1. IMPROVING SMART PHONES WITHIN THE NEXT 12 MONTHS
Introduction
Being able to set goals that are specific, measurable, achievable, realistic and time-framed
is a skill that all managers need to have. These goals need to be effectively communicated
to ensure that everyone is working towards achieving them. In today’s business
environment, a business needs to be able to improve its position by adopting strategies to
achieve their financial, social and environmental goals. Smart Phones is no exception.
This international mobile phone company is currently in a position whereby if they don’t
improve, they could possibly face the inevitable. This report will recommend appropriate
strategies to assist Smart Phones in achieving their goals.
Smart Phones’ Main Business Goals
Like any business, Smart Phones have transparent goals that all staff must be working
towards to ensure continued growth and success of both Smart Phones as a company and
as a reputable brand. It is vital that they strive to achieve these goals on order to remain
viable in the volatile Information Technology and Electronics industry.
The driving principles behind Smart Phones’ previous success are as follows:
1. Profit maximisation: This goal is centred on ensuring that the maximum return is
earnt from all strategies adopted. Little or no profit is not an option for Smart
Phones. An increase in profits is a major contributor its success.
2. Increase Market Share: This goal relates to increasing the total amount of sales that
Smart Phones hold within the Information Technology and Electronics market. The
higher the market share, the greater the profits and alternatively the higher the
share price.
3. Growth Maximisation: This goal in effect is at the heart of Smart Phones’ previous
success. It involves incorporating strategies to increase their awareness within the
industry, which in turn will lead to an increase in sales. Growth incorporates areas
of sales, product range, brand recognition, and profits. Growth for Smarty Phones is
translated into a higher share price.
4. Increase Share Price: This goal relates to making sure that shareholders achieve a
good return on their investment. This is crucial, since without shareholders, Smart
Phones would not be operating in the variety of countries that it currently does.
5. Social Goals: In effect, society must view Smart Phones as an organisation that
puts an emphasis on the treatment of its current and potential customers, and more
importantly, how it does this. Achievement of social goals will be linked to an extent
in an achievement to the aforementioned goals above.
6. Environmental Goals: Being environmentally makes good business sense. The
future cannot be guaranteed if businesses, including Smart Phones continually
abuse the environment for profit gains.

2. Recommendations to Achieve the Above Goals
Achieving Profit Maximisation
Smart Phones can employ a number of strategies to ensure that profits are maximised.
Such strategies include:
• Source cheaper suppliers for component parts of the phone. If, after looking at the
break-even analysis for the their profits, costs of production appear to high, Smart
Phone should consider changing suppliers for some of the component parts.
However, safety and quality must be ensured as this could negatively affect sales,
and hence hurt profits
• Conduct appropriate market research (e.g surveys, etc) to ensure that their phones
are marketed towards the right target market. Perhaps have a primary and a
secondary target market- Primary: business people, Secondary: Youth. Both these
markets are large enough to be able to generate sales
• Have a clear after sales service policy attached to all products sold- after sales
service is just as important if not more so than attracting customers and making the
initial sale. The aim is to get consumers talking and coming back, and after-sales
service is definitely a good way of achieving this.
Increase Market Share
Market share needs to be closely monitored by management. Strategies that can be
employed by Smart Phones to achieve this goal include:
• Tighter promotional campaigns aimed at the desired target markets. For example,
presentations at business seminars, television ads during prime time television,
advertisements in the MX. The effective use of social media, in particular LinkedIn,
Twitter and Facebook should also draw awareness to the any innovations that
Smart Phones’ introduce, as well as their current price range. This should equate to
an increase in sales as there will be an increase in the number of potential
customers.
• Invest in research and development to ensure that innovations are in response to
consumer needs. Although this will have an initial considerable outlay, in the longer
term, it will definitely allow Smart Phones to be ahead in the market, and hence
contribute to increasing their market share
Growth Maximisation
It is clear that Smart Phones are currently growing in size and value, as evident in the
number of countries that it operates in. This can be attributed to their vast array of
consumer and business products that they have available. Some possible suggestions to
ensure the growth of Smart Phone include:
• Acquisition- consider the acquisition of competitors such as STMicroelectronics.
This may initially drop share prices, but will assist the size of the company to
increase. It will also allow for Smart Phones to reduce costs as they can supply
them with some of the materials required for the production process, as they are
one of their suppliers.
• Increase the number of licenses granted to businesses who sell Smart Phones’
products- this will guarantee more sales and hence increase growth.

3. Increase Share Prices
This goal is closely related to the success of growth maximisation, increase in market
share and profit maximisation. The more profits earnt, the higher return shareholders will
gain. For Smart Phones they can consider the following strategies:
• China- China's economy is experiencing continued growth. Focus promotional
activities in China to generate more sales. Perhaps consider affiliating with some of
the larger Chinese companies to encourage businesses to use Smart Phones as
their source for IT (phones, computers, etc).
• Adoption of any of the strategies mentioned for achievement of aforementioned
goals, as an increase in profits and growth, and an increase in market share will
contribute to an increase in share prices.
Social & Environmental Goals
Both social and environmental goals for Smart Phones have a direct link to their
achievement of their financial goals. They need to be seen as 'doing right' by both society
and the environment. Some strategies that Smart Phones can adopt here include:
• Sponsor a rugby league team- this will create awareness, and allow for the rugby
league app to be promoted- hence focusing on the products’ features and
capabilities
• Continue to donate to reputable charities- Philanthropy. This is highly regarded in
society
• Old Phone Program- encourage customers who have old phones to hand them into
a licensed Smart Phones retailer for recycling. This encourages ecological
sustainability. Further to this, an app can be created to educate customers on the
importance of being environmentally friendly with IT.
Conclusion
Smart Phones’ business goals can be achieved as they do adhere to the SMART principle
of goal setting. In effect, all business goals are interrelated and some of the identified
strategies can be implemented to achieve more than one goal. Provided that all staff within
Smart Phones are working towards these goals, there is nothing preventing Smart Phones
to continue to grow and be profitable.