Divorces: Case study

Thèmes abordés

divorce, potential market, Weddings

Résumé du document

Divorces have increased from 30,870 in 1980 to 118,140 in 2012 in the UK (Rogers, S & Sedghi, A. 2014). In America, there is one divorce approximately every 36 seconds. That is nearly 2,400 divorces per day, 16,800 divorces per week and 876,000 divorces a year. Rates
have climbed dramatically in China, Thailand, Iran, and South Korea, which has seen more than a fivefold increase in divorces over the past few decades. Needless to say that divorce is now a worldwide process.

In addition to this rise, divorce has become a common event that does not represent a shame anymore, but rather an event that is likely to happen to anyone in life. People who have been involved with divorce claim that the process is still a tough event in life where external support is crucial. Coping with a divorce requires energy, money, paperwork, information and backing in several aspects. We have therefore decided to create a mobile application that would help divorcees in their everyday life.

Extraits

[...] The Guardian [online] Available at http://www.theguardian.com/news/datablog/2010/jan/28/divorce-rates-marriage-ons [Accessed: 21/03/14] 34 www.oboolo.com Shactman, B The Big Business of Divorce. CNBC [online] Available at http://www.cnbc.com/id/48045774 [Accessed: 21/03/14] Telegraph Reporters Divorcing couples to use 'divorce app' during separations, The Telegraph [Online] Available at http://www.telegraph.co.uk/women/sex/divorce/9353460/Divorcing-couplesto-use-divorce-app-during-separations.html [Accessed: 21/03/14] The insiders' guide to mobile app promotion: top tips for marketing your app from industry experts Available at http://mobithinking.com/mobile-app-promotion-guide [Accessed: 12/04/14] BOOKS Barrow, C The Business Plan Workbook: The Definitive Guide to Researching Writing up and Presenting a Winning Plan. Kogan Page : London. [...]

[...] This rate was a substantial 26% in 2010 (Source Locagystics January 2011 by mobiThinking) For all these reasons, the product needs to be carefully tested by our developers to make sure it effectively responds to the user's expectations and well marketed in order to stand out among the hundreds of thousands of other apps www.oboolo.com RECOMMANDATIONS & CONCLUSION Considering our market research and the huge gap we found on the mobile application market for divorcees, we are confident about the validity of SmashYourDivorce. This application fills a need that is not filled by competition at the moment. However, despite the relevancy of this mobile application, we are conscious that our budget is quite low compared to competitors. Most of our funds will be allocated to our team of developers. [...]

[...] Rates have climbed dramatically in China, Thailand, Iran, and South Korea, which has seen more than a fivefold increase in divorces over the past few decades. Needless to say that divorce is now a worldwide process. In addition to this rise, divorce has become a common event that does not represent a shame anymore, but rather an event that is likely to happen to anyone in life. People who have been involved with divorce claim that the process is still a tough event in life where external support is crucial. [...]

[...] Therefore, the threat of substitutes is low. The bargaining POWER OF SUPPLIERS: mobile app development suppliers are numerous and the cost of switching from one to the other is high considering intellectual property. Nevertheless, the creator of the app is client and pays for a service. For these reasons, the power of suppliers is medium. The bargaining POWER OF CUSTOMERS: The total mobile audience (Age has increased by in the USA in Europe and in Japan (Global mobile statistics 2012 Part Consumer mobile behaviour) for applications, thus meaning more and more consumers all over the world. [...]

[...] We therefore need a strong and reliable promotion strategy. Our objective is to ensure success of our application by enjoying work-of-mouth, good reputation, and sponsorship/partnership. Application users are becoming more and more reluctant to pay for an application, due to the large amounts of free apps available. However, we think that by making our application exclusive to people who pay would decrease the amount of users who will not use it. As the application will cost the user a fee, it will come with a guarantee of quality for the user and the insurance that the user will put more effort in trying to use the app. [...]