2. General information
Situated in Edinburgh city (population of almost five and
a half million people)
Deliver to customers in a 30 mile radius of city centre
Small delivery charge for £5 per delivery
Retail price between £700 to over £1000
3. Ways in which Campbell's PCs
can be more appealing to
customers
Offer both home repairs and new laptops/PCs
Offer a longer warranty on my laptops/PCs
Use new components to build the laptops and PCs
Offer after sales assistance
Offer promotions when business is quiet
Try and select a different target market to my
competitors
Competitive pricing
4. Market research
How would you like to How long are you
receive your laptop? willing to wait for your
laptop to be delivered?
20%
30% 28%
36%
Collect yourself 2-3 weeks
Delivered Under a mouth
Postage 4-6 weeks
50%
36%
5. Marker research
Would you prefer if the
How much are you
laptops were only offered
willing to pay for your
in black, silver or white?
laptop?
4% 2%
8%
Under £400 yes
50% £400-£700 No
46% Over £700 Does not matter
90%
6. Target market
Student are unlikely to have
the disposable income to
spend on a personalised
laptop
Students
Company's/people with
Working people (25-45) learning difficulties: the order
may be too big for one
Company's
individual to cope with
People with learning
Working people is a broad
difficulties e.g. dyslexia
target market which is already
Medium to upper-class being targeted by large
family's retailors how ever they do
have disposable income
Medium to upper-class
family’s would be a good
target market as they have
more disposable income
7. Customer service
Email- answer email any time of the day
Call out service- this is time consuming and costly
however a better service
Phones- interrupting when working however I could use
a voice mail system where customers leave a message
and I get back to them.
Instruction manual- ways in which customers can try
and solve their won problems themselves
Advise on company website on how to fix small
problems
8. Selling techniques
I am looking to target medium to upper-class family’s as
I feel there is a gap in the market to charge a higher
price for the premium a product.
My products will be made to order so that every
individual gets exactly what they are looking for this is
an USP
My primary products will be brand new
9. Promotions/Sales channels
Advertising
Shop windows/ clubs Promotions
where my target market
would shop/socialise e.g. Discount prices for
private schools, golf clubs, regular customer who
upper-class supermarkets have already bought
products of me
Leaflets through doors of
the upper-class houses in Promotions
Edinburgh around/before about
Newspapers/ radio adverts Christmas
On-line sales could be Free soft ware if business
made possible through the was quiet
company website Newest soft ware
available
10. Pricing
Pricing strategies
Production costs Skimming – setting a
higher price in order for
customers to identify the
It cost around £150- brand as a luxury
£250 to manufacture a product e.g. BMW
laptop
Competitive pricing –
buying in bulk will mean pricing the computer in
I can benefit from relation to those aiming
economies of scale keep their product at the same
production cost lower pre target market e.g.. Apple
unit Mac.
11. Production time
Market research shows that my target market are willing
to wait under a month or even 6 weeks for their laptop
to be delivered to them.
Updating software will be an on going process as this is
what my customers are willing to pay an premium price
for and is part of my USP. (£5000)
New designs and new soft ware will be upgraded as
often as possible however this is an costly process so
this will also depend on how much money is am making
12. Design
Looks Costs
Up grading costs (3000)
Customers are wanting a
classy product Design cost (2000)
Sold in black, silver or Marketing costs (500)
white
Packaging costs (500)
Light as possible
Bulk buying equipment
Size of screen rest of money being
spent on top quality
equipment
13. Purchasing strategy
Milne PC are offering me a 90 day agreement and are
willing for me to bulk buy
Another company have offered me 60 days and no bulk
buying
My current supplier offer me a 60 day agreement and we
have a good relationship and they are currently looking
into renewing my agreement
14. Stock control
Have 5 of every piece of equipment to build a PC/laptop
therefore I will not have to wait on parts arriving
If a customer is wanting a PC/laptop that I do not have
the equipment for they may have to wait a longer period
of time for the end product
Customers are willing to wait 4 to 6 weeks for their
product
15. Quality control
1. Carried out through out the production process
2. Carried out at a number of different stages of the
production process and also at the end
3. Carried out at the end of production
Number 2 would the best suitable option as if there is a
mistake it can be fixed without there being any wasted
products
16. Production methods
Batch production
Made to order
I am willing to do both as I will sell a standard PC/laptop
which I will produce in batches as it is more cost/time
efficient however also have a made to orders service which
I will charge a higher price for.
Produce everything myself (build)
Contract out parts of my business
I am going to produce/build everything myself as I can
assure everything is to the highest possible standard (USB)
17. Delivery
Deliver the end product to the customer myself – more
reliable
Contract out delivery – may get lost and is less reliable
I am going to get friends and family to help me with this
service as it is very time consuming. I am willing to travel
30miles from Edinburgh city centre to customers at a small
charge of £5. I am also considering offering a free piece of
soft ware if customers are willing to pick their products up
themselves.
18. Raising finance
Friends & family
Bank loans
Savings
Sell a share of the business
I am planning on investing my life saving as this means I
do not have to play anyone back and may encourage me to
work harder.
19. National regulations about
maternity leave
56 weeks maternity - leave 1 year
90% of mouthy salary for 6 weeks
33week of a small amount of maternity pay
This means I may have to employee and additional person
to prefill the roll while ‘she’ is on maternity leave which
would be costly.
