sme marketing strategy
TRANSCRIPT
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Strategy of New Sky Mobile Sales & Service Center
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New Sky Mobile Retail Center
• 6 months old SME
• Located in 22nd street between 86th and 87th
street, Mandalay.
• Dedicated to solving all type of customers’ mobile phone hardware and software problems.
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New Sky Mobile Retail Center
• Target customers of New Sky are new mobile phone users as well as low and middle end-users.
• Core value: Passion, Integrity and Innovation.
• Five employees
• Kaizen way: to raise our bar at satisfying customers every day
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New Sky Mobile Retail Center
• Mission: We aim to understand our customers better and to satisfy and delight them with speed and value for money.
• Objective of New Sky retail store is to create a biggest online market place for electronics and mobile phones within five years.
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Analysis of External Environment
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Political and government control
• With the lift of sanction, Ooredoo and Telenor won license to operate in Myanmar apart from MPT.
• The intense competition of these three mobile operators in this lucrative and virgin market will be beneficial
• On the other hand, the government strictly scrutinizes the import of mobile phone from border areas
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Environmental influence
• Improper dispose of used mobile phones and electronics will be increased with the increase consumption of electronics gadgets and phones.
• It can be seen as an opportunity for mobile stores by offering trade-in promotion to upgrade their phones.
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Social influence
• With the advent of Internet, social websites, mobile phones and various apps, people spend more time on mobile phones than television or computers.
• Consumers want to upgrade their mobile phones on a yearly basis.
• Customers are more demanding than every before as increase availability of products and services.
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Technology influence
• New technology comes along with new flagship phones from various companies on a 6-month to yearly basis.
• Wearable technology such as Apple watch, Samsung Galaxy Gear and Nike Fuel Band are becoming very popular which mean people will spend more on technology.
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S.W.O.T analysis
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Strength
• Good location and layout,
• competent staffs,
• ability to offer complete solutions for offered products or services,
• utilization of POS software and marketing knowledge.
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Weakness
• Neophyte to this industry,
• small space,
• limited financial resources,
• lack of performance appraisal,
• debt financing
• poor inventory control and poor competitor intelligence.
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Opportunities
• Increase number of mobile network operators: MPT, Ooredoo and Telenor.
• Pace of technology advancement becomes faster, people spend more on mobile phones.
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Threats
• Too many competitors and
• New entrants into this market,
• New forms of distribution channels such as online and through social media,
• Franchise from foreign countries,
• Possibility of operators selling directly to the customers in the future.
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Strategy of New Sky
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Strategy of New Sky
• Two main marketing strategy of New Sky is uniqueness and nichemanship.
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• Differentiation:
– Complete solution for both Android and iOS with personal assistance
– Online pre-order service for products
– Refurbished phones
– Trade-in program
– New Sky is also planning to build online platform to sell electronics and gadgets.
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• Niche market: Xiaomi mobile phones and accessories
– Valuable for money
– Innovative
– Better customer experience
• Customer satisfaction is our ultimate destination.
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• Relationship marketing is the main strategy we adopted at New Sky because it is very important for a retail store to remember our customers and their preferences.
• Product knowledge test and role-play for personal selling skills for all staffs.
• Quickbook for inventory control and accounting.
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Conclusion
• External factors are generally favorable. • Hyper-competitive Industry• Changes of customer-buying behavior with the
availability of high-speed Internet connection and new technology such as mobile payment and logistic companies.
• The innovation and preparation to secure future market shares is a critical factor for a mobile phone retail stores.
• New Sky’s objective of creating an online market place has been planned to be carried out with co-creation of customers.
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Thank You!