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Requirement of formation:-Executive Summary-Dashboard-Complete follow the Rubric
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Running head: SECURE MOBILE
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Secure Mobile
L
MBAProf.
2019
SECURE MOBILE
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Milestone one – Secure Mobile
Executive Summary
Secure Mobile Inc. seeks to deal with manufacturing and distribution of Secure Mobile
devices across the globe. The company will host the production of top security mobile devices
and position itself as a provider of social security through Secure Mobile devices. Secure Mobile
devices will be the first product line to be launched by the company since both the company and
the product will be new entrants into the industry and market. As such, Secure Mobile will be
installed with lethal weapons detection technology with 100 percent detection efficiency of 200
meters range. On detection of any lethal weapon, the mobile device will automatically produce
an alarm depending on the users’ choice of alert tone. Secure Mobile will use the additional
security feature to differentiate itself from other products in the market. The device targets the
mass market as it is through increased availability that the device will achieve its mission of
creating secure communities in the most affordable manner.
Cases of gun violence, homicides, and terrorism, especially in public gatherings, have
become common to the modern way of life. In the united state alone, right-wing extremism is
said to have increased its death contribution from 37 to 50 murder cases in the years 2017 to
2018 respectively (Anti-Defamation League, 2019). On the other hand, deaths and injuries
resulting from gun violence again in the United States have significantly increased from 8,855 in
2013 to 73,505 in 2017 (National Research Council, 2013). Global statistics on terrorism index
have maintained an average range of 14,371-8,584 attacks across years 2006 to 2017 (Statista,
2019). The fatalities within this range are incredible and only leave global security at
‘desperation’ and with eagerness for a time when technology will effectively redress the problem
of global security.
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Branding and Idea Context
Secure Mobile will be the first product in the Secure Mobile Co.’s product line. The
device will be of high resonation with the brand that the company wants to position in the global
market. The positioning of the brand is focused on surpassing the target market expectations by
providing a key social solution to one of the prevailing social challenges which will provide
consumers with the reason to buy. Security is a key social challenge that threatens the wellness
of almost every member of the society; Secure Mobile seeks to be part of the solution to this
challenge. As such, the uniqueness of the product calls for superior penetration marketing
strategies encompassing 360 degrees marketing platform. One of these strategies will employ
advertising through mainstream media and digital media. Product promotion through mainstream
media will entail advertising through global broadcasting networks such as Super Sports which is
one the most globally adored sports channel. In connection to this, Secure Mobile Co. will be
seeking to sponsor one of the major soccer teams to warrant the company an opportunity for
massive advertising on the major sporting events which attract viewers across the globe. In terms
of digital advertising, the company will focus on social media advertising mainly through
Facebook and Twitter. On the other hand, sales promotion and publicities will only be carried
out through major global events such as the global security summits and global corporate and
entrepreneurial conferences as such platforms will give the company an opportunity for
endorsement of Secure Mobile devices. It is important to note that Secure Mobile devices will
be distributed through the establishment of multiple dealer stores across various continental
regions to ensure proximity to the global market as well as easy accessibility.
Defining feature of the product
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Secure mobile is a mobile technology that combines hardware and software features to
produce radio waves with the capability to detect metals of any kind and also with an extra
capability to detect guns and grenades. On detection, the device can profile and classify the
specifications of particular weapons detected through an android application dubbed ‘profiler.’
With regard to the hardware, radio detectors have been integrated into to the mobile device
through alteration of an ordinary Smartphone’s motherboard. Detection is achieved through radio
scanning which aides in profiling the weapons’ information and displaying it in the profiler. Any
detection of weapon is transmitted as an emergency alert based on the users choice of profiles.
Political
Governments are some of the key stakeholders in fighting insecurity given their efforts in
the integration of strategies through such things as joint operations and collaboration in the fight
against terrorism in addition to the development of policies to regulate gun violence. This being
the case, a technological approach that adds the effectiveness of this fight is a great asset in
achieving their security strategic goals.
Economic
In the third quarter of the years 2017 and 2018, the Smartphone vendors shipped 377.6
and 355.6 million units across the global market (IDC.COM, 2019). Although there was a slight
decline in the third quarter of 2018 as compared to a similar period in the previous year, the
market share indicates profound market viability for smartphones especially those that possess
outstanding features.
Society and technology
Secure Mobile’s mission is to work with communities to achieve the highest security
levels while its vision is to create a secure global community through mobile technology. The
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company is founded on two core values which entail security and excellence. The unique
security feature works in line with these fundamentals of company culture. First, the devices
competitive pricing that is expected to appeal to the mass market is one of the key strategies to
achieve the universality of the product where most people in the society can affordably access
the product. Through this, both our vision and mission will be achieved. The efficiency aspect of
Secure Mobile is to ensure zero chances of faultiness such as the production of unwarranted
alerts which might cause unnecessary panic. Excellence is all about developing an excellent
technology that executes its function efficiently without falling short of any expectations.
