1

Chapter 01 (Introduction)

We know that, our life is full of problems, as an individual or as an organization we need to make decision every moment. Basically decision making arises when we face any kind of problems. But making decision is not easy as we think. A manger is responsible to make a decision that will lead to achieve objective of the organization. In this report we all members act as like as top management of the organization named WALTON BD. Walton is one of the leading companies, focusing on the area of electronics in Bangladesh. In today‟s world electronic and mobile business is growing day by day. In this report we represent the present situation of Walton Mobile and compared with the desired objective. Then we have found some deviation, then we have identified the problem and develop some alternatives to solve the problems, then evaluate those by analyzing SWOT. Then finally we make a decision that will bring significant changes in the operation area of Walton.

1.1 Objective Main Objective To make a decision that brings a significant change in the organization. Specific Objective To review the present situation of the organization. To identify the gap between actual situation and desired objective. To search alternative solutions and choose the best to reach the desired objective. 1.2 Scope This report consists of analyzing the present situation of Walton BD Mobiles‟ operation including production cost, operation cost, and earlier sales and recent sales. Then identify the deviation between actual situation and desired situation. Here we have found some alternative situation and evaluate those by SWOT analysis. Then have identified best solution that helps the organization to achieve the desired objective. 1.3 Methodology:

Primary data is the information that we collect first-hand and secondary data is the

information collected by others and used by us. For data collection, we used three

approaches:

2

a. First, we conduced some field research. We went to some Walton retail outlets

and asked the customers about their valuable suggestion and opinions.

b. We searched about Walton on the Internet and found some important information

regarding their company background, product lines and promotional programs.

c. We went to Walton head office and collected the annual reports for Walton

Bangladesh for the year from 2010 to 2013.

1.4 Surveys

For surveys, we made a questionnaire for the buyers. The questionnaire for the

buyers included questions about their economic background, their preferences,

choices and their buying budget and frequency.

To circulate the questionnaires, we followed two approaches:

a. We handed the questionnaires personally to people. We went to the retail outlets

and gave the questionnaire to the people there and collected their answers. Then we

chose some random prospective buyers and handed them the questionnaire

prepared for them. The random sampling included people from our residential areas,

our friends and the students from different departments of this university

b. For the prospective customers, we used an online survey. We circulated the

questionnaire in different Face book groups and collected the answers.

1.5 Record analysis

After collecting the data, we recorded them. Then we analyzed them by doing the

following:

a. We collected the survey answers and made charts and graphs using that data for

supporting the report.

B .Then we analyzed Walton‟s annual reports and extracted our required figures from

them.

3

1.6 Limitations

Though we tried our best to make a hundred percent perfect report, a few limitations

held us back. The main limitations that we faced, were –

a. As many of the common products were barred, we had to choose one from a

limited number of options.

b. When we went to collect information from the Walton outlets, they were not fully

able to cooperate with us, as our required information was confidential.

c. There was not enough data in the websites.

4

Chapter 02 (About Walton)

2.1 Brief History / Background of the Organization:

Walton Hi-Tech Industries Limited, commonly referred to as Walton, is a private limited

company of Bangladesh. It is a sister concern of R.B. Group. Walton is one of the

largest electrical, electronics and automobiles manufacturing companies in South Asia.

Its headquarters is situated at Dhaka, Bangladesh. Walton manufactures very high

quality and durable refrigerators, freezers, air-conditioners and motorcycles at its state-

of-the-art plant at Chandra in Kaliakoir of Gazipur district, some 40 km (25 miles) north

of the capital Dhaka. It started its commercial production and marketing since 2008 with

the slogan „Walton at Every Home.‟ Walton consistently applies leading global

technologies in manufacturing of its products.

Walton‟s products have already won the hearts of the millions of people in Bangladesh

for their outstanding designs, uncompromising quality and affordable prices. It has now

become a trusted brand name in every household of Bangladesh. Walton is an ISO

9001:2008 QMS and ISO 14100:2004 EMS certified company. It is endeavoring to

translate its dream of becoming one of the leaders by manufacturing superior quality

electrical and electronics products using the best technologies.

Walton product line also includes television, refrigerator, generators, washing machines,

iron etc. Walton has also planned to manufacture automobiles where a large number of

local people are likely to get employment opportunities.

Management Office: Walton Hi Tech Industries Ltd.

