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Contents
Executive summary............................................................................................................................3
Mission.................................................................................................................................................5
Our vision.............................................................................................................................................5
Methods of Research to be Used.....................................................................................................5
Questionnaire......................................................................................................................................9
Analyze the competition...................................................................................................................11
Prodution and HR plan.....................................................................................................................11
Electronic assembling..................................................................................................................11
Software installers.........................................................................................................................11
Case assembling..........................................................................................................................11
DETERMINE ENVIRONMNETAL ISSUE......................................................................................12
SUBSTANCE MANAGEMENT...................................................................................................12
TAKE BACK AND RECYLING....................................................................................................12
ENERGY EFFIENCY...................................................................................................................12
PORJECTION FOR SALES........................................................................................................13
Projection for sales.......................................................................................................................13
Projection of sales........................................................................................................................13
PRODUCT BRIEF..........................................................................................................................14
Zerronic Mp3.................................................................................................................................14
Target market....................................................................................................................................16
POSITIONING STRATEGY.............................................................................................................16
Marketing Mix....................................................................................................................................16
Executive summary

Chinese electronic items - booming in international market

In last couple of years, the Chinese electronic market has witnessed some dramatic
increase in demand and sales chart of electronic items. The country has turn out to
be the world's major producer of consumer electronics and other high tech products
than any other country. Starting from digital cameras, mp3 players, computer
accessories to cell phones, and other electronic goods that are manufactured in
China is gaining tremendous popularity. In recent times Chinese electronic products
industry has been dynamic in contributing in international trades as well. All china
wholesale electronic goods feature good quality that is far better in comparison to
other electronic products available in international market.

The recent studies of the technological capability of the China electronics industry
also states that the China is likely to equal South Korea, Taiwan, and even Japan as
a major Asian force in the world electronic consumer goods industry in twenty-first
century. Besides this, amongst the E7 developing countries, China is ranked as the
most eye-catching consumer electronics market from investment point of view.
Moreover, its consumer electronics market has increased at a CAGR of 11.71%
during 2002-2006 and is further anticipated boosting at a CAGR of 12% during the
forecasted period (2007-2011). 

The electronic items made in China products are exported in huge amount all over
the world, especially in countries like United States of America, different European
countries and all other parts of Asia. In fact the way the demand for the Chinese
electronic products are increasing day by day, it seems that China is already on the
way to become the leading exporter of electronic products in international market.

China has now been tagged as the world's factory as they produce almost all types
of electronic products at extremely lower cost than anywhere else in the world. The
major highlight of Chinese electronic industry is that almost everything is in low cost,
starting from low human resources cost to a low corporate tax burden. This in turn
helps every leading production centers in China employ cheap labor and still
produce superb quality products.
Apart from all this, on the consumption front, the constant declining cost of consumer
electronics together with increasing disposable income are playing important role in
attracting consumers select Chinese electronics products. Moreover, looking at the
present scenario, China's youth are spending freely on Chinese made consumer
digital products and the trend will continue to rise with the growing middle class.
They are creating a multi-billion dollar market for electronic products and services.
These few factors certainly indicate a booming future for the consumer electronics
industry in China. 

Today, the electronic items of China are far more reliable than ever before. The
manufacturers are now providing a whole new range of electronic products with
trendy new features. In addition to this, the Chinese electronic markets are also
providing consumers and re-sellers a quick and profitable resource to build sales.
The trend is gaining its popularity and expected to boom in coming years.

This becomes to take an competitive advantage to make a chine product to the mid
range markets of india wer the cheap and affordable and comparitively a good
quality electonics is highly in demand. So our team decided to assemble the MP3
player with Bluetooth technology. The company Zerronic elctronics will
manufacture with the same brand name to this player. This may be new to the
technlological industry and make a revolution with the top leading MP3 manufactures
in the world.
Mission – Zerronics is working to create value for our stake holders, and improve
the quality of life for the next generation through our innovations.

Our vision is to become THE communication entertainment brand. We inspire

people to do more than just communicate. We enable everyone to create and
participate in entertainment experiences. Experiences that blur the lines between
communication and entertainment.

Methods of Research to be Used

             For this study, the descriptive method will be utilized. In this method, it is
possible that the study would be cheap and quick. It could also suggest
unanticipated hypotheses. Nonetheless, it would be very hard to rule out alternative
explanations and especially infer causations. Thus, this study will use the descriptive
approach. This descriptive type of research utilizes observations in the study.  To
illustrate the descriptive type of research, Creswell (1994) guided the researcher.

