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“ROAR MOBILE STORES”
(BUSINESS PLAN)
(2013-2014)
Address: Metro Mall, Kalyan (East)
NAME ROLL.NO
Vikas P. Mishra 106
Rakesh S. Amin 109
Omkar A. Shinde 108
Azhar N. Shaikh 107
Roger Y. Peter 110
Rahul N. Takale 105
Umesh S. Dasoni 122
EXECUTIVE SUMMARY
Our store is dedicated to provide customers with wide range of Mobile phones providing high customer satisfaction by rendering excellent service, quality products, and furnishing an enjoyable atmosphere at an acceptable price/value relationship. We will also maintain a friendly, fair, and creative work environment.
Our Mission: To supply customer with product on demand and ensure utmost satisfaction.
Our Motto: "Your Search stops here!"
To achieve our objectives, “Roar Mobile Stores” is seeking additional loan financing. This loan
will be paid from the cash flow from the business, and will be collateralized by the assets of the
company, and backed by the character, experience, and personal guarantees of the owners.
Keys to Success
The keys to success in our business are:
* Location: providing an easily accessible location for customers.
*Convenience: offering clients a wide range of products in one setting, and extended business
hours.
INDUSTRY ANALYSIS
Mobile Industry Analysis
The following is the analysis of cell phone industry, which deals with cell phone manufacturers
as well as cell phone services:
Dominant Economic Indicators
1. Market Size:
The cell phone industry is one of the fastest growths besides the Internet. Cell phones have gone
through a huge change and its market has expanded globally. Since 1994, the cell phone
industry has increased from 24 million to about 182 million in wireless phone and related
devices operating in the United States with some 162-million mobile-phone users in the United
States alone.
The cell phone market is increasing very fast with today’s ever-emerging technology and
innovation in improving cell phones. Today, society is living with advance technology and
everyone wants to keep pace with the new technologies. Cell phone industry is growing larger
because it has become a necessity. Parents are getting mobile phones for their teens because
they want to communicate in case of an emergency and the wireless carriers have made it easy to
add users to their existing plans. And carriers are becoming successful in getting parents to
expand their plans to include their teens. This increases buyers and increases market size
worldwide.
2. Scope of Competitive Rivalry:
The cell phone industry has become increasingly larger within the last three years as a result of
more affordable cellular phones as well as lower service costs. Companies are competing in an
advance technology and communication sector in which success attracts customers to buy
theiproducts and services. The market is very competitive because they offer the same products
and services, but has different physical attributes to the phones and different costs, which buyers
have choices to choose from. Companies want to provide the best products and services to
attract buyers by lowering cost and improving products, which makes the cell phone industry
very competitive.
Here are the main factors of competitive rivalry:
Cell phone cost: Customers wants better services and products at a lower cost
Bundle functions into just one cell phone: For example E-mail, text messaging, internet
New technology improvement: For example camera phones
3. Stage in Life Cycle: Mobile Industry
SWOT Analysis
SWOT Positive Negative
Internal
Factors
Strength
High technological advancement Large customer base Increasing disposable income of the
people Greater number of Telecom service
providers thus high demand of mobile phones
Government policies to support the industry
Weakness
Highly Competitive Intensive R&D required Low end products yields very less
margin
External
factors
Opportunity
Rural market is very less penetrated so great opportunity ahead
3G auction has paved the way for highly sophisticated mobiles.
I-pods, Smart-phones are highly demanded
QWERTY keypad mobiles with various applications like GPA, Maps 3G features.
