tiểu luận marketing - marketing plan nokia n9

MARKETING PLAN – NOKIA N9




Huynh Thi Ngoc Huyen - BABAWE10530
Nguyen Hoang Gia - BABAIU10189


I. INTRODUCTION:
Martin Cooper ( now chairman, CEO, and co-founder of Array Comm Inc) said "People want to talk to
other people - not a house, or an office, or a car. Given a choice, people will demand the freedom to communicate
wherever they are, unfettered by the infamous copper wire. It is that freedom we sought to vividly demonstrate in
1973". He was the first man who published the first Cell Phone of the world- MOTOROLA Dyna TAC 8000X.
At that time, Nokia- a mobile network company- published the first Nokia multimedia production- the
Nordic Mobile Telephony (NMT), the world's very first multinational cellular network in 1981. Nokia started the
development of GSM phones. Beginning of the 1990 brought about an economic recession in Finland. Eventually,
the company decided to leave consumer electronics behind in the 1990s and focused solely on the fastest growing
segments in telecommunications- CELL PHONE. Due to this Nokia increased its sale of GSM phones that was
enormous. This was the main reason for Nokia to not only be one of the largest but also the most important
companies in Finland. As per the sources, in August 1997, Nokia supplied GSM systems to 59 operators in 31
countries.

The first Nokia‟s Cell Phone was the Nokia 1011 lauched on November 10, 1992. The black handset
measured 195 x 60 x 45mm and featured a monochrome display and an extendable antenna. The memory could hold
99 phone numbers. It did not yet employ Nokia‟s characteristic ringtone that was only introduced in 1994. The
phone operated in the 900 MHz band. The Nokia 1011 continued production until 1994, when it introduced the
Nokia 2100 model as successor. From 1992 to 1998, Nokia successfully developed the mobile network and
produced portable phones.
Nokia 1101
As the technology development grew fast, North America had a spotty 3G network that has only really

been revamped recently in order to deal with increasing demands for faster loading speeds from mobile customers,
whereas Asia and most of Europe have had proper 3G networks in place for some time. This has led to a revolution
in 3G phones from 2007 until now, with more due to come out in 2009.
To meet the demand to the massive market of 3G mobile phones, Nokia had developed a series of Smart
phones from its very first portable phones with simple functions. This led to the appearance of NOKIA N9 with
3000 functional developments.






II. CURRENT MARKETING SITUATION:
As the cell phone- using- demand, people need fast-high- tech- cell phones that had functions that satisfy
whatever they want whenever they need and wherever they are. Nokia is losing its smart phone market by the
beginning of 2010 because there are still not many huge- break through- developments in designs and technology
whereas Apple, HTC, Samsung are the first flag ships in the smart phone- market. When Stephen Elop announced
his new strategy as CEO of Nokia he talked of a crucial “battle of ecosystems”. What he was referring to was the
battle between Google (Android), Apple (iOS) and a potential third player in the competition to become the
dominant operating system used to power smartphones and their apps. Elop decided to abandon further development
of Nokia‟s sum MeeGo operating system, preferring instead to partner with Microsoft in developing the Windows
mobile system.

1. Market description


Being aware of the situation that Nokia is facing, the design teams and the technology teams decided to
create a new product- the last break through- development in 2011- the Nokia N9. Nokia‟s market consists of
consumers and business users: Nokia N9‟s main market target is users that want to use a device for multimedia
communication, surf network, entertainment, specifically professionals, high-tech students, entrepreneurs.
 Segment needs and corresponding feature/ benefits of Nokia N9:
Targeted segment
Customer need
Corresponding Feature/ Benefit
 Professionals
(consumer
market)
- Personal Information
Management
- Communication
- Internet browser
- Perform quickly
- High technology
- Navigation

- Detailed contact information.
Calendar, To-do list, Notes,
Support for MS Outlook
synchronisation of contacts,
calendar and to-do with Mail for
Exchange, Support for viewing
documents in Word, Excel,

Powerpoint, PDF and Open
Document Formats, Online
calendar synchronisation with
CalDAV.

