TeamA_Week6

ELECTRO-AIR PAD Solar Charging Station

Course Project - Marketing Plan Submission

K e l l e r G r a d u a t e S c h o o lM a r k e t i n g M a n a g e m e n t

M K T G 5 2 2

P r o f e s s o r : E l t o n H u g e e

F e b r u a r y 2 1 , 2 0 1 3

Team A

Olivia SykesCharles Shrum

Brandon McGriffDerek Carillo

Kareem White

Electro-Air PadMarketing Plan Submission1

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TABLE of CONTENTS

2.0 Situation Analysis

2.1 Market Summary………………………….………………………………………...page 2-3

2.2 SWOT Analysis…………………………………………………………………….page 3-6

2.3 Competition………………………………………………………………………...page 6-7

2.4 Product (Service) Offering………………………………………………………….page 7-8

2.5 Keys to Success…………………………………………………………………….page 8-9

2.6 Critical Issues……………………………………………………………………….page 9-10

3.0 Marketing Strategy………………………………………………………………..page 10-11

3.1 Mission……………………………………………………………………………..page 11

3.2 Marketing Objectives………………………………………………………………page 12

3.3 Financial Objectives………………………………………………………………..page 12-17

3.4 Target Markets……………………………………………………………………..page 17-18

3.5 Positioning…………………………………………………………………………page 18

3.6 Strategies………………………………………………………………………......page18

3.7 Marketing Mix………………………………………………………………….....page 18-19

3.8 Marketing Research……………………………………………………………….page 19

4.0 Controls

4.1 Implementation……………………………………………………………………page 20-21

4.2 Marketing Organization…………………………………………………………..page 21-23

4.3 Contingency Planning…………………………………………………………….page 23

5.0 Conclusion………………………………………………………………………..page 22-25

REFERENCES………………………………………………………………………page 28


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2.1 Market Summary

Approximately three quarters of the world's population now has access to a mobile

phone, according to a new study from the World Bank.

The number of mobile phone subscriptions has skyrocketed over the past 12 years. Fewer

than 1 billion mobile subscriptions were active in 2000, while there are six billion subscriptions

active today. Last year alone, mobile users downloaded more than 30 billion apps.

Additionally, the vast majority of today's mobile subscriptions (5 billion) are in

developing countries, a sign of mobile technology's importance in countries which haven't gone

through the expensive and difficult process of building land-based communications

infrastructure.

"Mobile communications offer major opportunities to advance human and economic

development –- from providing basic access to health information to making cash payments,

spurring job creation, and stimulating citizen involvement in democratic processes,” said World

Bank Vice President for Sustainable Development Rachel Kyte

"The challenge now is to enable people, businesses, and governments in developing

countries to develop their own locally-relevant mobile applications so they can take full

advantage of these opportunities.” This report highlights mobile-based development programs in

several countries, including the use of mobile payments in Kenya and job-search apps in

Palestine. Mobile apps are also playing a role throughout the developing world.


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Smart phones and wireless data packages are still out of the reach of most people.

Therefore, many apps designed in developing countries are built as effective low-bandwidth

solutions, often employing WAP, SMS and other technologies now considered "low-tech" by

developers working with cutting-edge software and hardware.

The opportunity for Electro-Air to be used my 3 quarters of the worlds population and

growing is what we as a company are focused on. The market and advances in technology are

constantly changing and we intend to be ahead of the curve in regards to providing a platform for

all mobile devices to be fueled with power around the clock.

2.2 S.W.OT Analysis

External Factors Opportunities ThreatsResearch & Development The strength of our

organization rest in our commitment to R&D we operate 5 technological labs in various parts of the world devoted to the newest and best researchers gifted in eco-friendly mobile technology and power sources.

There are very few documented failures to learn from in building our technology. It will be the firsts of its kind in the market place. Due to our financial commitment given to research there is the probability of premature exposure to the marketplace due to technological leaks and internal bartering.

Technological Our youth is our strength in technological arenas in the marketplace. The evolution of new ideas, our commitment to cutting edge contributions from our team and by any means necessary freedom to create and test is what contributes to the overall synergy and culture.

