sony ericsson - nepal - market plan
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MarketingPlan
Sony Ericsson
Sony Ericsson
Going to
Nepal
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Prepared by:
Ahmed KhalifaAmira Elsayed
Hossam MoustafaMoataz SadatRana Rasslan
Rawda Sayed
Presented to:
Dr/Amr Kheir Eldin
Market Plansteps
1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
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1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
Market Plan
steps
Our Vision
Our vision is to become THE communicationentertainment brand inspiring you for more than
communication tool.
Our Mission
To provide quality end to end communications
services.
Penetrating Nepal with Fashionable & Trendy
mobiles among Youth using Sony influence inside
Nepal.
Shifting the mobile trend from being a luxury to
being a necessity
Contributing in introducing new communication
technologies to the Nepalese market
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1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
Market Plan
steps
Business Environment
Global liberalization has influenced Nepaleseeconomy.
Nowadays, Nepal pursues market-basedeconomy.
Nepal has privatized many public enterprisesthat might be favorable to business community.
Nepal has membership of WTO that has provided
some opportunities to the Nepalesebusinessmen.
All of the above are prime issues related to theglobal business environment that affectsNepalese business community.
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2- Environmental Analysis
Nepalese Political Legal Business Environment
Following a nation-wide election in April 2008, the newlyformed Constituent Assembly declared Nepal a federaldemocratic republic and abolished the monarchy at itsfirst meeting the following month.
The Constituent Assembly elected the country's firstpresident in July. The Maoists, who received a plurality ofvotes in the Constituent Assembly election, formed acoalition government in August 2008.
Maoist revolution was found as one of the adverselyaffecting factors in Nepalese business community.
Legal system is based on Hindu legal concepts and Englishcommon law; has not accepted compulsory ICJjurisdiction
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2- Environmental Analysis
Nepalese Economic Business Environment
Govt. Nepal provides normal subsidy to Businessmen.
Tax system is very tedious for Nepalese businessmen.
Nepal is a poor country has low income and low purchasingpower of customer which is one of the major limitation.
Nepalese commercial banking lending interest rate as one of the
challenge in Nepalese economic business environment.
Nepal is an agriculture country. About 80 present of its
population is engaged in agriculture. So, the Nepalese economic
system has depended on agriculture.
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2- Environmental Analysis
Nepalese Socio Cultural Business Environment
Western culture has led development and variety in Nepalesebusiness sector.
Applied education is lacking for the development of Nepalesebusiness sector.
Nepalese customers are expecting interested products from theforeign (Western) investors, especially the new generations.
Nepalese businessmen have a lack of social responsibilityfulfillment.
Nepal has always remained a land of religious harmony.
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2- Environmental Analysis
Nepalese Technological Business Environment
Nepal lags behind in the sector of science and technology.
A country should be economically sound for the development inscience and technology sector.
Hence, Nepal has adopted the policy for the transfer of newtechnology, in the following ways:
Directly importing new technology,
Opening branches of multinational companies,
Handing over management of organizations to foreign firms orpersons, and
Sending existing manpower for training and development to enhanceadministrative and technical know how.
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Market Plan
steps1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
Strengths
Brand equity: SONY Ericsson has the equity of twobrands Ericsson that is known as a pioneer in the
telecommunication business and SONY that is known
for its power in entertainment
Diversification: The brand has a wide range ofproducts that could be attractive to different target
segments
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Weaknesses
3- Strength & Weaknesses
Lack in understandingCustomer Preferences:the
market is new and hard to predict
Less technology advancement: comparing to
competitors SONY Ericsson has the lower hand
Lack of user centered designs:Nepalese consumer
is a challenge because their preferences are not
yet clear
Modest brand awareness globally:the merged
brand SONY Ericsson is not well established in
that part of the world
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Market Plan
steps1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
Opportunities
Mostly young market: because young adults tend to
be up to date with the technology
The Nepalese market is growing and cell phones are
going to be a necessity
The cell phone trend is going to take off within thenext couple of years throughout Nepal
The new generation is affected by the western
culture
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Threats Intense competition.
Nokia is dominating the market (42% marketshare)
Bargaining power of consumers: because cellphone is yet considered a luxury
Landline penetration and comparative cost
Poor country (80% of economy is based onagriculture)
Tax system is very tedious and unfriendly to newinvestments
Interest rates are very high
Government subsidies are very weak
4-Opportunities & Threats
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Market Plan
steps1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
1- Objectives
Since there is such a huge market that needs the
supply of phones as long as you have a good brand
image.