Android compatible mobile phones. Microsoft office and pdf readers
enabled phones. Government policies for mobile
banking provides great opportunity ahead
Threats
Very lucrative industry, and low barriers to enter in the industry
Unorganized sector Need to look for each social class Need to keep abreast with the
technology
4. Numbers of Companies in India:
1. NXG Electronics 28. Gfone 55. Munoth Mobiles 82. Technotouch
2. X Electron 29. G-Five 56. Nokia 83. T-Series
3. CAPLIGHT 30. Haier 57. Nelson 84. Ultra Mobile
4. AASTHA mobile 31. Hansum Mobiles 58. Olive 85. UNITEL
5. Airnet 32. Hawkman Mobile 59. Onida 86. UNIX Mobiles
6. AZ LINK + 33. Hitech Mobiles 60. Orion Mobiles 87. Usha-Lexus
7. Ajanta Mobile 34. Hp 61. Orpat 88. Vodafone Essar
8. Anconn Mobile 35. HTC 62. pagaria 89. Videocon
9. Airphone 36. I-Tel 63. Philips 90. Voice
10. AROMA Mobiles 37. ICube 64. Pride Mobiles 91. VOX
11. Asiatelco 38. Intex 65. Philiray 92. Winncom
12. BlackBerry 39. Ion 66. Kuantum 93. Xcite
13. BLEU 40. iNQ 67. KOPPERR 94. Zen Mobiles
14. Beetel 41. Karbonn Mobiles 68. Quba Mobile 95. RK Mobile
15. BPL Group 42. Lava Mobiles 69. Rage 96. ViP Mobile
16. Byond tech 43. Lemon 70. Ray 97. CAPLIGHT
17. Colors mobile 44. LONGTEL 71. Swissvoice India 98. Alcatel
18. celkon 45. Lexus 72. SAGEM 99. Spice
19. c-Tel 46. LG 73. Samsung 100. MVL
20. Daya 47. Logitec 74. San Mobile 101. Nova mobiles
21. Dell 48. Magicon 75. Sansui 102. Mobell
22. Digibee Mobiles 49. Maxwood Mobiles 76. Siemens 103. Akai mobiles
23. eTouch 50. Maxx 77. Simcom Mobiles 104. AZ Link Anycool
Mobiles24. Fujezone 51. Melbon 78. Simoco
25. Fly 52. Micromax Mobile 79. Sony Ericsson 105. QUBA mobile
26. Fortune 53. Motorola 80. Speed Mobile 106. ACER MOBILE
27. GEEPEE Mobiles 54. Movil 81. Spice Telecom
5. Customers:
Cell phones are attractive targets that are small, expensive, and useful. With the list of features
and data applications available on mobile phones, which is continuing to grow and emerge; cell
phones are not only a luxury but also necessity. Cell phone users use cell phones for more than
just talking; the mobile services consumer wireless usage study found that 56 percent of
customers used their cell phones as cameras, clocks, calendars, music players, and other non-talk
functions. Also, most cell phone owners are between the ages of 18 to 34. However,
consumers’ dependency on cell phones can pose a threat that force users to be victims of paying
too much for cellular phone services.
There are numerous complaints about low quality service in the industry due to the competition
between companies. By lowering costs for the services, the company will lose profits and reduce
their shares. Customers today, typically complain about the high cost for the services of having
to stay on a contract for a long time and paying an early cancellation fee. Also, with low service
line, customers rather pay higher price for better services such as receptions.
Cell phone companies know that consumers dislike mobile-phone services. In fact, mobile
phone services were the second lowest-ranked industry. Mobile companies were also the
number two sector in complaints in 2005. Many companies claim that consumers love their cell
phones and that they’re very happy with the services, which is a half truth. Consumers complain
frequently about dropped calls, lousy customer service and exorbitant penalties from exiting
a contract.
6. Technology/Innovation:
Technology and innovation are advanced every year making the industry even more competitive.
Cell phone companies that design and make evolutionary upgrades are emerging into the market
to be more competitive.
7. Product Characteristics:
In the cell phone industry, the products and services are highly standardized. In the past, the
products differentiated in cell phones and services. Today, with more technology enhancement,
the products in different companies are essentially similar. Since this is a cell phone industry,
there is a maximum amount of products and services that consumers can choose from. Yet,
consumers do not want to purchase cell phones at a higher price value unless the companies are
able to make it attractive.
8. Scale Economies:
There are two types of economies of scale pertaining to the cell phone industry. They are the
internal and external economies.
InternalInternal economies of scale are economies made within a company as a result of mass
production. So as a company produces more and more products and services to consumers.
External
The external economies are made outside of the company as a result of its location. Most
cell phone companies have a corporate headquarter that concentrates on the following to
keep track of the company’s progress.
9. Capital Requirements:
The cell phone companies require large capital to enter and remain in the market successfully.