Technologically always stem from the possibility of the lack of protection or misrepresentation of our intellectual property. More stable companies with deep pockets can always bring pressure of temptation in wanting to buy our idea before conception.

Competitive The industry offers two Keeping up with the market and


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types of products, those that are built to work universally with any phone and those that are built for specific phones. Our company is offering a durable solution for charging with solar power at an affordable price point for universal use.

new products offered. Many of the products out are easily refined to meet customer needs. Most are easy to modify and as fast as the market changes it may be hard to obtain a patent before the new technology is outdated.

Consumer Our consumers are every person that has a cell phone primarily targeting those that travel often without the luxury or AC/DC power. There are a total of about 6 billion people around the world that subscribe to cell phone plans.

The market is saturated with low quality cheap products. It will be difficult to gain the trust of customers due to the unreliability and cheaply made nature of previous products. Marketing; it will be hard to market the product globally due to cost.

Legal/Regulatory As it pertains to our target market, commercial air traveler, the FAA has no current regulation not permitting our device on board any aircraft.

The Federal Aviation Administration could place stipulations on portable power sources. As with other electronic devices that may interfere with ground communication, they can be operated once the plane is at its cruising altitude.

Political The Solar Energy Industry Association says that over the last year around 52,000 residential rooftop systems were installed in the U.S. last year, 30 percent more than the previous year. Between 2010 and 2011, there was a growth of 109 percent for rooftop installations, including commercial buildings

Alternative energy, renewable energy has huge political backing. Though our product is very small, it could have a huge impact on our natural resources considering the larger number of portable electronic devices being continually recharged. With that being said, there should not be any negative political influences. Except maybe a future tax on renewable energy consumption.

Personnel Personnel have been in the Energy Industry with a combined 30 years

Training personnel at all levels to compete and stay relevant in a growing market

Offerings The need for traveling power source is in higher demandThe Market is not saturated

Other Energy companies coming into the market


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with its kind

Management Management keeping personnel trained and knowledgeable

Management delegating the proper responsibilities are unknown

Economic Market growth, lifestyle changes, resolution of problems associated with current situations, positive market perceptions about our business, or the ability to offer greater value that will create a demand for our services. Inherent to these modifications are budgetary and time constraints.Long-term growth in renewable energy. Potential increase in government support and investor demand as oil and commodity process increase.Solar projects become more attractive as costs decrease due to technology improvements.

Rise in oil prices and the instability of airline personnel (e.g., attrition rate). Target audiences should be major airlines that focus on business class and international flights.Competition – existing or potential – is always a threat. Other threats may include intolerable price increases by suppliers, governmental regulation, economic downturns, devastating media or press coverage, a shift in consumer behavior that reduces our sales, or the introduction of a “leap-frog” technology that may make our products, equipment, or services obsolete. Most had negative earnings history.

Finance Financial manager has previous experience with multibillion dollar organization working with acquisition and procurement.

Financial manager may also be limited to the number of vendors s/he may patronize due contractual restrictions. That said, s/he must review both the demographic and geographic snapshot of the financial stability of global regions.

Marketing Marketing manager (Charles) has over 10 years of experience in the sales, marketing, and electronics. He is responsible for developing and maintaining marketing strategies to meet organizational objectives. Evaluates customer research, market conditions, competitor data and

No financial obligations or sponsors to drive marketing efforts. The marketing manager has not been provided the essential tools required to expose services to target audiences. Finance


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implements marketing plan changes as needed. Oversees all marketing, advertising and promotional staff and activities.

Social Continued concern for the development of innovative resources and diversified geographic presence (e.g., sales in U.S., Taiwan, Southeast Asia, China, and Europe).

Highly saturated market. Larger companies provide solar wafers, silicon wafers for solar batteries, solar cells and panels segment, solar modules, solar power systems, semiconductor wafers, solar panels and invertors, and solar projects as well as integrated solar-power products.

2.3 Competition

As far as we can tell there are two types of competition for our product. The first type of

competition is conventional cell phone chargers. Conventional cell phone chargers are out dated

and require a power source to charge a cell phone battery. You must have AC or DC power to

supply power to your phone. The true competition for our product is those cell phone chargers

that are on the market that already offer a solar power advantage.