- Talk- time (max: 11 hours),
Standby time: 340 hours

- Wireless email/ web access from
anywhere
- Internal MEM: 16gb or 32gb, Ram
1gb
- Free Maps
 Students
(consumer
market)
- Entertainment
- Office softwares
- Cool new applications
- 8MP camera, support HD high
quality video capture.
- Music and audio supported by
audio codecs, bit rate up to 320kps
- Word, Excel, PDF, MS outlook.
- Facebook, Twitter, Ovi Store
 Entrepreneurs
(business market)
- Free maps (show direction to
business meetings)
- Fast getting in touch

- Smartly organize meetings,
routines, business details,
financial files
- Built- in GPS allows voice-
activated access to directions.
- Voice- activated access for calling,
sms multimedia.
- Easy to view .doc, .docx, .xls,
.xlsx, .ppt, .pptx, .odt, .ods, .odp,
.pdf…

2. Product review

 Dimension

 Size: 116.45 x 61.2 x 7.6-12.1 mm, Weight (with battery): 135 g, Volume : 76 cc, Internal, memory: 16 GB
or 64 GB; Use as USB mass memory device for storing photos, documents and more; Talk-time
(maximum): GSM 11 hours andWCDMA (3G) 6.5 hours; Standby time (maximum): GSM 340 hours and
WCDMA (3G) 420 hours; Video playback time (720P) 5 hours; Music playback time 50 hours; Web
browsing (maximum): WLAN 6.5 hours and HSDPA (3G) 5 hours

 Available Colors: pink, piano black, blue

 Design

 Display and User Interface

Screen size: 3.9", Resolution: 16:9 FWVGA (854 x 480 pixels), AMOLED display, 16.7 million colours,
Capacitive touch screen, 2.5D curved glass, Anti-glare polarizer, Scratch-resistant Corning® Gorilla®
Glass, Orientation sensor (Accelerometer), Compass (Magnetometer), Proximity sensor, Ambient light

detector.



 Software and applications

 Software platform and user interface
MeeGo for Nokia N9 (MeeGo 1.2 Harmattan), User interface simplified to three home views: events,
applications and open apps, Swipe gesture instantly takes you back to the home view you started from, Multitasking
and app switching through open apps view: a live snapshot of all running apps, Apps compliant with Qt 4.7,
HTML5, Software updates over the internet.
 Personal Information Management (PIM)
Detailed contact information, Calendar, To-do list, Notes, Support for MS Outlook synchronisation of
contacts, calendar and to-do with Mail for Exchange, Support for viewing documents in Word, Excel,
Powerpoint, PDF and Open Document Formats, Online calendar synchronisation with CalDAV

 Applications


Key applications: Facebook, Twitter, Skype, Joikuspot Wi-Fi tethering, Accuweather, AP News, Swype,
Track and Protect, Galaxy on Fire 2, Real Golf, Angry Birds Magic, Mail, video player, Drive, Feeds, search,
calculator, Calendar, Contacts, music player, web browser, messaging, photos, photo editor, Ovi Store, Maps, More
apps available at Ovi Store, Nokia Link: PC and Mac application for easily syncing photos, music and videos.
 Communication

 Email and messaging
Easy-to-use email client with attachment support for images, videos, music and documents .doc, .docx,
.xls, .xlsx, .ppt, .pptx, .odt, .ods, .odp, .pdf, HTML support for email, Email client can combine multiple accounts
into one easy-to manage inbox, Easy setup for POP3, IMAP and Mail for Exchange services, Multiple accounts
per user supported, Chat instant messaging support: Facebook, Skype, Gtalk, and services using sip, Easy to

move between multiple live conversations on open applications view, Unified MMS/SMS editor, Conversational
view for SMS, Push email, Messages notifications shown in the event view
 Call management
Contacts: advanced contacts with support for multiple phone and email details per entry with personal
thumbnail pictures, Notifications of missed calls shown on standby-screen, lock screen and events view, Contacts
application combines phone and online contacts together, such as Skype and Facebook. Automatic and manual
contact merging., Conference calling, Integrated handsfree speaker.