10, Dilkusha C/A,Jibon bima bhobon

3rd Floor , Dhaka-1000 .

Bangladesh.

Email: info@walton.com

Products:

5

2.2 VISION 2020

Its vision is to lead through innovation, technology and product that inspire consumers

with aspiration for creating a better world full of digital experiences. WALTON wants to

be recognized as a global leader delivering products with pride in this industry through

excellence.

WALTON will continue to build on top of its achievements with new technology and

expertise to further its competitiveness and prove that “Made in Bangladesh” is the mark

of ultimate confidence.

At WALTON, we want to create a future that is exciting and promising for everyone.

2.3 Product portfolio of Walton Mobile:

Imagine only the best from Walton Smartphone, when it comes to performance. Fast

and powerful Processor, coupled with the latest Android operating system allows you to

work smoothly.

It allows you to enjoy extended multimedia use and longer talk time.

Walton Smartphone offers a wide variety of services and functions that run at the same time to enrich your mobile experience. 2.4 Segmentation and Target Market Strategy: Walton has segmented its market based on some segmentation tool. Geographic Segmentation

Walton segments the whole country in eleven zones for marketing purpose. They are

Dhaka North Zone

6

Dhaka South Zone

Dhaka South-West Zone

Chittagong Zone

Camilla Zone

Barisal Zone

Jessore Zone

Sylhet Zone

Bogra Zone

Mymensingh Zone

Area Managers are responsible for these zones and it is their responsibility to develop market

there. Product demand and response of the customer are not same in all zones.

Maintaining the sales in high demand zones like Dhaka, Camilla, Bogra the marketing department

is trying to increase their sales in low demand zones.

Currently, Walton has either their retail shops or dealer shop in all of the 65 districts of Bangladesh.

They have multiple shops in Dhaka and Chittagong in order to provide maximum convenience

Demographic Segmentation In segmenting the market on demographic basis Walton mainly considers occupation and family size of the consumer. It targets the people of middle-income level and designs its products for mainly nuclear family. 2.5 Place For making the product available to its target customers Walton use its distribution channel. Walton generally uses its own transport facilities for reaching the product to its120 Walton Plazas and about 700 dealers. If any dealer wants to use his own transport for transporting Walton products from factory to his shop, he gets 1% reduction on dealer price

7

2.6 Organizational Hierarchy

Chairman

Department of Markketing

Head of designHead of

Managements

general manager

sinior manager

Sinior Executiv

e

junior Executiv

e

Head of financeHead of

machendising

vicechairma

nCEO

Managing

Directors

Executive

Director

8

Chapter 03 (Investigate the situation)

3.1 Present Situation: Here, firstly, we will show you the present situation of our organization below. Here we have presented last four years and this year sales range of our Walton mobile. 3.1.1 Number of sale year to year: This diagram is about sale growth and decline from 2010 to 2014

3.1.2 Mobiles outline and scenario: The diagram is about our product outline according public interest, design, performance, price and features.

0%

10%

20%

30%

40%

50%

2010 2011 2012 2013 2014

20%25%

45%

28%23%

Sale Percentage

feature

price

performane

design

public interest

0

0

0

0

0

5.5

8

3

6.5

4.8

Название диаграммы

9

3.1.3 People opinion about our product: This diagram shows the public opinion about the condition of Walton Mobile.

Opinion Very Good Good Average No Idea Bad

Percentage 10% 25% 45% 15% 5%

3.14 Opinion about Price: The diagram shows what people think about our price

Categories Percentage

Reasonable 25

Affordable 32

High 38

Unreasonable 5

Sales

Very Good

Good

Average

No Idea

Bad

0% 10% 20% 30% 40% 50%

satisfactory

Affordable

High

Unsatisfactory

14%

22%

43%

21%

Percentage

10

From the above three diagrams we can see the sale deviation from year to year and present scenario of our mobile according public interest, design, performance, price and features. Now we will consider our problem.