Companies require capital to create products that attracts consumers and for total assets and
revenues to enlist other products and services that are featured with cell phones. Cell phone
companies work with manufacturers to create new technological and innovative cell phones in
the market today to attract consumers. A valuable capital in the cell phone industry is the
consumers because revenue and profits depends on them who buy the companies’ cell phones.
New products are introduced continually, technology evolves on a daily basis, and customers are
eager to become part of the future of a wireless society. This makes the market very competitive
and large companies that have big economies of scale provide a highly automated service to a
large number of customers, and have the financial resources required in building and maintaining
a large network of communications devices. Smaller companies can also compete, but only in
small markets or by provide specialty services.
Total capital requirement to start a business in selling cell phones requires a capital investment
between $50,000 to $90,000, and liquid capital requirement of$40,000 to $50,000. In addition,
companies spend millions of dollars on developing brand name recognition, and promoting and
marketing their products. Companies also want to spread their companies out through
franchises, because more offices mean more visibility in drawing consumers in to buying their
products and services.
11. Industry Profitability:
The cell phone industry will remain a competitive market and will increase continuously with a
total of 1,200 wireless companies with total annual revenue of $100 billion. The profitability of
individual companies is driven mainly by their ability to develop new products, providing better
service, making their products affordable for consumers. Profitability of companies is achieved
also by taking advantage of marketing their products, have access to capital, and by inquiring the
expertise to improve the cell phones.
The profitability of the cell phone industry is dependent on the volume of consumer they can
attract. The profitability of companies has increased drastically since 2002 and will continue to
increase as new cell phones are improved. Since 2004, the financial markets of cell phone
companies seem to increase fast because of the new technologies and services that companies are
offering consumers, and at the same time they compete for customers. Although there are
complaints and dissatisfaction from consumers, cell phone and the service along with it has
become a necessity which companies use as an advantage by charging consumers higher price.
As in any industry, there are declining and inclining profits. The cell phone has experienced a
slight decline; worldwide shipments of cell phones rose 26 percent in the first quarter of 2006
compared with the same period last year. Currently today, the global market continues to thrive
on consumers replacing older phones with new purchases, a total of 226.7 million mobile
phones. For individual company profitability, Nokia is listed at the top, retaining a third of the
global market share and enjoying a 39.6 percent growth. Motorola also had a high increase of
60.6 gains and is controlling 20.3 percent of the market. Samsung has shipped over 29 million
phones and is in third place with a decrease in sale to only 18.4 percent growth. LG came fourth
for market share with 6.9 percent and experienced an operating loss for the quarter due to
marketing expenses and fewer sales.
The cell phone industry looks strong and competitive between the companies and service they
provide. Even more as new options are in place, such as, allowing consumers to keep their
numbers while switching carriers.
Different Product Opportunities
Mobile Handset
Cell phones of different brands.
Accessories
Cell phone related accessories like Bluetooth, Head phones etc.
Industry Trends
Technology
There is currently a variety of wireless networking capabilities that are emerging, developing,
and integrating. The future of these technologies within the cell phone industry will create better,
higher-speed, and longer-distance capabilities.
Phone Design
Cell phones will become much more powerful, and designs will continue to morph into ever
more complex, multi-purpose personal communication devices, including the growing use of the
cell phone as a financial transaction device. Batteries for wireless devices will begin to last much
longer as well.
Market Growth
Although cell phone markets are relatively mature in the U.S. and in major developed nations
everywhere, the number of subscribers nonetheless continues to grow in these countries. In the
U.S., new subscribers tend to be those on lower-cost plans and children. Already, 40% of 12- to
14-year-old Americans carry cell phones; the rest of them will be soon to follow. Meanwhile,
$1 billion cell phone subscribers are expected to join the craze within less developed nations
worldwide. The largest nations include Sweden, the U.K, and the Netherlands followed by
China and India.
Security Issues
Security issues such as eavesdropping on Bluetooth conversations, hacking into Wi-Fi networks
and viruses spread among cell phones will require more attention and investment from the
technology and telecommunications sectors. The estimate is that the global market for mobile
phone security software will reach $1 billion by 2008.
