APPENDICES

Websites links

http://www.csl.my/

http://i-mobilephone.com.my/i-mobile_my/

http://www.icalvyn.com/csl-droidpad-blogger-review-event/

http://www.maximizer.com/mobile-crm/

http://thestar.com.my/metro/story.asp?file=/2011/3/21/central/8238209&sec=central

RESEARCH SOLUTION

9.1 Solutions

For this research to be successful a product perception survey was  conducted online via surveymonkey and interviews in Lowyart, Mines, Alamanda service centers and at the headquarters in Shah Alam .After accumulating the information, I analyzed it using Microsoft Excel to produce accurate pie charts

http://www.surveymonkey.com url was distributed via facebook and yahoo mail as it was more convinient because respondents  can answer the questions when they are free. All the respondents were 60 including the ones who did the physical survey. There were two surveys made to gather information which are the consumer survey and the company survey in order to find information that was rather illusive.

The following  are the questions for the consumer to find more about how SPICE CSL MI700 DROIDPAD is being percieved and its problems. 

From the answers in the online and physical survey , it proved that  CSL SPICE MI700 is

• Percieved as a China Phone.
  
• Its not selling much because its a bit expensive and its sales only increase when its on PROMOTION.
  
  
• Its advertisements are hard to find so consumers only know about it when they see it at the store  and wont even be interested.
  
• Its mostly known through word of mouth and Friends recommending it.
  
• Consumers motivation to buy the Droidpad is to video chat with loved ones because of its 7-inch touchscreen which means Csl has to improve its screen resolution and use a higher Video graphics Adapter.
  
• Consumers always compare and contrast products before the purchase, so if CSL can archieve the highest spec in Mi400 which is the most selling in Csl this means that if they work on their brand image consumers would start recognizing their other products.This would only happen if they use stylish packaging and advertisements consistantly.

IDENTIFYING STRATEGIC TARGET MARKET

8.1   Demographics

 

Age	18-30
Gender	Male and Female
Education	Undergraduate
Occupation	White collar
Pocket Money / income	1200- 2200
Race and Ethnicity	All races
Geographic Location	Urban

8.2   Psychographics

Perception	Students and Fresh graduates
Learning	Friends, Print Ads, and Magazines, word of mouth
Motivations and  Needs	Want affordable smartphones and be connected to internet anywhere Facebooking  and Twittering
Attitude	Economical  ,not  too skeptical ,trendy and experimental
Personality	Price conscious and Trendy
Lifestyle	metropolitan and mobile internet users

SWOT ANALYSIS

7.1 Swot Analysis

Strengths	Weakness
Mi700 has 2 cameras back and front    Islamic features (Azan, Kiblat, Al Quran)        Mi series is equipped with Android platform and 3G     Droidpad is GSM enabled device	Mi series lacks exposure and promotions     Android version 2.2 is not suitable for a tablet but for smartphones     Droidpad 3megapixels camera picture quality doesn’t look nice on a 7 inch screen
Opportunities	Threats
Economic down turn                 Emerging technologies          Current events             ( Transformer movie)	Emergence of sophisticated mobile Os    New competitors offering super budget phones    Perception of CSL is china made phone and replica of view pad

DIRECT AND INDIRECT COMPETITORS

6.1   Identifying Direct and Indirect Competitors

    I mobile : I-Note

The I -mobile  i-note  runs on 3G  Android 2.2 and has an analogue TV tuner .GMS enabled device which fits two sim-cards and its fully touchscreen.Users can access social networks like Facebook Twitter supported by JavaScript browser. I-Note Multimedia features  are FM Radio, FM-Recorder and supports formats like MP3,MIDI, AMR,WAV,AAC+. With a camera of 5 mega pixel  users enjoy taking quality photos of their friends and family. It has internal memory of 16GB and micro-SD Card which is up to 32GB. I-Note has many connection such as Bluetooth, Edge, Gprs, Wap, and Wifi for easier data transfer only going for RM 999.