 Sharing and internet



 Browsing and internet
Full web browsing of real web pages ; Fast and highly responsive browser based on Webkit2
technology; Multiple websites can be viewed in the live multitasking view; Full browsing history; Wide
HTML5 support offers access to rich web applications and fast video playback; Supported markup
languages: HTML5, CSS 3, XHTML; Supported protocols: HTTP v1.1; TCP/IP support; JavaScript
support; Web search integrated to browser; Auto-completer for fast lookups; Dynamic top sites page for
fast access to favourite web sites; Pinch gesture and double tap zooming; RSS reader; Support for
streaming video; Unified notifcations for Facebook, Twitter and RSS feeds in the Events view; Social
networking profiles and status updates merged into phone contacts; Social networking events visible in
phone calendar.

 Navigation
 GPS and navigation
Integrated GPS, A-GPS receivers; Ovi Maps with free voice-guided car and walk navigation;
Ovi Drive optimised for in-car navigation; Wi-Fi network positioning; Download more maps via Wi-Fi
straight to the device; Wi-Fi and Cellular network network positioning.

 Photography
 Camera
8 megapixel camera with Carl Zeiss optics; Wide-angle lens; True 16:9 imaging; Large lens
aperture F2.2 for better and faster photos in low light conditions; Dual LED flash; Digital shutter;
Continuous autofocus; Touch-to-focus and exposure lock; Focal length: 3.77mm / 28mm; F
number/Aperture: F2.2; Still images file format: JPEG/EXIF/XMP; Digital zoom up to 4x for still
images and video .

 Image capture
Camera settings: flash, scene mode, exposure, white balance, ISO, face tracking, aspect ratio and
resolution; Automatic location tagging (geotagging) of images and videos; Images automatically taken in
the correct orientation; Pinch zoom in Photos image viewer; View photos by tag, favourites, collection and
slide show; Photo editor with fast non-destructive editing, one-touch autofix, red-eye removal, straighten;
Automatic;; Motion Blur Reduction
 Other
Internal memory: 16 GB or 64 GB; High-speed USB 2.0 with micro USB connector for
transferring photos to PC or Mac; Share photos online through Facebook, Flickr and Picassa; Photo sharing
through NFC.

 Video
 Video cameras
HD quality video capture in 720p resolution at 30 fps; True 16:9 video recording; Settings for scene,
white balance and exposure compensation; Wide-angle lens; Continuous autofocus; Stereo sound
recording
 Video sharing and playback
HD 720p video playback, Dolby Digital Plus; Support for download, streaming, and progressive download;
YouTube browsing and streaming; Video sharing to YouTube; Wide range of codecs supported for easy
transfer and play, minimising the need to transcode

 Video codec and formats
Wide codec support: H.263, MPEG4-SP & ASP, H.264 BP/MP, WMV9 / VC-1 and Mkv (Matroska); HD
playback support: MPEG-4 SP, H.264 BP; HD capture support: MPEG4-SP.


 Music and audio :



 Music features
Dolby Headphone for enhancing your music experience with headphones; Nokia Music store
service in selected markets; Audio codecs: MPEG-4 AAC , eAAC, eAAC+, MPEG-1 audio Layer2
(MP2), MPEG-1 audio Layer3 (MP3), WMA 9, WMA Voice 9, WMA Lossless 9, WMA Professional 9
and 10, Dolby Digital Plus (AC-3 & E-AC-3), FLAC; Bit rate up tp 320 kbps.

 Gaming :
 Gaming
Preloaded games:
o Angry Birds Magic with NFC support
o Galaxy on Fire 2
o Real Golf 2011
Use the touch interface to play games
Support for OpenGL ES 2.0 enables 3D graphics

 Package Contents
 Standard Sales Package
Nokia N9 all-screen smartphone; Nokia Fast USB Charger AC-16; Nokia Charging and Data Cable CA-
185CD; Nokia Stereo Headset; Get started guide; Product information leaflet; Cover

 Recommended accessories :

Nokia Play 360°; Nokia Wireless Music Receiver

 First year revenue will be set at $200 million, based on sales of 300000 Nokia N9 units at wholesale
price $666 per unit. At the second year, we plan to introduce to the Technology World the second
generation Nokia smartphone N9-01 which offering the standard features:

o Combines the two operating system (Windows Phone and MeeGo)
o More languages are added for selling all over the world.
o Upgrade the camera from 8MP to 12MP.


