Running Head: SWOTT ANALYSIS 1 SWOTT ANALYSIS 2 SWOTT ANALYSIS 13 Strategic Plan Part II: SWOTT Analysis Xxxx xxxxxx BUS/475 June 27, 2017 Professor xxxx xxxxx External and Internal Environmental Analysis and SWOTT Analysis The purpose of this paper is to conduct an external and internal environmental analysis for the proposed division and its business model as well as develop a SWOTT analysis for the same division. In this regard, the proposed new product is an affordable smartphone that comes along with the best features in the mobile phone industry. The smartphone is targeted at the middle and low class of the economy through its affordable price. The business model to be used in this case is the cheap chic model. The model is concerned with the marketing of stylish products which are inexpensive. This will enable the consumers to feel that they have the value of their money. External Environmental Analysis of the Mobile Phone Industry Industry Changes The latest advancements in technology have resulted in more innovative smartphone devices that serve various functionalities. As such the smartphone industry is producing smartphone devices with various capabilities. Legal and Regulatory The legal and regulatory frameworks in various countries worldwide call for 100% compliance in terms of design and materials used to make smartphone devices. Thus, an organization needs to perform a comprehensive analysis of the legal and regulatory framework of the target consumers’ country. Global The currently increased globalized business environment requires that companies should use culturally competent global managers and sales/marketing executives with thorough insight into the target consumers’ needs and preferences. Economic In the mobile phone industry, the company must take into consideration the inflation rate while pricing its new smartphone devices. Other economic factors that have a great influence on the consumers’ buying behavior include taxes and interest rates. Technological Smartphones are becoming increasingly sophisticated and are becoming more than just communication tools. As such, there is a need to integrate additional features in the proposed new smartphone including Wi-Fi technology, Bluetooth, cameras, audio and video players, and internal storage memory. In addition, the smartphone’s processing speed and ability to access 4G Internet are also other technological factors to put into consideration. The human-computer interface (HCI) is also critical in determining the ease of use and navigation while using mobile phone devices. Innovation There are various innovative smartphone devices which are more compact and light in weight. Social Some of the social factors that influence the smartphone users’ purchase intentions include the external environment’s cultural and demographic aspects. Specifically, the consumer’s beliefs and habits come in handy when it comes to purchasing new smartphones. The target p ...

1. Running Head: SWOTT ANALYSIS 1
SWOTT ANALYSIS 2
SWOTT ANALYSIS 13
Strategic Plan Part II: SWOTT Analysis
Xxxx xxxxxx
BUS/475
June 27, 2017
Professor xxxx xxxxx
External and Internal Environmental Analysis and SWOTT
Analysis
The purpose of this paper is to conduct an external and
internal environmental analysis for the proposed division and its
business model as well as develop a SWOTT analysis for the
same division. In this regard, the proposed new product is an
affordable smartphone that comes along with the best features
in the mobile phone industry. The smartphone is targeted at the
middle and low class of the economy through its affordable
price. The business model to be used in this case is the cheap
chic model. The model is concerned with the marketing of
stylish products which are inexpensive. This will enable the
consumers to feel that they have the value of their money.
External Environmental Analysis of the Mobile Phone Industry
Industry Changes
The latest advancements in technology have resulted in more
innovative smartphone devices that serve various

2. functionalities. As such the smartphone industry is producing
smartphone devices with various capabilities.
Legal and Regulatory
The legal and regulatory frameworks in various countries
worldwide call for 100% compliance in terms of design and
materials used to make smartphone devices. Thus, an
organization needs to perform a comprehensive analysis of the
legal and regulatory framework of the target consumers’
country.
Global
The currently increased globalized business environment
requires that companies should use culturally competent global
managers and sales/marketing executives with thorough insight
into the target consumers’ needs and preferences.
Economic
In the mobile phone industry, the company must take into
consideration the inflation rate while pricing its new
smartphone devices. Other economic factors that have a great
influence on the consumers’ buying behavior include taxes and
interest rates.
Technological
Smartphones are becoming increasingly sophisticated and are
becoming more than just communication tools. As such, there is
a need to integrate additional features in the proposed new
smartphone including Wi-Fi technology, Bluetooth, cameras,
audio and video players, and internal storage memory. In
addition, the smartphone’s processing speed and ability to
access 4G Internet are also other technological factors to put
into consideration. The human-computer interface (HCI) is also
critical in determining the ease of use and navigation while
using mobile phone devices.
Innovation
There are various innovative smartphone devices which are
more compact and light in weight.
Social
Some of the social factors that influence the smartphone