I Mobile i 693

i 693 is a  3G ANDROID phone that can browse and download thousands of paid applications from android market. It has 5 Mega Pixel auto focus camera with 3.2 large screen. Wi- Fi Function  lets you connect to  wireless network or local  hotspot  and be updated with your family and friends status and newly uploaded photos through Facebook and Twitter or YouTube .Gps that provides you with reliable information at anytime where ever you are. i 693 multimedia features include Fm radio voice recorder and supports audio formats such as  MP3, Midi, AMR, WAV, AAC with a micro SD UP TO 32GB

Viewsonic  G tablet

Viewsonic is a 10 inch G tablet that looks exactly CSL Droidpad running on android 2.2 priced at RM599.This China made Tablet designed to compete with Galaxy tab and Ipad and has the most strongest  specs , a bright 1024 x 600 display NVIDIA tegra 2,a powerful dual-core Tegra CPU. Its internal memory is 16GB and expandable up to 32 GB through SD-Card with 1.3-mega pixel camera .Viewsonic supports audio formats such as AAC, AMR,WMA, Mp3 and video formats such as MPEG/WMV9/DiVX 4/5 video decode/1080 H.264,MPEG-4 Video encode/

Indirect Competitors

Samsung Galaxy Tab

Samsung Galaxy Tab is tablet that brings you the media you want and much better than Ipad. It keeps you connected with anyone, anytime through 3G connectivity, Wi-Fi or Bluetooth. It runs on Android 2.2, Froyo,with  a crisp 7-inch  TFT-LCD dispaly . Camera is 1.3 Mega-Pixel  and rear camera is 3.0 Mega-Pixel auto focus with Flash . The Galaxy Tab  is armed with the latest Adobe Flash, Player 10.1 and supports Html fast and seamless viewing of any web page with enhanced video and game experience. Business programs are supported such as Microsoft office and has smart search. Its compatible with music files such as AAC,AMR,MP3,WAV,MIDI,IMELODY. For video files: 3GP, AAC, AAC+, AMR, AVI, H.263, H.264, MP4, MPEG4, QCIF, WMV. Samsung Galaxy Tab is now priced at RM 1500 from  2600 and it has entered the budget phone price range which makes it hard for Droidpad to sell.

Acer Iconia Tab A500

Acer ICONIA TAB A500 is 10.1" Android 3.0 running tablet with 4G LTE connectivity. It has dual-core NVIDIA Tegra 2 processor, 5MP rear camera, 2MP front camera, HDMI port, Wi-Fi coupled with 1GB of RAM and 32GB of storage.Its priced at an astonishing RM1599 This is serious value for money especially when it is priced the same as the Samsung Galaxy Tab and about RM500 cheaper than the Motorola Xoom. Even when compared to the iPad 2, it is RM200 cheaper than its 32GB WiFi equivalent.

 http://www.soyacincau.com/2011/05/10/acer-iconia-tab-a500-now-in-malaysia/

ASUS Eee Pad TRANSFORMER TF101

Asus Eee Pad Transformer is an ultra thin and light design in a unique, stylish pattern. Running on Android 3.0 Honeycomb O.S with Adobe Flash v10.2.It has  scratch resistant glass CPU NVIDIA Tegra 2 with a memory of 1GB expandable to 16 GB. 1.2 Mega Pixel front Camera and rear camera is 5 Mega Pixel with audio SRS premium sound and has two USB ports ,SD and Micro SD card readers for easy sharing and storage expandability. Asus Eee Pad has Full QWERTY keyboard, touch input with Polaris Office for mobile productivity and its priced at RM1599  while Motorola Xoom is priced at RM 2099. The price for Spice Csl is RM1599 before discount and regardless of the discount consumers would get Asus because of the  design  and its brand image.

b) Competitors Marketshare

n/a

c) Direct Competitors product features

d. Their New Product

Most Famous Competitor’s New Product

I-Mobile : i- Note

i-Note is the latest from I-Mobile with 3G android 2.2 Froyo  better than Spice Csl Droidpad in terms of design and have a  5 Mega Pixel primary camera higher than of Droidpads. The markert price for i-note is 1200 which is 400 less than Droidpad and their target audience is teenagers and graduates who have an income range of 1000-2100.