3. Competitive Review

Besides Nokia, there are many famous brands that create their own specific products such as Apple,
Samsung, HTC, Sony Ericsson. This lead to a high competitive smartphone market and create difficult pressure
on Nokia.

Apple

o Advantages: Iphone 4S is stylish and popular all over the world. Iphone 4S displays 640 x 960 pixels onto
a 3.5-inch screen, The Apple iPhone 4S uses a dual-core 1 GHz A5 processor to drive iOS 5, The Apple
iPhone 4S records video at a maximum of 1920x1080 (1080p HD) . The Apple iPhone 4S appears to have
generated very strong interest in the aftermath of the passing of Steve Jobs. The initial sales figures have it
outselling all previous versions of the Apple iPhone, the Apple iPhone 4S comes with a huge improvement
in performance over the preceding Apple iPhone 4. Talk time up to 14 hours for 2G network and 12 hours
for 3G networks.


o Disadvantages: Apple iPhone 4S 64GB retails at about $850, The item weighs about 140g, Iphone 4S
use the Li-Po battery 1420maH, standby time is 200 hours for both 2G and 3G networks, iphone 4S

doens’s support JAVA, WAP. There are only two colors for consumers (black and white).

Samsung

o Advantages: GalaxyS2 is popular in Asia. Samsung created a break through step when publishing the
Galaxy S. The galaxy S2 weighs 116g, dimension: 125.3 x 66.1 x 8.5mm, Galaxy S2 uses dual core
1,2Ghz A9, Ram 1GB, camera 8MP, Galaxy S2’s screen is 4,2 inches. Galaxy S2 uses the most up-to-
date operating system: Android Gingerbread 2.3. Galaxy S2 has more room and features better
technology for superior reproduction, contrasts and brightness. Galaxy S2 had more downloadable apps
than N9. Battery last for 8,5 hours for talk time and 610 hours for standby time. Samsung has a better
processor.

o Disadvantages: The Galaxy S2 is something of a logical progression from the Galaxy S, being in turn
inspired by the iPhone, the format is the same glass-topped slab but Samsung has stripped things down
and made it as thin and light as possible. Gorilla Glass is again used here but the resolution is a little
lower at 480 x 800 pixels, as is the pixel density at 218ppi. Galaxy S2 is not supported for 64GB (only
32 GB micro SD). Samsung is worse at screening. Galaxy S2 costs $750.

HTC

o Advantages: HTC sensation uses 4,3” Amole Screen with 480 x 854 pixels. It uses the 1,2 GHz Dual
Core, HTC sensation runs Android 2.3 gingerbread. It has the 8MP camera with 1080full HD, 1520
maH that means it is up to 8 hours talk time and 350 hours standby time.

o Disadvantages: It has only 1 color for consumers (grey black) Sensation weighs 150g, looks very much
like other HTC smartphones, internal space 1GB, external memory is only up to 32GB. High cost $720

Sony Ericsson

o Advantages : It has still many color for consumer . Xperia Arc is fashionable and stylish . The Xperia

arc can access games and videos on the Internet that require Adobe Flas. The Xpreia Arc has a memory
card slot which is great for increasing your phone’s storage for photos, videos and music. The Xperia
Arc is quite light, very thin, fairly small. It has a reasonably high capacity battery and HDMI video
output connector to display pictures or video on TVs or other devices.


o Disadvantages: The Xperia Arc has not a numeric keypad. It has average actual download speeds , talk
time and web browser. Xperia Arc costs $621



Despite all these strong competitive pressure, Nokia can gain profit and recognition among those
competitors. Our shape, Meego OS and the SWIPE are completely different from our other old products and
differentiated from other competitors‟. Moreover, our product is cheaper, more fashionable, and easier for users
because it runs the completely different Meego Operating System