There are several that have been created, but through our research only one that is going

to be very effective. The reputation for most of the solar chargers currently on the market is that

there cheap and ineffective. A company called Solmate is our primary competition. It is a charger

that will offer a solar cell phone case accompanied by an iPhone app to monitor battery charging

status. Solmate is a relatively new company and has not generated the funding for mass

production at this time.


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An advantage that we have over Solmate is that we are offering a solution that is

universal for all cell phones whereas Solmate’s charger is only built for the iPhone 4, 4S, and 5

model cell phones. Because Solmate is a recent startup company their charger is costly. Although

their product has a good reputation, the cheapest we could find to purchase it is around the $100

price point. Most of the universal solar powered cell phone chargers on the market are at a price

point between $20 and $40 dollars. We will be targeting ours to be less than $50.

2.4 Product (Service) Offering

With the Electro-Air Pad we’re offering an eco-friendly, convenient solution to “Energy

on the Go.” The Government has aggressively sought ways to help protect our ozone. One of

the solutions is a “Green World.” As the push for Americans continues to “Go Green” the

Electro-Air Pad will play an intricate part in the solution to help save our trees while protecting

the ozone. Electro-Air Pad provides a renewable and natural resource that is produced through

Solar cells that are utterly silent and non-polluting. As they have no moving parts, require little

maintenance, and have a long lifetime. Therefore, offering a sound and long-term financial

investment that is virtually worry-free.

Compared to other renewable sources Electro-Air Pad possesses many advantages. For

example, wind and water power relies on turbines, which are noisy, expensive, and predisposed

to break down after extensive use. The Electro-Air Pad is use to use. Simply, place on the

window of a vehicle or home for exposure to sunlight. The solar panels convert sunlight into


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electricity, which is stored in the batteries and can be used to power portable electronic

appliances (e.g., mobile phones, mp3 players, etc.) while on the go, during flight delays, while

enjoying the scenery at recreational parks. It can also be paired with camping items such as

portable TV’s, space heaters, and other small household appliances.

2.5 Keys to Success

Electro-Air thrives in knowing that outstanding and rewarding services can be distributed

throughout the business world. The company observes several strong features for the services

provided:

1. The use of virtual office space to reduce operational expenses and costs to customers,

as applicable.

2. The ability to provide global services.

3. Strong financial resources to support business growth.

4. Unlimited business resources.

5. Display e a Positive Attitude!

6. Customer satisfaction. Be observant of their needs.

7. Determination and commitment.

8. Passion.

9. Persistence.

10. Designing and producing products that meet market demand.

11. Set and Achieve Goals.


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12. Materials business margins/pricing pressure.

13. Sustainability, profitability, and transparency.

14. Ability to accept a risk. Assess the risk and then live with the consequence; success

or failure. Avoidance of risk leads to mediocrity.

15. Global economy.

16. Government subsidies.

17. Make wise choices.

18. Master your craft.

19. Designing and producing products that meet market demand.

2.6 Critical Issues

A critical issue that Electro-Air faces is the decision on how to reach our customer with

our product. The main questions are; “How will we get our product or service to the consumer”?

“What distribution channels will we use i.e. distributors, intermediaries, warehouses, retailers, or

the internet”?

Two of the tools in the marketing mix are product and promotion. Product strategy

focuses on the design and image of the market offering. Promotion strategy is a set of choices

about how, when and to whom the firm should communicate the product's benefits. The

marketing plan should ensure integration between the two (www.ehow.com).

Once the promotion part is perfected, Electro-Air as a company will reach a large portion

of its customers through internet sales, internet sales created by internet vendors also known as


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E-Retailers. Distribution will be handled by same to lower shipping costs and other costs

incurred in that process.

As our product begins to grow, we will seek retailers and franchises to stock and sell our

product. A sales team will seek large technology retailers and franchises that carry devises that

care compatible with our product. Having an on-site agent to demonstrate our product will be

considered.

The Electro-Air Solar Charging Pad can be used by almost anyone at any time. Our main

focus and target market will be the millions of travelers’ at all domestic and international

airports. Having our product listed in onboard publications will help boost our internet sales.