UNDERSTANDING THE INDUSTRY AND MARKET PLACE

5.1   Industry Overview

 CSL offers a wide range of electronic devices making it to monopolize the local mobile industry.CSL is on the same race as established brands in terms of technology giving locally emerging and already existing brands stiff competition. According to Bernama reports Spice CSL is claiming that it took second position in Malaysian mobile phone market with 17.4% of September 2010.The CSL Spice tablet is expected to sell 3000 units per month and the company has been increasing the trend for android Smartphone's. 

Even though its succeeding in the local market shed by established brands which has loyal customer like Apple Samsung, Nokia and Sony Ericson.

           The CSL new product is Ds700

5.2   The  Industry

i) Definition of the Industry

CSL is under computer and electronic device industry. The company engages in mobile phones, mobile devices, computer peripherals and telecommunications. CSL innovation is supported by extensive research and development done by China and Taiwan propelling the company to provide competitive value and choice for its customers.

ii) Shape of the Industry

According to the diagram the mobile phone market is growing rapidly under the computer and electronic devices. New technologies have led to significant changes in the shape of the industry because of mergers, strategic alliances, acquisitions , outsourcing production and partnership impacts the market. Google Android software and Iphone are at war trying to capture a larger market segment .Due to this Apple Iphone revolutionized the industry and Google Android software offered key applications and gadgets. As a result of this major technological advancement  social networking is mobile and the phone industry is growing at a faster rate because consumers want to be mobile connected to the internet anytime anywhere. Nowadays ,mobile phones and tables feel like you are carrying a mini computer.

iii) Development of the industry

The development of the computer and electronic device  industry is growing rapidly because  a computer purchased last month is going to be absolete in the coming few months. To substitute  this we have  to go back to Moore's law which states that the number of transistors on a chip doubles every 24months and has been  the guiding of the high –tech industry since it was coined by Intel co- founder Gordon Moore in 1965.So technological growth is expanding in capabilities and computer power. In the future computers would have the kind of power we never imagined before .

5.3   The Market place

i) Current condition of the Marketplace

 Since established brands have given license to china to make Chinese version of their phones so that consumers of lower income groups can afford, this gives CSL  a stiff competition because it doesn’t have  strong brand image. The target audience would opt to buy a fake Nokia rather than an original Malaysian Brand CSL which they are skeptical about its quality

    ii)   Changes in the marketplace that may affect your campaign-positively or negatively

Positive

•    The economic down turn cripple consumers pockets and they start lowering their standards to brands that are affordable by the majority and CSL benefits more as it is the only brand trusted among the less established brands which their service centers are rather elusive. CSL comes second to established brands because of the reputation and service they have locally and abroad.

Negative

•     Consumers get confused when many different china brands offer phones with same features and consumers might end up choosing any phone within their reach. Due to uninformed purchase the probability of CSL not being chosen is high because of poor advertisement and poor design aesthetics especially the Droidpad.

CURRENT CUSTOMERS AND STAKEHOLDERS

4.1   Demographics

Age	20-35
Gender	Male and Female
Education	Undergraduate and Postgraduate
Occupation	White collar
Pocket Money / income	1500 – 2800
Race and Ethnicity	All races
Geographic Location	Urban

4.2   Psychographics

Perception	gadgets enthusiasts
Learnin	Friends, Print Ads, and Magazines, word of mouth.
Motivations and Needs	To be able to update social network profiles, play games,  Read news or books and stay connected with co-workers.
Attitude	Price conscious.
Personality	Opportunists.
Lifestyle	Tech savvy ,modern,on      the go, socially        connected, gamers.

4.3   Key People

Executive Manager          : Ir Megat Radzman Megat Khairudi

4.4   Stakeholder Characteristics

i) Primary /Direct

-Chairman

-Boad of Directors

-President/CEO

-Managers 

-Employer

-Employees

-Customer

ii) Secondary/Indirect

 -Distributors

     -Government

     -Retailers/Suppliers

     -Public