Below is the Table of competitive products and pricing:
Competitors
Model
Features
price
Apple

4S
Big screen, fast internet browser, GPS navigation,
integrated personal and corporated emails, MS office, 8.0
MP camera, runs iOS, touch screen, long life battery,
combines many games, movies with large hard disk for
entertainment.
$850 for 64GB
version
Samsung
Galaxy SII
Run the latest and the most popular phone OS: Android 2.3,
very easy for using, convenient, 8.0 MP camera supported
1080HD, large RAM and large CPU (1GB;, 1,2GHz), lots
of cheap- downloadable apps
$750
HTC
Sensation
Large screen (4,3 inches), diversified connectivity, Adroid
2.3, Network supported (Yahoo Talk for young adults),
protocol supported: POP, IMAP, Gmail, Exchange.
$720
Sony
ericsson
Xperia Arc
Large screen (4,2 inches), runs Adroid Gingerbread 2.3,
large capacity for officers, long life battery, supported by
IMAP, GMAIL, Exchange, …wide connectivity,
fashionable design, 8.1 MP camera.
$700 > $750

CHANNEL and LOGISTICS Review:
Nokia N9 will be distributed globally focusing on the USA, Asia- Pacific and Europe. Nokia has a
worlwide network of retailers eventhough in Vietnam. The most important channels are:
- Retailers
- Electronics Stores
- Communication Store
- Especially, Nokia N9 can also be sold through any mobile-phone-network-suppliers by contracts.


STRENGTHS, WEAKNESSES, OPPORTUNITIES
AND THREATS ANALYSIS
Strengths
 Nokia: Experience – 142 year of history. Strong financial support for R & D (1.4 billion USD). Largest
network of selling & distribution. Strong customer relation. Wide range of products for all class. High Resale value
compared to other competitors. Durability. Long battery life. User friendly. Global Expansion.
 Nokia N9: deleveped network communication (stronger signal strength), 1 SWIPE screen, the first no-
keyboard- on- screen phone, the latest Meego Operating System, differentiated designed (impressive and
fashionable for those who has been disappointed of Nokia recently), supported by lots of new Apps (from OviStore,
GPS Navigation, Internet browser and others features), low price with fashionable design, diverse connectivity
especially the NFC, smoother internet browser.
Weakness
 Lack of centralized marketing strategy andchampion; completely different positioning strategydepending on the country,
on the period of time.
 The current situation: Nokia has been losing its smartphone marketshare to the competitors (Apple,
Samsung, Sony Ericsson, HTC, LG,…) because the top managers do not want to change the Nokia‟s tradition and
they do not accept the truth that Nokia will lose its place in mobile phone market, they do not co-operate with the
most popular and the most- loved Operating System Suppliers- Google,.
 Using core 1GHz CPU, low voice control quality, heavy sets, market skimming prices of high sets, inside
battery (irreplaceable battery), totally different OS (users have to explore all- wasting time), the rumor that Meego

OS will be deleted by Nokia for Windows Mobile improvements makes consumers worry about the N9‟s future.
 Unlike other smartphones, N9 seems to be too different and strange for users (no-keyboard- phone)
Opportunities
 New growth markets, the new Meego Operating System 1.2 Harmattan is impressive design and friendly
OS to users. N9 is supported by many other apps that are easily downloadable from OviStore, new improvements
and innovative combinations of functions in one handheld device.
 Well designed and styled sets
 Increase their presence in 3G & 4G market
 Improvise on quality of camera
 Customers and consumers nowadays are looking forward to a new strong-fast- smart- cheap phone and
Nokia N9 is the one that those people are looking for.
Threats
 Too many brandnames in one markets  lack of awareness
 China mobiles – It has made exact copy of Nokia N9
 Cheap & wide range models from Motorola, LG, Samsung
 Sales may decline due to global economic downturn
 I phone 4S of apple, Galaxy S2 of Samsung – very strong competitors for Nokia N9
 The N900 failure rumor is still living inside the Nokia‟s fan and customers, they worry that the same thing
will happen to N9 ( like N900).