Also having the product available at the airport by retailers like Shaper Image or other

electronics vendors will be key in distribution.

3.0 Marketing Strategy

As defined by the American Association of Advertising Agencies, integrated marketing

communications (IMC) is a concept of marketing communications planning that recognizes the

added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety of

communications disciplines—for example, general advertising, direct response, sales promotion,

and public relations—and combines these disciplines to provide clarity, consistency, and

maximum impact through the seamless integration of messages (Keller 491).

Multiple-Vehicle, Multiple-Stage Communication Campaign will be launched to aid in

the success of Electro-Air. Using multiple tools to reach our market is critical. Our product will


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be advertised in technical and electronic magazines such as Popular Science. To reach our

traveling market, magazines such as Sky Mall will also hold advertisements and links to order

our product. Marketing will also take place in all gates at large international airport, using

existing marquees and walkway posters and billboards.

An internet campaign will be launched in coordination with our E-retailers. Having this

tool will enable Electro-Air to reach a larger customer base. Internet sales are what will get our

product heading in the right direction. Those looking for the newest and best technology will

resort to the internet for their search and ultimately a purchase online.

We will demonstrate our product at technology expositions. This will allow for free

advertisement as blogger and writers introduce our product to the world. Swag and other

propaganda will be displayed at these large shows.

3.1 Mission

3.2 Marketing Objectives

The Electro-Air Pad charging station will be positioned as a product that offers a flexible

source of energy for portable devices while also providing a cleaner environment. Electro-Air

Pad’s method of positioning involves delivering the importance of ways to save our


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environment that meet the government regulatory policies and are also in association with the

“Going Green” movement. Under the Recovery Act, (United States General Services

Administration (GSA) (2009) offers environmental services and products to federal agencies

that assist with the improvement of our nation’s energy usage and to preserve the environment.

This positioning would be accomplished by placing special emphasis on the harmless

nature of the Electro-Air Pad. The high levels of perceived benefits are associated with the

quality of work executed by our engineering team. The reliability of our product as a safe and

durable device will gain the interest throughout most major markets. The market price is

consumer friendly and the level of difficulty is as simple as plugging a television set into an

outlet. The Electro-Air Pad is positioned as having an immediate, tangible benefit for the

consumer.

3.3 Financial Objectives

Operating Budget


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Q1 Q2 Q3 Q4 Y1 Total Q1 Q2 Q3 Q4 Y2 Total

Revenue 68,384 68,853 72,651 74,987 270,949 88,286 90,236 90,236 90,236 358,994

Rent 1,500 1,500 1,500 1,500 6,000 1,750 1,750 1,750 1,750 7,000

Business Property Insurance 400 400 400 400 1,600 500 500 500 500 2,000

Business Licenses 65 65 65 65 260 65 65 65 65 260

Total Fixed Cost 1,965 1,965 1,965 1,965 7,860 2,315 2,315 2,315 2,315 9,260

Variable Costs:

Contract Labor 30,350 30,350 32,240 32,240 125,180 39,550 39,550 39,550 39,550 158,200

Memberships - - - - - - - - - -

Marketing 22,450 22,450 22,450 22,450 89,800 22,450 22,450 22,450 22,450 89,800

Supplies 1,500 1,650 1,800 1,915 6,865 2,001 2,001 2,001 2,001 8,004

Equipment and Supplies 350 350 350 350 1,400 350 350 350 350 1,400

Travel 5,656 6,545 5,000 5,000 22,201 5,000 5,000 5,000 5,000 20,000

Communication Reimbursement 650 650 650 650 2,600 650 650 650 650 2,600

Total Variable Costs: 60,956 61,995 62,490 62,605 248,046 70,001 70,001 70,001 70,001 280,004

Total Operating Cost 62,921 63,960 64,455 64,570 255,906 72,316 72,316 72,316 72,316 289,264

Net Operating Income 5,463 4,893 8,196 10,417 15,043 15,970 17,920 17,920 17,920 69,730

Detailed Cost Breakout

Fixed Cost Per Month

Per Quarter Per Year


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Rent 500

1,500 6,000 Office Suites - Monthly rental expense is $225, which includes business address, business phone service, and business space as needed.