1. We will set their objectives as follows:
2. Setting initial goal of70 thousand phones.
3. Having at least 10-12% of market sharefor the first year.
4. Gradually improve to be No.1in days to come.
Grow by doing sales. Leading to Growth inRevenues!!!
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2- Target Market
5- Marketing Objectives
The young consumer market can be a potential target market forSony Ericsson mobile phones in Nepal Due to :
young adults in Nepalese community have the desire to be up
to date with technology.
young adults are likely to spend more moneyon technological
items and devices.
Nepal will be advertising cheaper cell phones throughout the
country so that more young people can afford thembased ontheir income.
There has been a marked increase in income per capita, which
allows most people tospend more money on luxury itemssuch
as mobile phones
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2- Target Market
5- Marketing Objectives
Estimates mobile users in Nepal are approximately 3-4 million.
Out of the total number of mobile users, 7% use Sony Ericsson
mobile phones.
Gender : The target market comprises of both male and female
individuals. (aged between 15 to 50 years).
Lifestyle: The target customers are working executives and college
youths.
Geographical Profile :in both the urban and rural areas where there
is mobile connectivity.
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Market Plan
steps1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
Product Strategy
Place & DistributingStrategy
Promotion Strategy
Price Strategy
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1- Product Strategies
Segmentation & Style of Mobile Phone
The style of mobile phone would play a major role as
the Nepalese consumers are mostly young adults
with an increasing amount of disposable income and
they look for brands which are fashionable,
especially.
Penetration Technique
SonyEricsson should be differentiated according to
pricing and product features. With heavy competition
cutting down on the profits, SonyEricsson shouldlook into new markets using the penetration pricing
technique and create a new market segment, like
what Nokia did in India with their Nokia 1130 mobile
which was a dust proof phone with a torch.
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1- Product Strategies
Product Differentiation
It could be done on the basis of the respective
sub-segment; if it focuses on music player then
it should be placed in a separate category from
the handset which has camera as its specialty.
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1- Product Strategies
After Sale service - Service Plus
The excellent customer service to further competitive
advantage over the competitors brands.
This could be done by Sony Ericsson Privilege Card
holders silver / gold / platinum. The Card will be
contingent on the points accumulated.
Sony customer care service centers will promise a one-
day maximum period within which to respond to
queries.
Service representatives handling repairs may extend the
option of loaning temporary units at a nominal charge
until the user's phone has been completely repaired.
They will also provide assistance to clients who need to
retrieve data or contact numbers from damaged units.
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1- Product Strategies
Branding and Rebranding
For Sony Ericsson to boost its the corporate identity; it is recommended the re-branding of mobile phones under the umbrella brand, "Sony-.." . The concept is
similar to that utilized by Motorola (Moto-Razor, Moto-Flip, etc.).
This strategy will help leverage upon the existing strong brand equity of Sony in the"appliance" industry, as well as its reputation for product innovation.
This not only reinforces the existing brand awareness of Sony but also tells customers
about what advantages Sony Ericsson mobile phones are capable of bringing tothem.
It is proposed to establish strategic partnerships that will help Sony Ericsson to reachthe primary target market as well as the secondary target market more effectively.
This will help create a stronger brand recall for Sony Ericsson mobile phones in each
category.
In addition, a club of Sony mobile users and users of Sony home appliances withcross product discounts, and membership perks in other establishments will beprovided upon purchase of the said appliances.
For instance, a customer will be entitled to a certain number of credits which may beused in purchasing a Sony Ericsson mobile phone when he purchases a television
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The aim of advertising strategy:
is to increase the brand-awareness and brand-recall, while Sony Ericsson has beenable to establish its name in the mobile phone market; it has not successfullyimplanted its image in customers' minds as the first mobile phone of their choices.
The high priority of advertising strategy is to be able to communicate SonyEricsson's stance on giving its customers the ultimate mobile phones equippedwith functionality suitable for the professionals and state of the art technology.
When marketing goes to the rural area we have to realize that they do not havevarious methods of communication such as internet and television.
To market to the rural area markets we will place add in popular newspapers and
magazines as well as send out mobile vans to market our product.
Lastly we will participate in trade fairs and flea markets which are immenselypopular in the rural area.
1- Promotion Strategies
1-Advertising
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1- Promotion Strategies
2-Executive Series
"professional edge" should be rooted in the heart of advertisingcampaign.
The message to be delivered through advertising and promotion strategiesis:
"Be yourself! Be a Pro!This is to take into account that Sony Ericssonsprimary target segment is young professionals in the age group of 25 to 40years who have been able to prove themselves in their fields of work.
They know who they are and they are pleased with what they haveachieved in their life so far.