Five forces model
Competitive rivalry
Currently, there are many players competing in the global Smartphone industry largely in
price wars and outstanding features. Secure Mobiles’ competitive price and uniqueness are
expected to drive the product in the competitive market.
Threat of Substitution
Currently, there are no substituteswith comparing capabilities to those of Secure Mobile.
Entry barriers
There seem to be fewer barriers to entry in the Smartphone industry due to the many
counterfeits flooding most the global markets. Secure Mobile will use clear defining features to
prevent counterfeiting.
Bargaining power of suppliers
Secure intends to enhance its bargaining power in one of the most competitive industries
by aligning its capability with social solutions to position it as a social necessity.
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Bargaining power of customers
Customers have low bargaining power in the industry which poses less challenge to
Secure Mobile.
Brand effectiveness
Most of the competitors in the smartphone industry differentiate their products by price
and addition of more sophisticated features to their products such as devices which can support
4G internet, quality of the camera and processing speeds. Secure Mobile will bank its
competitive advantages on meeting all the quality standards and on top adding a security feature
which has no existing substitute in the market. Competitive pricing will be another competing
edge for the company.
With regard to branding, Secure Mobile co. will seek to heighten its recognition through
the application of easily recognizable symbols such as capital ‘S’ engraved in a circle depicting
of the key company values (security) as well as the name of the product and the company.
Application of simple branding concept will allow for easy positioning of the brand in the minds
of the consumers.
Defining product service or Need
Segmentation
Secure Mobile target three market segments; the middle class consumers which entail
demographic segmentation, tech-savvy consumers which entail behavioral segmentation, and
benefit consumers who want to reap the security benefit of the device.
Other than being the most tech-savvy consumers middle class and high-end consumers
are the most concerned about social wellness such as leading their lives in peaceful environments
that guarantee security. According to Brookings, over 50 percent of the global population live in
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households with enough discretionary expenditure which is considered a middle class or rich;
this population is approximately 3.8 billion people (Hamel, 2019). The middle class and the rich
have great purchasing parity and largely value quality and sophisticated products. In many cases,
they are also willing to pay some extra price for more benefits. Given the characteristics of this
target market, Secure Mobile devices exactly fit their needs in the dimensions of the uniqueness
of the product, quality of the devices, as well as affordability of the devices. With regard to the
behavioral characteristics of the Secure Mobile target market, the uniqueness of the product in
solving a critical problem in the society provides an extra benefit that is not commonly available
in the existing products and most importantly it is expected to provide an enormous brand
association with users’ state of security.
Need or want
Secure mobile will be seeking to provide a solution to the security need in the society
owing to the fact that everyone deserves security. In the modern day, security has almost become
a basic need due to the prevalence of crime and terrorism thus necessitating individual
responsibility as far as security is concerned.
Targeting
Everyone needs security; as such, Secure Mobile seeks to meet the security need of its
users by providing more awareness of the security status around and caution them on the threats
they could be facing and hence able to take the necessary safety procedures before escalation. In
other words, the users will be able to track their security and make themselves safer.
Positioning
The middle class and the rich make the best strategic choice for Secure Mobile co. due to
their wide population across the globe, their interest in sophisticated products and most
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significantly their purchasing power. To ensure success in the market, it is appropriate for the
business to consider the interests of the target market and their affordability. By understanding
the interests of the market, the business can understand the needs of the consumers and respond
by providing products that meet these needs. However, even if the products could be meeting the
needs of the market without affordability the business is more likely threatened by lack of
sustainability in the long run; this is the major reason as to why Secure Mobile Co. banks its
future in the middle class and the rich consumers. The target market also makes up a significant
portion of the society and therefore to a great extent the entire society (both the rich and the
poor) will be secured as a result of co-existence.
Pricing
Secure Mobile devices will retail at an average range of 300-700USD per unit. The range
is significantly comparable to the average market range of 100-1000USD per unit for the existing
competitors’ mobile devices. For instance, the average market price for top selling Smartphones
brands such as Apple, Samsung and Sony Secure is within the stated price range. Mobile price is
more of competitive pricing as it targets the mass market. Most middle class and high-end
consumers can be able to pay the price and are willing to pay for the extra security benefit.
The total unit production cost is estimated to be within a range of 20-40USD inclusive of
taxes which apply to respective regional markets. Out of the total unit cost of production,
15USD makes up the fixed cost while the rest are variable costs.
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Fixed costs
Variable costs
Production of devices’ motherboards
Marketing which vary regionally
Production of device cases
Tax which vary regionally
Security Software installation
Device assemblage
Total range of unit cost (fixed+variable)
20-40USD
Preference
Middle class income earners make up a significant percentage in premium consumption.
They have profound preference for sophisticated products that offer more quality or unique
benefits. The security feature in Secure Mobile largely meets these preferences thus making the
devices the ultimate product choice for middle class consumers.