Business Property Insurance

133.34

500 2,000

Business Licenses

16.66 65 215 The estimated fess for a business license is $215 first year(includes fess to the Secretary of State’s Corporations Division, local legal organ (legal newspaper) in the county of the registered agent, trademark andservice mark, annual fees, and renewal for first year of operation). Additional $30 annual fees and $15 every 10 years for renewal of trademark/service mark plus Miscellaneous (e.g., postage).

Total Fixed Cost

$2,315

Variable Cost

Contracting Contract is based on 20% of Revenue. Listed below is a breakdown of


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Labor the projected pay ranges and type of contractor (s) required

Rate Per Hour

Total Hours Total Cost Per Quarter

Administrative

8 1,040 8,320 2,773.33

Accountant 8 1,040 8,320 2,773.33Junior Accountant

8 1,040 8,320 2,773.33

Marketing 12 1,560 18,720 6,240.00Human Resources

12 1,560 18,720 6,240.00

Management 18 2,340 42,120 14,040.00Management 18 2,340 42,120 14,040.00

84 10,920 146,640 $48,879.99

Memberships Atlanta Chamber of Commerce


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Marketing Marketing will be based on 5% of Revenue and Radio Advertisements.

Supplies Supplies are based on 2.5% of Revenue for the purchase of stationary, toner, and additional miscellaneous supplies as needed and/or required.

Equipment Rentals

Cloud server rental and additional miscellaneous services as needed and/or required for business operations.

Travel Expenses

Travel is based on 10% of Revenue and will be topped at $7,000. Travel is necessary in order to assist with developing the company and/or to meet the needs of potential clients/customers.

Communication A flat rate of $650 will cover any communication(s) reimbursements per quarter. A virtual office includes internet and other communication resources.

Advertising and Public Relations

$6,500 Public Relations - $52,000 (e.g., $26,000 per year for two years).

$2,000 Promotional Materials - $8,000 for first year (@ $2,000 per quarter).

$6,500 Billboards (@ $6,500 per quarter).$5,500 Television [for one 45-second commercial (during prime-time

segments)] - @ $5,500 per quarter. $350 Online (pay-per-click) - $1,500 for first year$4,000 Direct Mail (@ $1,000 per quarter)

$24,850.00

Break Even Analysis


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Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4Revenue 57,458 65,853 72,651 74,987 88,286 90,236 90,236 90,236

Total Operating Cost 62,921 63,960 64,455 64,570 72,316 72,316 72,316 72,316 289,26

Percentage of Revenue

1.07 -0.35 -0.35 -1.36 -0.71 -0.71 -0.44 -1.87


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FINANCIAL OBJECTIVES

Initial marketing expenses are relatively high as we are seeking to become known in this market. As our market share increases, capital and revenue for the business are also generated. Hence, we will reinvest funds into the business and adjust our marketing strategies.

After the initial stages of design and implementation, we expect to:

Achieve a growth rate of 5% by the end of the first year.

By the end of the first year, reach 15% of customer contacts through Internet and e-marketing efforts.

Diversify our revenue stream through increased activities to account for 20% or more of our total revenues.

3.4 Target Markets

The target market for Electro-Air Pad products are active, tech-savvy individuals, who

are between the ages of 12 and 45. College students who are assigned an iPad and laptop as a

source of “class material” will find the Electro-Air Pad very useful, especially on a multiple

class day when all the outlets in class are in use. Adventurous minds who like to campout and

travel would find our product to be very useful as well as a convenient method for energy source

while “on the go.” Families with children would find this most useful on road trips when the

Leapfrog pad battery has died or the portable TV used out by the camp fire has no other power

source accessible. Career parents who are involved with “work on the go” are ideal candidates

for Electro-Air Pad products as well. In short, they like to “go play outside” just as much as the

kids.

The active families and students, who represent a demographic group of well-educated

and successful individuals are single or married and raising families. Targeted households will


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be those incomes generally ranging from $40,000 to $80,000 annually. Despite their

comfortable incomes, these consumers are price conscious and often seek value in their

purchases. Regardless of their age, whether they fall in the upper or lower end of the target

market range, or are a college student, they lead active lifestyles. They are somewhat “status

oriented,” but not overly so. They prefer to be associated with high-quality products, but are not

willing to pay a premium price for a certain brand. Potential Electro-Air Pad consumers

generally reside in inner-cities. However, one of our future goals is to target consumers in the

Midwest, the southern region, and rural areas as well.

