Symphony Mobile Phone is a part of leading telecommunication and Consumer Electronic group SB Tel Enterprise Limited (a legal Unit

of Edison Group) The group is operated by Entrepreneurs who were behind establishing two very popular mobile phone brands in Bangladesh: Siemens and BenQ. Within short period of time since its introduction at the end of 2008 the brand has become very popular especially among the young people. Because of its unique propositions Symphony Mobile now occupies number one position in Bangladesh above Nokia according to market share. Innovation and exclusive design clearly differentiate Symphony from other brands available in the market. The brand has launched the first ever branded dual sim phone in the country. Continuing with the same trend of delivering breakthrough products, Symphony Mobile launched X110, Bangladeshs first ever Qwerty keyboard phone with Track ball. Moreover in the coming months lot of new products are introduced which include full touch screen and smart phones. Symphony offers customers reliability, value for money and wide range of choice. While the performance, reliability and durability of the products are as good as any leading global mobile phone brand handset with attractive features and functionalities are offered at a competitive price. Symphony has customer care centers in all major districts in Bangladesh. Collection points have been set up in the smaller districts in order to ensure prompt and reliable service to the remote areas. Run by professional people and customer driven standard operating procedure the motto of the customer care department is to make customers fully satisfied. Lot of value added service such free service check up, free down loads are in the offing. Symphony will grow at a faster pace than the growing Bangladesh mobile phone market. The brand will continue to introduce innovative high quality products and is fully confident of winning hearts and mind of our valuable customers SWOT analysis: Strength: Good quality Extreme low price Advanced technology Warranty for phones Varity of models Exteriors and looks Availability of showrooms User friendly Many features

Weakness: Dont have advanced operating system yet like android or IOS Dont have any big budget phone to fight with Nokia or I phones It take long time to recharge the battery fully Low brand equity Targeting only the people who earn low Not focusing on making smart phones

Opportunities: Big market share High sales Mass production Reliability Unique features

Threats: As they have the low brand equity any rich brand can beat them anytime by lowering the price Symphony doesnt have any blockbuster hit phone comparing to the galaxy s2 or I phones Symphony has too many competitors like maximus, my phone, sprint etc. So it has to be come out with more innovation.

PEST ANALYSIS This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. This determines the relationship between consumers, suppliers, distributors, public and dealers. Macro environment The market environment is a marketing term and it refers to all of the forces outside of marketing that affect marketing management s ability to build and maintain successful relationships with target customers.Company, its suppliers, distributors, and its competitors are also impacted by what is happening in the world. To succeed therefore, it is necessary to continuously monitor, anticipate, and adapt, to that environment, and wherever possible, shape that environment. The market environment consists of both the macro environment and the micro environment.

Micro environment This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology. The acronym PEST is used to describe framework for the analysis of these macro environmental factors .There are many factors in the macroenvironment that will affect the decisions of the managers of any organisation. Tax changes, new laws, trade barriers, demographic change and government policy changes are Political-Legal Environment: This environment is composed of laws, government agencies, and pressure groups that influence and limit various organizations and individuals .Sometimes these laws create new opportunities for business. Various political and legal factors affected symphony. Symphony had to go through some basic issues. These issues are:

Unified Licensing Lowering of Interconnect Charges Made License Fees 10%-15% of Revenue Simplified Frequency Allocation Process ECONOMIC ENVIRONMENT Symphony requires not only people but purchasing power also. The available purchasing power in an economy depends on The state of the economy State of the economy related to the category of economic status of that country either is developed, developing or underdeveloped economy. Basically developing economy is the potential market of handsets as these countries have many of service providers so the demand of reliable and efficient handsets as well.... Bangladesh in spite of the recession had a growing economy and hence this contributed to increased sales of handsets in these years. Income distribution- Income distribution basically related to the section of the society, high income group, high middle class group, middle class group, low middle class group & low class group. The preference of handset varies according to the income groups. As per the survey done by Symphony Mobile main focus of Low income group is in the price range of >7500. Market innovation has contributed to the reduction of the cost of ownership and made services more accessible for low income groups which are very price sensitive. To overcome this hurdle, other operators boost the penetration in low income groups with use of innovative tariff plans, offer very cheap handset to the public and exploring attractive VAS which are appealing to different segment of customers. Innovative tariff plans Affordable Handset handsets that symphony offers are very lows price comparing to others.

