LAP JACK BUSINESS PLAN | Padmanabhan Kanickaraj (12438952)

9/2/2010

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EXECUTIVE SUMMARY
Lap jack is a result of innovation and inspired through convenience. As every human being
needs products that are feasible for them to use and hence it comes under the target market that
ranges to every age group.

The company itself is based in Singapore from where it intends to grow its business and expand
to other market that seems to gain good results. Lap jack targets its various B2B and B2C
customers which include hypermarkets, departmental stores and big companies like Asus,
Toshiba and Acer, through their pricing, unique design, and innovation allowing it to be more
competitive in the market and build its brand name and create awareness leading to a growing
and sustainable future.

The core product offered by the company is a laptop sleeve which has a cooler pad attached to it,
that makes it extremely easy for people to carry their laptops and other accessories related to it
LAP JACK
hassle free. The company plans to add certain changes to accentuate the product three years later
down the lane.

In this revolutionary world, laptops have become an essential part of an individual’s life, and so
most of the providers (competitors) are highly competitive to gain the edge over others.
Reinforcement to this is that the market research carried out shows that the Lap jack has a greater
advantage over other products because of its accessibility which is an advantage foe the
company.

To manage the operation the company has designated a very few labour. Transactions such as
managing orders, book keeping, managing inventory are carried out by the main management of
the company.

The company moves ahead with certain visions and values and expects good response by
analysing the market. The equity required by the company is around $1.5 million which is
expected to be recovered within the three years of company’s operations.

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

COMPANY OVERVIEW
Mission:

Vision:

Our aim is to sustain profitable growth and market leadership through innovation and continuous
improvement.

We strive to exceed the expectation of our customers through technology, quality and speed and
also provide cost effective global solutions for manufacture of products.

In this competitive world it is difficult to distinguish one company from another. Lap jack is a
product which is made by combining two different products i.e. the cooler pad and a laptop
sleeve that enhances its availability and provide customers with convenience and rough & tough
use.

The company plans to take unique approach to foster stakeholder’s satisfaction and attempts to
understand the needs and requirements of its customers and act in their best interest

Lap jack is based in Singapore and business is carried out on a small scale but to capture the
whole island with future plans of capturing other nation markets too.

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

BUSINESS DESCRIPTION

Lap jack strategically targets various customers, through its pricing, unique design and additional
benefits in the products allowing it to be competitive in the market and build its brand name and
create awareness leading to a growing and sustainable future.

THE PRODUCT

The company is supported by its core product i.e. A laptop carrying sleeve which has a
integrated cooler pad attached to it. These integrated fans help to be comfortable while working
as it cool down the laptop as well as keeps the processor safe. The sleeve is durable and
waterproof so without hassles people can carry their laptop even in rains. The cover has a shock
absorbing material to protect the notebooks and keep them
secured.

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

Having cooler pads attached with the bag, it gives the customer a facility to get assembled
features which is not available in the market yet. Though it’s a bundled product, it is easily
portable as compared to other such products which are to be bought separately.

THE INDUSTRY

Laptop bag industry is continuously growing as these types of bags have become a necessity
because of their convenience and style. According to the sources there are around 2.5 million
laptop users in Singapore and to add researchers forecasted a growth of 300% in next three years.
This also gives rise to a number of potential competitors who try to gain an edge over other.

Each competitor uses various strategies in the market, such as customized designs, addition of
laptop accessories and other differentiation strategies to sustain and grow themselves. Laptop
bag industry itself is in perfect competition, where firms enter and exit market on their own
accord.

Industry Trends
People are getting trendy and fashionable. They prefer stuff which matches their style, so in
pursuit of making things more convenient, stylish and easy going we come in and provide our
product as the solution.

Even though this industry is not very huge in terms of business, there is a lag as most of the
suppliers or competitors are busy fighting on pricing model because of their prices being the
major issue. This makes this industry less active towards innovation, where as in present time
innovation holds the key.

Once our product is placed in the market, it might cause unrest in the present competitors
causing them to launch similar products or even imitate our products.

