University Assignment: Strategy Development for Birds Mobile

This report provides a strategic analysis of Birds, a mobile handset company operating in the United Kingdom. It begins with an executive summary and table of contents, followed by an introduction outlining the importance of strategic planning in the mobile handset industry. The report then delves into an external analysis using Porter's Five Forces model, assessing the threats of new entrants, substitutes, customer bargaining power, supplier bargaining power, and industry rivalry. An internal analysis examines Birds' value chain and resources, highlighting strengths in technology and weaknesses related to currency fluctuations. A SWOT analysis synthesizes these findings, identifying strengths in inbound logistics and weaknesses in market dependency, along with opportunities in market growth and threats from high R&D expenses and competitors. The report proposes strategies such as enhanced functionality and design improvements. The conclusion summarizes key findings and emphasizes the importance of innovation and adaptability. References to academic sources support the analysis.

Running head: STRATEGY DEVELOPMENT PROCESS
Strategy Development Process
Name of the student
Name of the University
Author note

1STRATEGY DEVELOPMENT PROCESS
Executive Summary
The primary purpose of this report is to talk about the internal and external environment of
Birds. It analyses the strengths and weakness of the company and discusses about the
strategies that can help it to stay ahead of the competitors. The report helps in analyzing the
business environment of Birds in a more detailed manner.

2STRATEGY DEVELOPMENT PROCESS
Table of Contents
Introduction................................................................................................................................3
External Analysis.......................................................................................................................3
Internal Analysis........................................................................................................................4
SWOT Analysis.........................................................................................................................5
Proposed Strategy.......................................................................................................................6
Conclusion..................................................................................................................................6
References:.................................................................................................................................8

3STRATEGY DEVELOPMENT PROCESS
Introduction
Strategic planning helps an organization in defining the directions and making such
decisions that can help in the allocation of the resources. It can also control the mechanisms
that can guide the company in the process of implementation of strategy. The demand of
mobile handsets have increased in the world. More and more people are taking recourse to
the technology in their daily life (Zhu, Zhang and Lin 2017). Birds is a mobile handset
company within the United Kingdom. This report throws light on the internal and external
environment of Birds. It talks about the competitors of Birds in the industry like Jurah, Devon
and Pink. It also elucidates on the strength and weakness of Birds and the strategies that it can
implement in order to succeed in the competitive environment.
External Analysis
Porters Five Forces model
Threat of new entrants
 Birds is threatened by that of new competitors that has entered the market like that of
Jurah, Devon, Pink and Rhys
Threat of substitutes
 The features that are offered by Tech 2 like that of graphic screen display and
snapshot graphing helps in keeping the threat from that of the substitutes at a
minimum level.
Bargaining power of customers
 The low price at which the products are being offered

4STRATEGY DEVELOPMENT PROCESS
 Having the unique features of authentic GM software have made the bargaining
power low for that of the consumers.
Bargaining power of suppliers
 There are different suppliers of Tech 2 like that of Technology Supplies Limited and
Sun Power UK that makes the bargaining power low for that of the consumers (Arnal
et al. 2015)
Industry Rivalry
 Industry Rivalry is provided by the presence of other competitors like Jurah, Devon,
Pink and Rhys.
Internal Analysis
Value Chain
Wireless notification of Birds can be crucial in receiving the critical updates. The
interaction between employee-to-employee and that of employee-to-consumer can be greatly
facilitated by the help of wireless interaction (Riikonen, Smura and Töyli 2016). The
interactions can also involve activities that are in the reverse direction. Wireless access to that
of the Enterprise Resource Planning can greatly facilitate the process of interaction in the
company.
Mobile devices are assigned to that of the single users who can personalize the
interface that can help in improving the efficiency of the system. Wireless infrastructure can
help the workers in staying connected 24/7 that can help in the process of information
exchange.
Resources

5STRATEGY DEVELOPMENT PROCESS
The Liquid Crystal Display of Birds is superior in terms of the ingredients that can
help in making the mobile handsets of a superior quality. The lithium-ion battery of Birds has
made it competitive in the present market of United Kingdom (Park and Kim 2014). Crude
Oil is mixed with that of natural gas in order to make the plastic that makes it durable.
Plastics along with fiber glass is made use of in order to manufacture circuit board that is
coated with that of gold plating (Giebelhausen et al. 2014).
SWOT Analysis
Strength Weakness
Inbound Logistics
The mobile handsets can be refurbished
Fall of the Euro
Being dependent on consumer electronics sale
Opportunity Threats
Growth in demand in that of USA, Asia and In
Europe
High R and D Expense
Strength- With the help of inbound logistics, the company can distribute finished goods to
that of the consumers. RFID tags are made use by Bird so that it can track the shipment
process. Wrong shipment can lead to problem within that of the supply chain (Wang, Chang
and Shen 2015). The mobile handsets of Birds can be used as loans during that of customer
repair and they are often exported to that of the developing world.
Weakness- Pound is the worst performing currency in the world. Brexit has been responsible
for creating fear in the investors and triggered worry within that of the economy. Leaving of
the common market can prove to be disastrous for that of the companies in UK. Birds is

6STRATEGY DEVELOPMENT PROCESS
greatly dependent on that of consumer electronics sale in the market that does not have much
potential for growth like that of United States along with that of Europe.
Opportunity- It has been estimated that the growth in that of USA will be between that of 7-
10 %. Within Europe the growth rate will be around 5 %. The attractiveness of Tech 2 in Asia
will help it to gather revenue.
Threats- The high amount that is spent on the aspect of Research and Development by Birds
will increase the cost of the mobile handsets and in the presence of competitors like that of
Jurah, Devon, Pink and Rice it can lose its market (Zhu, Zhang and Lin 2017).
Proposed Strategy
Providing enhanced functionality like that of GPS-enabled location service can act as
a strategy for that of Birds. The mobile handsets should be able to cache the content for that
of offline usage. There should be separate applications in relation to each mobile platform so
one should prioritize the build-outs on the basis of the device usage of the audience. The
mobile handset of Birds should be designed in such a manner that it can be easily be
dismantled that can help to reduce the cost in relation to refurbishment (Arnal et al. 2015).
Bio-degradable plastics can be made use of in the covers of the mobile phone so that it can
assist in the process of composting.
Conclusion
The unique features of Tech 2 service of Birds helps in keeping threat from substitutes
at a low level. Graphic display along with that of snapshot graphing helps in keeping Birds
ahead of that of the competitors. There should be wireless access to the system of Enterprise
Resource Planning can help in augmenting interaction in the company. The LCD of Birds is
made up of superior ingredients that can help in catering to the needs of the modern

7STRATEGY DEVELOPMENT PROCESS
consumer. The lithium ion battery of that of Birds provides quality service to the consumers
who would like to make use of the products of Bird. The RFID tags of Bird helps them in
keeping track of the process of shipment. The content should be cached so that it can be used
offline can act as a superior strategy for that of the company.

8STRATEGY DEVELOPMENT PROCESS
References:
Arnal, N., Ketterl, T., Weller, T., Wable, G., Thai, H., Garon, W. and Gamota, D., 2015,
April. 3D digital manufacturing and characterization of antennas integrated in mobile handset
covers. In Wireless and Microwave Technology Conference (WAMICON), 2015 IEEE 16th
Annual (pp. 1-5). IEEE.
Giebelhausen, M., Robinson, S.G., Sirianni, N.J. and Brady, M.K., 2014. Touch versus tech:
When technology functions as a barrier or a benefit to service encounters. Journal of
Marketing, 78(4), pp.113-124.
Park, E. and Kim, K.J., 2014. An integrated adoption model of mobile cloud services:
exploration of key determinants and extension of technology acceptance model. Telematics
and Informatics, 31(3), pp.376-385.
Riikonen, A., Smura, T. and Töyli, J., 2016. The effects of price, popularity, and
technological sophistication on mobile handset replacement and unit lifetime. Technological
Forecasting and Social Change, 103, pp.313-323.
Wang, C.H., Chang, C.H. and Shen, G.C., 2015. The effect of inbound open innovation on
firm performance: Evidence from high-tech industry. Technological Forecasting and Social
Change, 99, pp.222-230.
Zhu, H., Zhang, M.Y. and Lin, W., 2017. The fit between business model innovation and
demand-side dynamics: catch-up of China’s latecomer mobile handset
manufacturers. Innovation, 19(2), pp.146-166.