OBJECTIVES AND ISSUES
The objectives and issues have been set for the first and second year.
First Objective:
During the first generation Meego phone‟s year on the market, we are aiming for unit sales volume of
300000 and the development for the next Meego Phone generation.
Second Objective:
Our second year objectives are to sell a combined total amount of about 800000 units of our two models
and to achieve the breakeven point early the next quarter of the year.
Issues:
To take back what we have lost last year and the current year, we focus on improving a new series of

smartphones as we did before ( Nokia N series- N70, N72…). To show that we do not need any co-operation with
Google or Apple for using their Operating Systems. We need to measure how much pleased the customers are by
observing and taking response throw questionaire so we can evaluate what we “did” with our marketing system
and our effort.

Marketing Strategy

Today, the true “killer” data application is still textmessaging, a typical example of person-to-
personcommunication. Other end-user services, however,have not taken off as expected in recent years.The primary
reason for this slow take-up is that mostof these services do not fulfill the expectations of users. Although ring tones are
one example of successful person-to-content services, progress mustbe made for market take-up of other mobile dataservices
such as:
• Messaging (e.g., MMS and e-mail)
• Entertainment (e.g., graphics, logos, games)
• Information (e.g., directory services, news)
The main marketing target of us is still the middle class to the high income officers who have to work
professionally and need portable things that is able connect them to everyone whenever and wherever they need for
any purposes. The second most important marketing target is the young adults who love fashionable devices, a
multimedia phone that is able to use for entertainment, talking, surfing web, ….
Our primary business target is large retailers who would like to co-operate with us to introduce to public
our N9. this segments bring us $12,5 billion every year sales profit with a network of more than 200 countries all
over the world.
Positioning
Based on the differentiated design, we are positioning our Nokia N9 as the most convenient, fashionable
and the best selling smartphones not only of our brand but also of the whole market. We hope to make the revolution
in OS market that we own the best and easilest-using- Operating System- the MeeGo. We will continue focusing on
the communication, entertainment and connectivity that differentiate N9 from others.
Product strategy
The Nokia N9 with all the features above will be sold with one and a half year warranty. We will introduce
to the customers our new product with powerful CPU, large supported memory micro SD card, high performance

and innovative improvement – the N10. As usual, the brand and logo are on the product and the package with all the
accessories. All copies are prohibited.
Pricing strategy
The Nokia N9 will be introduced at $660 wholesale and about $720 estimated price at retail stores per
phone. We hope that we can reduce the N9‟s price so that we can continue to expand the product line by publishing
the N10 the next year (priced at $700 wholesale per unit). These prices reflect a strategy of taking back what we
have lost in the smartphone market (reputation, market share, profit…) and continue to compete with other
competitors such as Samsung, Sony and Apple. We will continue to introduce to public those high quality products
with high performance and long life battery with lots of apps for different users with different using purposes.
Distribution strategy
The distribution channel goes all the way from the organization through the wholsalers, retailers and the
end consumers. The problem that Nokia is facing is that the distribution channels which are the vital stream that
takes the products to its destination are now being shared by other competitors (Nokia has lost its smartphone
marketshare recently)
We still use the traditional distribution channels such as direct sales or through wholesalers and retailers for
consumers. We can stay connected to the customers through other internet online services (Ebayt, Bestbuy,
Amazon…). For the wholesalers and retailers we planned to set the reasonable price for them to get their final sale
goal.
Action Programs

The Nokia N9 is expected to be launched at the end 2011 of the third quarter in 23 countries : Australia ,
Austria , China, Bulgaria, Croatia, Finland, Greece, Hungary, Hong Kong, Malaysia, New Zealand, Poland,
Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovenia, Sweden, Switzerland, The United Arab
emirates and Viet Nam.
What marketing mixes
When
How
Who
Budget
Promotion

Sales promotion

Advertising promotion



Personal promotion
July 2011


August 2011

September 2011



October 2011
Know customer‟s needs
Build the marketing plan and customer
service strategy.