The purpose of employing this method is to describe the nature of a situation, as it

exists at the time of the study and to explore the cause/s of particular phenomena.
The researcher opted to use this kind of research considering the desire of the
researcher to obtain first hand data from the respondents so as to formulate rational
and sound conclusions and recommendations for the study.
To come up with pertinent findings and provide credible recommendations,
this study will utilize two sources of research: primary and secondary.  Primary
research data will be obtained through this new research study. Questionnaire
survey and in-depth interview will be conducted. On the other hand, the secondary
research data will be obtained from previous studies on the same topic. 

The Research Design

            In order to come up with the most suitable research approaches and
strategies for this study, the research process "onion" will be undertaken. This is
because conducting a research is like peeling the back layers of an onion—in order
to come to the central issue of how to collect the necessary data needed to answer
the research questions and objectives, important layers should be first peeled away.
With the said process, the researcher was able to create an outline on what
measures are most appropriate to be applied in the study.

Saunders et al (2003) said that while it is not unusual for a researcher to first
think of his research undertaking by considering whether one should, for instance,
administer a questionnaire or conduct interviews, thoughts on this question should
belong to the centre of the research 'onion'. That is, in order to come to the central
issue of how to collect the data needed to answer one's research questions, there
are important layers of the onion that need to be peeled away: the first layer raises
the question of the research philosophy to adopt, the second considers the subject of
research approach that flows from the research philosophy, the third examines the
research strategy most applicable, the fourth layer refers to the time horizon a
researcher applies to his research, and the fifth layer is the data collection methods
to be used.

            Figure 1 shows how the researcher conceptualized the research approach to

be applied in this study by Saunder et al (2003), in order to come up with the
pertinent data needed to answer the research questions stated in the first chapter, as
well as to arrive to the fulfillment of this research undertaking's
objectives.            Then again, the research philosophy that is reflected in this study
is positivism. With this research philosophy, a researcher prefers to work with an
observable social reality in order to come up with law-like generalizations similar to
those produced by the physical and natural scientists (Remenyi et al, 1998), and in
this tradition, the researcher becomes an objective analyst, coolly making detached
interpretations about those data that have been collected in an apparently value-free
manner (Saunders et al, 2003). In addition, the emphasis is on a highly structured
methodology to facilitate replication (Gill & Johnson, 1997) and on quantifiable
observations that lend themselves to statistical analysis (Saunders et al, 2003). In
here, the assumption is that the researcher is independent of and neither affects nor
is affected by the subject of the research (Remenyi et al, 1998; Saunders et al,
1998).
            Meanwhile, the second layer shows that this study has undertaken
a deductive approach. Accordingly, this approach has five sequential stages:
deducing a hypothesis; expressing the hypothesis in operational terms; testing this
operational hypothesis; examining the specific outcome of the inquiry to either
confirm the theory or indicate the need for its modification; and finally, modifying the
theory in the light of the findings (if necessary) (Robson, 1993, p.
19).             Further, the deductive approach has a number of important
characteristics. First, this approach is a search to explain causal relationships
between variables, which consequently leading to the development of a hypothesis.
Second, it involves the collection of a quantitative data (although it can, as well, use
qualitative data), and these data are important to test a hypothesis that has been
previously developed. The third characteristic of a deductive approach is that it
controls to allow the testing of hypothesis. However, one must remember that with
this approach, it is important that the researcher is independent of what is being
observed—that is, the researcher should be objective and not subjective—so that
the principle of scientific strictness will be pursued, as this approach emphasizes
scientific principles. (Saunders et al, 2003)           Also, it is important that concepts
are operationalized, which will enable facts to be measured quantitatively. Finally,
the deductive approach is generalization (e.g., to be able to generalize about
regularities in human social behavior, one must be able to select a sufficient
numerical size of samples). (Saunders et al, 2003)

Instruments to be used
A self-administered questionnaire, or the type of questionnaire that is usually
completed by respondents (Saunders et al, 2003), had been constructed by the
researcher to gather the needed data. To further enhance the study on the customer
satisfaction, the researcher prepared a survey-questionnaire wherein the
respondents graded each statement. The equivalent weights for the answers were:
          

  Range                                                Interpretation
           5                                                   Strongly Agree
          4                                                       Agree
          3                                                        Uncertain
          2                                                        Disagree 
           1                                                      Strongly Disagree
            The decision was made to use a questionnaire for the data collection for this
project due to the sensitivity of the information being obtained.  It is important for the
respondents to be open and honest in their responses. The use of the questionnaire
provides the researcher with the ability to test the views and attitudes of the patients.

