Eco-Fone: Mobile Market Analysis, Expansion, and Customer Satisfaction

This report provides a comprehensive analysis of the UK mobile phone market, focusing on Eco-Fone's business operations and potential expansion strategies. It begins with an overview of the mobile phone market, including statistics on smartphone usage and a bar chart illustrating key activities like email and calls. The report then forecasts UK smartphone usage, explores the potential of the older customer market, and assesses the feasibility of expanding the business to Kingston using a pros and cons table. It also examines building costs, tests the difference in net taking between two shops using Z-score analysis, and evaluates customer satisfaction levels. Additionally, the report discusses quality procedures using Poisson distribution to ensure quality standards are met. The findings highlight market trends, customer preferences, and the strategic considerations for Eco-Fone's growth and operational efficiency. The report is a detailed analysis of the mobile market and the business strategies to improve sales and customer satisfaction.

Eco- Fone

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Overview of mobile phone market.......................................................................................1
1.b Bar charts.............................................................................................................................2
1.2 Forecasting the UK adult Smartphone use............................................................................3
1.3 Smart-phone- A potential market for older customers..........................................................4
1.4 Feasibility of expanding business to Kingston using pros and cone table............................5
1.5 Cost of new building.............................................................................................................5
b. Logos ......................................................................................................................................7
1.6 Testing the possible difference in net taking in two shops...................................................7
.....................................................................................................................................................8
1.7 Customer satisfaction............................................................................................................9
1.8 Quality procedure................................................................................................................11
1.9 Conclusion...........................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Mobile phone is the wireless device which is used in different forms by different person.
In the same way, current study also helps to determine the mobile market of UK such that around
90% of the people uses their smart phones for professional and personal purpose. Therefore,
report is based upon different case scenario in which it describe the overview of mobile market
of UK and by using the current statistics, report will present bar graph of top 4 activities. Further,
study will analyze the features of smart-phone which induce an older customers and then assess
pros and cons of expansion strategy for Kingston. Moreover, report will describe the building
cost and then test the significance value between two shops by determining the z- score value as
well. Lastly, with the helps of table, it justifies the usage of Poisson distribution in order to met
the quality procedures.
1.1 Overview of mobile phone market
In UK there are 33.5 million people are there in which 32 million are working and as per
the research there are just half of all the respondents are employed and also uses their own
smartphones for at least one work related activity. Research also state that these smartphones are
used for email, voice calls and calendar management. While on the other side, there are many
application which are difficult to use i.e. legacy information and reporting system and these are
also lower in use.
Similarly, there are unofficial application which are also used by the enterprise such that
instant messaging, mobile browser, navigation and photo application. Even around 43% of the
workers are also use WhatsApp at least one of the day and 5% of the workers are also uses their
phones in order to submit their time sheet, while 4% of them submit expenses and only 6% of
them are did so access of an Intranet (Bojanowicz, Mattsson and Nilsson, 2016). Therefore, as
per changing trend, it is analyzed that the workflow application is also change within a one year.
Moreover, scarcity of the smartphone use for the purpose of work is not while, it is due to
shortage of need. In UK, the workforce includes million of people who use smartphone for
gaining information device as compared to PC and tablet. It is also review through a secondary
research that variety of workers uses smartphone in order to collect the information and do their
office work while, many of them use PC and Tablet (Tischner and Hora, 2019). Beside this,
many task are also counted as optimized for smartphone such that checking weather, news rather
than spending time to play games.
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1.b Bar charts
Particulars 2016 2017
Making Email 41.00% 37.00%
Standard calls 33.00% 32.00%
Managing workload 8.00% 6.00%
Use of intranet 6.00% 6.00%
Interpretation: from the above, it is interpreted that there are four activities for which phones
are mostly used i.e. emails, standard calls, managing workload and voice calls. From 2016 to
2017, the email usage is drop down from 4% while, calls usage is increases up to 1% . moreover,
managing workload is is also decreases up to 2% but use if intranet is stable from 2016 to 2017.
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further, this shows that majority of the people are highly depend upon the mobile phones and as a
result, they consider it one of the highly use device as compared to others.
1.2 Forecasting the UK adult Smartphone use
2012 2013 2014 2015 2016 2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% f(x ) = 0.06 51428571x + 0.482
Interpretation: from the image, it is interpreted that blue line is refer as penetration rate,
while grey line means linear penetration. For this, linear forecasting model is not suitable in
order to making future estimation. But time series analysis is best technique because it help to
make use of statistical methods in order to determine the time and also extract correct
information from the same (Megna and et,al., 2018). This method is actually used to different
types of forecasting and as per the data given, it is analyzed that such data points are been
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assessed in forecasting for the future. By using time series analysis. It is interpreted that in 2019,
the penetration rate will changes from 3.70% to 100%.
1.3 Smart-phone- A potential market for older customers
The adoption of smartphones is increases from last many years and it is also highlighted
from the news that member o demographic tended to use their smartphones are less than younger
people. Such that 20% people state that they check their phones within 15 minutes as compared
to national average of 56%. in the same way, Deloitte also suggested that old people also start
using the smartphones and the number also increases and it is so because they want this
application for booking purpose, renew the library etc.
the company report also state that they use smartphones for parking meter in order to
encourage the payment using phones because it is consider a good way to encourage the
convenience. Even they also use application to book a taxi and as a result, it increases the great
way of convenience (Liu and et.al., 2016). The phones are also changes as compared to past days
such that modern smartphones have much bigger screen as compared to older and it is so because
old age people have weak eyesight so that they may easily see.
Moreover, it is also analyses that companies also make easier by implementing the
software over the years such that there are many android manufactures who are now offer
streamlined version of their application especially for old age people, such that Apple also made
lot of built- in accessibility features in iOS so that it will be used by the people and they also get
advantage of the same.
Additionally, Apple and Samsung also added extra and advance features to their phones
such that facial recognition is become very popular and research also suggest that people like
that idea of just pick up a phone rather than to put passwords (McLean and Wilson, 2019). Thus,
it clearly reflect that as per changing trend, there are variety of changes which are also added
time to time.
1.4 Feasibility of expanding business to Kingston using pros and cone table
Benefits Score/10 Limitation Score/10
Raise financial performance 7 Financial challenges 6
Improve goodwill 6 Resources 4
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Enhance customer base 8 Low quality 5
Widen market share 7 Legal issues 7
Increases innovation 6 risk 8
diversification 8 Incur extra cost 6
Funding opportunities 5 Transportation complexities 4
Total benefits 47 Total limitations 40
Average benefits 6.7 Average limitation 5.7
Interpretation: From the above, it has been interpreted that the chances of benefits is
high as compared to cons and if Kingston expand its business then there are different benefits
such that it helps to increases the overall financial performance of the company and as a result,
the good of the firm also increases. Further, company also invest the new product in new market
using diversification strategy (Godwin-Jones, 2017). While on the other side, the chances of risk
is also increases which is consider as a limitation of the firm. Moreover, company may also faces
financial challenges as well as legal issues because every country have their own rules and
regulation. But when Kingston expanding its business, then it has to comply with all laws to
sustain the brand image.
1.5 Cost of new building
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Interpretation: from this, it is identified that mortgage repayment period is 15 years and actual
cost is £400,000 . in this, loan amount is £350,000 and the value of discounting factor is 13.75.
Overall, the amount of repayment is £2121 on monthly basis.
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b. Logos
1.6 Testing the possible difference in net taking in two shops
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Analysing the value of Z-score
H0: When there is no relationship (difference) between mean value o net taking pertaining to two
shops
H0: When there is a relationship (difference) between mean value o net taking pertaining to two
shops
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Interpretation: from the above table 1, it has been interpreted that the value of Z score is greater
than 0.5 and it is greater than 0.05 and this means that null hypotheses is accepted, while on the
other side, other hypotheses is rejected. Therefore, it clearly state that there is a no relationship
between the mean value of both shops (Chen and et.al., 2019).
On the other side, as per the table 2, it is interpreted that the value of Z score is 0.25 and in turns,
it reflect that it is greater than 0.05 which means null hypotheses is accepted and on the other
side alternative hypotheses is rejected.
1.7 Customer satisfaction
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Interpretation: From the mean value of all the question, it is interpreted that in between 6
months and 1 year, is the last time of purchasing a product and service from the Eco-fone.
Further, in respect to question 2, the mean value shows that customers use the Eco-fone products
and services in between 1 and 3 years. Additionally, with respect to question 3, the quality of the
product offered by the company is good such that majority of customers are satisfied with the
product. In the context of sales staff, customers rate firm as a excellent services, while in the
context of price and value, Eco- Fone rates as a good brand (Pečiuliauskienė and Dapkus, 2018).
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