3.2 Problem Identification: So far we saw the present situation of the mobile of our company. Now, we have to identify the problem. Before identify the problem, we need to know the desired objective of our selected organization. Desired objective: sales should be increase year by year and make the brand popular among people. Actual situation: sales are decreased and public did not like our product as much as per our desire. So, we have found that the rate of decrease of sale is big and the rate of the public interest of these mobiles is generally low and according to our customer they gave us their opinion about our product price range. So, by analyzing the sales chart from 2010 to 2014 it is clears that, sales of our mobile phones decreasing year to year. The reason behind, According to above diagrams people have issue with our price, most of the people said why our own country product charges so high price? But also we have an another problem and it is a major problem that we can know from our customer when we surveyed our product. The major problem is, we have some technical defect along these mobiles such as (1) people complained sometimes saved numbers are automatically deleted from phonebook, (2) Photos and videos are sometimes not shown (3) drains too fast/ overheated battery is comparatively low (4) hardware -Camera- poor photo quality in low light condition and RAM: Hang problem/ phone performance is poor or slow. So these are the another big reason that people are not liking our mobiles

11

Chapter 04 (Situation Analysis)

Before we go for any decision we have to analyze some other situations like our present market condition, who are our competitors, our brand image position etc and some other thing that will help us to make an effective decision.

4.1 Identify the Deviation: Our target plan was sales should be increase as per year increase. But the following diagram shows the deviation

Figure: original sale and expected sales ratio. Here last five years selling ratio is described and the deviation also shows what are the actual sales and what was our expectation.

4.2 The reason behind this deviation:

Specific reason for not choosing product of Walton brand

0

5

10

15

20

25

30

35

40

45

50

2010 2011 2012 2013 2014

20

25

45

28

2322

30

43

48

40

original sales oue expectation

12

REASON PRICE BRAND

IMAGE

FEATURES WARRENTY GET UP

Percentage 38% 20% 11% 15% 16%

HIGH MIDIAM LOW MODARATE MIDIAM

4.3 Opinion about low price offering high quality

OPINION AGREE NOT SURE DISAGREE STRONGLY

DISAGREE

% 20% 5% 45% 30%

38%

20%

11%

15%

16%

Column1

PRICE BRAND IMAGE FEATURES WARRENTY GET UP

13

We manufacture three types of Phones: We manufacture three types of mobile phone (1) Features phone (2)Smart phone (3)Walpad .Company try to attract customers of different levels through providing quality product. Walton mobile provides different types of mobiles as market offering.

Features Phone Smart Phone Walpad

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

AGREE NOT SURE DISAGREE STRONGLY DISAGREE

Наз

ван

ие

оси

Название оси

Column2

Column1

LOW PRICE HIGH QUALITY

14

4.4 More demanding mobile phones : People now using:

FEATURES MOBILE SMART PHONE WALPAD

* Aged people (Our survey

says approximately above

35years )

* Teen aged people mostly

(Approximately 16 to 30

years)

* It depends (We survey says

business people, service

people mostly use this kind of

product, Age between 25 to

40 or 45)

*Economic class people * Middle and high class

people only

* According to price mostly

middle and high class people

can afford this.

*28 % people used this type

of mobile phones at present.

*52 % people used this type

of mobile phones at present

*20 % people used this type

of mobile phones at present

we can see this 52% people mainly middle or teen age people and in this middle age people most of the people are student so they cannot afford very high price. They want a smart phone which has a very good features mainly focuses on camera and social apps and which price is between 10000 t0 19000. 4.5 Different mobile phone using rate

So here we can see at present people prefer most the SMART PHONES. And now we analyze our different mobile demand

28%

52%

20%

FEATURES PHONE

SMART PHONE

WALPAD

Название диаграммы

Prefer most

15

4.6 competitors: Walton mobile is forming its own market. We produce mobile in

Bangladesh by maintain international standard. But mobile phone market is already established by international brands. So it is tough to capture this already establish market. Major participation of Industry The Companies who are performing well and have maximum market share of the industry are as follows GLOBAL BRAND 1) APPLE 2) HTC 3) SAMSUNG 4) NOKIA NON BRAND 1) SYMPHONY 2) MAXIMUS 3) SPICE 4) HAWAI E.T.C

FEATURES PHONE

SMART PHONES

WALPAD

21%

68%

11%

Название диаграммы

Column2

16

4.6.1 Opinion about brand image position

BRAND NAME PERCENTAGE POSITION

APPLE 23 % 1st

HTC 20% 2nd

SAMSUNG 18% 3rd

NOKIA 15% 4th

WALTON 11% 5th

SYMPHONI 9% 6th

OTHERS CHINA MOBILE 4% 7th

0%

5%

10%

15%

20%

25%23%

20%18%

15%

11%9%

4%

Percentage POSITION

17

4.6.2 Brand and price verification: BRAND FEATURES PRICE

APPLE Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

46000 to 80000

HTC Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

38000 to 58000

SAMSUNG Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

16000 to 60000

NOKIA Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

11000 t0 40000

WALTON Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

11000 t0 30000

SYMPHONI Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

9000 to 22000

OTHER CHINA MOBILES Android Version: 4.2.2 Camera: 8 to 16 megapixel and front 2 to 5 megapixel Ram: 1 to 2 gb

7000 to 15000 Note : this china mobile cannot provide very good camera or more the 786 MB ram but still it is most prefer by economic class people.