3.5 Positioning

The Electro-Air Pad charging station will be positioned as a product that offers a

flexible source of energy for portable devices while also providing a cleaner environment.

Electro-Air Pad’s method of positioning involves delivering the importance of ways to save our

environment that meet the government regulatory policies and are also in association with the

“Going Green” movement. Under the Recovery Act, (United States General Services

Administration (GSA) (2009), offers environmental services and products to federal agencies

that assist with the improvement of our nation’s energy usage and to preserve the environment.

This positioning would be accomplished by placing special emphasis on the harmless

nature of the Electro-Air Pad. The high levels of perceived benefits are associated with the

quality of work executed by our engineering team. The reliability of our product as a safe and

durable device will gain the interest throughout most major markets. The market price is

consumer friendly and the level of difficulty is as simple as plugging a television set into an


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outlet. The Electro-Air Pad is positioned as having an immediate, tangible benefit for the

consumer.

3.6 Strategies

Our strategic plan is to offer our consumers an affordable portable environmentally

responsible charging solution for their electronic devices. We are targeting all age groups and

consumers that have a need for portable charging. We recognize a large target market in the

travel industry. There is not a good alternative for portable environmentally safe charging on

airline flights. Our competitive advantage is our ability to charge electronic devices through solar

power. Using solar power reduces the need for AC or DC power and can be done almost

anywhere.

There isn’t a large need for adjusting to market conditions. The market for portable

electronics is growing stronger every day. With the growth is the need to charge those devices

and more importantly have the ability to charge on the go without being tied to a wall or a car.

The main port of charging used on portable electronics is a USB charger. Therefore we are

equipping our product with a USB charging port to be compatible with the most common

products on the market.

3.8 Marketing Research

Electro Air is blessed with the good fortune of being located in the center of a major

airline hub: Hartsfield-Jackson Atlanta International Airport. Electro Air is easy on the

environment and harnesses solar energy: one of the most freely available resources. This

provides an opportunity for Electro Air to establish a presence in the small business venues


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during the anticipated upcoming growth period. Electro Air will initially focus/concentrate on

establishing potential consumers and businesses in the test area (Georgia) before considering

expansion into other areas. By doing so, Electro Air will be able to test its products thus

providing extensive product testing, which will likely provide valuable product feedback and

ultimately product and design improvement(s). Electro Air will not segment its market as the

company wishes to build clientele as quickly as possible.

4.1 Implementation

Milestones for implementing our plan

March 2013 Raise funding to support;

Company operations Research and development Staffing Location

May 2013 Secure location Recruit and hire staff to include engineers Begin designing products

June 2013 Continue to raise capital

August 2013 Present prototype to investors

September 2013 Begin Marketing the product

Research advertising Social media


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Test markets Build a customer service center

October 2013 Begin building product for test markets

November 2013 Roll out product to test market (in time for thanksgiving travelers) Collect sales data Collect and process data from customer feedback and reviews

January 2014 Begin mass production of product

February 2014 Begin advertising for mass release

March 2014 Expand our market to accommodate mass release

May 2014 Mass release of product to our target markets (in time for summer vacations from

school)

July 2014 Collect data from Customer Service Center to continue with improvements

4.2 Marketing Organization

If you are the Chief Marketing Officer, who else is on your support team?

Electro Air’s support staff consists of the following personnel:


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Derek Carillo - Derek Carillo began with Electro Air in early 2012. Derek holds the

position of Co-Manager of the Southeast region of the company. Mr. Carillo is a strong critical

thinker improving operations through judicious decision-making, meaningful interactions, and

strong understanding of legal and political principles. He is a Veteran of the United States

Army where he served as a Military Police Officer and holds a strong presence in the areas law

enforcement. Mr. Carillo is a graduate of DeVry University with a Bachelor of Science in

Human Resource Management. He currently attends Keller Graduate School of Management

with a desire to obtain a Master of Business with a focus in Human Resource Management. …

Brandon McGriff -

Charles Shrum - Charles Shrum’s started with Electro Air the summer of 2011 and serves

as the Senior Marketing Member and Manager of the Southeast region of the company. His

background includes public, state, and federal industries of all sizes. His industry background

includes accounting, marketing, publication, telecommunications, and retail. Although his

primary background is sales, he is also knowledgeable in system implementations, software

automations, etc. His background in accounting and systems allows him to evaluate and redefine

business processes to make better use of company resources, efficiently, and effectively.

