Name Alastair Merrett
NetID amer137
Group Number: 420
Website Link: http://infosys1102014fcgroup420.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Claris Chung Monday 9am
Time Spent on
30 Hours Word Count: 1649


There is one thing that I have always found to be a significant problem in the world we live
in today. Nearly everyone has experienced his or her smart phone running out of battery at
a very annoying time. This core problem of mobile phones running out of battery is very
prominent in countries all over the world and effects millions of people who own smart
To solve such a problem, I could develop portable solar-powered wireless charging pads,
along with wireless charging stations in crowded city centres. The portable charger alone
will allow people to charge “on the go” and hence keep their phone alive whilst continuing
with their busy lives. The charging stations will also provide a great service for people, as
people will be able to charge their phones up whilst in the middle of the city, for example at
the bus stop, a café, or even the library. They can then continue on with their busy lives with
full battery. Overall this business will finally make phones practical and solve all the issue
involved with chargers we have today.

3.1 Vision
To provide New Zealand with the most effective and efficient way of charging mobile
phones to enhancing their convenience and practicality, by allowing people to charge their
phone at any place, anywhere, any time.


3.2 Industry Analysis: Wireless Phone Charger Industry
Industry: Wireless Phone Charger Industry.
Force: High/Low: Justification:
Buyer power: Low Buyer power is low because consumers have little choice
of wireless charger providers as few businesses offer
such products. There are few competitors such as Nokia
and The Duracell Powermat. (Duracell, 2013) (Nokia,
Supplier power: Low Supplier power is going to be low in this industry
because there are many companies who can offer the
raw materials and software services to manufacture and
develop the wireless chargers. Regal Products is one
company out of many. (Regal Products, n.d.)
Threat of new entrants: High There is a high threat of new entrants in this industry as
technology is always improving rapidly. For example
Alliance for Wireless Power is currently creating a new
wireless power transfer technology known as “Rezence”.
(Alliance for Wireless Power , 2014).
Threat of substitutes: High Because technology is rapidly changing there is a high
threat that a substitute product/service could put this
industry out of business. For example Nokia have
explored infinite battery life, this alone would destroy
the wireless charger industry. (Blandford, 2014)
Rivalry among existing High The wireless phone charging industry is competitive


competitors: because the existing competitors offer the same
products/services, which creates rivalry among them.
Competition is increasing as the technology is becoming
increasingly integrated into consumer products. (Report
Linker , 2013)
Overall attractiveness of the industry: This is a relatively new industry so there is a high
threat for substitute products as this industry is reliant on the development of innovative
technology. A totally new unimaginable technology could even cripple the industry. So
overall, the wireless phone charging industry is an unattractive industry.
3.3 Customers and Thei r Needs
The target market for ‘Portable Limited’ is particularly any customer who owns any type of
smart phone device. Consumers do not value traditional phone chargers that are not
portable or compatible between multiple devices. (Wireless Power Consortium , 2014). So
these potential customers will all have a need to use their phone on a daily basis, and by
creating Solar Powered Wireless Charging pads we will be able to fulfil these needs by
allowing them to have a charged phone anywhere, at any point in time. Each Charging pad is
able to charge any type of smart phone.
3.4 The Product and Service
Firstly, in order for the charger to work, each smart phone must be equipped with necessary
case that they can purchase from us. We will manufacture phone cases for every type of
smart phone (large market). These cases will be unique, as they will contain hidden
inductive coils that will allow the phone to charge. Using both solar power and inductive
charging (wireless charging) technologies, we will be able to satisfy the needs of the
customer as the magnetic field allows for the transmitting of power through any solid object
and solar panels create a portable element meaning customers can charge wherever they


3.5 Suppliers and Partners
We will be manufacturing our chargers so our suppliers could potentially comprise of
companies who supply the raw materials. For example ASUS is a company that sell a variety
of different electronic equipment that could be of use. (ASUS, 2014). Another example is
Regal Products Inc, this company offers inductive coils that also could be useful. (Regal
Products, n.d.). We hope to sell our products to retailers who will then sell on our behalf so
a potential partner for our company could be a particular retail store such as Dick Smith.
Another partner could potentially be Main Freight, an NZ based shipping company; they
would assist with the shipping of our goods to the customer.
3.6 Strategy: Differentiation
Our method for ‘Portable Chargers Limited’ to become a successful and profitable company
is to use the generic strategy of differentiation. We will use a cost strategy that is high to try
and capture greater profits. We can afford to sell to retailers at a high cost because it is a
new and innovative product. Our competitive scope will hence target a large market of
people, consisting of nearly every New Zealander who owns a smart phone, as any person
with a smart phone will be able to use our chargers. Because of our high cost strategy and
broad market scope the overall strategy is therefore Differentiation.
3.7 Value Chain Activity: Marketing and Selling the Product
Marketing will play a large part in the achievement of our vision, as New Zealanders need to
be informed about the benefits that our product will bring to them. Because it is a relatively
new product, people will be sceptical and unsure, so to get our product into the market it
will require an emphasis on marketing and selling the product. For New Zealanders to
enhance their convenience and practicality of their phones, they will need to purchase our
products. So our strategy of differentiation, marketing and selling the product will be our
most important value chain activity.