Put the customer service strategy to plan
marketing and business
Using innovative advertisement to increase
our target audiences product awareness
about features and benefits of our product
and its competitive advantage, leading to a
10 percent increase in sales in one year

Mouth to mouth – Once Customer service is
good. It will spread to 10 other persons and
each person could talk to 20 other persons.




Advertising
department




$1 million



$1 million
$3 million



No cost
Place
October 2011
Distribute and sale goods in 23 countries
such as : Australia , Singapore , Viet
Nam,….
Distribution
department

$10 million
Product
October 2011
Completely new and different MeeGo
Operating System, development in design
(one SWIPE cell phone), lots of
downloadable apps
Manufacturing
department

Customer
Service
$10 million
Price
October 2011
Wholesale price of $666 per unit and
variable cost of $600 per unit for a unit sales
volume of 300,000
Sales
Department
and CEO
$500000
Budgets
Total first year sales revenue for the Nokia N9 is projected at $200 million, with an average wholesale price
of $666 per unit and variable cost of $600 per unit for a unit sales volume of 300,000. We anticipate a first year loss
of up to $20 million on the Nokia N9. Break even calculations indicate that the Nokia N9 will become profitable
after the sales volume exceeds 350,000 , early in the product‟s second year. Our break even analysis of Nokia N9‟s
first smart phone product assumes per unit wholesale revenue of $666 per unit, variable cost of $600 per unit, and
estimated first year fixed cost of 23,100,000. Based on these assumptions, the break-even calculation is
23,100,000/ ( $666-$600) = 350,000 units

Controls
We „re having a plan include control measures to closely monitor quality as well as customer satisfaction.
This will help us to react very quickly in correcting and problems that may occur ( by segment and channel and
monthly expenses ). With the change of market, we are developing contingency plan to solve fast moving
environmental changes such as new technology and new competition.
DEVELOP CONTIGENCY PLAN
What to
control
When to take
action
Who take
corrective
action
How to take corrective
actions
Notice
Advertising
Advertising is
bored and
unattractive ,
without salient
programs to
attract customer.
Advertising
department
Know customer‟s needs
Build the salient programs to
attract customer such as : game
show with the reward is N9 ,
promotion , sale off in holiday

.
Advertising video with
impressive features.
Funding for the charitable
programs
Using innovative advertisement to
increase our target audiences product
awareness about features and benefits of
our product and its competitive advantage,
leading to a 10 percent increase in sales in
one year.

Find out what competitor do to satisfy the
customer
Product
The
manufacturing
process have
several problems
Manufacturing
department
For error products: take back
and product warranty.
For new products : check
clearly before product is
distributed.
Find out what competitor do to satisfy the
customer
Identify the key activities to solve
problem.

Customer
From error
products : some
of consumer
misunderstand
about product . It
leads to bad
rumor.
Advertising
department
Manufacturing
department
Customer
service
Using advertisement to
increase our target audiences
product awareness about
features and benefits of our
product.
“ Mouth to mouth‟‟ is the most
effective advertising. No cost
and the high reliability because
it is based on personal exp.
The good customer services is
the service higher than
expectations of customers.
Customer Service must be
consistently good in every
department of the business.
From the moment the customer

intends to purchase until the
sale finished goods.
The good customer services is the service
which is higher than expectations of
customers.

There are more opportunities for business
to understand consumer as well as market.

Find out what competitor do to satisfy the
customer
Distribution
Delivery late
Distribution
department
,Customer
service
Delivery on time.
Please receive customer
complaints and try to avoid
loss of customer immediately
and bad sound.
Receiving customer orders and
discussing service
requirements.
Identify the key activities to solve
problem.
Marketing Plan Tooks
Nielsen provides us useful marketing tools when doing marketing plan:
Omnibus, customers’ datas from survey ( attitude, behavior and habit), Winning Brands,… to

observe the market through customers and consumers.
Equity Management System (EMS) to evaluate the customers and consumers’ satisfaction.
THE END.