Always On: An Augmented Reality Based Mobile Shopping Application

This report discusses the strategic business unit and business rationale for Always On, a mobile app for clothing and fashion accessories. It covers the app's mission and vision, competitor analysis, market growth strategy, and risk analysis. The report also highlights factors affecting the success of startups.

Always On
An Augmented reality based
mobile shopping application

INTRODUCTION
The Term strategic business unit is referred as the Business unit which relates to the
functional areas of the Business which has its vision and direction. The strategic business operates
as a separate unit and it is also considered ad an important part of the business. This type of
business is the independent enterprise and it has a separate entity which reports directly to the
headquarters of the organisation about the status of its operations (Globocnik, Faullant and
Parastuty, 2020). These Business are large and spread widely according to the operations of the
business which are conducted on a daily basis. These companies have different product categories
under one area. The strategic business unit is flexible and independent as compared to other
business units, this profile of business focuses on the product offering and the market segment. This
report is based on the important aspect of the business strategy such as, mission, vision and this
report will also expand upon the idea of a new technological application named as always on, which
is based on the clothing sector.
MAIN BODY
The term Business rationale is referred as the brief description of the specific project which
should receive funding and management approval which can also be used for profit and non profit
organisation. The planned business model is based on the motive of providing a mobile app which
will be beneficial for the customers to choose the clothes according to their taste and preferences.
The business model is initiating a step towards the unique business style which is also promoting
the technical efficiency and effective use of the upgraded version of technology which is related
with the online purchasing of clothes and other styling items according to the preferable style. The
mobile app launching will also consider various unique aspect related to the face recognition and
clothing styles according to he body type and suitability which can hep the customers to try their
clothes virtually with the mobile app (Grünig, Kühn and Morschett, 2022). This business rationale
will be beneficial for the customers as it will be providing the direct communication with the
customers. The mobile app named, always on is developed to provide the customers with the best of
their potential. The app is based on making the effective and efficient use of technology by
promoting the face and body recognition features which can help the customers to choose their
clothes and other items such as, accessories and footwear with a variety of unique products and
styling brands which can increase the customer's fashion sense and they can also get engaged by the
excellent characteristics of the mobile app. This mobile application is also connected with the

various brands and their unique approach to build an effective fashion styling sense. The always on
app will focus on serving the Excellent quality services to the customers so that it can gain various
benefits and advantages which can help the Business to increase its sales and generate more
revenue. There are various Business and organisation which are focused on providing the Mission,
vision and objectives of the company. Given below are the mission, vision and objectives of the
always on app
Mission
The term mission is referred as the main goals of the business and its approach towards
achieving them. The mobile app always on has following mission statements which are given
below.
 The mobile app always on is focused on providing the cost effective and high quality web
and mobile application development services by which it can provide the extreme
satisfaction to the customers as the customer satisfaction is the priority of the business.
 The mobile app is committed towards the improving performance and efficiency of the
client by the upgraded software and technological excellence.
Vision
The term vision is referred as the details of where the company aspires to go. The vision statement
of the company provides the futuristic image of the business and helps the company to bridge the
gap between where it is and where it wants to be. Given below are the vision of always on mobile
app
 To become an integral web and mobile apps service provider.
 The app will always better service and build value for clients through best results.
 To help the clients meet their goals through the service, people and operations.
Competitor analysis
The term competitor analysis is referred as the method which is related with the evaluation
of how the products and services are performing compared to other companies who are selling
similar products and services in the market. The competitor analysis focuses on the identification of
the various participants in the market. There are various competitors which are giving tough
competition to the business (Hajizadeh, 2019). Every business is having its own strengths,
weakness, opportunities and threats. The competitor analysis is referred as the evaluation of various
strategies and tactics which are being opted by the competitors so that the business such as the
Always on mobile app business can able to get the relevant information regarding the competitors

which can help the business to make the effective and efficient strategies which can further be
helpful to generate more profit and they can also gain various competitive advantages which can b
helpful for the business to maintain a well known reputed position in the market. The fashion
industry is creating great impact on the lives of people. The people are being more concerned and
aware about their fashion sense. The fashion industry is growing day by day people are being more
dynamic according to the fashion industry by adapting the new changes and styling trends so that
they can keep stylish and be in trend to maintain the good reputation in the fashion world. The arena
of fashion is gigantic, it keeps on changing. The good fashion brands and companies are in great
demand by the customers so that they can stay fashionable and unique. The unique fashion deals
with various changes and defining the style statement to make the customers. The always on Mobile
app is gaining various competitive advantages which are given below
 Marketing platform
The always on mobile app is collaborating with various fashion companies and brands which can
promote their styling brands and fashion styles so that they can showcase their fashion clothes and
can also take the customer feedbacks which can be helpful for them as well as the always on mobile
app to make the various improvements according to the customers and they can also adapt changes
according to the needs and wants of the customers. The always on mobile app is unique and it can
gain various competitive advantages which are as follows
 Generating customer loyalty
The mobile app always on can also help in gaining the customer loyalty as the app is focused on
providing the online service of clothing and developing the styling sense wich can help the
customers in the best way. The mobile app can also gain the competitive advantages by establishing
a good bond with the customers.
 More interaction
The customers can interact more with the marketers with the help of the always on mobile app as
they can get the chance to post the comments and like the fashion styles and new clothes which are
being introduced to them with the apps. The customers can also interact with the brands and can
provide their feedbacks so that the fashion companies can improve themselves.
 Help to recognise the best style according to face and body size
The main focus of the mobile app always on is to provide the customers with the best of their
potential so that they can satisfy their needs and wants. The main advantage which can be gained by
the app is that it promotes the effective and efficient feature by providing the face and body
recognition which can be helpful for the customers to get the best style and clothing brand
according to their shape and size of the body. This type of feature is unique in the market and it can
develop a good image in the market.