3. users’ purchase intentions include the external environment’s
cultural and demographic aspects. Specifically, the consumer’s
beliefs and habits come in handy when it comes to purchasing
new smartphones. The target population’s age group is also a
critical social factor in the sense that smartphones are more
popular among teenagers and young adults than other age
groups to their increased tendency to use the various social
networking sites.
Environmental
Smartphone users have become increasingly conscious
towards environmental issues relating to the use and disposal of
smartphone devices and their accessories such as lithium-ion
batteries.
Competitive Analysis
Per Pulaj and Kume (2013), competitive analysis entails
analyzing and getting insight into an organization’s indirect and
direct competitors in a particular target market, service or
product category. There are various companies in the
smartphone industry that produce similar products including
Apple Inc., Nokia, and Samsung. However, the main weakness
of these companies is that their smartphone devices are often
costly to the middle- and low-class population. According to
Czepiel and Kerin (2010), the strongest competitive marketing
strategies are the ones that either “positions a firm’s strengths
against competitor’s weaknesses or chose positions that pose no
threat to competitors” (p. 1).
Internal Analysis
Strategy
The proposed division and business model will employ cost
leadership strategy to make the new smartphone affordable to
the low- and middle-income populations. In this regard, the
company will adopt low cost in relation to its key rivals by
adopting tight overhead and cost control as well as using more
efficient operation techniques.
Structures
The company’s internal structure will facilitate the

4. accomplishment of its goals more efficiently and effectively.
Processes and Systems
The proposed affordable smartphone will be produced using
low-cost but efficient processes and systems.
Resources
The company will ensure that it has deployed sufficient human
resources to accomplish its strategic goals and objectives. The
company will also devote special resources to for highly
specialized purposes aimed at adding value to the new proposed
smartphone.
Goals
The proposed division and business model’s goals is to
produce affordable smartphone devices using low-cost
production techniques and to empower smartphone users
through creative and innovative technology.
Strategic Capabilities
The company’s strategic capabilities include its ability to use
cheap chic business model and its ability to effectively
differentiate its products from those of its competitors.
Culture
The new affordable will be realized through a positive
organizational culture that is grounded on strong core values
including integrity, transparency, professionalism, integrity and
respect.
Technologies
The company will adopt the latest energy-efficient production
technologies to cut down on its production costs to make the
smartphone more affordable.
Innovations
The proposed affordable smartphone will be improved through
continuous innovations based on the users’ feedback and
suggestions.
Intellectual Property
To prevent infringement into the intellectual property rights
relating to the new smartphone, the company will patent the

5. technology used to produce them for a period of ten year and
renew the patent accordingly.
Leadership
The company’s transformational leadership will play a key role
in terms of influencing, inspiring and motivating employees
towards achieving its mission and vision.
SWOTT Analysis Table
Internals Factor
Strength
Weakness
Opportunity
Threat
Trend
Legal and Regulatory
A comprehensive understanding of the legal and regulatory
framework of the target customers’ country
Inability to rapidly adapt to the changing rules and regulations
Create a team that quickly patent innovative technologies to
avoid lawsuits
New regulation may drive the new smartphone out of the market
Regulations keep on changing
Technological
Highly-qualified software developers and IT experts
Lack of experience in smartphone devices compared to other
established companies
Use latest energy-efficient technologies to lower production
costs
Possibility of entry of startups with superior technologies
Users are shifting from the use of personal computers (PCs) to
mobile digital devices
Economic
A growing middle-class population will increase the client base
for the device
The target populations may use the disposable incomes on other
established brands

6. Leverage emerging economies’ markets for maximum
profitability
Uncertainty in the levels of inflation rates in the target markets
Most countries’ economic condition is on the path of recovery
from the global economic recession
Industry Changes
Ability to produce smartphone devices with multiple
functionalities
Inability to produce other latest mobile digital devices
Mobile phone users may prefer expensive smart phones as a
sign of status and prestige
The latest changes have resulted in more superior smartphones
capable of monitoring the user’s health
Smartphone users have become increasingly health-conscious
and hence thus increasing usage of wearable deices
Competitive Analysis
Ability to offer smartphones at lower prices relative to the
competitors
Competitors have superior technologies to produce smartphone
devices
Use of customer feedback to continuously produce innovative
smartphone
Possibility of new entrants with low-priced mobile devices
Companies are increasingly using low-cost production
techniques to produce affordable mobile devices
External Factor
Strength
Weakness
Opportunity
Threat
Trend
Strategy
The use of cost leadership strategy to minimize operational and
production costs
Cost leadership strategy may compromise the quality of the

7. smartphone
Take advantage of cheap labor in the emerging economies
Other companies using cost leadership strategy
Production of low-cost but high quality mobile devices
Structures
Strong organizational culture based on strong core values such
as integrity, transparency, professionalism, integrity and
respect.
Lack of penalties to deter breaching of the organizational rules
and regulations
Benchmarking on best practices in the mobile phone industry
Possibility of other companies imitating the organizational
structure
Trend toward adopting positive organizational culture
Resources
Sufficient human resources and devote special resources to for
highly specialized purposes
Inadequate financial resources to provide the much-needed
employee training and development programs
Competitive remuneration to attract highly talented employees
Possibility of employee turnover to better-paying companies
Companies are increasingly using performance-based appraisal
systems to reward employees
Processes and Systems
Adequate low-cost but efficient processes and systems.
Poor quality production processes and systems.
Take advantage of latest production processes and systems
Innovative production processes and systems may necessitate
the replacement of the existing ones and this could be costly to
the organization
Continued innovation to improve production processes and
systems
Goals
Well-developed strategic goals
Inability to achieve goals due to uncertainty in the market
environment

8. Create a team to measure the success of the goals and provide
the necessary recommendations
Occurrence of natural or man-made disaster may hinder
business operations and hence the achievement of the goals
Formulation of SMART goals
Strategic Capabilities
The use of use cheap chic business model and effective
differentiation of smartphone devices
The business model is already being used by other companies in
the industry
Continuous research and development (R&D) to effectively
differentiate products from the competitors’
Imitations from other companies in the industry
Increased investment in R&D activities to ensure product
differentiation
Technologies
Adoption of the latest energy-efficient production technologies
to cut down on its production costs
Inability to respond rapidly to the changing technologies
Develop an IT team to respond quickly to the changing
technologies
Companies in the industry with superior production
technologies
Rapid adoption of to the latest innovative technologies
Innovations
Continuous innovation based on customer feedback
Low employee morale due to poor remunerations may
compromise innovative efforts
Develop a talent development team to nurture innovative ideas
from employees
Possibility of employee mobility to other companies with strong
financial capabilities
Competitive remunerations to encourage innovations
Intellectual Property (IP)
A 10-year patent of intellectual property rights which is
renewable accordingly

9. The IP rights may not be renewable after a 10-year period
A comprehensive assessment of rules and regulations regarding
IP rights
Adoption of other company’s software technologies may result
in lawsuits
Patenting of any innovative ideas before other companies
imitates it
Leadership
Effective and efficient transformational leadership
Inability of transformational leadership to adapt to changing
situations
Integrate different leadership styles including situational,
transformational and transactional
New companies with global leaders who are culturally
competent
Development of global leaders with cultural competency
Analysis of the Relevant Forces and Trends
Economic, Legal, and Regulatory Forces and Trends
As aforementioned, the legal and regulatory frameworks in
various countries worldwide call for 100% compliance in terms
of design and materials used to make smartphone devices. Thus,
an organization needs to perform a comprehensive analysis of
the legal and regulatory framework of the target consumers’
country. Nevertheless, the changing rules and regulation
regarding the production and use of mobile devices may result
in an organization’s loss of market share. They may also
increase overhead costs in an organization’s attempt to comply
with new regulatory requirements. Thus, there is a need for a
comprehensive understanding of the legal and regulatory
framework of the target customers’ country.
Economically, most countries are have recovered while
others are recovering from the recent global economic
recession. In addition, the current trend of increasing middle-
class population in the global countries will increase the client
base for the new smartphone device. However, it is imperative

