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Syndicate 5
Colour :Grey (Universe 1)
Company :Star Mobile Limited
Syndicate Members :
Name
PRN
Aditya Yerunkar
13020541001
Atika Singh
13020541006
Parth Shah
13020541031
Prashant Dudhe
13020541034
Saurabh Sonawane
13020541050
Vinni Panchal
13020541067
Vision
Garnering novelty, stepping towards
future
Mission
Build great mobile products to meet the
public demand in the most appropriate
and sustainable manner
9/8/15
Round
5
53.55
(1st
Position)
Round
9
50000
75
(2nd
46036
Position)
Total Equity
(k)
175577.9
(1st Position)
No. of
products
Asi
a
Europe
Market
Share(%)
Asia
ROI(%)
Europ
e
25.80
16
(2ndPos) (3rdPos
)
7.9
(3rd
position)
396805.4
6
6
16.54
19.80
4.4
st
nd
nd
Higher
(1 Position)
(2
Pos)
%
(2
Star Mobile
(1stPos
Position)in
investment
Star
Mobile
45000
has the
) R&D led to low
Ltd is the
40000
most cost
profitability
largest
35000 32250
effective
ratio and the
30000
investor
production
Round
25000
share price had
in R&D
compared
1-5
20000
sluggish growth
from the
to other
15000
compared to
initial
competitors
10000
Production
Competitors after
round 1-5.
stage. Capacity of
.
5000
Round 9
0
Star
Omniscie
Lien
R & D investments (k)
Mobiles
nt
MobiTec Orang Mobile Gree
Limited
Mobiles
h
e
s
n
9/8/15
Symbiosis
of Telecom
Management
3
100
% Institute
84.6%
85.9%
88% 93%
95
Porters Strategy
Cost Leadership
Trying to keep lower price of models than competitor and win market share
Responsible for creating price-war
Necessity : Skills in marketing
Drawback : Future depends on cost of the product
Our price in 1st round:
Product
Market
Price
Orion
Europe
299
Nave
Asia
199
Product
Market
Price
Orion
Europe/Asia
330/300
Euphoric
Europe/Asia
239/229
Nave
Europe/Asia
159/149
9/8/15
Strategy
Mistakes
Outcome
Round 5
1. 1. High market
share in Asia
(25%)
2. 2. Only 16%
market share in
Europe
Round 6
2. 2. Operating profit
in Europe
increased to 12%
Invested less in R & D
as compared to
competitors
9/8/15
1. 1. New product
was huge success
& recorded high
sales (441 k units)
1. Earned highest
profit for the
round
2. Less compactness
and battery life
3. More variable cost
(because low
5
R&D)
Strategy
Mistake
Outcome
Round 8
Less number of
products in portfolio
to capture the market
1. Operating profit
(EBIT) reduced
from 8% to 6%
Round 9
2. Compactness and
battery life
increased due to
investment in
R&D
Invested more than
required in R&D
(considering this was
the last round)
9/8/15
1. Share price
increased to 75
2. Having maximum
Equity, Cash and
cash equivalent
Financial Outcomes
BALANCE SHEET, k
Total Assets
Round 6
313496.6
Round 7
364575.8
Round 8
428533.1
3967.97 7870.953
92871.65 81809.93
Round 9
472240.5
396805.4
75435.16
472240.5
Round 9
1018805.7
809010.9
196962.2
133410.6
63551.65
209794.7
160893.5
48901.25
9620.017
73171.66
14833.51
63734.76
Costing
Forecasting method
for
sales
was
accurate.
Conservative costing
helped to manage
noticeable profits.
Whereas profits of
the competitors were
unstable because of
the weak costing.
Here, we have done
some
analysis
to
invest in R&D, and
created a formula for
getting
desirable
outputs.
Microsoft Excel analysis and formula - R&D.spv
Worksheet
26932.78 23724.88
21219.78
18483.08
Symbiosis Institute
of Telecom
Management
65938.87 58085.05 51951.88 45251.68
Low
Growth Rate
High
BCG Model
Stars
Question Marks
Nave(Mkt Share :
6.5%)
Nave007(Mkt Share :
3.6%)
Cash Cows
Corpus(Mkt Share :
2.1%)
Euphoric(Mkt Share :
2.1%)
High
9/8/15
Dogs
Market Share
Low
600
500
494.06
400
518.97
364.74
360.39
352.92
300
304.52
285.76
225.34
200
100
Sales in '000(units)
Polynomial (Sales in
Trend Line
'000(units))
Polynomial Curve
for Sales
64.5
0
0
10
Round
Number
PLC
Stage
Description
Sales (000
Units)
1,2
Introducti
on
R1 :64.5
R2 :225.4
3,4
Growth
R3 :352.92
R4 :494.06
5,6
Maturity
R5 :518.97
R6 :360.39
7,8,9
Decline
R7 :285.76
R8 :367.74
R9 :304.52
9/8/15
Thank You
9/8/15
10