Introduction
Business is a sphere of human activity in which special, not always fair, rules of behavior and competition are dominant. Having been introduced into business relations once, a person would never trust people again, and will always look for his or her personal benefit in any situation. Therefore, to become a successful businessperson, it is necessary to have a well-structured business plan and the outline of the activities one should take up in order to be ahead of the competition in the market of any goods (EMC, 2009). Telecommunication services and devices constitute a special share of the world market, which changes almost every minute with the fast and effective development of technology. Therefore, introducing a new product, i. e. a telecommunication device, any company should pay attention to all the conditions in which it would work. So, this paper focuses on the business plan and business case for a telecommunication company aiming at launching a new 3G telephone into the Australian market.
Business Plan
Idea Development
The first point in every business plan is the development of the very idea of the new product, concept, or service (Fscaustralia, 2009). This point allows having numerous advantages over the competitors in the market if it is carried our properly from the very beginning. In the case of a telecommunication company, such a step is especially important because the technology of communication is being modernized every moment, and the company has to follow these modernization trends in order to rightfully compete with other market players (EMC, 2009). The ability to bring innovative ideas, which moreover are in the demand on the market, is a vital ability for any kind of the company.
Production Process
The same can be said about the production process. As soon as the idea of new good or a service is invented and processed by the respective specialists, the crucial importance is acquired by the issue of the effective production process. The introduction of the new 3G telephone demands special attention here because this technology is rather new to the market but there are different variations of it presented by various market players (Fscaustralia, 2009). In order to avoid any patent claims and other issues, the production process of this company should be carried out confidentially and within a respective timeframe.
Business Case
Approval and Marks
What is also important is that the introduction of this new 3G telephone model should be carried out only after the approval obtained from the respective authorities of the country to whose market the product is launched (Certification, 2009). Also, the certifying agencies of this country should approve of the product, which should conform to all their criteria in environmental conditions, health safety, costs and benefits, etc (Certification, 2009). Only after obtaining such an approval the company under consideration can put their efforts in production and further activities in practice. Obtaining various marks is also crucial here (Certification, 2009). For example, the FCE mark allows the company to sell its goods in Australia absolutely legally, while the so-called tick mark provides the company with the legal protection and support in case if any disputes or controversial issues arise in relation to the trademark, the property of an idea, the patent rights, etc (Certification, 2009).
Shipping
Taking into consideration that it is a foreign company that plans to introduce a new telephone model to the Australian market, the issue of shipping comes into play as well. International transportation is a rather costly matter, which is made more problematic by the fact that some ways of transportation are dangerous to a certain extent (Fscaustralia, 2009). Thus, having the choice between the shipping by sea, by plane, or by other means, the company under analysis should consider such aspects of the issue as the expenses involved, time required for shipping, and the possible negative outcomes of transportation in this or that way. Considering the specific location of Australia, any other shipping ways but sea and air become useless; among the two ways mentioned transportation by sea is less expensive and safer in all aspects possible (EMC, 2009). Therefore, it is strongly recommended to this company to ship its goods to Australia by sea.
Distribution Network Development
The next point to consider here is the development of the distribution network. This point presupposes two major issues for the company (Fscaustralia, 2009). First of all, the development of the new market is always a challenging and time-consuming task. Useful contacts of the company would be of great help for establishing partnership relations with the major Australian market players and develop the company’s authority among the customers of this country. The second issue in this point is that the Australian market is foreign for the company, and it is necessary for it to adjust to the main cultural and social peculiarities of the country to achieve success in its markets with the new 3G telephone (EMC, 2009). Only if these conditions are supervised and acted according to, the development of the efficient and successful distribution network in Australia would become possible.
Promotion and Sales
Needless to say, that the question of promotion and sales also comes into play after the moment when the good, i. e. the new 3G telephone model, is introduced into the market. Therefore, the first step in the development of the effective promotion system is the marketing of the supply and demand conditions in the Australian business environment. The following step should be the study of the historical development of the market of this country with all the trends of supply and demand changes carefully analyzed. This step will allow the company to be ready to any market fluctuations and will provide it with the so called “immunity” for the decreases of demand as the company will have another variant of the production to offer to the Australian consumers.
Benefit
All the above analyzed points are aimed at a single purpose – they are developed by any company to make profit from its activities in the market. Therefore, the company under consideration should structure its policies in accordance with this major purpose (EMC, 2009). For example, aimed at getting more profit, the company should adjust its overall activities, as well as the particular actions in this or that segment of the market, to the cultural, traditional, and social peculiarities of the Australian market (Science Direct, 2009). Making appeal to the customers, to their likes and dislikes, to their traditions and native specialty will all allow the company to develop as fast as possible in the new market and probably gain new customer from among the former customers of other companies, which are the competitors of the firm under analysis (I-Spec, 2009).
Timeline
The timeline of the conduct of all the above recommended measures is also important. Therefore, the timeline will be as follows:
This timeline is significant as in both the certification procedure and patent laws there are certain periods of time given to the companies to officially fix their relations and new ideas offered.
Conclusions
To conclude, telecommunication services and devices constitute a special share of the world market, which changes almost every minute with the fast and effective development of technology. Therefore, introducing a new product, i. e. a telecommunication device, any company should pay attention to all the conditions in which it would work. The current paper presents the guidelines for the company as for the launching of its new product into the foreign, in this case Australian, market, and provides the data on such nuances as marks receiving and approval obtained in Australian certifying agencies.
Reference List
- Certification 2009, Testing and Certification Australia. TCA.
- EMC 2009, Marking Requirements and Application for C-Tick mark (adapted from the ACA referenced standards). Northwest EMC.
- Fscaustralia 2009, FSC Certification in Australia and New Zealand. Is it making a difference? Fscaustralia.
- I-Spec 2009, EMC in Australia. I-Spec.
- Science Direct 2009, Developing and implementing HACCP certification in Australia. Science Direct.