            The survey-questionnaires also will use open-ended questions to obtain as

much information as possible about how the interviewee feels about the research
topic.  Interviews will take between one and two hours. The questions that will be
used during the interview will be based on the research questions for this project;
they have been reviewed, refined and approved by the project supervisor. The
researcher designed a semi-structured interview. Here, the researcher will
encourage the interviewee to clarify vague statements and to further elaborate on
brief comments. The interviewer did not share his/her own beliefs and opinions.

Questionnaire

Name:_______________________

1. Are you at least 18 years of age? Phone #:_____________________

Yes  No 

2. Are you a student ?

Yes  No 

If yes, how would you classify yourself?

Freshman  Sophomore  Junior  Senior 

3. Do you currently own an Mp3 player?

Yes  No 
 If yes, please list the make and model.
_______________________________________

If yes, where did you purchase your Mp3 player?

a. at an electronic store (like big bazaar, Ezone)

b. at a discount retailer (like Walmart, Target)
c. online through the company (like apple.com)
d. online through another website (other than the company)
e. at the company store (like Apple store)
f. other

4. Have you purchased an Mp3 player within the last 6 months?

Yes  No 

5. Have you purchased an Mp3 player within the last year?

Yes  No 

6. When considering buying an Mp3 player, where do you get most of your
information?
a. Consumer electronic or other magazines
b. Through friends/family
c. Online
d. Other
If C, please be more specific (blogs, reviews, company webpages, etc).
___________
___________________________________________________________
__________
 7. Please list Mp3 player brands that come to mind.
______________________________________________________________
______________________________________________________________
____________________

Ethical Considerations

            In keeping with the procedures and in the interest of maintaining the
integrity of the proposed research, the researcher will make every effort to ensure
that the ethical guidelines will be strictly followed.  All data collected from the sites
will be kept in a secure location. The names of the participants and their scores will
not be revealed. The appropriate measures of the data will be obtained with the
statistical instruments selected, and all results will be revealed in the study.

            There will be minimal risk involved to the participants of the study. The
participants' names and pertinent information will not be revealed. Information will be
recorded as part of the entire group.

Analyze the competition

Since the product is made from chinese elctronics. The competitor will be from
kroean electronic manufacturer who can take an advantagbut due to the cheap
labour and the wholesale elctronics at more cheaper price than any other elctronics
manufature in the world.

Prodution and HR plan

Since we assemble the elctronics and need not to have so many emplyees to be
employed the following table shows about the manufaturing stages and the HR plan.

Electronic assembling
Electronic assembly of the Mp3 player is done by the pcb assembly production
process in which all the elctronic of the player is fed in to the machine and a CNC
operator who will operate the machine and the machine is capable of producing 50
pcb assmbled boards with complete testing capabilities.

Software installers
A couple of persons will update the software in the MP3 player and test the
performace of it.

Case assembling
This is manual assembling unit with a employes of 5, who will assemble the PCB
board with MP3 case and backing in packing box.

Managers 3 (Prodution, HR, Rs.60,000 PCM

Software Technicians
Hardware technicians
Marketing
Logistics and supply
Total salaries
Marketing)
2 Rs. 24,000 PCM
2 Rs. 21,000 PCM
4 Rs. 21,000 PCM
5 Rs. 25,000 PCM
Rs. 151,000 PCM

DETERMINE ENVIRONMNETAL ISSUE

Three important global issues remain at the forefront of much of environmental work.
They are substance management, arrangements for the take back and recycling of
end-of life products, and energy efficiency.

SUBSTANCE MANAGEMENT
During the planning and design of our products, one of our main focus areas is their
material content. We are continuously analyzing the material used in our products
with the aim of reducing the amount of potentially hazardous or harmful content.

TAKE BACK AND RECYLING

In take back and recycling, we have for years had in place our own arrangement for
mobile devices and accessories, as well as for mobile network and IP network
security equipment. All Nokia products are also covered by the European Union’s
new waste Electrical and Electronic Equipment (WEEE) directive. Nokia is assuming
product responsibility as defined by the directive as it is implemented throughout
Europe. In addition, take back of Nokia mobile devices will also continue at
authorized Nokia Service Centres and flagship stores in all markets where we do
business.