So from the table we can clearly see that APPLE and HTC are very high range product. These MOBILES are out of our price limit. Although these mobiles are prefer by most of people but we will not choose these mobile phones as our competitor for the price difference.

18

So from these several mobile phones are in market, but the following brands are our

main competitors.

- SAMSUNG

- NOKIA

- SYMPHONY

- OTHERS (like Maximus, Spice, Kingstar etc)

4.6.3 Comparison with these brands.

Present Brand users of Mobile Phones of these brands

BRAND WALTON SAMSUNG NOKIA SYMPHONY OTHER

CIHNA

MOBILE

% 18% 35% 23% 17% 8%

18%

35%23%

16%

8%

User

WALTON SAMSUNG NOKAI SYMPHONI OTHER CHINA MOBILES

19

4.6.4 Comparison with other brands in term of public interest: here you will compare our mobile with SAMSUNG, NOKIA.SYMPHONY .Because these three are highest selling mobiles in Bangladesh.

4.6.5 Opinion about brand image position: Here the diagram shows Walton mobile and other mobiles brand image position in terms of public interest in 2013 and 2014

0%

20%

40%

60%

nokiaSamsung

SymphoniWalton

Others

20%

45%

28%

15%

8%

Deman position

samnung nokiawalton

symphonyothers

4

2.5

1.2

2.3

0.5

4

3

1.7 2

0.8

Название диаграммы

2014 2013

20

4.6.6 Competitor outperforms us: we have also so many competitors, they charges high price then us like Samsung, Nokia but some operators charge approximately same and low price according then us.

Brand Names price Quality Varity Distribution and Facility

Samsung *** *** *** **

Nokia ** *** * *

Walton *** * ** ***

Symphony * ** *** ***

Figure: Market comparison with other mobiles‟ feature, price, quality and verity

The table also shows us the quality of other mobiles comprising ours, also verities

according to design, software version, features, mostly camera, battery life etc.

From this we can identify that according to our design, quality, verity, and pricing, we

can not cope up with other mobile brands.

Conversely people think we charged high price. But people do not have any objection

with our service centre, service and warranty.

4.7 Final Problem

So finally from above discussion we can clearly identify our problems relating to our

mobile. Now our main focus point should be price and those defects which we have

to overcome.

21

4.8 Analyzing other things

4.8.1 Pricing for Walton Mobile: In case of the product (MOBILE) Walton adopt the

following price formula:

SELLING PRICE= Landed Cost + Administrative cost + Transportation Cost + Warehouse Cost +

Vat + Profit Margin

we also need analyze some extra point like per phone production cost and other

extra costs related of mobile production.

Raw material cost: The cost of producing the product. Here our raw materials are

software, covers, chips, and other accessories. It contains almost 50% of total

product cost.

Developing & Making: This cost is related to factory direct cost. This including Factory rent Workers wages Factory maintenance Fuel cost Generator rent Utility cost This cost is 40% of the total cost of a product.

Overhead cost: This cost is related to factory indirect cost. This cost is almost 10% of product cost. This cost including Factory employee salary Administrative cost.

22

4.8.2 We also have to analyze every side by analyzing every corner which is related to our mobile phone. Selling Price Design And

Feature Version Our Rating

according Customer buy our mobiles

Public Review According price and features

8000 up to 10000 Network: 2G and 3G Camera :Poor Features :poor

Android 4.2 45%

Price: Low Feature: *

10,000 up to 15000

Network: 2G and 3G Camera :average Features :poor

Android 4.2 30%

Price: Average Feature : *

15000 up to 22000 Network: 2G and 3G and 4G Camera :Good Features :Good

Android 4.2 20%

Price : High Feature: **

22000 up to 30000 Network: 2G and 3G and 4G Camera :above Good Features :Excellent

Android 4.2 5%

Price: High Feature: ***

Total out of 100

23

4.8.3 Financial analysis

Break- Even- Analyze: The break even analysis indicates that Tk 7760000 will be

required in monthly sales revenue to reach the break even point.