3.8 Business Processes
3.8.1. THE SALES & DELIVERY PROCESS – Because retailers are our immediate customers, this
process begins when orders are received from the various retailers. When orders are
received, the warehouse will then check to see if they have the stock. If not, the order will
be sent to the factory where they will then manufacture the correct amount of wireless
chargers and their corresponding phone cases. If the warehouse has the required stock on
hand, the finished goods will be shipped along with the invoice, to the appropriate
customer. The cash is then received from the customer, which concludes the sale and
delivery process.

Receive Order from
Are Items in
Forward Order to
Manufacture the
goods for the
Ship Invoice and
Goods to the
Receive the Cash
from the Customer
Sales Department
Order Processing System



3.8.2. THE MARKETING MANAGEMENT PROCESS – Firstly, we need to research to have a good
knowledge of our customers of what they want and are interested in. Next involves
developing a marketing strategy or plan to establish future goals and how to achieve them.
After this, we must establish a marketing mix, which includes how we will promote and
advertise. We also may have to outsource some marketing skills such as graphic design and
website development through other agencies. Agency management involves managing
these agencies to ensure work is delivered on time and designs are exactly what we ask for.
Finally, measuring success using KPI’s, such as change in sales figures, website hits and
market share data, will allow ‘Portable Chargers Limited’ to understand whether or not we
fully satisfy customers and their needs.
Market Research
Development of
Strategy and Plan
Management of
Market Mix
Review and
Measure Success
Marketing Department
Knowl edge Management



3.9 Functionalities
 Package goods for delivery
 Assembling the products components
 Measuring change in sales figures
 Outsource marketing skills
3.10 Systems

3.10. 1. PRODUCT ANALYSIS SYSTEM - This system involves the function that packaging of the
products. It ensures that the customer will be satisfied in receive the goods in perfect
condition. The system will support the sales and delivery process to assist the company
becoming a prominent figure in the New Zealand Market.
3.10. 2. AGENCY MANAGEMENT SYSTEM – This system has functionalities that support the
marketing management process, such as, outsourcing particular marketing skills from other
marketing agencies. Doings so allows for a better workflow, as websites and other
promotional items can be outsourced to improve our brand image and as a result assist with
the implementation of ‘Portable Chargers Limited’ into the New Zealand Market.
3.10. 3. MARKET ANALYSI S SYSTEM – this process involves particular functions to support the
marketing management system. Assessing the success of different marketing projects
requires the function of measuring change in sales figures. This system provides the
business with critical information that will be required in order for us to achieve our vision.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

and Selling
the Product
1. Sales and
1. Package goods for delivery.

2. Assembling of the products components.
Product Analysis System

Manufacture Analysis
Supply Chain Management

Collaboration Systems
2. Marketing
1. Measuring change in the sales figures

2. Outsourcing marketing skills
Agency Management system

Market Analysis system
Workflow Management

Customer relationship
management cheese


‘Portable Chargers Limited’ aims to give New Zealanders the ability to use their smart
phones at any time of day, anywhere they want. In order to operate efficiently, this will
require the use of particular Information systems and technologies. It is the way these
information systems strategically manage, coordinate, and control our organisation that will
deliver the value we need. We hope our technology will solve the problem of modern day
phone chargers to eventually make the world a better place.
1. Alliance for Wireless Power . (2014). Meet Rezence. (Alliance for Wireless Power) From
2. ASUS. (2014). ASUS Products . (ASUS) Retrieved May 17, 2014 from ASUS:
3. Blandford, R. (2014, April 7). Infinite battery life with Nokia's solar charging suit. From All About Symbian :
4. Duracell. (2013). Go Power Universal Batteries. (Duracell Powermat) From Duracell Powermatt:
5. Nokia. (2014). Nokia Wireless Charging Shell for Lumia 820. (Nokia) From nokia.com:
6. Power by Proxi. (2014). Wireless Charging. Retrieved May 17, 2014 from PowerbyProxi:
7. Regal Products. (n.d.). About Regal Products Inc. (Regal Products) From Regal Products:
8. Report Linker. (2013). Wireless Charging Market (2013-2018). Retrieved May 25, 2014 from Report Linker: