Business & Finance – Marketing
Many reviews mention the video quality
has been improved over the previous
model, but is still not the same quality
compared to other phones in this price
point (Amazer, 2015).
Expand markets
outside Asia
.15 4 .6 The phones manufactured in China have a
good foothold there, but are only available
outside Asia through online retailers
(Amazer, 2015).
Include Bluetooth
functionality
.05 1 .05 The phone currently lacks Bluetooth
functionality, which has become a
standard feature of phones in this class.
Integrate front
facing camera
.05 1.50 .075 This was a requested feature for the older
versions, and it finally made it to the
DigiPhone 7.
Parental Controls .05 1 .05 Not much is mentioned about built-in
parental controls for phones, but the
options are starting to emerge for parents
to have direct control over talk time,
texting, and other aspects of the phone
(Minor, 2016).
Use Wi-Fi
802.11ac
.1 2 .2 Wifi N is quickly being replaced by Wifi
802-11ac, which is up to 12x faster
(Lendino, 2015).
Threats
Recognizable
design
.05 1.0 .05 Most complaints were about their color
selection. Only black or gray are
available, and many other manufactures
are coming out with other color options
(Amazer, 2015).
Cost of
DigiPhone
.1 3 .3 The DigiPhone is marketed at the mid-
level phone section, but is missing some
key technologies that keep it from
competing with those phones. It is
competitively priced within this section.
Growth of
competition
.2 5 1 Other companies are innovating; that will
set them apart from the competition
(Crago, 2008).
Unknown
company
.05 2 .1 DigiPhone is not a household name, and
outside of smart phone enthusiasts they
External Factor Analysis Summary Table for DigiPhone 7 (Example)
Overall, Digiphone is doing better than other phones in the same market share. Their
annual stockholder report has shown shares increasing in value in the last quarter (Digiphone,
2016). The version 7 of their phone is priced aggressively within this market segment, but is also
missing some key technologies that would make it more comparable to other phones at the same
price. The company doesn’t seem to be aggressively trying to expand outside of its Asian market,
and this could translate into lost opportunities to increase revenue in a new market. They have
been available from online retailers, and the data supports the trend that Americans are shopping
online more than in stores (Greenberg, 2015). As long as they maintain their costs and online
presence, and they meet customer expectations for features and design, the company will
continue to be a market leader.
are relatively unknown. They need to
increase brand awareness.
Corporate
espionage
.05 3.5 .175 All emerging technology companies face
this threat and it costs companies
hundreds of billions of dollars annually
(Federal Bureau of Investigation, n.d.).
Negative reviews .05 3 .15 DigiPhone has been slow to respond to
consumer desires, but every version has
shown progress.
1.00 3.1
External Factor Analysis Summary Table for DigiPhone 7 (Example)
References
Amazer. (2015). Reviews of DigiPhone 7. Retrieved from
http://www.amazer.com/reviews/digiphone7.html
Crago, A. (2015, February 14). Top 5 emerging phone technologies. Retrieved from
http://electronics.howstuffworks.com/emerging-phone-technologies.htm
Digiphone. (2016). 2015 annual stockholder report. Retrieved from
http://digiphone.com/stockholder_report.pdf
Federal Bureau of Investigation. (n.d.). Counterintelligence: Economic espionage. Retrieved
from https://www.fbi.gov/about-us/investigate/counterintelligence/economic-espionage
Greenberg, J. (2015, November 30). More Americans shopped online than in stores this
weekend. Wired Magazine. Retrieved from http://www.wired.com/2015/11/more-
americans-shopped-online-than-in-stores-this-weekend/
Lendino, J. (2015, April 20). What is 802.11ac Wi-Fi, and how much faster than 802.11n is it?
Extreme Tech. Retrieved from http://www.extremetech.com/computing/160837-what-is-
802-11ac-and-how-much-faster-than-802-11n-is-it
Minor, J. (2016, March 10). The best parental control apps for your phone. PC Magazine.
Retrieved from http://www.pcmag.com/roundup/342731/the-best-parental-control-apps-