Penetration pricing strategy
Secure Mobile co. will apply penetration pricing strategies by setting the most affordable
prices for the products to appeal to the mass market while combining it with psychological
pricing to create emotional attachments between the products and the customers (John and
Orville, 2006). After five years and once the company has fully established itself in the market,
the company will consider improving the prices to reflect the product premium position in the
market. Penetration pricing strategy is the most appropriate for such a new brand in the market
for purposes of appeal to the mass market. Other strategies such as premium pricing and price
skimming may not apply as they would not give the mass market an opportunity to test and
discover the extra security benefit from Secure Mobile devices.
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However, it is important to note that forces of demand and supply will be the major
determinants of price elasticity. Abnormal demand will mean increase of product price in order
to meet the demand with less distress while normal demand will cause stability of product prices.
(Secure mobile current price plan)
Income statement 2019 Projection
Revenue
COGS
Gross margin
Portioning expenses
Income before taxes
Taxes income (0.4%)
Net Income
2019
(000,000) USD
300
110
190
20
170
68
102
Milestone Two-Secure Mobile
Strengths
Expertise
Expertise is one of the major strengths that secure mobile intends to build and largely
capitalize on. Through expertise, the company will be able to continuously tap and develop new
product knowledge which will be meant to ensure that secure mobile remains at that helm of the
Smartphone’s industry and market. Through continuous development of expertise, the company
will be able to maintain consistency in aligning its products to the prevailing needs of the market.
Nevertheless, to achieve incredible levels of expertise, the company will endeavor in establishing
strategic alliances with established brands in the industry such as Apple and Samsung. The
alliances will help the company in its preliminary stages (10years) in achieving its global
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mandate by outsourcing some of their expertise and raw materials (both hardware and software).
For instance, the production unit which will entail manufacturing of various components of
secure mobile devices such as motherboards and casings will be headed by an expert from Apple
on a contract of 5 years; expertise in leadership in such critical departments will minimize errors
while increasing efficiency which significantly contributes to the production of quality devices
that can favorably compete with the most outstanding products in the market. Samsung, On the
other hand, will be outsourced for some software expertise particularly in integrating the security
feature into both software and hardware of the secure mobile devices. It is worth noting that the
strategic alliances will also be critical in providing adequate capacity for efficient and expert
global production and distribution of devices. In essence, the partnerships will enable Secure
Mobile to tap the human resource and operations expertise which will increase efficiency in the
production of quality devices.
Location and distribution
Secure mobile will set up four major production plants across four continents which
entail America, Africa, Asia, and Europe. Production plants will also be coupled with
distribution centers distributed evenly across the continent where the secure mobile dealers and
other retailers can be able to pick their supplies more conveniently. Such locations and
distribution system are meat to ensure strategic location and positioning of the business in that,
products will be available on time and when needed in the right place. Further, strategic location
and distribution will ensure that products features are customized within the needs of diverse
global markets and therefore largely suiting the regional needs; this strategy will also help in
tapping the local talent and expertise in all departmental operations.
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In essence, Secure Mobile also intends to open dealer stores distributed across the four
continents which will also be served by respective distribution centers to ensure increased
availability and convenient access of Secure Mobile devices by consumers in various markets.
Product uniqueness and quality
The key strength of secure mobile devices will be product uniqueness and quality. The
expertise, strategic alliances, efficient producing and distribution systems are all geared towards
achieving a unique Smartphone of the best quality. The fact the company will prioritize in
growing and developing its research and development department assures the company of
unbeatable product uniqueness and quality in long-term. Furthermore, through patents, the
company will also be able to keep its products’ uniqueness secure and free from unwarranted
copying and counterfeits.
Promotion
Secure mobile intends to sign an advertising contract with Google which will help the
company to keep its products at the top of the search; this will achieve massive product
awareness and also proper market or consumers’ understanding of product uniqueness and
capability. The company has even intentions to sign other advertising contracts with SuperSports
TV, Sky ESPN which are major sports broadcasting channels in Africa, in Europe and
worldwide respectively. The choice of such promotional platforms is due to profound following
and attachment that the modern world has with sports thus making regional and global sports
channels the best for interacting with the customers. As such, through this secure mobile will be
able to easily and conveniently reach to the global market with massive awareness of its products
and their uniqueness.
Opportunities
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The rapid growth of technology presents enormous growth opportunities to Secure
Mobile Company. The growing interest of consumers on technology only promises a great future
for technology sophisticated product manufacturers. Today, many consumers across the globe
are using smartphones and have access to internet and computers both in their homes and places
of work; this being the main focus of Secure Mobile, makes the company part of the future and
the great fortunes that the future promises as the company seeks to leverage such kind of
technology particularly in communication and security dimensions
Opportunities: Consumer trends
There are numerous consumer trends s far as consumer safety and technology are
concerned as outlined below.
Personal and public safety
Many modern consumers especially those in the middle-class category have developed
enormous concern for their private and public safety; this explains the reason as to why most of
the modern public places have strict security procedures which mainly entails passing thr …
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