BREAK EVEN POINT ANALYSIS TK

000

Monthly units break even 62

Monthly sale break even 7760

Average per unit revenue 12562

Average per unit variable cost 2261

Estimated monthly Fixed cost 6363

Expense forecast (From 2012 to 2104)

Marketing

Expense Budget

2012 2013 2014

Web site 25000 10000 8000

Advertisement 8050 20000 15000

Printed Media 17251 3000 2000

Total sale and

marketing

34775 33000 25000

24

Financial statements: YEAR 2012

Particulars Amount TK.

Total Sales 25,53,024

Cost of Goods Manufactured 24,14,093

Gross Profit 3,05,852

Operating Profit 99,636

Net Profit 2,65,307

YEAR 2013

Particulars Amount TK.

Total Sales 19,54,295

Cost of Goods Manufactured 18,14,993

Gross Profit 1,40,678

Operating Profit 66778

Net Profit 1,14,305

25

YEAR 2014

Particulars Amount TK.

Total Sales 15,45,678

Cost of Goods Manufactured 14,36,456

Gross Profit 1,06,307

Operating Profit 48795

Net Profit 1.03,566

4.8.4 Relation of Financial status, Market Share Price and cost of production

2.3

3.5

6.7

2.92.2

1.8

2.64

5.6

2.82.3

4

3

1.9

55.8

2010 2011 2012 2013 2014

Название диаграммы

Financial Status Market share price cost of production

26

Part 05 (Develop Alternatives)

5.1 Develop alternatives

Now as a top management we have seat together and try to find out solution for this identified problem. We have gone through the several sources of alternative solutions and have found some solutions: Source 01: One of our problem is related to technical defect, and then we talk to expert from Bangladesh University of Engineering Technology who is a practitioner of telecommunication engineering . Solution 01:

We should announced some new mobile phones and appoint a new engineer to resolve the technical problems that we discussed above. PROBLEM- 1)Camera- poor photo quality in low light condition. Solution: Install CMOS/ BSI technology. 2) RAM: Hang problem/ phone performance is poor or slow Solution: Phone performance Depends on usage of apps. Apps usage should be according to RAM. Normally HD games can be played easily with at least 1GB RAM. 512MB RAM is suitable for moderate uses. Customers should be aware of it by company's marketing policy. 3) Battery: drains too fast/ overheated battery Solution: Battery life depends on usage. If found such issues like drains battery faster than normal, then firmware update could help getting battery life in a moderate condition. It is also a good solution to reduce overheated problem of a batter.

Strengths

1. This solution will help us to overcome

the complains of our customers which will

help to increase sale

2. Considering quality as a great factor.

3. Excellence in engineering and

Weaknesses

1. Cost will increase and Sale may be

decrease if cost increase

2. Too low profit margin.

3. Some of Walton‟s products will not be

affordable for middle and lower class

consumers, which will affect our searches

27

producing hardware parts and consumer

electronics.

negatively.

Opportunities 1. New product developing thought and In long term changes in technology it can make it as a brand 2. If we make understand our customer that we can successfully solve the defect it goes in the long run in the market.

Threats

1. Low-cost threats by China mobile companies and others can cause big problems. 2. Day by Day inter new product in Bangladesh which price is low.

Source 02: Our analysis recall us that people has an issue relating price. We called a board meeting; every departments‟ head was present there. Everyone think deeply as regarding this matter like brainstorming Solution 02: Price can be reduced to attract the customer mostly. We can announced a new price list of mobile phones that have already been in the market by advertising.

Strengths 1. Sale will increase. 2. If sale increase net profit will also increase.

1. Weaknesses

1. It may harm our overall profit scenario.

2. Lack its own OS and software

3. Quality assurance

Opportunities 1. Demand for product size in market. 2. Small and local competitors are decresing.

Threats 1. If we couldn‟t maintain quality as like we want then total market reputation will be destroyed

28

Source 03 We go to among people and gathered some information that which type of technology and hardware they prefer more. By this survey we get that today‟s generation want a great camera, 3G support mobile and which support social mode like facebook, skype, wathsapp, viber etc. Solution 03 We will manufacture some newly developed smart mobile specially focus on camera and its look along above modes which price will lie between 9500 to 14990.