The always on mobile app service will be successful in the market due to following ways
 The always on mobile app is promoting the augmented reality technology which can help
the business to identify the challenges and they can also make better profits so as to maintain
the well known reputed position in the market. The AR in the always on mobile app will be
successful in the market as it is a unique approach and it can also help the business to grow.
 The Always on mobile app is focused in providing he effective and efficient market
approach to the customers which can increase their easiness and convenience to shop the
clothes and styles (James, Kowalska-Pyzalska and Kott, 2020).
 The always on mobile app is developing a good platform for the customers to gain a new
and a better experience with the help of the mobile so that they can get an easy and effective
approach towards the fashion industry.
Market growth strategy
The term market growth strategy is referred as the a plan of act to alternate a business's
market percentage. If the company is looking to enlarge, the market growth strategy will change to
chart the path to enlargement, taking into account regarding the industry, target market, and the
finances. The Ansoff Matrix is a tool which can be helpful for the Always on mobile app to generate
the growth strategies for its service. This tool has four stages which can be helpful for the business
to adapt various changes which can be beneficial for the Business. Given below is the Ansoff
matrix which can be opted by always on mobile app
 Market penetration
The market penetration strategy is referred as the strategy which is involved with the increase in the
market share of an existing market. The always on mobile app can use various strategies and tactics
such as lowering the prices of the clothes and increase their digital marketing techniques s to
improve the customer awareness in the market.
 Market development
The market penetration is referred as the strategy which is related with the entering in new market
with existing product. The Always on mobile app can also enter in the market of more fashionable
brans and reputed brands. The collaboration with other markets can help the company to expand its
business more (Li,2021).
 Product development
The term product development strategy is related with the creating of new products for the existing
markets. The always on mobile app can also introduce the makeup products to the customers so that
it can gain the various benefits and advantages which can help the business to maintain a well
known reputed position in the market.

 Diversification
The term diversification is the most important strategy as it can hold the greatest risk. The strategy
is related with the creating of new products for new markets. The always on mobile app can
promote the clothing styles fore the elder age group people so that they can provide the styling
facilities for the new market. This strategy can also increase risk as the elder age group people does
not rely on the online shopping to purchase their clothes and style brands (Srijumpa and Dejprasert,
2018).
Business planning tools
The term Business planning tool is referred as the strategies and tactics which are opted by
the Various Business and the organisation so that they can set their long term goals. The strategic
planning tools are the analysis and strategies which can encourage the company to know about the
various aspects of the external and internal forces and which can focus on the achievement of the
Business goals. There are various planning tools such as SWOT analysis, Pestle analysis etc. which
can be opted by the company to plan and grow accordingly (Tubis, 2018). The always on mobile
app can use SWOT analysis to know about the internal factors which can effect the mobile app.
SWOT Analysis
Strength
 The Mobile app is having a unique and
diversified approach
 Collaboration with various famous
brands and styling companies
 Effective use of technology is also the
major strength of the app
Weakness
 Focusing on the limited sector
 Increasing competition
 No initiative towards the environmental
friendly approach
Opportunities
 The Business app has greater chances of
expansion.
 More budget friendly options are also
available in this market sector.
 The digital platform and its benefits are
also a greater opportunity for the mobile
Threats
 Increasing competitors in the market can
be a threat to the mobile application.
 Consumer trends are unpredictable,
making it as a threat for the fashion app.
 Digital marketing tools are getting more
developed and apps are being more

app. costly.
Risk Analysis
The term risk analysis is referred as the process of identifying the risks and challenges which
can be faced by the marketers before launching any product and service in the market. The Always
on mobile app can use the risk analysis tool to evaluate about the various risk which can be faced by
the business (Teoli, Sanvictores and An, 2019). Given below are the risk which can be faced by the
app
 The unreliable data storage can be the most common risk in the development of the mobile
app.
 The risk for the security violation is also an important term which should be kept in the
mind of the marketers.
 The marketing of the app is considered as the major risk which is related with the success of
the mobile app.
 Choosing the correct technological development is also the risk for the mobile app.
Factors which affecting the success of startups
Company need to assure they focus in these factor which affecting the success of the
startups which are explain below:
 Idea- They need to assure that it makes innovative idea which helps the company to success
their startups. But if in case they are not able to make effective plan for their startup, so it
will impact negative to the company [performance and they face difficulty to achieve their
goals.
 Leader- Good leadership is very important for the startups, it helps to make the effective
decisions and set the visions which helps to inspire the worker to work hard for achieve the
group goals. However, if they are not able to choose effective leader then they face difficulty
to manage their grouping activity.
 Team- As an entrepreneur they need good team to accomplish their objective. To be a
successful business employ they need to choose the right candidates for the right job
otherwise they are not able to achieve the target of the company.
 Capital- It is the biggest factor which affecting the success of startups, insufficient fund
create the problem to success the startups business, so many need to assure they are able to
get sufficient fund before implements their startup plan (Trad, 2020).

CONCLUSION
The above report went into detail with various complex issues such as the strategic business.
Further more, the business rationale for the mobile app was develop along with the mission and
vision of the app. Including this the competitive advantages and the market growth strategies were
discussed. The business planning tool such as Swot analysis was also applied and the risk and
factors which can effect the startups were also highlighted so as to make it more clear and
understandable.

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