Goldenline Market Plan Golden Line will prove to the business community that it is the most prestigious technology firm in the industry. With an increase in technological advancement, Golden Line will pave the way for the future in the electronics industry. Golden Line intends to dominate the mobile phone industry by launching unbelievable items. The company's smart phones will be incomparable to competition with Motorola and Samsung. The new products will also come with a complete color spectrum, which makes for an incredible experience. Although Golden Line will dominate the smart phone market, it still has detailed tactics and strategies to obtain an increased competitive advantage. Its main emphasis will be integration and innovation (Bohlin & Palmberg, 2009).

Golden Line is preparing for the next big product to hit the market: the company's technology is far ahead of all major companies in the industry. In future, Golden Line plans to make a presence in the 3D video gaming sector by collaborating with Microsoft. This will serve access to all the gaming technology of Microsoft. Therefore, Golden Line will combine their quality of viewing and sound stations to create the ultimate gaming experience. Indeed, throughout its journey in the phone industry, Golden Line will initiate the best ad campaigns for the public so that they do not forget its products. It will place the highest amount of prominence in its sleek design and the ultra-thin panel only available in its items. Through an effective ad campaign, Golden Line will be able to capture the eyes of diverse target groups. Its main target group will be men of aged 20-30 with a new and growing family annually (Lockie & Reidy, 2012). Research indicates that this category is expected to purchase innovative phones with gaming features. Golden Line is also targeting CubeTuber: a group of young persons who grasp onto new technology quickly. If the company implements the strategies discussed in an effective manner, its phones will hold the top spot in the mobile phone market for years to come. Given this market begins to decline, Golden Line has the appropriate technology and an R&D team ready for the next big wave of mobile phones.

2. Current Situation -- macro environment

Social Factors

Today's generation is strongly obsessed and passionate for new innovative technology. Golden Line will play a critical role in fulfilling this obsession. This is a characteristic is the larger American population and the company seeks to capitalize on this.

Technological Factors

The mobile phone industry has been viewed as one of the fastest growing with low product Lifecycle, which indicate the way to global revenue. A Smartphone device uses new techniques of appearance that objects traditional ones. Golden Line will lead the industry with a new milestone of new innovative technology.

Political Factors

Political variables have a gigantic control on the business regulations comprising of regulations imposed by various governments where the business will operate. The political environment in the U.S. seems to be stable. Policies structured by the Obama administration such as taxation and reducing public spending will have an adverse impact on the buying power of consumers (Shankar & Carpenter, 2012).

Economic Factors

The downturn of the economy or the recession will reduce the spending power of consumers. The U.S. economy is endangered by the financial turmoil stemming from its current account deficit. Increase unemployment rates will sideline customers' passion for new technology.

Environmental Factors

Consumers are increasingly becoming aware about the need for green products and the need for energy efficiency. It will be important for Golden Line to emphasize minimal emission of dangerous radiations failure to which consumers will sideline the company.

Legal Factors

There are high possibilities for conflicts like the recent Apple's war with Google's Nexus relating to patenting. Legislation regarding taxation, intellectual property, and local employee rights will advance influence on the strategic decisions of Golden Line.

Objectives

Mission Statement and Vision Statement

Golden Line will devote its human resources and technology to provide superior products and contribute to an improved global society.

Corporate Objectives

Golden Line will be dedicated to creating an improved world through diverse business based on advanced technology. The company intends to take the lead globally in manufacturing digital media and high-tech electronics. Through a talented workforce and a responsible approach to global business, Golden Line will take the world in imaginative new directions (Bohlin & Palmberg, 2009).

Marketing objectives

To increase the core business in the United States

To grow the core business outside the United States

To acquire and increase the market shares

To form alliances with leading companies in the relevant industries

To continue...

Current Situation -- Market Analysis
Market Definition

With the advancement of smart phone technology, Golden Line's target market will be easily identified as the early adopter. This group is composed of consumers who have a quick diffusion rate: the rate at which the market accepts a new product. These early adopters of new technology are the affluent young people with a redefined cool personality of having fast muscle cars. Along with this segment, the wider target market will be young families (Shankar & Carpenter, 2012).

Market size

Golden Line will lead in United States' cell phone sales. On the other hand, its fortunes will run out worldwide as Samsung's models precede a surge in popularity. The pattern prescribes that Golden Line's iPhone might never pick up the high ground in the cell phone industry. Consistent with research, Samsung's worldwide market share rose to 34% in the second from last quarter. Golden Line will be second spot, posting a figure of just 15% (Bohlin & Palmberg, 2009). The report on the last quarter sales indicated Huawei, Lenovo, and LG in the next three spots. About five hundred million cell phones will be sold globally during this time. This shows how monstrous Samsung's opportunity in the segment is developing significantly. It likewise shows the harm Golden Line might endure assuming that its sales press on to be overshadowed. The business, obviously, has as of recently deciphered that, driving Golden Line's shares for more than $700 to the projected price of $525 annually (Lockie & Reidy, 2012)

Market segmentation

Geographic: market will be segmented through regions, states, and nations. For Golden Line, suburb and urban cities will be most sought after because of the slightly high prices of its products.

Demographic: Golden Line will segment its market based on income, family size, age, and gender. For instance, young people and young families mostly prefer experiencing new technology.

Psychographic: personality, social class, and lifestyle will also be considered in segmenting the market.

Industry structure / strategic groupings

Golden Line will enter into an agreement on consumer electronic products including smart phones and video devices. The two firms will join efforts in developing and selling new products based on Golden Line's hardware and Microsoft's Windows Media Technology. This joint effort will be the first strategic alliance for Golden Line following its mission of developing new technologies, which generate exciting but simple entertainment to consumers.

Porter 5 Forces analysis

1. Threat of New Entrants

The mobile phone industry is exceptionally concentrated following the later Sprint/Nextel merger. In fact, only four firms control eighty percent of the present market (Nijssen & Frambach, 2010). Since start-up expenses for a cell phone service provider are amazingly high, the risk of new entrants is low. Some amount of money must be contributed to achieve economies of scale, and it is troublesome to enter the business sector with existing firms as of recently working on cost and differentiation techniques.

2. Bargaining Power of Suppliers

Cell phone operators offer high volume requests and suppliers have been careful not to affect the relationship due to low bargaining power. Already dragging with the phantom of device gridlock, carriers constantly look for steadily offers in the handsets and threaten to expand the pressure on suppliers with the converse e-auction. T-Mobile is the first carrier who has arranged an internet offering war by asking six merchants to tender against one another online for an agreement to construct cells for one handset fragment (Shankar & Carpenter, 2012). Experts argue that reverse e-auctions as devastating for technology organizations. This pattern impedes drivers and handset sellers to manufacture trust and keep organizations that flourish on development from generating value in the industry.

3. Bargaining Power of Buyers

In 2010, the Florida PIRG Education Fund Report uncovered how mobile phone early termination charges harm clients. The exploration showed that fifty percent of mobile phone clients might switch bearers in case they do not need to pay contract termination penalties. Feeling locked in a cell; most buyers despise the $150 - $240 punishments for every telephone if they think about changing to an alternate carrier for a lower rate or better services (Nijssen & Frambach, 2010). The report additionally demonstrated that $4.6 billion have been paid in the recent three years because of penalties. When broken down, $2.5 billion in genuine punishments and $2.1 billion in lost services from customers who could not bear the cost of the penalty (Nijssen & Frambach, 2010). This obviously proposes that buyers/consumers have a weak bargaining power.

4. Threat of Substitute Products/Services

A great deal of dynamic research and…