Strengths 1. Many consumers may WALTON more than any other brand because of our creativity , price

2. The phones will provide by WALTON will

have a much higher re-sale value compared to other mobile phone brands. 3. Varity of features.

Weakness

1. Took a long time to enter the highly

productive and booming Smartphone

market. As a result the company lost a lot

of its once huge market share.

Opportunities

1. Opportunities to expand the range of

products and their prices. Also bring in

new features and applications on to

Android.

2. Brand Awareness.

Threats 1. Strong competition from other Smartphone companies will make it hard for Walton to maintain and expand their market share 2. Customer Percention.

29

Chapter 06 (Make the decision) 6.1 Make the decision: We have selected the last alternative that is “We will manufacture some newly developed smart mobile specially focus on camera and its look along above modes which price will lie between 9500 to 14990”. 6.2 Why we choose this alternative: 1) In depth industry experience and insight. 2) The use of highly efficient and flexible business model utilizing direct customer sales and distributions. 3) Participations with going industry. 4) Decreased product cost through economic of scale 6.2.1Market Need : As now a day‟s people feel more attraction towards Smartphone‟s and teen aged or middle aged peoples uses this type of phone much. - Quality product - Innovation Features. - Customer service

People who prefer this smart phone most they find below price ( Here, We are mainly focusing on middle and high class people)

30

Age Between 15 to 19 8000 to 12000

Age between 19 to 25 12000 to 17000

Age from 25 to 40 15000 to 25000

Above 40 This aged people do not use mainly smart

phones or a very low % people prefer this type of

mobiles. But mostly any price they can afford.

6.3 Marketing object Be a market leader in mobile in Bangladesh within five years. To build profitable customer relationship by producing better Mobile and getting them to market faster at lower cost. To achieve 25% sales growth in subsequent years to achieve at least 30% mark up. Capture 50% of local market share and contribute billion taka profit in company balance sheet from this business unit.

6.4 Price Comparison

TECHNOLOGY PLATFORM RAM CAMERA COMMS PRICE

WALTON GSM / HSPA /

LTE

OS: Android OS, v4.4.4 (KitKat) CPU: Quad-core 1.2 GHz Cortex-A53

1&2GB

Primary: 5 MP, Secondary: 2 MP Primary: 8 to 16 MP, Secondary: 5 MP

Wi-Fi 802.11 b/g/n, Wi-Fi Direct, hotspot. Bluetooth: v4.0, A2DP

10000-20000

20000-30000

SAMSUNG GSM / HSPA /

LTE

OS: Android OS, v4.4.4 (KitKat) CPU: Quad-core 1.2 GHz Cortex-A53

1&2GB

Primary: 5 MP Secondary: 2 MP

Primary: 8 to 16MP, Secondary: 5 MP

Wi-Fi 802.11 b/g/n, Wi-Fi Direct, hotspot. Bluetooth: v4.0, A2DP

14000-26000

26000-40000

31

NOKIA OS: Android OS, v4.4.4 (KitKat) CPU: Quad-core 1.2 GHz Cortex-A53

1&1.5GB

Primary: 5 MP Secondary: 2 MP Primary: 8 MP Secondary: 5 MP

Wi-Fi 802.11 b/g/n, Wi-Fi Direct, hotspot. Bluetooth: v4.0, A2DP

10000-17000

18000-28000

SYMPHONI GSM / HSPA /

LTE

OS: Android OS, v4.4.4 (KitKat) CPU: Quad-core 1.2 GHz Cortex-A53

1&2 GB

Primary: 5 MP Secondary: 2 MP Primary: 8 to 16 MP, Secondary: 5 MP

Wi-Fi 802.11 b/g/n, Wi-Fi Direct, hotspot. Bluetooth: v4.0, A2DP

9000-17000

18000-23000

OTHER

CHINA

MOBILES

GSM / HSPA /

LTE

OS: Android OS, v4.4.4 (KitKat) CPU: Quad-core 1.2 GHz Cortex-A53

789 MB

Primary: 5 MP Secondary: 2 MP

Wi-Fi 802.11 b/g/n, Wi-Fi Direct, hotspot. Bluetooth: v4.0, A2DP

7000-12000

6.5 Price and sale comparison with our competitors

PRICE UPTO 17000 17000 TO 26000 ABOVE 26000

SAMSUMG 30% 38% 38%

NOKIA 20% 19% 20%

WALTON 17.5% 20% 16%

SHYPHONY 28% 21% 25%

OTHERS 4.5% 2% 1%

32

6.6 Future growth of Walton (Sale Increase): If we chose this alternative our mobile phone sales increase as below PRICE 10000-15000 16000 26000 Above 26000

PERCENTAGE 53% 38% 9%

6.7 Expected Market share price: Market Share price will be also high because our sale will be increase. Continue increasing market share at the same rate over the next 5 years.

0%

10%

20%

30%

40%

Название диаграммы

UPTO 17000

17000 TO 26000

ABOVE 26000

0%

20%

40%

60%

80%

100%

120%

10000-15000 16000-26000 Above 26000

58%35%

7%

53%

38%

9%

Future Present Column2

33

PRESENT MARKET SHARE EXPECTED MARKET SHARE

13% 25%

To establish WALTON as a brand, we also some changes are needed in its strategic 1) Switch to market Penetration Pricing without compromising quality. 2) Yearly incentives and special offers

0%

10%

20%

30%

Market share

present

expected

Column1

34

Chapter 07 (Implement the Decision)

7.1 Do the agreement: In these case there are several kind of agreement .We choose cost-saving , where costs of production items are much lower because of lower overheads, lower taxes and lower expenses in wages and other payments to labor. 7.2 Division of work: We just divide the merchandisers in different team, and then give every team different type of survey work in different district. Every team will responsible for their individual category. Like one team will produce then that team will be responsible to timely deliver and maintain quality of the specific product. 7.3 Create a team wise QC: Every team has an expert QC team; they will visit frequently to check the quality ensuring. 7.4 Make a strong delivery and distributor channel: We will make an effective delivery channel by which we can distribute mobile phones all over the Bangladesh. 7.5 Strong Advertisement: Advertising pattern should be - electronic media -News paper - Bill board - Face book website. Electronic media: we can use BTV, CHANNEL I, NTV and other Bangladeshi channel for our advertising purpose. Newspaper: Two major news paper DAILY STAR & PROTHOM ALO, we can use for advertising. 7.6 Making Special Offer: We can also make some offer like Memory card free, cupon facility and most important we can allow our customer credit facility for some time.

35

7.7 R & D Department: we have to set up a R & D department to active R & D department more active and faithful. The R & D department also have some work in case of implementation. 7.8 Sales service: Sales service facilities should be promote with care. We can improve promotional activities by consumer promotion and trade promotion Setting up a strong image 7.9 Set up well decorated showrooms. Innovative decoration sometimes attract people much. So we should established well decorated showroom in every district.

.

36

Chapter 08 (Conclusion) From the study of “Decision Making” we can conclude that Walton Mobile produce three types of mobile phones. Since consumer tastes change instantly, we should take the advise strategic and policy to grab the market. In this regard integrated marketing will helpful. Also customers are very brand loyal. So we should establish Walton as a good brand. As buyers preferences are changing day by day so we should cope up with their taste. Here pricing also a great factors. Mainly teen aged people who are student mainly prefer smart phones. So we also should take a great care with pricing without compromising quality. Our total targeted population will be 10 million users. There are almost equal ratio between male and female. Ages from 16 t0 51 are seen using Walton mobile frequently. Teen and middle agers have a great fun with the androids. So, it is very important that we should decrease our price to increase our sale. Samsung and symphony arevery well khown for their low price with great quality. If happen so our market share will also increase. As people have already a complain with our product so after manufacture new developed product we have to promote those product very well.Advertisement is one of the key issue to increase sale.

REFERANCES:

1. http://image.slidesharecdn.com/marketingplanofwaltonmobile-130909030403-140814120417-phpapp02/95/branding-walton-mobile-15-638.jpg?cb=1408036219

2. http://image.slidesharecdn.com/marketinganalysisofwalton-110421054234-phpapp02/95/marketing-analysis-of-walton-1-728.jpg?cb=1303382648

3. http://image.slidesharecdn.com/waltonclasic-130224044341-phpapp01/95/walton-clasic-50-638.jpg?cb=1361702701

4. www.waltonbd.com

5. https://www.facebook.com/Waltonbd