Business plan sample by bhawani nandan prasad

1. Business Plan for Brand New Venture
LEO COMPUTER SYSTEM
Prepared By:
Bhawani N Prasad

2. Executive Summary of the Company - LEO COMPUTER SYSTEM
LEO COMPUTER SYSTEM is a joint computers manufacturing company founded by Bhawani Nandan
Prasad in India. LEO COMPUTER SYSTEM Company is planning to launch primarily in Delhi, India
during winter fall January 2014 and after a short-term of its operation, the company has plan to expand its
business outside the country and will cover Gulf Market (Dubai Based) and African market. LEO
COMPUTER SYSTEM is a computers and software manufacturing Company. The Company produces
different types of computers and software.
In addition to the software and computers, the company will produce a variety of other spare parts that
are generally used in computers such as mouse, floppy disks, color graphic, Pin drives, loudspeakers,
monitors and so on. Competition is so fierce in the market and each of the rival companies and
entrepreneurs come with new innovative products to the market but the Stylish products of LEO’s
company have greatly dominated a big segment in the markets and industry.
Innovation is the process of creating new product, process, and applications which are accepted,
prioritized by the market, authorities, and society. If we compare LEO’s company products with
competitors and its last one decade of operation, then we can easily recognize that the company made
incredible advancement than other competitors.
Founder and Leadership Team
Leo Computer System is founded this year but still not in Market by Bhawani Nandan Prasad who is
renowned Market Leader in IT and Computer world. Bhawani has graduated in Computer Science
Engineering from a reputed India Top Engineering Technology Institute and also having management
education. The company LEO is backed and financed by many industry business leaders.
Bhawani has been associated with India Top IT consultancy Firm such as Tata Consultancy Services,
Polaris Finance Technology, Fidelity Investments and AgreeYa solutions. He has keen interest in Cloud
infrastructure technologies and applications. Bhawani is highly optimistic and committed for the success
of this company and motivated by huge growing demand of IT innovative products globally. His carrier
experience and education equip him to face any kind of adverse challenges.

3. Bhawani represents IT CIO Forums, PC world chapter, PMI Project and Program Management Chapter
and Enterprise Architecture Community.
Opportunity
Large pipelined orders and prospect clients with sponsor of advance capital investment. The Products are
based on Business Strategy of distinct and unique smart value delivery model. The pricing of products
are based on Core Value propositions with different products with different revenue model of Low Cost
Strategy, Differential Value based, Hybrid and Niche Market.
Risk and Rewards
The Company has high initial investment capital to compete with existing strong brand market players
and competitors. There reward for first time buyers.
Products and Services Description
Our company produces and provides the following products and services to market and the customers:
• LEO Glass (Powered with Internet and Google Map).
• Laptops (Each size starts from 7inches- 25 Inc, various colors).
• Desktops (size range 13.5 inc- 40 Inc, with Separated and connected CPU).
• Notebooks
• Net books
• Think pads
• Idea pads
Other Accessories produced by the Company:
Following are the parts and accessories manufactured by our company and provided to the market and
company customers:
• Batteries
• Power adaptors
• Memory devices

4. • Storage devices
• Carrying cases
• Docks
• Keypads
• Mic
• Video cards
• Wireless & networking
• USB key drives
• Projectors
• Screen n Security filters. Etc
In addition to our company products and accessories, we are committed to satisfy our customers and
provide them the following services:
1. Safe and on time delivery of products purchased by the customers.
2. Assist in installation and other initial fixing process.
3. Warranty of products.
We guarantee our products for one year and provide the customers with a one year warranty card which
is valuable for the specified period.
4. Post sales repairing:
We provide post sales repairing services to our customers and repair the products that are either harmed
by the power shock or due to any sub-parts disorders. We are not responsible for any subsequent
physical damage occurring during this time.
5. Assigning a Toll free complaints number.
We have established a complaints department to reach our customers’ needs and resolve their problems
subjected to their products.
6. Free software provision:

5. Beside the core products purchased by the customers, we can provide some additional free cost software
to our customers.
7. Online order services.
To satisfy our customer and timely approach to their needs, we can accept online orders for any
accessories and software of the same company.
8. Products Returning:
If our customers decide for a new product or not satisfied with the products purchased, they can return it
in the next five days and replace them with their desired one.
Mission
“To be the most successful computers and software manufacturing company to invent technologies and
services that drive business value by delivering the best high-quality, low cost, innovative products that
create social benefit, improve the lives of customers and to increase stakeholder value without affecting
environment resources. To capitalize market position as a leading distributor of computer and networking
products by increasing penetration of existing markets through acquisitions and expanding into new
markets.”
Vision
“To be the global leader in industry, satisfy our customers and facilitate society with innovative products."