DEMOGRAPHIC FACTORS People make up markets. Marketers would therefore like to know the Size of population , Growth rate of population, Age distribution of population, Regional distribution of population, Ethnic mix, Education levels etc. Different age groups prefer different cell phones. Teenagers mostly prefer cells which are attractive, look trendy and have attractive features whereas people of age group i.e. between 40- 50 use mobiles for communication purposes mainly. Size and brand play to some extent an important role in decision making. When choosing between different mobile phone models, consumers value familiar brands. When choosing between different mobile phone models, consumers prefer handsets which are user friendly. Still after so many brands entering into the market, a major portion of the population still prefer familiar reliable brands like symphony. Because it is user friendly as compared to brands like Sony Erickson, Micromax, LG, and Samsung and so on. Price of the phone has been identified as a critical factor in the choice of the mobile phone model, especially among the younger generation .It has been found that besides new technological advances price is the most influential factor affecting the choice of a new mobile phone model. Still large chunks of the population prefer the middle price range of cell phones. In fact value for the money is most important factor that influences consumer choice for a cell phone. SOCIO-CULTURAL FACTORS One of the greatest socio-cultural factors affecting the handset market is the increasing need of social recognition among the masses, which is further fuelled by lowering of tariff rates by the service providers. Moreover with higher spending power among the masses, festivals and marriages and other socio cultural factors affect handset sales. Socio-cultural environment shapes customers beliefs, values, and norms. The social and cultural factors that influence the buying behaviour of consumers are inclusive of culture, social class, reference group, family, demographics and geography. Culture is an amalgam of tangible factors and intangible traditions that enunciate the lifestyle of a particular group of people. As for social class, it defines the income group the individual belongs too and that, in turn, is heavily dependent on the income earned, which is a great factor in determining buying behaviour. The third factor is the reference group. As is obvious from the name it is the group from whom the consumer seeks reference. It could range from people like one's parents, members of the family whom the individual feels close to, close friends, celebrities who endorse the brand etc. People whom we trust, their opinion means a great deal to us and affects many decisions of ours including buying behaviour. Regarding family, this determinant is totally different from the erstwhile one as this one focuses on the norms and preferences of the family in which the individual lives and is brought up. Moreover this determinant is on a collective and unconscious basis as the individual's buying decision is taking effect from the ambience of his family and the unconscious way he has grasped the values that have been given to him by his family. Coming to demographics, these are small and specific details about the individual such as age, gender, education, income, occupation etc. Also the geographical location in which the consumer resides also determines the buying behaviour depending on sub-factors like climatic conditions, availability of resources, surroundings etc. TECHNOLOGICAL ENVIRONMENT One of the most important factors that affect our lives is Technology.It is the most important force that keeps on changing our day to day lives, which not only affects individuals but can also affect economy as a whole. Technology is a dynamic force which shapes people and industries lives and even wipes out entire industries. We live in

an age in which the pace of technological change is pulsating ever faster, causing waves that spread outward toward all people, and all industries. Cell phones have no longer been limited to communication but also have indirectly emerged as a means of reducing face to face social interaction as people can listen to music, can watch movie on their cell phone and so on. So, it has become very essential for marketers to have a look on dynamic technological environment, so that they can actual find out customers needs and aspirations. The 4Ps: Product Strategy There are many choices for a company to make its product strategy. Among them, the product orientation strategy, the brand strategy and the product development strategy are the most three important choices. (Safon Vicente, 2007)

After subdividing, confirming the target market, how to enter and capture that market becomes the essential problem for sumphony. This is a problem about its products orientation. The market researches of synphony shows that the consumers can make decisions completely in accordance with their own preferences, the product brand, the ability of the economy, consumer confidence and other personal characteristics, when supplied with the mobile phone products with the same quality and effort. In this so-called buyers market, the marketing strategy should be corresponding to the characteristics of the different consumption community to win the competition. symphony has done well in this area. Researchers in symphony analyze the different personalities, divide consumer groups and decide what kind of mobile phones should be supplied to a particular consumer community. So the symphony mobile phones have won a great number of supporters around the world. It is no doubt that the symphony mobile phones will be considered first of all when a person decides to buy a mobile phone in a very cheap price range because of its high ability, special design and good reputation

Price Strategy The price of a product reflects that the business enterprise should satisfy the various kinds of demand and get profit to ensure its general index object. The pricing objectives are the guidance for an enterprise to make price decision, which means the purpose or the standard that the company consciously wants to attain while setting a price for its product. The technologies applied to mobile phones are innovated fast because of the short life cycle of the mobile phone. When the market is not saturated, the competition is not intensifying, and the transparency of the product technology is not very high, the enterprise could access to excess profits most easily. Once the new entrants and the transparency of improving technology increase, it only can get a basic profit. So it is necessary for a new product to have a high price, which could make the enterprise earn excess profits. When others begin to supply the similar products, it is essential to provide substitutes with improvements and reduce the price of the original ones. It is not only ensure the sales of the new products, also lengthen the life time of the old ones. As long as the enterprises innovates, challenges itself, surpass itself, it will be able to keep leadership when compete with other manufacturers

Promotion Strategy The promotional strategy for symphony to increase the sales is the integrated promotional strategy. It is a series of activities inform the consumer the existence and characteristics of the enterprises, brands and products, which could arouse the market demands, create and maintain the image of a company.

The promotional activities of symphony are always based on the topic like fashion, convenience and function etc within a cheap price range. Especially in the past two years, it pays more and

more attention to attract consumers and create consumer group through the usage of emotional elements.