ECO-FONE: Market Analysis, Forecasting, and Expansion Report

This report provides a comprehensive analysis of the UK smartphone market, focusing on ECO-FONE's business operations. It begins with an overview of the market, including data from 2016 and 2017, and presents a mixed bar chart illustrating smartphone usage for various activities like email, calls, and document viewing. The report then forecasts adult smartphone use in the UK, highlighting the increasing adoption by older customers and the features that make smartphones popular with this demographic. It evaluates the pros and cons of ECO-FONE expanding its business to Kingston, including financial considerations and market share potential. The report also examines the efficiency of ECO-FONE's two retail shops, comparing their performance based on coefficient of variation, and includes a customer survey analysis to assess customer satisfaction and likelihood of recommending the company's products. Furthermore, it analyzes the financial implications of a business loan and provides a conclusion summarizing key findings and recommendations.

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REPORT FOR ECO-FONE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
A) Overview on the mobile phone market in the UK..................................................................3
b) On the basis of 2016 and 2017 data prepare the mixed bar chart............................................4
TASK 2............................................................................................................................................4
Forecasting the UK adult smartphone use...................................................................................4
TASK 3............................................................................................................................................5
Some features which make smartphones popular with older customers.....................................5
TASK 4 ...........................................................................................................................................6
Should ECO FONE expand their business to Kingston or not?..................................................6
TASK 5 ...........................................................................................................................................7
TASK 6............................................................................................................................................8
Efficiency two retail shops of Eco Fone company......................................................................8
TASK 7............................................................................................................................................8
TASK 8..........................................................................................................................................10
Reason for which poisson distribution......................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Smartphone is one of the most widely used electronic devices which is basically the
cellular technology and is used for multi purpose. The popular use of these smartphones is to
remain connected with the family and friends via call or social media sites (Abramovici, 2014).
EcoFone is the company that cater the desire of public by selling the smartphone through the
different shops which is Putney as well as Richmond. These shops was set up in 2014 and
experienced huge growth because they were well versed with the latest demand as well as trend
in the external market. For the better understanding this report cover topics like overview on the
existing market of the mobile phone within UK along with the using the statistics from 2016-17.
Analyse the adult user of the smartphone by for the period 2018-2019. Determine the pros and
cons associated with the expansion of Eco-Fone in the new market that is Kingston. Moreover,
determine the opportunity as well as challenges associated with the expansion in terms of
smartphone. Further, evaluation is done between two stores of Eco-Fone company in terms of net
profit gained by different stores.
TASK 1
A) Overview on the mobile phone market in the UK
With the expansion of technology the industry of smartphone is rapidly evolving as it is
one of the most portable devices that have multiple feature which is used for safety,
entertainment and to gain vital information. According to the report of Deloitte company the
market of United Kingdom in terms of smartphone is expanding rapidly due to the emerging
demand to explore the technology. As per the data from 2016 – 2017, smartphone is used for the
different purposes like to make the calls and use email to transmit the necessary or formal
messages which involve the engagement of 41% and 37% in 2016 and 2017 respectively.
Moreover, in context to the business activities the 17% of employee in 2016 explored the feature
of smartphone to view the documents and 3% to mange the calender. Whereas, in 2017 these
features was not widely used by the public. Thus, this depict that with the increasing awareness
amongst people they didn't confined the use of smartphone only to make standard calls. Further,
it was explicitly used for variety of activities like managing workload, editing the spreadsheets,
access the intranet of company. Thus, these ample ways helped the people to make their lives
easier and perform different activities suitably.

b) On the basis of 2016 and 2017 data prepare the mixed bar chart
Usage 2016 2017
Emails 41% 37%
Make regular calls 33% 32%
View documents 17% 0%
Making voice Calls by using
Internet
6% 4%
This graph basically determine the usage of smartphone for different activities such as to
use the email media, make call and so on. It depicts the data of 2016 and 2017 which changes as
per the change in trend and customer behaviour towards the usage of technology.
TASK 2
Forecasting the UK adult smartphone use
In the context of Deloitte's report the sale of the smart phone are increase day by day in
older consumer. As per the five years older adult people are attracted by the new innovation in
smart phone approx 71% in the adult age between 55-75 uses app able handset. After comparison
it is getting that younger generation who are early followed or creators to select new technology
such as 20% mobile user check cell within 10 minutes (Smartphone sales boom with over-55s,

2019). In addition, wealthy adult age group about 55 to 75 years people purchasing standard
quality based cellphone whereas adult who are not prevailing user of smart phones or have
interest but less information regarding to usage takes the second hand or older handset of smart
phone from their family members like their children. Hence, smartphone offer different
advantages to older age group such as making online payments through smartphone and booking
table, cabs and many others.
As per the report 2017, the usage of smart phone among UK adults have repetitively raise
about 85 percent. So year to year the presentation is accumulated about 4%. In the age of 18 to
45 age group adopt smart phone and rate is 90% from last some years. After conduct survey, it is
analysed that about 17% people from the population of the age 16-24 age group that look at their
smart phone about 100 times routine basis. In the age 16-19 about 12% people claim for the use
of their phone fore more than 200 times everyday on the other side about 34% of 16-75 year old
people use their mobile phone during to lunch and dinner (Bagga, Noseworthy and Dawar,
2016). In the year 2012 about twenty nine percent old people were using smart phones and
increased about 71%. In modern time, approx 91% people use smart phones and 3% people
claim for that they have used their sell phone about 3 months ago. Remaining one percent
population claim for cell phone and other 1% people said that they are using mobile phone last
month only.
TASK 3
Some features which make smartphones popular with older customers
As per the Kelion L., 2017 point of view, it is declared that the sales of smart phone have
been roared with aged customer in the United Kingdom. It is identified that fact that about 71%
of people aged about 55 to 75 years have applied the capable mobiles. In the different age
different age group people wants to different products. Therefore defined some elements of
smartphone discussed underneath:
 Bigger screen: It is big advantageous and feature of the smart phone that it looks
attracting in the old age people to purchase. Through large screen old age group people
easily see the videos and read messages (Donker and et. al., 2013).
 Better sound quality: It is mainly depend on the latest technology that makes easier to
the old group to hear sounds. So it attracts to old age group people to purchase the

particular product and due to latest technology of the sound system that does not hurt
ears.
 Easier software: Due to different smart phones use various types of software which is
easier to use for old age consumer. Additionally, there are broad network of
applications that supports to customer segment in order to determine different types of
problems.
 Streamlined versions of applications: In present period of time, the android
organisations are offered a streamlined version that supports to old people to
understand in simple way.
So there are defined some major features of the mobile phone in order to making famous
among old age group of people (Frith, 2018).
TASK 4
Should ECO FONE expand their business to Kingston or not?
Pros Score/
10
Cons Score/
10
Reach to new customer: It is one of the
important benefit to spread out the
business operations at the new place.
The business has chance to reach with
new customer portion. It is beneficial to
attract more number of customers.
5 Lack of cash arrangements: It is major
issue which is mostly face by the
organisation that faced by above
company in order to expand business
at Kingston.
9
Capture large market share: Due to
spread out the business activities at the
new location so it will help to increase
market share. Due to increase market
share impact on the profitability in
positive manner.
4 Lack of Control: The another issue
that happen in the organisation when
they wants to expand business. It is
occur due to no one taking charges of
responsibility regarding to ineffective
management.
8
Decreased external risk: After spread out 5 Increased capital requirements: Due 9

the business business free from the the
external risk because they analysed
about new places and know about higher
level of competition and many more.
to arrange more than branches require
to invest more capital in the different
business operation so for this required
cost is needed. As per the above
organisation become reason of
increased demand of capital.
Total pros: 14 Total cons 27
Average pros: 4.67 Average cons 9
As per the above table it is determined that above organisation should not spread out the
business operations in Kingston because company have higher rage of disadvantages.
TASK 5
(a) Monthly cost of loan of 15 year whose amount is of 350000.
Loan amount= 350000
Rate of interest= 7 %
Tenure= 15 years
EMI of each month= 3127.65
Total payable interest= 212977
Total payment= 562977
As per the above calculation it is getting that the cost of new building can be of £562977
so the amount of the loan will be £350000. The loan cost is higher to pay due to higher rate of
interest. So it may lead lead for high cost. Due to different instalments of every month is
£3127.65 which is required to settled in the 180 month by the selected company.
(b) Eight famous company for loan in United kingdom

TASK 6
Efficiency two retail shops of Eco Fone company
The selected business has been conducted business into various locations that are situated
at the different places. To measure the performance of the organisation as take sample size about
40 after that calculated underneath:
First shop-
Mean = £100
Standard deviation = £ 20
Coefficient of variation = standard deviation / mean * 100
= 20 / 100 *100
= 20 %
Second shop-
Mean = £90
Standard deviation = £40
Coefficient of variation = Standard deviation/mean * 100
= 40 / 90 *100
= 44.44 %
After all the above calculation it cam be find out that both shops have various number of
coefficient of variances. There are measuring that in the first shop efficiency is about 20% on the
other side in the second shop has about efficiency 44.44%. So it is clearly says that that second
shop is better as compare of the first shop because the fluctuation in the difference in mean as
well as standard deviation. The mean and standard deviation of the shop first such as £100 and
20 while second shop mean and standard deviation about £90 and 40. so after overall analysed
that second shop is better than to first shop.
TASK 7
1. When was the last time you purchased a product or services from us?
a) ….....Within the last month
b) …......Between 1 month and 3 months √
c) ….......Between 3 and 6 months

d) ….......Between 6 months and 1 year
e) ….......Never
2. How long have you used our products/services?
a) …......Fewer than 6 months
b) …......Between 6 months and 1 year
c) ….......Between 1 and 3 years
d) ….......Between 3 and 5 years √
e) ….......More than 5 years
f) …........Never
3. Please rate us on the following: (Please tick one: excellent=4, Good=3, Fair=2,poor=1)
Basis 4 3 2 1
Customer service/support √
Quality of products/services √
Sales staff √
Price/value √
4. How would you rate your overall satisfaction with us?
a) …...Very satisfied
b) …....Satisfied √
c) ….....Neutral
d) ….....Dissatisfied
e) ….....Very dissatisfied
5. How likely are you to continue doing business with us?
a) …......Very likely
b) ….....Likely
c) …....Neutral √
d) …....Unlikely
e) ….....Very Unlikely
6. How likely are you to recommend our products/services to others?

a) …......Very likely
b) ….......Likely √
c) ….......Neutral
d) …........Unlikely
e) …........Very Unlikely
7. Please suggest how we can improve our products/services to better serve y
Interpretation: On the basis of the primary research it is identified that some questions
are asked by the companies from the population to know the point of view regarding to business.
So firstly ask the question that last time when but the smart phones so mostly people provided
answer that about 1 to 3 month. After that organisation required to pursue some specific strategy
that prefer to consumer to delay of the more items. Due to candidates asked about the period of
time so they provide the answer that between 3 to 5 years they get impressive result that highly
satisfied to customer. In the third question ask about the those aspects that related to customer
like good, fair, excellent and poor.
If the population asked about the overall satisfaction so get outcomes that satisfied with
the taste & preferences and choices in effective manner. To conduct different business operations
regarding to Eco phone so they provide neutral about this thing.
TASK 8
Reason for which poisson distribution
In order to above organisation context, poisson distribution is perfectly suitable so they
are leading the improvement for the quality. The term of the poisson circulation can be described
in the different number of events that happen in certain period of time. The accountant of the Eco
phone sends about 10000 invoices in every month and about 2 is re-back with an error. In the
case they required to apply probability regarding to distribution method. When they will do then
efficiency will increase and it will be simplifier for the accountant in order to calculate financial
statement and get accurate results.
CONCLUSION
As per the above report it has been concluded that the market of the smart phone in the
UK increase day by day and the population like to using cell phones for the officially as well as

non officially work. Due to increase usage of the smart phone, companies dealing into different
field that have achieved through different possibility to spread out the revenues as well as
profitability. There are various types of features identify in the smart phone like Bluetooth, sound
quality, mobile browser etc. These features can help to get attention from old age people to fulfil
the expectation. There are defined pros as well as cons to expand business activities at the new
location and analysis the current performance.

REFERENCES
Books and Journal
Abramovici, M., 2014. Smart products. CIRP Encyclopedia of Production Engineering. pp.1-5.
Bagga, C. K., Noseworthy, T. J. and Dawar, N., 2016. Asymmetric consequences of radical
innovations on category representations of competing brands. Journal of Consumer
Psychology. 26(1). pp.29-39.
Donker, T. and et. al., 2013. Smartphones for smarter delivery of mental health programs: a
systematic review. Journal of medical Internet research. 15(11).
Frith, J., 2018. Smartphones as locative media. John Wiley & Sons.
Lenhart, A., 2012. Teens, smartphones & texting. Pew Internet & American Life Project. 21.
pp.1-34.
Pan, J., Superior Communications, Inc., 2016. Case for mobile phone. U.S. Patent D746,801.
Premkumar, K. and Nigel, K. G. J., 2015, March. Smart phone based robotic arm control using
raspberry pi, android and Wi-Fi. In 2015 International Conference on Innovations in
Information, Embedded and Communication Systems (ICIIECS) (pp. 1-3). IEEE.
Twenge, J. M., 2017. Have smartphones destroyed a generation. The Atlantic, 3.
Zhuang, T., Baskett, P. and Shang, Y., 2013. Managing ad hoc networks of
smartphones. International Journal of Information and Education Technology. 3(5).
p.540.
Online
Smartphone sales boom with over-55s, 2019.[Online].Available
through<https://www.bbc.com/news/technology-41319684>
Global mobile consumer survey. 2017.[Online]. Available
through<http://192.168.1.18/projectfiles/internal_chat_attatchment/
deloitteglobalmobileconsumersurvey2017_ukcut1552049277.pdf>.