Olivia F. Sykes - Olivia F. Sykes is a skilled writer and is trained in the implementation

of highly visible advertising, sales and marketing strategies which include, implementing and

testing demand generation government programs, analysis, processes, and execution. She is an

alumna of Thomas A. Edison State College and Columbia Southern University, where she


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graduated with a Bachelor of Arts in Humanities and a Graduate Certificate in Human Resource

Management respectively. Olivia is currently pursuing a Masters of Public Administration.

Kareem White - Kareem White began his career in logistics and project management,

sales, promotions, and marketing in 2003, working for a number of logistics companies. Kareem

is a graduate of DeVry University where he received a Bachelor of Science in Human Resource

Management and is presently pursuing a Master of Business Administration with a concentration

in Project Management.

Accountant - Vacant

Developer/Analyst - Vacant

Information Technology Specialist - Vacant

Software Engineer - Vacant

** Payroll, human Resources, sales and marketing may be performed by current staff until

revenue increases is voted and approved by stakeholders.

4.3 Contingency Plan

5.0 Conclusion

A detailed analysis of the global opportunities for Electro-Air Pad products has been

completed. Using our research and development team through discussions, the project was

headed by our International Marketing Manager Derek Carillo. The analysis illustrates

opportunities that exist in order for Electro-Air Pad to compete globally. Electro-Air Pad’s


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analysis will illustrate that certain markets are a better match our initial global venture. Based

on our research and thorough review of the market, we have determined that Electro-Air Pad

should make its first global appearance in the United States, with its concentration focused on

major and international airports and airlines. The principal reason for selecting airports and

airlines over the general populace may be attributed to population frequented by airports. For

example, Hartsfield-Jackson Atlanta International Airport has been identified as the world’s

busiest airport, according to List25.com. Since 2000 Hartsfield-Jackson Atlanta International

Airport has serviced roughly 92 million passengers annually. It is the major hub of several

major airlines including Delta and Southwest Airlines and consists of 199 gates total (Retrieved

from List25.com, Pegg, D. (on February 12, 2013). By introducing Electro-Air Pad, we are

afforded the opportunity to gain the attention of millions at one location.

Another reason for selecting the United States and major airports such as Hartsfield-

Jackson Atlanta International Airport for global entrance is because it reduces the travel time

and costs for our marketing and development team. If there are any concerns, Electro-Air Pad

can immediately handle all issues personally without requiring the assistance of consulting

firms or from traveling abroad. Additional factors that are positive include, weather,

governmental regulations, transportation, and network in the “Going Green” industry in

addition to attitude towards environmental protection. All of which will likely benefit

Electro-Air Pad’s progression as we tap into an untouched market. We have determined

through our marketing department that a manufacturing joint venture would not be necessary as

an entry strategy. This will allow Electro-Air Pad to enter the market with a greater possible

gain on its investment. The major parts required for manufacturing the Electro-Air Pad will be

produced from a residential facility converted to meet all governmental specifications, which


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would allow Electro-Air Pad’s R&D team to produce and manufacture products available for

the market to be sold without governmental restrictions thus mitigating the probability of

incurring significant facility costs. Moreover, this will allow Electro-Air Pad to move its

product toward the consumer subsequently avoiding the possibility of reestablishing new

distribution channels. A sales staff is being considered and maybe required after the initial push

into the market, but only after our initial launch. Currently, the existing staff will continue to

work with leaders to sell and promote Electro-Air Pad mainly in part because they have

firsthand knowledge and experience in the development of the product. Electro-Air Pad will

incorporate a price skimming strategy early on, because of the limited competitors in the market

for this particular product.

References

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