10. for the company to take into consideration various economic
factors in the target consumers’ countries including taxes,
interest rates, and interest rates. Companies are increasing using
these economic factors as a basis for setting prices for their
products. Failure to take these factors into consideration in
product pricing may result in losses and even the collapse of the
whole project.
How Well the Organization Adapts to Changes
The organization is well-prepared to adapt to the possible
changes in the market environment. With regard to the changes
in the legal and regulatory framework, the company has
developed a team that quickly patent innovative technologies to
avoid lawsuits. It also has a strong team of highly-qualified
software developers and IT experts to respond quickly to the
possible technological changes. The team often analyzes and
recommends the most appropriate technological solutions that
are consistent with the company’s mission and vision.
Moreover, the company is also capable of producing
smartphone devices with multiple functionalities to cater for the
increasing preference of multipurpose mobile phone devices.
The company also uses the cheap chic business model to
produce smartphones that appeal to the users’ need for
inexpensive yet high quality mobile phone devices. The cost
leadership strategy augments this model. In addition, the
company’s positive organizational culture that is grounded on
strong core values including integrity, transparency,
professionalism, integrity and respect. Finally, it utilized
transformational leadership style which plays a key role in
terms of influencing, inspiring and motivating employees
towards achieving its mission and vision.
The Supply Chain of the New Division
A supply chain is defined as the network involving all the
activities, individuals, technologies, and organizations involved
in the development and sale of a given product or service
(Sweeney, 2011). This network plays a key role in all the

11. product’s life cycle stages, from the supply of raw materials to
the time the product reaches the final consumer. Simply chain
management encompasses the management and planning of all
the processes “involved in sourcing and procurement,
conversion, and all Logistic Management activities (Naslund &
Williamson, 2010, p. 13). Effective supply chain management is
critical in reducing operational and production cost while
ensuring the success of the project. Supply chain management
refers to the oversight of finances, information, and materials in
the entire supply chain.
The production processes and systems will involve energy-
efficient technologies to cut down on production costs. To
minimize transportation costs, the raw material will be sourced
from locally available suppliers. The finished products will also
be transported using energy-efficient vehicles in order to
minimize transportation costs. Similarly, the proposed new
division will employ just-in-time (JIT) model to minimize costs
related to keeping inventory.
The Primary Internal Organization Considerations for the
Development of a Strategic Plan
There are various factors to be considered while
developing a strategic plan. A strategic plan is defined as a set
of strategies that are developed by an organization’s executive
management aimed at achieving certain strategic goals and
objectives. It maps out an organization’s desired direction. One
of the factors to consider is an organization’s structure and
culture. The culture and structure of the company determines its
ability to thrive and adapt under dynamic market environmental
conditions. The other factor is the workforce issues. It is
important to consider the workforce’s weaknesses and strengths
while formulating the strategic plan. Moreover, the company
needs to consider its key competitive advantages to leverage
them in such a way as to accomplish its strategic goals. Finally,
financial considerations are critical as they enhance proper
allocation of resources and completion of within budget
projects.

12. References
Czepiel, J. A. & Kerin, R. A. (2010). Competitor analysis.
Retrieved from
http://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAn
alysis.pdf
Naslund, D. & Williamson, S. (2010). What is management in
supply chain management? – A critical review of definitions,
frameworks and terminology. Journal of Management Policy
and Practice, 11(4), 11-28.
Pulaj, E. & Kume, V. (2013). The competitive analysis – The
appropriate instrument towards a successful development. 1st
Annual International Interdisciplinary Conference, AIIC, 24-26
April, Azores, Portugal. Retrieved from
http://eujournal.org/index.php/esj/article/viewFile/1233/1242
Sweeney, E. (2011). Towards a unified definition of supply
chain management. International Journal of Applied
Logistics,2(3), 30-48.
Xxxx xxxxxxx
BUS/475
June 27, 2017
Professor xxxx xxxxxx
Proposed Division and Business Model:
New Smartphone

13. Introduction
The proposed new product is an affordable smartphone that
comes along with the best features in the mobile phone industry
The smartphone is targeted at the middle and low class of the
economy through its affordable price.
The business model to be used in this case is the cheap chic
model.
The model is concerned with the marketing of stylish products
which are inexpensive.
The purpose of this paper is to conduct an external and internal
environmental analysis for the proposed division and its
business model as well as develop a SWOTT analysis for the
same division. In this regard, the proposed new product is an
affordable smartphone that comes along with the best features
in the mobile phone industry. The smartphone is targeted at the
middle and low class of the economy through its affordable
price. The business model to be used in this case is the cheap
chic model. The model is concerned with the marketing of
stylish products which are inexpensive. This will enable the

14. consumers to feel that they have the value of their money.
2
Economic, Legal, and Regulatory Forces and Trends
The legal and regulatory frameworks in various countries
worldwide call for 100% compliance in terms of design and
materials used to make smartphone devices
A comprehensive analysis of the legal and regulatory framework
of the target consumers’ country is necessary
The changing rules and regulation regarding the production and
use of mobile devices may result in an organization’s loss of
market share
The Changing rules and regulations may also increase overhead
costs in an organization’s attempt to comply with new
regulatory requirements
As aforementioned, the legal and regulatory frameworks in
various countries worldwide call for 100% compliance in terms
of design and materials used to make smartphone devices. Thus,
an organization needs to perform a comprehensive analysis of
the legal and regulatory framework of the target consumers’
country. Nevertheless, the changing rules and regulation
regarding the production and use of mobile devices may result
in an organization’s loss of market share. They may also

15. increase overhead costs in an organization’s attempt to comply
with new regulatory requirements. Thus, there is a need for a
comprehensive understanding of the legal and regulatory
framework of the target customers’ country.
3
Economic, Legal, and Regulatory Forces and Trends
(Continued)
Countries have recovered while others are recovering from the
recent global economic recession
The current trend of increasing middle-class population in the
global countries will increase the client base for the new
smartphone device
The company should consider economic factors in the target
consumers’ countries including taxes, interest rates, and interest
rates
Companies are increasing using these economic factors as a
basis for setting prices for their products
Economically, most countries are have recovered while others
are recovering from the recent global economic recession. In
addition, the current trend of increasing middle-class population
in the global countries will increase the client base for the new
smartphone device. However, it is imperative for the company
to take into consideration various economic factors in the target
consumers’ countries including taxes, interest rates, and interest
rates. Companies are increasing using these economic factors as
a basis for setting prices for their products. Failure to take these
factors into consideration in product pricing may result in

16. losses and even the collapse of the whole project.
4
How Well the Organization Adapts to Changes
The organization is well-prepared to adapt to the possible
changes in the market environment
It has developed a team that quickly patent innovative
technologies to avoid lawsuits
It also has a strong team of highly-qualified software developers
and IT experts to respond quickly to the possible technological
changes
The organization is well-prepared to adapt to the possible
changes in the market environment. With regard to the changes
in the legal and regulatory framework, the company has
developed a team that quickly patent innovative technologies to
avoid lawsuits. It also has a strong team of highly-qualified
software developers and IT experts to respond quickly to the
possible technological changes. The team often analyzes and
recommends the most appropriate technological solutions that
are consistent with the company’s mission and vision.
5
How Well the Organization Adapts to Changes
The company is also capable of producing smartphone devices
with multiple functionalities to cater for the increasing

17. preference of multipurpose mobile phone devices
It uses the cheap chic business model to produce smartphones
that appeal to the users’ need for inexpensive yet high quality
mobile phone devices
The company’s positive organizational culture that is grounded
on strong core values including integrity, transparency,
professionalism, integrity and respect
It utilized transformational leadership style which plays a key
role in terms of influencing, inspiring and motivating employees
towards achieving its mission and vision
The company is also capable of producing smartphone devices
with multiple functionalities to cater for the increasing
preference of multipurpose mobile phone devices. The company
also uses the cheap chic business model to produce smartphones
that appeal to the users’ need for inexpensive yet high quality
mobile phone devices. The cost leadership strategy augments
this model. In addition, the company’s positive organizational
culture that is grounded on strong core values including
integrity, transparency, professionalism, integrity and respect.
Finally, it utilized transformational leadership style which plays
a key role in terms of influencing, inspiring and motivating
employees towards achieving its mission and vision.
6
The Supply Chain of the New Division
The supply chain is simply the network involving all the
activities, individuals, technologies, and organizations involved

18. in the development and sale of a given product or service
Supply chain management refers to the oversight of finances,
information, and materials in the entire supply chain
It also encompasses the management and planning of all the
processes “involved in sourcing and procurement, conversion,
and all Logistic Management
Effective supply chain management is critical in reducing
operational and production cost while ensuring the success of
the project
A supply chain is defined as the network involving all the
activities, individuals, technologies, and organizations involved
in the development and sale of a given product or service
(Sweeney, 2011). This network plays a key role in all the
product’s life cycle stages, from the supply of raw materials to
the time the product reaches the final consumer. Supply chain
management encompasses the management and planning of all
the processes “involved in sourcing and procurement,
conversion, and all Logistic Management activities (Naslund &
Williamson, 2010, p. 13). Effective supply chain management is
critical in reducing operational and production cost while
ensuring the success of the project. Supply chain management
refers to the oversight of finances, information, and materials in
the entire supply chain.
7
Reducing Production and Operational Costs in the Supply Chain
The production processes and systems will involve energy-

19. efficient technologies in order to cut down on production costs
The raw material will be sourced from locally available
suppliers
The finished products will also be transported using energy-
efficient vehicles in order to minimize transportation costs
The use of just-in-time (JIT) model in order to minimize costs
related to keeping inventory.
The production processes and systems will involve energy-
efficient technologies in order to cut down on production costs.
In order to minimize transportation costs, the raw material will
be sourced from locally available suppliers. The finished
products will also be transported using energy-efficient vehicles
in order to minimize transportation costs. Similarly, the
proposed new division will employ just-in-time (JIT) model in
order to minimize costs related to keeping inventory.
8
The Primary Internal Organization Considerations for the
Development of a Strategic Plan
The factors to be considered while developing a strategic plan
include:
Structure and culture: It determines an ability to thrive and
adapt under dynamic market environmental conditions
Workforce Issues: It is important to consider the workforce’s
weaknesses and strengths while formulating the strategic plan.

20. Competitive advantages: If leveraged property, they can help an
organization to accomplish its strategic goals
Financial considerations: They enhance proper allocation of
resources and completion of within budget projects.
A strategic plan is defined as a set of strategies that are
developed by an organization’s executive management aimed at
achieving certain strategic goals and objectives. It maps out an
organization’s desired direction. One of the factors to consider
is an organization’s structure and culture. The culture and
structure of the company determines its ability to thrive and
adapt under dynamic market environmental conditions. The
other factor is the workforce issues. It is important to consider
the workforce’s weaknesses and strengths while formulating the
strategic plan. Moreover, the company needs to consider its key
competitive advantages in order to leverage them in such a way
as to accomplish its strategic goals. Finally, financial
considerations are critical as they enhance proper allocation of
resources and completion of within budget projects.
9
References
Czepiel, J. A. & Kerin, R. A. (2010). Competitor analysis.
Retrieved from
http://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAn
alysis.pdf
Naslund, D. & Williamson, S. (2010). What is management in
supply chain management? – A critical review of definitions,

21. frameworks and terminology. Journal of Management Policy
and Practice, 11(4), 11-28.
Pulaj, E. & Kume, V. (2013). The competitive analysis – The
appropriate instrument towards a successful development. 1st
Annual International Interdisciplinary Conference, AIIC, 24-26
April, Azores, Portugal. Retrieved from
http://eujournal.org/index.php/esj/article/viewFile/1233/1242
Sweeney, E. (2011). Towards a unified definition of supply
chain management. International Journal of Applied
Logistics,2(3), 30-48.
10
Strategic Plan Part I
The proposed new product is an affordable smartphone that
comes along with the best features in the mobile phone industry.
The mobile is proposed since it is a device that a majority of
people demand in the market today. As much as there is stiff
competition in this industry, there is still a room for businesses
that apply the most effective strategies to make sure that they
have a share of the market.
When a new product is proposed in a division, it should be
able to boost the competitiveness of the company in general
(Tout & Rivkin, 2010). In this case, the smartphone will target
the middle and low class of the economy through its affordable
price. It will be designed with the latest features but will still
maintain a low-price tag. This will be made possible through the

