Launching of a refillable telephone in Mexico

Résumé du document

For this assignment, I have to launch a new product in a given country, Mexico. With regard to the product, I have chosen to launch a new cell phone which is can be recharged using the solar energy. This kind of technology does not exist at the moment, and I think that it could be a great opportunity in the Mexican market. Mexico is one of the most powerful countries in South America, after Brazil. The population stands at 110 millions of inhabitants, which represents an important potential market. The GDP is the higher compared other South American nations. Mexico signed the ALENA agreement in 1994, with USA and Canada. The Mexican market is characterized by an increase of the market for cell phones.

Extraits

[...] At the beginning, it is the maximum capacity that we can do. As a consequence, it will do about cell phones per month. (We count about 20 days of work). Then, there is a period of time when we have all the controls, in terms of quality, and various tests. It spent about 5 months. Adding to that, we have realized short advertising before the launch of our product days before is a good thing. As a consequence, we can say that in 1 year we can launch the product. [...]

[...] They can sell the cell phones in independent stores. They have contracts with various distributors, because they are in this part of the segment. As a consequence, change the distribution network is not really necessary. They can keep their current distribution channel, with different distributors. Customer management activities. In order to keep loyal the consumers, we can offer some services which are very useful in case of problems. As if there is a problem with the battery or others, calling a toll free number could be a good idea. [...]

[...] Concerning the producers of cell phones, it is another question. There is an important competition and it exists a risk. Added to that, cell phones are more and more innovative. We have the example of the I Phone. It was a great success in Mexico, because of the innovatively concept of the phone, and maybe because of the reputation of Apple. As a consequence, there is a threat. However, barriers are very important, because the State wants to control a great part of the market, creating various commissions. [...]

[...] In this case, we can see the number of persons who have visited the web site. Then, we can realize ads after. It is the typical ad, and we can measure its effects with the sales that LG realizes Contingency plans If this plan is not a success, I think that the first thing that we must answer is the question If it is a problem of price, we must analyze if it is the selling price which is too high. As a consequence, we will rework all the financial process, i.e. [...]

[...] Situation analysis The market of mobile phone in Mexico is one of the most important, i.e. the second one, behind Brazil, for South America. It is due to the important potential of development concerning the business, the social and economic proximity with the United States and the fact that it is the original country of Movable America, one of both giant of cellular telephony. The increasing saturation of the market of movable telephony in Mexico will press all the operators to develop and commercialize in an aggressive way its supply of Services of Added Value (VAS). [...]