Mobile Commerce (mCommerce)
Mobile Commerce, also known as mCommerce, will emerge and create mobile subscriptions and
advertising opportunities for companies ready to embrace mobile subscribers. The cell phone can
is also going to be considered a “digital wallet.” In Europe and Asia, many people pay at the
register by reaching for their cell phone instead of their wallets. The phones facilitate
transactions between the point of sale and the user's credit, bank, or cellular account.
Key Success Factors
There are factors that are necessary to attract customers, compete, and ultimately be successful in
the cell phone industry. For a company to be successful in the cell phone industry they can
create value by providing the basic features, technical features, and support to back up those
features.
Basic
These features are assumed to be included and expected in a basic cell phone package to satisfy
the simplest customers.
Caller ID Line Block
Call Forwarding
Call Hold
Call Waiting
Caller ID
No Answer Call Forwarding
Three-Way Calling
Voicemail
Technical
These features go beyond the basics and provide the technical features to attract the savviest of
cell phone subscribers.
Internet capabilities to receive billing, make payments, and download ringtones
Detailed Billing either in paper form or downloadable from the internet
High-Resolution Camera, most important feature among subscribers
Text Messaging, 3 billion wireless text messages are sent each month
Web Access to get stock quotes, sports scores, weather, and up to the minute news
Insurance to protect yourself in case of malfunction
E-mail Messaging can now be done from the palm of your hand
NO Domestic Long-Distance Charges, not available with landlines
Ability to Download Ringtones, free is better
Battery Power is the second most important feature among subscribers
Bluetooth is wireless technology that communicates with a wireless hands-free headset
Video capability at least 15 seconds of video is the standard
Prepaid Minutes typically useful for an individual that requires minimal talk time
Mp3 Capable, subscribers want to be able to use their iPod’s with their handsets
Ability to Record Music and play it back or use as a ringtone
FM Radio can now be transmitted through a handset
FLASH Memory Cards can hold up to 100 songs and are removable
Support
Every company can provide the basic and technical features but the ultimate test for success or
failure is decided by the support the cell phone company can provide to their subscribers.
Industry Prospects and Overall Attractiveness
Factors Making the Industry Attractive
A Federal Communications Commission report stated that over the past four years landline usage
has decreased by 30 million users. There are great opportunities right now to get a lower price or
a lot more minutes on a cell phone. The cell phone industry is offering unlimited plans in
growing numbers. The word cell phone has become a familiar usage across the globe, especially
in developed countries.
The Cell Phone Service Providers have made provisions to allow users to access the Internet
through the cell phone, without taking the pain to log into their computers. Cell Phones now can
be used as planner, navigation system and for games. Also, Steve Jobs the owner of Apple has
enabled the innovative invention of the Motorola hybrid phone, which has an iPod with the cell
phone. The cell phone is one technology where people of different ages can use without any
hesitation. Cell phones are also used as fashion objects, since the styles have been changing
almost every year; The cell phone technology has infiltrated its way through the teenage
population very fast. The national network, Sprint is on the verge to launch cell phones that are
custom handsets, which contains phone contents such as Disney ring tones and games. This is a
way where the cell phone industry can open a whole new arena for attracting a market for
children. Also, there is the new culture of SMS (Short Message Service), which is a new way to
send text messages. SMS is quite popular among teenagers and college students, which helps
everybody to keep in touch with friends and family.
Factors Making the Industry Unattractive
Mergers might be good for the cell phone service providers, however, if the nation’s leading cell
phone companies merge, there will be less competition in the market, causing prices to increase
than before. With large mergers like Cingular and AT&T, there is the risk of a monopoly in the
market, which can charge the highest possible prices to consumers. This will definitely pose a
threat to consumers, because the number of options of choosing one cell phone service provider
over another is reduced.
Special Industry Problems and Issues
As with new technology, health concerns have risen with the use of cell phones. There are
certain studies that show a few cases of tumors or cancer that develops as result of using cell
phone for long periods of time. According to the Food and Drug Administration, these health
problems are said to be caused due to the radiations emitted from cell phones. Also, these
radiations tend to cause birth defects due to genetic mutation.
In addition, many incidents of road hazards occur because of the use of cell phones. Many
accidents involving a driver being distracted by talking on a mobile phone have begun to be
prosecuted as negligence similar to driving while intoxicated.