22. innovation and creativity of the research and development team.
Mission Statement
The mission statement “To empower people through
technology”, summarizes what the business is intended to
achieve. In this case, the company will be innovative and
creative in terms of technological advancement to make sure it
comes up with products that meet the expectations of the users.
Through the technology in the product, the people will be
greatly empowered to do more.
A mission statement should be a summary of what a
business or organization looks forward to achieving. It is also a
reminder that enables an organization to stay on track through
whatever activities and operations that are engaged in. In this
case, the mission statement reminds the business to stay focused
on technological innovation and creativity to ensure that users
of the product are empowered as it is expected.
Differentiation of the Production
Tout & Rivkin (2010) note that differentiation basically
refers to making a product unique from the rest in the market.
Differentiation is very necessary especially in industries that
are highly competitive. In this case, the mobile phone industry
is among the most competitive due to the high number of
organizations engaged in the business. This implies that
creativity and innovativeness should be applied to make a
product different from what the rest of the market offers.
To differentiate the product, the design will be quite
unique from what the market is used to. The external
appearance of the smartphone will be designed differently.
Basically, it will be slimmer and more appealing to the eye. It
will also come in a variety of colors. The product will also be
designed with the latest features such as fingerprint and eye
recognition. Lastly, its price will be average.
Addressing Customer Needs
Customers are among the most important stakeholders in
any business organization because they are the reason why the
organization exists. As much as businesses are established to

23. make profits, this can only be achieved in the presence of the
customers (Buttle & Maklan, 2015). Taking this into account, it
is necessary for customers to be treated in the right manner so
that they feel important to the business.
The division will address customer needs by creating a
platform on which customers can make their suggestions. The
suggestions will then be incorporated into the future products of
the business. For instance, customers can provide their reviews
after using the product. They can suggest how they want the
products to be improved. Through such views, the needs of the
customers will be addressed by incorporating their suggestions
into future decisions.
Achievement of a Competitive Advantage
According to Sanchez (2010), competitive advantage refers
to an opportunity that a business has over its competitors to be
more competitive. This implies that it is necessary to put in
some extra effort to ensure that customers are given an
additional benefit should they decide to purchase the products
from a particular business. It is necessary to focus on
competitive advantage to be relevant in the market. With
respect to the case, the business will achieve competitive
advantage by focusing on the customer. Even though the quality
of the product matters as well, the company will ensure that the
views and interest of customers come first. By so doing, there
will be a high level of customer satisfaction and this will
directly translate to competitive advantage.
Vision
The vision of the division is “To become the leading company
in smartphone technology in the next 10 years”. A vision
basically provides a guideline to what a business organization
should achieve within a specified period. In this case, the vision
is focused on technology. This is based on the idea that
technology is the future of business in the modern world.
Through technology, businesses will be able to come up with
products that can meet and exceed the expectations of the
market. By focusing on technological advancements, the

24. business will come up with more advanced smartphones and this
implies that there will be a demand that will ensure
sustainability.
Business Model
Buttle and Maklan (2015) state that a business model is
basically a strategy followed by a business with respect to
operations to make sure that success is achieved. There are
various options from which businesses can choose their models.
As much as all models are effective, a business needs to
consider various factors before settling on a model that it
intends to apply. For instance, it needs to look at its industry as
well as its competitors and the goals that should be achieved.
The business model to be used in this case is the cheap chic
model. The model is concerned with the marketing of stylish
products which are inexpensive. This will enable the consumers
to feel that they have the value of their money.
Division’s Alignment with the Company’s Vision and Mission
Mission
The division’s vision is “to empower people through
technology”. This implies that as the business engages in its
operations, the bottom line is to ensure that the consumers feel
empowered from the use of the company’s products. This is
aligned with the company’s vision about using technology to
empower the people. The people are the future of the
organization. Technology also plays an important part
especially with respect to sustainability. A combination of the
two ensures that the company delivers the best to the target
market. It is noted that for the overall vision of the company to
be achieved, it is necessary to have relevant visions for
different divisions.
Vision
The vision of the division is “To become the leading
company in smartphone technology in the next 10 years”. As
also outlined in the company’s vision, the objective is to invest
in technology so that the company becomes the industry leader