6. Project Contents
Contents
Executive Summary of the Company - LEO COMPUTER SYSTEM.................................................2
Mission.........................................................................................................................................................5
Vision............................................................................................................................................................5
1. Current Marketing Situation..............................................................................................................7
Current Product and Services Demand in the market..............................................................................8
Company Situation....................................................................................................................................8
Current Market situation..........................................................................................................................8
Consumer Situation ..................................................................................................................................8
Macro-environment Situation ..................................................................................................................8
Competition ..............................................................................................................................................8
2. SWOT Analysis.......................................................................................................................................9
3. Marketing Strategy – Blue Ocean Strategy.........................................................................................12
4. Objectives - Launching new product.................................................................................................13
5. Market Research..................................................................................................................................16
5.1 Computer Market and competitors in Afghanistan............................. Error! Bookmark not defined.
5.2 Computer Market and competitors in Dubai....................................................................................16
5.3 Computer Market and competitors in India.....................................................................................17
5.4 Industrial Analysis .............................................................................................................................17
6. Competitive Analysis...........................................................................................................................20
7. Target Market .........................................................................................................................................21
7.1 Primary and Secondary Market...................................................................................................22
7.2 Market Segmentation....................................................................................................................22

7. 7.3 Niche Market ..................................................................................................................................22
8. Marketing Objectives and Strategies................................................................................................24
8.1 Product..............................................................................................................................................24
Components:.........................................................................................................................................24
8.2 Place..................................................................................................................................................26
8.3 Pricing................................................................................................................................................27
8.4 Promotion .........................................................................................................................................28
9. Action Programs..................................................................................................................................29
10. Financial Budget – Projected Profit and Loss Statement............................................................29
11. Controls.................................................................................................................................................37
12. Conclusion.......................................................................................................................................37
13. Appendix .........................................................................................................................................37
1. Current Marketing Situation
Our company periodically analyzes the markets and different environments and after our last survey
conducted, we gathered the following data and information about current situation in the market:

8. Current Product and Services Demand in the market
According to the company survey conducted, the demand for such product is higher in the market and it
is not entirely dominated by other competitors. Peoples still seek higher quality products in the market
which we can provide to them.
Company Situation
Good and Competitive
Current Market situation
Growing Industry
Consumer Situation
Consumer ready to pay premium for innovative differential value products and applications
Macro-environment Situation
Economy not good
Competition
Each business has a market share and different competitors are working in the industry. As per our
analysis competition in this market is not stronger and we can increase the prices without losing the
customers and we believe that in a very short period of time the business will get to the higher peak of its
development.
Labor conditions
Beside the advanced technology we need some human power in our business but when we conducted
the assessment a large percent of people is in unemployment position and we can hire them with less
salary/ wages in the business different processes.
The need for labors in the company

9. We can hire both skilled and unskilled people for manufacturing process. According to the process and
market evaluation a large segment of unskilled people will be recruited for the entire process and we
need limited technical employees who will be responsible for overall process of production.
- Unskilled people recruitment.
- Need for limited skilled people.
Regulatory condition
Each of the industry is subjective to government regulations but most of the time the Gov does not allow
the firms to enter the business world due to their rules. As per our survey the Gov has strong
collaboration with LEO COMPUTER SYSTEM Company and there is no any restriction for its operation in
the market.
2. SWOT Analysis
S – Strength
W – Weakness
O – Opportunities
T – Threat
T – Trends
A SWOT analysis is a fundamental method generally used for making strategic planning and objectives
and it is one of the main steps that should be taken prior making any progress toward launching the
venture.
The SWOT analysis helped us to identify all of the factors that lead business either toward success or
failure in the future. In order to be more successful in our business and recognize each of the internal and
external factors influencing our business, we conducted the SWOT analysis survey for the business
which is summarized in the following section.
Strengths
• High skilled, Competent, experienced employees.
• Talented leader with more than ten years experience such as a CEO.
• Favorable working environment (Office space).

10. • Adequate resources (Human, financial ...etc).
• High quality product and services.
• Provision of lower cost price as a result of efficiency.
• High market shares.
• Less risk and investment (Partnership).
• Strong organizational behaviors.
Weaknesses
• The Company is new in Industry In comparison to other competitors
Opportunities
 Limited number of competitors in the market (Afghanistan & Dubai).
 High price of substitute products in the market.
 Labors availability.
 Customer’s dissatisfaction from other companies products.
 High market shares of the company.
 Large number of NGOs, organizations, schools, universities which will help us to sell a bulk
amount of company products.
Threats
 Well settled competitors.
 Building a brand image.
 Environment & health hazards.
 Copying.
 New companies to industry and the market.
 Rapid changes in governmental regulations such as tax...etc.
 Innovation by other competitors and rivals.
How did the SWOT Analysis help LEO COMPUTER SYSTEM Company?
1. The SWOT analysis helped the partners (Entrepreneurs) to confidently start with their new
venture.
2. The gathered data was a rich and confident source of information and contributed the company to
generate its long-term strategic planning.

11. 3. SWOT analysis helped the company to realize the competitive status of other companies in
industry.
4. SWOT analysis identified the needs and requirements in market and helped the organization to
further predict its business prospect and keep customers satisfied.
5. The SWOT analysis contributed our company to recognize all the strength, weaknesses, threats
and opportunities in environments and overcome the insurmountable obstacles on our path.
6. It helped us to turn our organization stronger than other competitors and rivals in industry and
sustain growth in the market.
Conclusion
To conclude I would like to mention that; marketing is the fundamental part of each organization which
defines both its success and failure in the market. Marketing plan contributes us to promote and inform
our customers about products and services. In order to be successful in the business and industry, we
must periodically conduct the SWOT analysis which would help us to identify the marketing trend and
assign resources accordingly. The goals of the marketing should be realistic and based on the data
received from the SWOT analysis process. It must remain in line with the firm’s mission and vision. Each
objective set in marketing plan should be measurable and time specific. A comprehensive marketing plan
is a plan that is based on the market analysis and the competitor’s status in industry.
Recommendations
 Each marketing strategy of an organization should comply or to stay in line with its mission and
vision.
 In order to be successful in marketing and the entire business, we must maintain relationship with
existing customers and attract more through their WOM.
 Periodically analyze the market and our competitors and make strategies accordingly.
 Recognize the market and gather sufficient data regarding our products and customers
requirements and submit it to production and other units for further amendments.
 Recruits talented staff for marketing and motivate them to pursue the organizational
 and marketing goal and objectives.
 Use different modern techniques for promoting the products and services and aware customers
and markets from our innovation.
 Represent organization and participate in many community events and other associations and
aware people of our products. Participation in such events will greatly contribute us to gain high
reputation in the market.
 Continuously conduct assessment survey and identify the gaps between the performance and
expected outcomes and refill them on time.

12. 3. Marketing Strategy – Blue Ocean Strategy
Blue Ocean represents all industries not in existence today. In existing industry it represents new
opportunity, new marketplace, and creation of new demand, value innovation and undefined
Market space. Example: Google glass application is Blue Ocean Strategy
Here, in last 20 years, automotive, aviation, health care, plastics, DVDs, Computers, Personal
entertainment devices (iPods etc.) have created new market space.
The following are the characteristics of Blues Ocean Strategy:
 Create uncontested market space.
 Make the competition irrelevant.
 Create and Capture new Demand.
 Break the value-cost trade-off.
 Align the whole system of a Firm's activities in pursuit of differentiation and low cost.
 Value innovation = innovative value
The beliefs in Blue Ocean Strategy:
 Industry Assumption: Industry condition can be shaped.
 Strategic focus: Create a quantum leap in buyer value to dominate the market.
 Customers: Go for the mass of buyers and willingly let some existing customers go.
Think in terms of embracing key customer value commonalities.
 Assets & Capabilities: Think free from a company's existing assets and capabilities. Ask,
what if we start a new?
 Product/Service Offerings: Think in terms of buyers' solution even if that transcends the
industry. Seek to solve buyers' major bottlenecks/Chief compromises in using the
products/services of the industry.
The four actions to create a blue ocean:
 Raise: What factors should be raised well beyond the industry standard?
 Create: What factors should be created that the industry has never offered?
 Eliminate: What factors should be eliminated that the industry has taken for granted?
 Reduce: What factors should be reduced well below the industry standard?

13. 4. Objectives - Launching new product
LEO COMPUTER SYSTEM is one of the innovative companies which produces and delivers a variety of
products and services to its customers and market. Since the industry has been more competitive and
each of the rivals companies continuously endeavor to come with a new product and services, hence
LEO COMPUTER SYSTEM Company conducted a market research survey and later on decided to
launch a new product in the end of 2013.
Market research indicated that majority of public and particularly the existing customers demanded some
new and luxurious computers to have additional functions and features, in addition the data emphasized
on the higher demands of the customers who were unless more likely to be attracted by some other
innovative companies in the market.
The new product which is supposed to be released in the end of this year is a Laser Laptop computer
which has additional functions, options and designed with numerous new features and some of its
characteristics are explained as follow:
Product characteristics:
 Laser Laptop Computer which has no physical keyboard/ Key pads and managed through radial
system.
 Compared to a regular laptop, the new product is customized with multiple functions and even
can work as an IPOD.
 The product has minimum width which is 2.5 Cm and lighter than the other usual laptop
computers.
 Each size of Laptop starts from 7inches- 25 Inc, with various colors
 High quality of RAM & storage devices, processors.
 A webcam with high resolution or high mega pixel.
 Quality & quantity of already Installed software.
 specially designed laptops for photographic purposes
 Better Computing and Battery Power.
Niche Product characteristics - LEO Glass:
LEO Glass (styled "GLΛSS") is a wearable computer with an optical head-mounted display (OHMD)
with the mission of producing a mass-market ubiquitous computer. Google Glass displays information in
a smart phone-like hands-free format, that can interact with the Internet via natural language voice
commands.
Type Augmented reality (AR), Optical head-mounted display (OHMD), Wearable
technology, Wearable computer

14. Release date Developers (US): February 2013
Consumers 2014
Introductory price Explorer version: $1500 USD Consumer Edition: $300-500 USD
Operating system Android[4] (4.0.4[5])
Power Lithium Polymer battery (2.1 Wh)
CPU OMAP 4430 SoC, dual-core
Storage capacity 16 GB Flash total (12 GB of usable memory)
Memory 1GB RAM (682MB available to developers)
Display Prism projector 640×360 pixels (equivalent of a 25 in. screen from 8 ft. away)
Sound Bone conduction transducer
Input Voice command through microphone, accelerometer, gyroscope,
magnetometer, ambient light sensor, proximity sensor
Controller inputTouchpad, MyGlass phone app
Camera Photos - 5 MP, videos - 720p
Connectivity Wi-Fi 802.11b/g, Bluetooth, micro USB
Weight 50g
Backward compatibility Any Bluetooth-capable phone; MyGlass companion app requires
Android 4.0.3 (Ice Cream Sandwich) or higher
Website google.com/glass
Pricing System Costs:
A large segment of market is attracted by the lower cost of products and services and correspondingly
competitors are in constant endeavors to cover their requirements and demands. Our marketing plan
describes the different pricing strategies and the costs associated with the products and services. LEO
COMPUTER SYSTEM organization has different methods for its pricing such as discount for the
customers particularly for those who stay loyal to the company, none or fewer discounts for the high
margin of the market and so on.
Since the new product is new to the market therefore our company has incredible discount and other
offers to the customers and it is underlined as follow:
1- Though the products has additional features and functions, we offer it with a more affordable prices
which is ranging from 200 $- 4000$.

15. 2- We grant 10% discount per piece for clients that buy in bulk quantities (Starts from 2 pieces – Up to
ten).
3- An amount of 5% discount will be given for loyalty purposes (per piece).
Profitability of products:
LEO COMPUTER SYSTEM focuses on its long term customer’s satisfaction as well as company’s
profitability.
Profitability of the company is directly linked with production and the sales of the new products, therefore
the main thing that was primarily overviewed by the company was to go on the market research and find
out the target market, analyze competitors and other relevant factors for its new product.
In order to be the most profitable product in the market and satisfy the customers’ demands and
requirement the company went through a series of phases before releasing the new products and some
of these cycles are listed as below:
 Accurate pricing of the product.
 Excellent testing of the project.
 Good advertising of the laser laptop through different channel and the media.
 Organizing promotion program of the new product in target market.
 The good team work is to be in the organization.
 The establishment of the good channel of the distribution of the products.
These were all the fundamental stages that increased the supply and demands of the products and
dramatically raised its production and sales rate in the market.

16. 5. Market Research
Computer manufacturing companies and demand is across all over the world. Now, Schools, colleges,
universities, organizations, and other business offices are everywhere and their paperless work has
largely grown demand for computers and other related products such as notebook, iPod etc.
Demographic, Psychographic, Geographical Considerations and Industrial Analysis:
5.1 Computer Market and competitors in Dubai
The UAE computer market represents one of the largest trading sectors in the country. The retail network
for computers in Dubai is next in size only to the network of food stores, textiles, gold and electronics. The
annual turnover of this market is estimated at about US$1 billion per year. Domestic demand for
computers and related products forms a major share of the total trade. A substantial portion of the
domestically sold computer hardware and software is bought by tourists, shoppers and home-going
expatriates.
Dubai has huge competition for LEO COMPUTER SYSTEM but at the same time it can also provide huge
opportunities to LEO COMPUTER SYSTEM to sell their products to a large number of exporters and
suppliers in the market.
Africa has been targeted by UAE companies as the next emerging market for computer hardware,
software and accessories. Large number of buyers from Kenya, Uganda, Tanzania, Eritrea, Senegal,
Congo and South Africa are seen buying large quantities of computer hardware and accessories from the
various computer shops in Dubai. From printer cartridges to complete computer systems, these African
buyers are buying increasingly large quantities. Low prices and the availability of a wide range of products
are major factors that have attracted African buyers to the UAE.
The main computer and its parts supplier and retailer in Dubai are:
 Retail computer sales partners are
 Achiever Computers LLC, Dubai
 Advanced Business Computers, Dubai
 Alpha Data, Abu Dhabi
 Apex Computers LLC, Dubai
 ARC Computers, Dubai
 Carapelli Computers, Dubai

17.  Carrefour, Dubai
 Computronic Trading, Dubai
5.2 Computer Market and competitors in India
India is a huge market for IT, computers and kinds of equipments which lead huge competition. But there
is still huge demand of quality cheap computers, iPads and laptops. India's personal computer (PC)
market will be a new hub for Asian PC makers as western PC makers are gradually slowing down and
hence Asian makers are starting to make a contrive plan to grab the Indian market.
A recognized research firm Gartner said global PC sales in 2011 grew 3.8% as against its forecast of
around 10% growth. Generally, western PC giant like HP and Dell has always been dominated the market
worldwide. However recent deceleration of HP to stop its PC segment, it has lost 1% of its market share
in Indian market according to IDC, a research firm of India. Taiwanese PC maker Acer took the place of
HP to become No. 2 after Dell.
LEO COMPUTER SYSTEM is a fastly moving forward in tying up with educational institution to sell their
product in the Indian market. This Company is growing high as it getting highest order from the education
sector and a large numbers of orders from government bodies and educational institution has contributed
the company to succeed and win among other competitors.
Although LEO COMPUTER SYSTEM has good reputation in the market and dominated a large segment
of the Asian markets, but it still has some competitors in the India and they are listed as below:
5.3 Industrial Analysis
Involving interests of the PC community can be described as diverse. Advantages consist across the
board for the PC user. Ranging from music manipulation, video enhancement, money management,
research, school, science and a myriad of others; there are many uses for the PC. Therefore this means
the customers that buy the computers are diverse and use their machines in a variety of ways.
The computer offers an efficient way of running a business, playing a game or managing your calendar.
The bottom line is that any person can find a useful attribute for a computer: which provides the industry
with revenue higher than the auto and chemical industries combined.
Trends of the Company
 Increasing Clock Speed
 Mass Customization

18.  Outsourcing
 Electronic Commerce
 Current Trends and Issues
 Demand Dynamics
 Changing Profit Dynamics
 Market and Distribution Trends
 New Product and Technology Directions
 New Business Strategies
Microenvironment analysis:
The microenvironment of LEO COMPUTER SYSTEM is comprised of all the stakeholders with whom the
company is dealing on a more continuously and direct basis such us customers, suppliers, Distributors,
competitors...etc.
The constituents of microenvironment form the most critical part of our business and play a vital role in
areas of production, sales, quality, and profitability. Some of these elements are detailed as follow:
Suppliers
We deal with a large number of suppliers and they form the most significant portion of our production and
supply chain. In a more simple words; suppliers of our company (LEO) can be defined any party or any
agent that provide us the goods and service such us raw material and other spare parts of the computers.
Most of our company suppliers are from North Korea, UK, and China.
Customers
Customers are the king of any market and they are the dynamic element of business profitability. Since
the laser laptop is the luxurious product in the market, therefore LEO’s company customers are mostly
from high income class people and it has greatly monopolized the luxurious products line of computer
industry.
Our company continuously struggle to screen up its customers’ needs, predict and develop responsive
strategies to timely and effectively meet their requirements. So to understand customers’ requirements
and demands, the firm constantly makes its efforts to gather market related information, process and
analyze them and take outstanding measures.
By gathering data on shopping patterns and matching this data with the individual seller firms can build up
detailed pictures of their buyers and then offer them appropriate deals.
In addition to that, our company focuses on developing relationships with its customers to help and
ensure that they come back and purchase again and again. Loyalty cards, frequent flyer programs and
frequent sales incentives are all merely aimed at rewarding customers who buy a firm's product regularly.

19. Distributors
Distributors plays a fundamental role in the computers industry. It includes the whole sellers, retailers,
online distributors, and other intermediaries. Competition is intense in the market, and our online
distributors who provide online purchase, sales, delivery services to customer have extremely contributed
to the LEO COMPUTER SYSTEM.

20. 6. Competitive Analysis
The competition within the PC industry is extraordinarily cutthroat.
Competitors in Dubai:
>Microsim Computers
>Hatta Computers
>Memory Technology
>House of Memory & Processor
>Lunar Trading
>Mutex Computers
>Intertec Systems
Competitors in India:
 DELL
 HP
 APPLE
 AAEON Technology Inc.
 AICSYS INC.
 Advantech (India) Limited.
 ADLINK Technology Inc.
 ARBOR Technology Corp.
 Avalue Technology Inc.
 Axiomtek Co. Ltd.
 IBASE Technology Inc.
 Lanner Electronics Inc.
Competitors for New Product Laser Laptop
Although the laser Laptop computer is a new luxurious product and has largely monopolized the market,
but it still has a large number of competitors in the market and again they are less capable to hinder our
profitability since our company has good reputation in the market. Some of the nimble competitors are
listed as follow:

21.  DELL
 Sony
 HP
 Apple
 Toshiba
 Dell - The world's #1 direct-sale computer vendor provides a broad range of computer and
entertainment products for the consumer and enterprise markets.
 Sony - Sony has refocused its approach to selling computers: Instead of appealing primarily to
consumers, it is now targeting business customers (mostly small and medium-sized companies).
 HP - HP's Personal Systems Group (PSG) markets desktop and notebook PCs to consumer,
businesses, government agencies, and schools.
 Apple - Once the world's top PC maker, Apple Computer has been relegated to niche status in a
market dominated by "Wintel" machines (computers using Microsoft Windows software and Intel
processors).
Key Success Factors in regards with Competitors Strategy
 PC Industry Services and Custom Built PCs
 Technology Services and New Technology
 Consulting and Integration
 Managed Services
 Reliability
7. Target Market
Target market is the main focus area or the location to be overview by the firm or the company. While we
do the market segmentation there we found the three types of the market and they are :
1. niche marketing
2. local marketing
3. individual marketing
These are the dominant economics characteristics driving target market decision:
1. Market Size
2. Scope of Competitive Rivalry

22. 3. Stage in Life Cycle
4. Number of Companies within the Industry
5. Customers
6. Technology/Innovation
7. Product Characteristics
8. Scale Economies
9. Learning and Experience Effects
10. Capital Requirements
11. Industry Profitability
7.1 Primary and Secondary Market
Primarily we have local market as target in Afghanistan and Dubai. We have also planned to start from
Nepal and India considering Kathmandu as the central functional business unit in Nepal and New Delhi
central functional business unit in India as there is more high profile population and hence consumers for
our products. Africa is our secondary market and planning future expension there sooner.
7.2 Market Segmentation
Geographical : South Asia and African
Demographical : Government, Tourist, School and College Students.
Psychographical : Low size Firms and urban consumers
Behavioral : Government officials and Rich consumers who can afford laser laptop.
7.3 Niche Market
We get the opportunity to contract with Nepal and Afican continents government to supply our products
for official supplies.

24. 8. Marketing Objectives and Strategies
8.1 Product
Product Type:
Laser laptop, Laptops, PCs and accessories
Components:
• Case - The box all the parts (except monitor, keyboard, mouse, and printer) are stored in.
• Mother Board - The main printed circuit board in the computer, which the CPU (see below) plugs
into.
• CPU (Central Processing Unit) – The CPU is the actual "brains" of the computer.
RAM (Random Access Memory) - Like pieces of scratch paper that information is temporarily stored
on ONLY WHILE you are actually working on the computer.
• Disk Controller – The Disk Controller allows your computer to interact with your disk drive storage
devices.
• Hard Disk Drive - A STORAGE device, NOT MEMORY! The Hard Disk Drive is like a filing cabinet -
no more, no less. Retrieval is faster, and finding things is usually easier, but it is still just a filing
cabinet.
• Video Display Adapter - Unlike your eyes, it can ONLY OUTPUT the computer information in the
form of a video signal that is human readable (via the monitor).
• Monitor - The actual display you see the words, pictures, and data on. There are two main types:
analog and digital.
• Input Device - Keyboard, Mouse, Digitizer, Scanner, Pen, Digital Camera, etc.
• Modem - A device that hooks your computer up to the telephone line
Features:

25.  The laptop memory and processor is LEO COMPUTER SYSTEM specific and only LEO
COMPUTER SYSTEM provides this part.
 Small size laptops which can be carried in pockets just like mobile phone instrument. Lesser size
than existing iPads in market.
 Various attractive color available upto 26 colors.
 The metal of the instrument is very strong in comparision to products available in markets.
Stages of the Product Life Cycle
The stage of the PC industry life cycle can be described as mature. However, the growth of PC sales has
not decreased due to the globalization trend taking place within the multinational corporations.
Identification
Each product is tagged with company logo "LEO COMPUTER SYSTEM" and license, features details.
Adoptive Process
The new product is attractive to Innovators and Early adaptors. The existing products features are
upgraded to attract majority and laggards consumers.
There is perceived benefits over alternative products. LEO COMPUTER SYSTEM also promoting new
product questions, feedback communication on various social networking medium such as FaceBook.
Company has reputation to be consistent on price. The product are compatible with existing standards
and values.
Regulations Regarding your product
LEO COMPUTER SYSTEM is committed to compliance with the laws and regulations in each country into which the
company ships our products. LEO COMPUTER SYSTEM products are designed and tested to meet the appropriate
worldwide standards for Product Safety, Electromagnetic Compatibility, Ergonomics and other regulatory compulsory
requirements, when used for their intended purpose.
Sample of Product
Sample products are displayed on company website in Products banner.

26. 8.2 Place
Distribution channel LEO COMPUTER SYSTEM Company
The system of product distribution - is a mechanism when product supplied from manufacturer to the
ultimate buyers.
The level of the distribution channel is the set of mediators who provides work to promote the goods from
producer to final consumer.
1. Distribution channel zero:
 Producer → consumer.
2. Distribution channel of the first level:
 Producer → consumer retail intermediary.
3. Distribution channel of the second level:
 Manufacturer → wholesale retail intermediary → mediator → consumer.
4. Distribution channel in the third level:
 Producer → wholesale intermediary→ small wholesale intermediary → mediator → Retail
consumers.
Distribution channel in “LEO COMPUTER SYSTEM ” perform a number of very important functions and
they are described as follow:
1. Gathering Information:
The research work, gathering the information necessary for planning and facilitating the exchange.
2. Sales Promotion:
Sales promotion, creation and dissemination of communications about the product and services.
3. Maintain Relationship:
To keep contacts and maintain communication with all potential buyers and customers.
4. Creation of Image:
Adaptation of product, the goods fit the requirements of customers. This applies to activities such as
manufacturing, sorting, assembling and packing.
5. Negotiation:
They negotiate and attempts to harmonize prices and other conditions for the subsequent
implementation of the act of transfer ownership or possession.
6. Post production services:
Organization of product movement, transportation and warehousing of goods.
7. The adoption risk, taking responsibility for the operation of channel.

27. Implementation of the first five functions is facilitating transactions, and the remaining two are already
completing transactions.
We are providers of large companies and government agencies in Afghanistan Kazakhstan Nepal India.
«LEO COMPUTER SYSTEM » is one of the most developed retail chains of computer equipment in all
the above countries.
Product Transportation:
- Freight is transported by road.
- Rail transport.
- Air transport.
Orders are received by mail, by telephone, via computer networks, as a result of personal visits by
customers. Order processing is to transfer them to the warehouse where the checks for the requested
product. In addition, the order is sent to the appropriate economic life, checking prices, delivery
conditions, and the creditworthiness of the customer. Once the order is ready for shipment, storage and
marketing of service constitute the schedule of the vehicles.
Delivery charges of product:
Afghanistan Kazakhstan Nepal India free delivery charge within 24 hours.
International shipping and price of international delivery is dependent on the country and destinations.
More complete information can be found on our website www.LEOcomputers.com
Or by phone;
Distribution Department of LEO COMPUTER SYSTEM
+918835676920
+913948576789
Our experts will acquaint you with the details of all information and answer all your questions
8.3 Pricing
LEO COMPUTER SYSTEM plans at Board level seriously on pricing to make competitive advantages.
These Pricing characteristics are:
 Policy
 Elasticity of Demand
 Skimming or Penetration Strategy for introducing new product
 Production Cost of each unit

28.  Break-even Point
 Markup
 Suggested Selling price
 Sales and Prices, discounts, coupons, credit terms
 Price and quality relationship with customer's perception
8.4 Promotion
Personal Selling
Advertising
Sales Promotion Activites
Public Relations
Samples

29. 9. Action Programs
Confidential at this stage
10. Financial Budget – Projected Profit and Loss Statement
LEO COMPUTER SYSTEM
Company Planned Budget for 2013
S/N Items Quantity Unit Frequency Unit Cost Total US $
Program Cost
1 CEO of the Company 1 Month 12 3000$ 36000$
2 Deputy Director 1 12 2000$ 24000$
3 Office managers 4 12 1000$ 48000$
4 Technical Specialists 15 12 1000$ 180000$
5 Computer operators 10 12 200$ 24000$
6 Warehouse supervisors 4 12 400$ 19200$
7 Labors 50 12 100$ 60000$
8 Guards 10 12 100$ 12000$
Total Program Cost
403200$
Machineries
9 Manufacturing Machines 8 - Once 8000$ 48000$
10 Assembling machines 8 - Once 3000$ 24000$
11 Other machineries - - - - 10000$
12 Other Machinery overhead - - - - 8000$
Total Machinery
90000$
Raw Materials
13 Entire Raw Material (4000
Units)
- Once 20000$

30. 14 Material overhead - - - - 5000$
Total Raw Materials
25000$
Office Furnitures
15 Desks 40 - Once 20$ 800$
16 Chairs 40 - Once 10$ 400$
17 Meeting Room Table 4 - Once 50$ 400$
18 Others - - - - 3000$
Total Furniture
6200$
Office Equipments
19 Computer 20 - Once 500$ 10000$
20 Photocopy Machine 4 - Once 400$ 1600$
21 Scanners 4 - Once 50$ 200$
22 Others - - - - 5000$
Total Equipments
16800$
Operating Expenses
23 Transportation costs - - 4000$
24 Building Rent 4 - - 400$ 19200$
25 Machinery fuel costs - - - - 10000$
26 Electricity - - - - 5000$
27 Gas - - - - 1000$
28 Commission - - - - 1000$
Other Expenses - - - - 4000$
Total Operation Expenses
33800$
Total Land Cost Purchased
80000$
Total Marketing Expenses
10000$
Total Budget for year 2013 709200$

31. LEO COMPUTER SYSTEM
Marketing Budget Plan for 2013
S/N Items Quantity Unit Frequency Unit Cost Total US $
Program Cost
1 Marketing Manager 1 Month 12 2000$ 24000$
2 Sales executive 5 12 1000$ 60000$
3 Marketing officers 5 12 500$ 30000$
4 Customers Relation Officer
(MKT)
20 12 300$ 72000$
5 Customers Complaints (Call
Center)
10 12 200$ 24000$
6 Computers operator 5 12 200$ 12000$
Total Program Cost
222000$
Advertising
News paper 100 Year 1 10$ 1000$
Magazines 50 20$ 1000$
Trade publication 40 50$ 2000$
Television 60 400$/Min 24000$
Radio 80 200$/Min 16000$
Direct Mail 100 20$ 2000$
Billboard 200 30$ 6000$
Others - - - 5000$
Total Advertising Expenses 57000$
Sales Promotion
Trade Shows 40 Year 1 700$ 28000$
Others - - 10000$
Total Sales promotion 38000$
Administration
Office (Marketing Branches) 3 1 2000$ 6000$
Telephone - - 3000$
Travel - - 4000$

32. Budget Plan for New Product (Laser Computers) (Jan ,13- Mar,13)
Budget
The total investment for starting the LEO COMPUTER SYSTEM business was 2000000 $ which was
shared among four partners of the business.
Financial Plan for a new Product
Our new product financial plan includes overall organization’s financial information and resources
allocated for launching the new product. Before to launch with a new product the entrepreneurs analyzed
the entire budget required for the business.
Financial plan helped us to recognize that how much budget is required to launch the new product and
how the business looks feasible from economic perspective. These are the most fundamental points
which are strongly concentrated in our financial plan.
A business is founded on its financial and human resources and without financial resources we cannot
come into the business world. In order to hamper further instability and deferment in our business
operation, the LEO COMPUTER SYSTEM entrepreneurs greatly concentrated on its financial plan and
took more deliberated measures.
Generally our new product financial plan is comprised of three major items such as the pro forma income
statement, cash flow and balance sheet. But before working on these statements we should prepare a
capital and operating budget.
Capital invested for three months 400000$
Other Necessities - 7000$
Total Administration
expenses
20000$
Total Marketing Budget for 2013
342000$

33. Program cost
Quantity Jan Feb Mar
Director of Org 1 2000$ 2000$ 2000$
Deputy Director 1 1500$ 1500$ 1500$
Office Managers 4 1000$ 1000$ 1000$
Tec specialists 6 1000$ 1000$ 1000$
Computer operators 6 400$ 400$ 400$
Ware house supervisors 4 300$ 300$ 300$
Labors 30 150$ 150$ 150$
Guards 5 100$ 100$ 100$
Total 22100$ 22100$ 22100$
Total Machineries 9000$ - -
Office Furniture 6200$ - -
Office Equipments 7000$ - -
Operating expenses 30000$ 30000$ 30000$
Land cost 20000$ - -
Total marketing Expenses 1000$ 1000$ 500$
Total budget for three months 73200$ 53100$ 52600$
Pro Forma Income Statement – Sample only as Company not launched for sale
Prior beginning with pro Forma Income statement the entrepreneurs developed the sales budget
forecasted. Developing the sales budget will help us to identify the overall sales cost incurred during the
process.
A sample sales and manufacturing budget for three months
Jan Feb Mar
(Unit/Ave cost 800$) (Unit/Ave cost 800$) (Unit/Ave cost 800$)

34. Planned sales 147 196 240
Preferred ending Inv 3 4 10
T available for sale 150 200 250
Less beginning Inv 0 3 4
Total production 150 197 246
Sale cost /operating budget for three months
Rent 800$ 800$ 800$
Salaries 22100$ 22100$ 22100$
Utilities 200$ 300$ 400$
Insurance 1000$ 1000$ 1000$
Advertising 1000$ 1000$ 1000$
Depreciation 100$ 200$ 300$
Total cost of Sales 25200 25400$ 25600$
Sample for Pro forma income statement (Three Months)
Sales 120000$ 157600$ 196800
Less cost of
Good sold 30000$ 45000$ 60000$
Gross profit 90000$ 112600$ 136800$
Less total operating
Expenses 25200$ 25400$ 25600$
Net Profit 64800$ 87200$ 111200$

35. This was a sample for three months income statement and it should be prepared for the whole year and
the next two or three following years as well.
Pro forma cash flow (Three Months)
Jan Feb Mar
Sales receipt 120000$ 157600$ 196800
Less outflow:
Rent 800$ 800$ 800$
Salaries 22100$ 22100$ 22100$
Utilities 200$ 300$ 400$
Insurance 1000$ 1000$ 1000$
Advertising 1000$ 1000$ 1000$
Cost of goods 30000$ 45000$ 60000$
Cost of Equip 7000$ - -
Total
Disbursement 62100$ 70200$ 85200$
Cash Flow 57900$ 87400$ 111600$
Beginning Balance 150000$ 130000$ 120000$
Closing Balance 92100$ 42600$ 8400$
Total Ending Balance for three months 143100$
Pro Forma Balance Sheet for Three Months
Assets
Current Assets
Cash 143100$
Inventory 5600$

36. Total current Assets 148700$
Fixed Assets
Land 20000$
Total Machineries 9000$
Office Furniture 6200$
Office Equipments 7000$
Less depreciation 600$
Total fixed assets 39600$
Owners Equity
A. Ahmad 50000$
B. Koschee 10000$
C. Bhawani 60000$
D. Aimyra 30000$
E. Ramin 50000$
Total Owners Equity 200000$
Total Owners Equity for three Months 588300$

37. 11. Controls
Feedback mechanism to monitor progress
 Online feedback submission through Company Website
 Customer Care Calls Customer and receive feedback based upon Questionnaire
 Written feedback form filled by customers at the time of purchase
 Research and Development Strategy to compile information and define process and product
improvement strategy
Evaluation Process
 Business Research methods based upon Primary and secondary data
12. Conclusion
Later to post
13. Appendix
Later to post
[End of Business Plan]