Their "center of gravity" lies in how they feel and how they look ,They areconfident, sure of themselves and know what they want to look for in life.
They accept themselves and are keenly interested in the "Pro world" butnot transform into someone else rather than themselves.
Our target is more mature, more pleased with himself/herself. That's notto say that s/he's perfect.
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1- Promotion Strategies
2-Executive Series cont.
The advertisement of the above should be featured ontelevision between news or/and informative programs as these are mostwatched by this target segment.
In addition, it should be printed on magazines such as Himal Magazine,Boss, as well as Nepal which are of high interest to the target segment.
Internet advertisement is also highly recommended for this segment.
Strategic advertising partnership with the car distributors such asHyundai, Maruti, Toyota and the like are strongly encouraged so as to
build a co-brand awareness and existence for both Sony Ericsson and carmanufacturers.
The majority of this target segment is existing car owners as well as
professionals that will be seeking to own mid to high-end cars once.
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1- Promotion Strategies
3-Walkman Series
Sony Ericsson secondary target segment is the urban population in the agegroup from 15 to 25.
People at this age group are seeking to find themselves and their places inthe society. Their sense of belonging is of significant importance.
They yearn to belong to a certain group and are greatly influenced by theirfriends/peers. It could be said that this group's behavior is entirelydifferent from that of the primary target segment. Besides the emotionalaspect, they are looking for entertainment features in mobile phones suchas music, games.
As such, there arises the need for a different advertising strategy.
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1- Promotion Strategies
3-Walkman Series cont.
Advertisements should focus on featuring Sony Ericsson mobile phones asa way to connect friends and as a status symbol of being recognized as amember of a circle of friends/peers.
In addition, they can derive great music, and games out of Sony mobilephones.
Television still remains one of the choices of the media, however, cinema,billboard, internet and radio advertising are also chosen for the mainreason that this target segment spends much time for these channels.
These could prove to be highly effective advertising means.
Sponsorship of Musical programs or live concerts by mean ofambushmarketing will be an added advantage to the Walkman series.
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1- Place & distributionStrategies
Existing Distribution system
Sony Ericssons current distribution system consists of
one national supplier who acts as exclusive distributor
agent to the Nepal.
This supplier distributes to:a. 3 distribution centers which are Future tech own
store and display ONLY Sony phones.
b. Over 150 Authorized dealers which are multi-
brand stores.
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1- Place & distributionStrategies
Channels Members: Proposed Distribution System
Traditional Distribution Channels
Distributor Retailer / Distributor Consumer
Maintaining the traditional Channel will allow us to:
a) Reselling units to a network of retailers.
OR
b) Vending to consumers.
In order to optimize product exposure in the retailchannels, Sony can issue display racks to high-volume
retailers, for free.
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1- Place & distributionStrategies
Sony Ericsson Outlet Stores
Sony Ericsson should explore the possibility of
establishing company-owned outlets, whose
product line consists exclusively of Sony Ericsson
mobile phones.
Repair provisions, however, will not be limited to
units within their prescriptive warranty, provided
the customer is willing to shoulder incidental costs.
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1- Place & distributionStrategies
Factors Affecting Channel Decision:
It is recommended that Future tech has a good
reputation given by years in trade as well as sales
force capabilities in order to maximize market reach
while keeping the number of distributors.
Those distributors will undergo training for repair of
Sony Ericsson products.
Dealers should likewise be assessed in terms of
store location, reputation.
Sony Ericsson outlet stores target the brand loyal
segment.
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4- Price Strategy
Our pricing strategy is the price penetration strategy.
Which means we are aiming to provide an affordable mobile
lower in price relatively to competitors but without affectingthe quality & brand image.
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Market Plansteps
1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
2- Place:Place will be used as a
sign of differentiation &excellence.
So Sony Ericsson mobile
phone will be placed in
Mega Malls & mobile
stores with fashionabledesign to attract youth
attention.
Dealers store
development &
fashionable physical
displays.
Licensing some new
retailers
3- Price:
Discounts will be tied
up with corporations
to allow the
employees orprofessionals get the
mobile at a lower
price than the market.
To generate sales
volume & create
brand awareness.
Payment Facilities for
Teenage
1- Product:
Two product categories:
1- Fun Mobiles:
Attractive colors
Multimedia & Screen
resolution. Good camera.
Entertainment package.2- Professional Mobiles:
Supporting Microsoft windows
with business applications &
MS office.
Building professional
customer service team.
R&D investments.
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a) Personal Selling:
Special regular
training programs on
how to bepresentable,
pleasing, and well-
mannered and how
to handle the
customers efficiently.
b) Advertising:
Strategic tie-ups with TV, FM.