Competitor analysis

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

This is one of the major concerns for a company trying to park itself in the market. Fighting
competitors is not an easy task because of the difficulties arising when a company tries to
capture customer interest. However, this might not be that difficult when your product is a brand
new thing.

Lap jack is basically a bundled package which is made by combining and putting all the
accessories into one integrated unit. Singapore by far has no such product and so our main
competitors are the retailers who sell laptop sleeves and cooler pads distinctively.

Main competitors

Lap jack being one of its own kind, doesn’t have direct competitors but all those sellers in the
market that sells laptop sleeves and cooler pads separately are to be considered as contender.

Like for e.g., Sony vaio has launched a laptop sleeve which is priced in the range of $ 25- 35.
People who are brand conscious may prefer buying Sony sleeves mainly because a new brand
takes time to create a niche in the market and a brand name.

Another brand called Travelpac is priced in the range of $18 which again gives customers
standard designs and does not offer padded or waterproof bags or any other workstation pockets.

Lap jack has an advantage over its competitors that is to make waterproof sleeves. Singapore
weather conditions being so unpredictable, demand for such products is expected to rise in
future.

Another company called BNWT, even though priced at high range of $60 and above provides
stylish and trendy bags but no other additions to it.

Other than these there are electronic shops where cooler pads are available with the price range
varying with the quality.

Competitor’s weaknesses and strengths

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

 • Competitors have an advantage as they are already mid way down the learning curve- All
those sellers that have been in the business for the longer duration, they have attained
reduced risks and costs those new entrants would have to encounter.
• Competitors have established markets and recognition- As such bundled product is not
available, distinctive sellers has already created a base by selling their products.
• Competitors may have a stronger resource base and funds at their disposal.

Some of the weaknesses they carry might be:

• Lack of innovation- same designs and models sold over years, they lack variety and
change
• They might not focus on building brand image
• Competitors may lack strategic planning and marketing.

Competitive advantage
Our major competitive advantage is that we are first movers in the market. Also the use of
innovation and our integrated strategy of differentiation and low pricing is an advantage over our
competitors. Through continuous innovation of the product line, lap jack adopts a differentiation
strategy. The cost and designs are positioned at a low cost in order to penetrate the market. The
product is customizable and adaptable to suit various range of target customers.

MARKETING
5. Marketing objectives and performance:

Our current marketing objective is to improve our sales by penetrating across 3 different
Business Segments & earn profit due to sales $5.7 million USD for year 2010 and over all
projected sales of $22.2 million USD for 3 years.

Also building & improving the product, brand &company image, by improving customer
services. When customers are more satisfied, they tend to market the product which would help
in customer retain ability & product sustainability.

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

India currently has around 9 Million Car users and expecting an addition of almost 1 million new
cars every year. This is the right time to introduce “Turtle Wrench” as it’s a value add for the car
manufactures to target their customers, also the boom of car industry in India would help better
product penetration across all the 3 segments.

Performance Analysis

Bosch Automotive India Pvt Ltd is currently worth of the $66 billion USD; they posted a net
profit of $152 million USD in calendar year 2007, posting a growth of 14% in their sales, on an
average 71% increase in sales every year during last decade. This led to an increase in
performance & market share, which helped them for better investment and production
capabilities across Asia & other countries significantly.

Future Marketing Objective

1) Deep dive analysis across the three segments, to study further about needs and requirements
of customers under existing segments, & targeting them with better marketing & promotion
strategy.

2) Once you have customers across these three segments, we can promote other products of LJ
which has high relevance to customers business. This helps LJ to penetrate their existing market
under different product category which helps their Business.

3) Bundling the LJ with other anchor attached products like potable USB fan & light which help
them increase sale across another other product to their existing customers and also adds value
while selling “Lap Jack”.

4) Expand the target market, which helps product penetration in another region to obtain market
share.

5) Marketing better services during product sale which helps in customer retain-ability and
business sustainability.

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ

Finance

No Of revenu expense
Year Units e s profit
32076
2011 11880 534600 213840 0
48114
2012 17820 801900 320760 0
133650 80190
2013 29700 0 534600 0
267300 16038
Total 59400 0 1069200 00

GLOBAL MARKETING MANAGEMENT – LB5301 PADMANABHAN KANICKARAJ