Cell phones have also been a major threat to security. There have been cases of identity theft,
and also where a third party can intercept in a network listen to conversations. Also the
bombings that occurred in 2004 at Madrid, was from a cell phone. So there are major security
concerns of the cell phone that has to be looked into.
VENTURE DESCRIPTION
Company Summary
“Roar Mobile stores”, upon the commencement of operations, will sell a wide range of mobile
phones & accessories to the target customers. We will provide quality product from range
varying accordingly. “Roar Mobile store” will be a part of tough competition due to presence of
E-zone and Mobile Stores.
The Retail outlet will be located in a Metro mall at Kalyan. The outlet will utilize 2,500 square
feet. The location is strategically situated on one of the busiest place of Kalyan. It is a high
profile area, with easy access from all parts of city.
Start-up Summary
The start-up capital will be used for the design, leasehold improvements, and infrastructure of the
outlet.
Leasehold improvements will amount to approximately Rs.12,00,000 , and shop’s infrastructure
will cost about Rs.20,00,000. The owner will invest Rs. 80,00,000 for cash-on-hand at starting
date.
Start-up Requirements
Start-up Expenses Amount (in Rs.)
Rent deposit 75,000
Other 0
Total Start-up Expenses 75,000
Start-up Assets
Cash Required 8, 00,000
Other Current Assets 7, 00,000
Long-term Assets 25, 00,000
Total Assets 40, 00,000
Total Requirements 40, 00,000
Start-up Funding
Start-up Expenses to Fund 32, 00,000
Start-up Assets to Fund 40, 00,000
Total Funding Required 72, 00,000
Assets
Non-cash Assets from Start-up 7, 00,000
Cash Requirements from Start-up 6, 00,000
Additional Cash Raised 0
Cash Balance on Starting Date 6, 00,000
Total Assets 13, 00,000
Liabilities and Capital
Liabilities
Current Borrowing 0
Long-term Liabilities 7, 00,000
MANAGEMENT AND HUMAN RESOURCE PLAN
Management Summary
Roar Mobile stores will be organized and managed in a creative and innovative fashion to
generate very high levels of customer satisfaction, and to create a working climate favorable to a
high degree of personal development and economic satisfaction for employees.
Employees would be trained as if how to deal with the customer as customer is the king and has
to be satisfied and which would be the utmost priority for Roar Mobile stores along with earning
healthy and fair margin of profit. As the business grows, the company will consider offering an
employee benefit package to include health and vacation benefits for everyone.
Personnel Plan
The personnel plan calls for a Sales team of 12 who will entertain customers demand and will
deal accordingly as per their requirement and Shop will also have a technician. Everyone will be
contract workers, and will be paid a fixed remuneration along with sliding commission scale
based on the amount of revenue created. Future plans include the hiring of one more technician
so that better after sales service could be provided as the business expands.
MARKETING PLAN
Strategy and Implementation Summary
Providing good quality product, Skill at what we do, good customer service, and creating a
pleasant environment for our customers will be important to implementing our business plan.
Competitive Edge
Roar Mobile Stores wants to set itself apart from other Mobile retail outlet that may offer almost
same types of product & services. Having gone through such outlet a customer would realize
what makes Roar Mobile store different, friendly and customer slanting environment with best
quality products of different price range and customer oriented schemes like Easy monthly
installment i.e. availability of EMI scheme makes company more competitive. So the focus of
“Roar Mobile Stores” is Customer Satisfaction.
There are a number of brands i.e. Vijay sales, The Mobile Store or E-zone located nearby we do
not intend to compete with these so called "Big Fish" We wish to make Roar Mobile store a
brand and wish to be called as one among Big Fish in next 3-4 yrs.
Marketing Strategy
Our marketing strategy is a simple one: satisfied customers are our best marketing tool. When a
customer leaves our outlet with a new cell phone, he or she is broadcasting our name and quality
to the public.
No major advertising campaigns are anticipated. Our research says that “Word of Mouth” is the
best advertising for this type of business. We will, however, advertise through 3 huge hoardings
in the city one of which will be outside the metro mall while other would be one near crowded
Kalyan railway station and other outside Birla college.
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