25. as far as smartphone technology is concerned. The division
vision is clearly aligned with the company’s vision to make sure
that the best results are achieved in the next 10 years. Industry
leadership in terms of technology implies that the business will
be competitive and sustainable due to the constant demand for
its high-quality products. In simple terms, it is necessary for all
divisions of a company to share a common vision and mission
for the purpose of alignment.
Values
The new division is based on values such as integrity and
accountability. As much as there are several other values, these
are the strongest due to the contribution that they make towards
achieving the overall objective of the business. Through
integrity, there is a sense of honesty in dealings and this creates
a positive public image of the organization. Accountability is
basically concerned with responsibility. This is a value that
enables the employees of the organization to be responsible for
anything that they do. The value creates a sense of carefulness
because the employees know that they will be held accountable
should any problem occur under their watch. Through
carefulness, they can deliver better services that are in line with
what the future of the organization is all about.
Conclusion
The mission, vision, and values guide the division’s
strategic direction by providing guidelines with respect to what
needs to be done to achieve the best results. For instance, the
mission provides the direction of focusing on technology to
empower the people. In another perspective, the vision gives a
timeline within which the mission should be achieved. The
values provide guidelines with respect to the specific behaviors
that should be displayed to make sure that the strategic
direction of the business is followed in the right manner.
Basically, each of these elements plays a significant role in
ensuring that the future of the organization is assured.

26. References
Buttle, F. & Maklan, S. (2015). Customer Relationship
Management: Concepts and Technologies. London: Routledge.
Sanchez, R. & Heene, A. (2010). Enhancing Competitiveness
for Competitive Advantage. London: Emerald Publishing Group.
Tout, J. & Rivkin, S. (2010). Differentiate or Die: Survival in
the Era of Killer Competition. Hoboken: Wiley.
STRATEGIC PLAN
Strategic Plan Part I
Xxx xxxxxxx
BUS/475
June 20, 2017
Professor xxxxx xxxxx
New Product
The proposed product is a high-quality smartphone at an
affordable cost
This is intended to serve the middle and low class of the
economy
The combination of the advanced features and the affordable
price will create demand for the product
The proposed product is a smartphone
Its target market is the middle and low class of the economy
It is affordable
2
Customer Needs and Competitive Advantage
The division will address customer needs by incorporating

27. customer suggestions in decisions
A competitive advantage will be addressed through the high-
quality and affordable prices
This combination will ensure overall competitiveness of the
division
Customer needs will be addressed by considering what the
customers say about the business and its products
Addressing the competitive advantage will focus on the quality
and the price of the product
3
Vision and Business Model
The vision is “To become the leading company in smartphone
technology in the next 10 years”
The business will use the Cheap Chic business model
The model will enable it to market its stylish but inexpensive
products
This will draw attention that will lead to demand
The vision provides the strategic path for the business for the
next 10 years
The cheap chic model will enable the company to effectively
market its product and create the needed demand
4
Alignment with the Company’s Mission and Vision
They focus on technology and the people
Technology is used to empower people
Necessary for a business to ensure that there is an alignment
between its elements
The division’s mission and vision takes into consideration the

28. overall mission and vision of the company in different ways
The mission, vision, and values are aligned to the overall
company’s elements by providing a similar path that should be
followed to achieve the intended goals and objectives (Tout &
Rivkin, 2010)
5
Division’s Strategic Direction
The mission, vision, and values guide the division’s strategic
values by providing a path to be followed
They provide a point of focus on which all efforts should
directed
It is necessary to have a clear strategic direction for the purpose
of achieving goals and objectives
The division’s strategic direction is guided by the mission,
vision, and values
They create a sense of focus towards technology and the people
6
Guiding Principles
With respect to culture, social responsibility, and ethics, the
guiding principles are integrity and accountability
Integrity enables the people to be honest in whatever they do
Accountability is concerned with taking responsibility for any
actions done
A combination of these principles boosts overall performance
The division is guided by integrity and accountability
A combination of these principles boosts overall performance
(Sanchez & Heene, 2010)

29. 7
References
Buttle, F. & Maklan, S. (2015). Customer Relationship
Management: Concepts and Technologies. London:
Routledge.
Sanchez, R. & Heene, A. (2010). Enhancing Competitiveness
for Competitive Advantage. London: Emerald Publishing
Group.
Tout, J. & Rivkin, S. (2010). Differentiate or Die: Survival in
the Era of Killer Competition. Hoboken: Wiley.