For example, audience tuning to
popular TV programs answering
questions correctly can get SonyEricsson mobile phones as
prizes.
In turn, KTV will indirectly
promote Sony Ericsson brand
awareness by mentioning the
Sony Ericsson as prize-givers.
7- Implementation
4- Promotionc) Public Relations:
Participating in trade shows
and fairs. This will help in
spreading informationabout the various products
to be marketed.
Ex1: Flash Mob in malls D.J
for playing music.
Ex2: Cartoon Shows for kids.
In between some ads for
products.
Ex3: Sponsoring Football &
art museum events.
Successful trade fairs will
provide a perfect
opportunity to get in touch
with the consumers and get
to understand their needs
regarding the products.
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d) Sales Promotion :
Strategic tie-ups with music stores:
customers purchasing CDs, VCDs, DVDs from music stores will get their
points added in their.
Sony Ericsson Privilege Card Club:
This club is not only exclusively for Sony Ericsson mobile phone users but
also for users of other Sony Ericsson products.
Based on the amount of purchase, there will be 4 tiers of membership:
1) Regular.
2) Silver.
3) Gold.4) Platinum.
In this system, customers may earn loyalty points commensurate to the
amount of their purchase.
Upon accumulating a certain number of points, their membership will be
upgraded to Silver or Gold status, allowing them increasing privileges.
4- Promotion
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d) Sales Promotion :
a) Sales Promotion :
Sony Ericsson Privilege Cards membership
benefits:
1- Redemption of loyalty points will be in
the form of discounts among an extensive
range of Sony Ericsson Products.2- Offers for extended warranties and
product services depending on level of
membership.
3- Replacements can be purchased at a
discount, using loyalty points as credit.
4- Special promotions and exclusivediscounts will be exclusive to members of
Sony Ericsson Privilege Cards.
4- Promotion
e) Direct Marketing:
Online advertisings in popular sites
usually visited by youth. like for
example songs & tunes sites to place
an ad for Sony Ericson in return for
promoting the site by Sony Ericson.
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Market Plan
steps1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies
7- Implementation
8- Budget
9- Control
Budget Basic Elements:
1- Research & Development for innovative mobile
sets & software.
2- Corporate image package (i.e., logo, stationery pieces,
Expenses on developing the poor retailers).
3- Outsourcing advertising professionals to cooperate withSony for designing the advertising campaigns, Sony club
membership cards.
4- Salaries & incentives for the sales persons
5- Professional Call Center to handle any complaints orqueries. and also to send direct messages for customers
about offers.
6- Online Marketing expenses such as developing & hosting
Sony website. And online alliances.
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Budgeting Approach:
Activity base costing or The Dollar Approach:
More Accurate & safer.
Defining the dollar figure is challenging the first time round
but becomes much easier once you have records of several
years marketing expenditures to work from.
8- Budget
MarketingExpense
Budget Jan Feb March Q1 Q2 Q3 Q4
2012
Advertising $30,000 $30,000 $40,000 $100,000
Online
Marketing $10,000 $15,000 $20,000 $45,000
Promotions $0 $0 $10,000 $10,000Public
Relations $0 $10,000 $15,000 $25,000
Training $20,000 $20,000 $20,000 $60,000
Corporate
image
expenses $50,000 $0 $0 $50,000
Total $110,000 $75,000 $105,000 $290,000 $580,000
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Market Plan
steps1- Executive Summary
2- Environmental Analysis
3- Strength & Weaknesses
4-Opportunities & Threats
5- Marketing Objectives
6- Marketing Strategies7- Implementation
8- Budget
9- Control
1- Annual Plan Control
Include:
a) Sales Analysis (comparing
the final results with the
forecasted).
b) Market share analysis
based on relative &
served market share.
c) Marketing expense to
sales analysis .
Four essential Types of Control:
2- Strategic Control
Include:a) Marketing Audit.
b) Review of
excellence
3- Profitability
Control
4- EfficiencyControl
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Finally : Personal:
Develop Certain standards to evaluate the quality of serving the
customer across all outlets.
Then make a monthly evaluation report on each employee.
Based on the total score incentives will be given on a quarterly
basis (every 3 months).
Sales commission for achieving the sales target.
Any one achieved beyond the sales target consequently will get a
job raise to motivate employees.
9- Control
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References
Marketing Management, 13th edition, Philip
Kotler.
http://www.jpec.org/handouts/jpec32.pdf
http://gettingattention.org/articles/195/plann
ing-budgets/nonprofit-marketing-budget.html http://www.aafp.org/fpm/2001/1100/p39.ht
ml
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