Strategy of New Sky Mobile Sales & Service Center

New Sky Mobile Retail Center

• 6 months old SME

• Located in 22nd street between 86th and 87th

street, Mandalay.

• Dedicated to solving all type of customers’ mobile phone hardware and software problems.

New Sky Mobile Retail Center

• Target customers of New Sky are new mobile phone users as well as low and middle end-users.

• Core value: Passion, Integrity and Innovation.

• Five employees

• Kaizen way: to raise our bar at satisfying customers every day

New Sky Mobile Retail Center

• Mission: We aim to understand our customers better and to satisfy and delight them with speed and value for money.

• Objective of New Sky retail store is to create a biggest online market place for electronics and mobile phones within five years.

Analysis of External Environment

Political and government control

• With the lift of sanction, Ooredoo and Telenor won license to operate in Myanmar apart from MPT.

• The intense competition of these three mobile operators in this lucrative and virgin market will be beneficial

• On the other hand, the government strictly scrutinizes the import of mobile phone from border areas

Environmental influence

• Improper dispose of used mobile phones and electronics will be increased with the increase consumption of electronics gadgets and phones.

• It can be seen as an opportunity for mobile stores by offering trade-in promotion to upgrade their phones.

Social influence

• With the advent of Internet, social websites, mobile phones and various apps, people spend more time on mobile phones than television or computers.

• Consumers want to upgrade their mobile phones on a yearly basis.

• Customers are more demanding than every before as increase availability of products and services.

Technology influence

• New technology comes along with new flagship phones from various companies on a 6-month to yearly basis.

• Wearable technology such as Apple watch, Samsung Galaxy Gear and Nike Fuel Band are becoming very popular which mean people will spend more on technology.

S.W.O.T analysis

Strength

• Good location and layout,

• competent staffs,

• ability to offer complete solutions for offered products or services,

• utilization of POS software and marketing knowledge.

Weakness

• Neophyte to this industry,

• small space,

• limited financial resources,

• lack of performance appraisal,

• debt financing

• poor inventory control and poor competitor intelligence.

Opportunities

• Increase number of mobile network operators: MPT, Ooredoo and Telenor.

• Pace of technology advancement becomes faster, people spend more on mobile phones.

Threats

• Too many competitors and

• New entrants into this market,

• New forms of distribution channels such as online and through social media,

• Franchise from foreign countries,

• Possibility of operators selling directly to the customers in the future.

Strategy of New Sky

Strategy of New Sky

• Two main marketing strategy of New Sky is uniqueness and nichemanship.

• Differentiation:

– Complete solution for both Android and iOS with personal assistance

– Online pre-order service for products

– Refurbished phones

– Trade-in program

– New Sky is also planning to build online platform to sell electronics and gadgets.

• Niche market: Xiaomi mobile phones and accessories

– Valuable for money

– Innovative

– Better customer experience

• Customer satisfaction is our ultimate destination.

• Relationship marketing is the main strategy we adopted at New Sky because it is very important for a retail store to remember our customers and their preferences.

• Product knowledge test and role-play for personal selling skills for all staffs.

• Quickbook for inventory control and accounting.

Conclusion

• External factors are generally favorable. • Hyper-competitive Industry• Changes of customer-buying behavior with the

availability of high-speed Internet connection and new technology such as mobile payment and logistic companies.

• The innovation and preparation to secure future market shares is a critical factor for a mobile phone retail stores.

• New Sky’s objective of creating an online market place has been planned to be carried out with co-creation of customers.

Thank You!