Pharmaceutical industry set to be worth 15 billion by 2015 and employ 15,000 people

Targeting of the Direct Selling Association of Singapore (DSAS) and the Direct Marketing Association of Singapore (DMAS)

Sophisticated Essential sales tool to demonstrate value to

customers’ customers Professional Reliable Practical

Away from retailing to B2B Business tool of choice Target Functional User Vertical differentiation

Longer battery life

Smaller than standard projectors

Auto focus/Quick Setup

Sharper image and Tone

Features and Benefits How we can add value Demonstrations The Customers’ Customer Sale or Return Show and Tell

Product• Ultra portable Projector• Auto focus• High battery life• Protective ‘ Business Edition’

Packaging with additional elements such as cables, carry case etc.

Price• Add value with accessories• Discount structure• Commission structures• Direct to end user benefits

Place• Direct Sales team• Online ordering system• Partners

Promotion• Selected Print Media• Business publications• Inflight Magazines• Online advertising/Social Media• Trade Shows• Sales conferences• Branded products

‘The highest quality at a reasonable price’

Functional benefits- ease of use, durability, high quality picture any time any place

Emotional benefit- The feeling of sophistication, impressive to the customers customer

Sales people are called ‘ advisors’

Prompt Repair and Service Support

Extended Warranty NTU Presence

Become captain of the supply chain process

Cut out the middle man

Vertically integrated Product placement Ability to deliver large

amounts instantaneously

Developing and Educate Leverage the technological/product

lifecycle… …So we are in a position to enter the

integrated mobile projector market. Timing is the key, the time to do this is now! Market-ing Myopia