ENERGY EFFIENCY
In our production creation as well as our own operational activities, an important area
for continuous performance improvement is in energy efficiency. We have
consistently been able to reduce the energy intensity of our products.

Finance

The company will had pre-research investment of 100,000 thousands and a further
setting up of the company will financed by a loan sactioned by the bank.

PORJECTION FOR SALES

The company will sell the player all over the India with huge marketing ads and so
many promotions

The selling price of the unit will be Rs.800 and the company will sell one thousand
unit ina month and projected sales is as follows

Projection for sales

(In units)

Years India
2011 1200
2012 1800
2013 2500
2014 3150
2015 3500

Projection of sales
(in Rupees)

Years India
2011 Rs. 9.6 million
2012 Rs. 14.4 million
2013 Rs. 20 million
2014 Rs. 25.2 million
 2015 Rs. 28 million

Number prodution unit 1

Total number of MP3 players 1200

per year

Cost of a MP3 player Rs. 800

Total revenue sales per year Rs. 9.6 million

Total Staff expenses Rs. 1.8 million

Advertisement, Utility and Rs. 2.5 million

others

Total revenue for the year 2011 Rs. 5.3 million

PRODUCT BRIEF

Zerronic Mp3
Zerronic has chosen to position their product
based on several platforms of performance.
They stress the capabilities of the series that
set it apart from other touch screen Mp3
players. The series comes standard with
Bluetooth capability. This capability allows the
user to use a wireless headset up to a
distance of 38.2 ft and also enables traswer
the mmultimedia between any bluetooth
enabled elctronic instrument. The MP3 is also
lighter and faster, weighing 2.88 ounces and
boasting a playback rate of 30 frames per second on the 3-inch screen. Also
mentioned in the Mp3 advertisement is that it is multi-format friendly, capable of
playing Mp3, WMA, WMA-DRM, MPEG4, and WMV9 files.
The brand personality can be summed up in three words: “Compact, Fresh and
Innovative.” These three qualities describe the three components that consumers
are looking for in an Mp3 player. The new MP3 is very compact with a measurement
of 3.94x2.05x0.39 inches and a weight of 2.88 ounces, making it smaller than the
iPod touch, which is the market leader. The MP3 is innovative with faster loading
speeds, Bluetooth capability, and multiple format capability. The MP3 is fresh with a
new sleek design and a choice of three snazzy colors (black, white, and burgundy).
The current MP3 strategy centers on the new technological capabilities, size, clarity,
and sleekness of the product.
The Zerronic MP3 package includes an USB connector cable, a rechargeable
battery with a life of up to 30 hours, and music management software. (See Image 1
in Appendix) The promotions used so far are limited to one TV slot that mimics the
iPod touch ad, by demonstrating all the cool features of the zerronic MP3.

Activities Time

Research 20 days

Development prototype 80 days

HR Planning 25 days

Marketing Planning 15 days

EXPECTED TIME TO COMPLETE 140 DAYS

THE ALL THE ACTIVITIES (as
per CPM)
Target market
The Product has especially been made for middle and upper class families
particularly and students.

Geographic:

Zerronic player immediate geographic target is urban India.

The total targeted population is estimated at 100 million.

Demographic:

Male and female.

Ages 25-50, this is the segment that makes up 80%.

Professionals and college students.

POSITIONING STRATEGY

When Zerronic MP3 player positions its brand in the crowded MP3 marketplace, its
message must clearly bring together the technology and human side of its offer in a
powerful way. The specific message that is conveyed to consumers in every
advertisement and market communication. In many cases, this is represented by the
tag line, “we call this human technology”. This gives consumers sense of trust and
consideration by the company, as though to say that Zerronic MP3 player
understand what they want in life, and how it can help. And it knows that technology
is really only an enabler so that you-the customer-can enjoy a better life.
(Kotler,2004, pg.72)

Marketing Mix

Price

The price of Rs. 800 is really a very cheap affordable price. With all the features
including the bluetooth technology.
Distribution

Coverage: all over India to all the retailer elctronics.

Advertising:

1. Through TV, sign boards, Bill boards, Radio and newspaper

2. Broachers, posters, Dummies and display stands

Personal selling

By product training to Distributor (what is product)