PC tablets will make their studying much more easy. They can store all necessary documents, e-books, notes and take notes directly on the screen. They can also use it to watch movies, listen to music and play games to relax after hard studying. These target customers are more price sensitive and focus on basic functions of the product. They are also more open to new brands and technologies. 23 SELLING.METHODS 1. Electronic Stores: - Sign agreements with major electronic stores like Harvey Norman, JB Hi-Fi, Dick Smith to display and sell Malata A1001. - Provide demo units and sales training to sales staffs in these stores. -

1. TACTICAL
SALES
PLAN
PC TABLET MALATA
- A1001
Prepared by: QUYEN NGUYEN|7239084
Prepared for: CHI WING CHAN
Date: 16 SEP 2011
1

2. TABLE .OF.CONTENT
Executive Summary 3 Part 3: Sales Strategy 22
Part 1: Background & Assumptions 4 Target customers 23
Product Description 5 Selling Methods 24
Product Features 6 Resources Requirements 30
Boundary Definition 7 Critical Success Factors 32
Assumptions & Market Limitations 8 Cost and Profit 33
Part 2: Market Assessment 9 Part 4: Sales Implementation Plan 37
Demand Forecast 10 Monitoring & Control 38
Competitor Analysis 12 Risk Management 39
Customer Analysis 15 Conclusions 40
Channel Analysis 17 References 41
2

3. EXECUTIVE.SUMMARY
This document is a Tactical Sales Plan for Malata PC-A1001, a Multi-Touch tablets from Malata, a high tech company
from China (belongs to Wanlida Group Co., Ltd.). For selling Malata in Australia in the next 3 years, we considered the
following factors:
Background and Assumptions – We analysed product features and its geographic areas of sales in Australia
(focusing on Sydney and Melbourne). We also made some assumptions that this sales plan based on.
Market Assessment - In this part we focus on demand analysis for tablets in Australia market by the end of
2011. PC tablets marketing will continue growing by the end of 2011 with Apple and Android taking 95% of
market share and others sharing 5% of the pie. Main competitors are Apple, Samsung, Motorola and Blackberry
aiming to 3 main segments which are consumers, professionals and enterprises. Main distribution channels
include mortar and brick stores, online stores, catalogue selling and TV Home shopping.
Sales Strategy – We choose to sell this product using mortar and brick stores such as Dick Smith, Harvey
Norman and JB Hi-Fi. Besides that, we build up a website for it and sell it online using eBay and Amazon. To
better compete and approach target customers, we also sell the product in extra channels which are
universities and coffee shops. After that, we have a general estimation and calculation of cost and profit of this
project for 3 year period.
Sales Implementation Plan – In this part, we set specific milestones and checkpoints to implement the
project so that we can monitor and control it effectively. To be proactive to any likely risks, we have set
contingency plans and the way to avoid the risks at the beginning.
We believe that this Tactical Sales Plan is effective and achievable because it based on very careful consideration and
research about the industry and the market. We believe it will bring profit and will be the good start for our business.
3

4. PART 1
BACKGROUND & ASSUMPTIONS
4

5. PRODUCT.DESCRIPTION
 Malata PC-A1001 is a Multi-Touch Tablet
running Windows 7 with an Intel Atom
N540
 It is a product of Malata Company
(belongs to Wanlida Group Co., Ltd.), a
high tech company, which is one of the
top 100 electronic enterprises in China
Malata A1001 is now designed in
white and black colors. It is
apparently the grand finale
among all Malata’s offerings. The
elegant white casing and familiar
Windows UI make A1001 appear
gorgeous and impressive (Gadgets
& Geek World, 2011).
5

6. PRODUCT.FEATURES
Features Descriptions Features Descriptions
10”1024*600 Capacitive Multi-Touch LCD
Screen
Screen
CPU Intel Pinetrail N450 Wholesales price: $400
Price
Retail price: $695
10 inch 16:9 (1024x600) Multi-Touch
Display
Screen (Capacitive)
•G-sensor, Touch Panel
Others •Built in Microphone
•1.3M Webcam
OS Linux/Windows 7 Battery 3650mAh/7.4V
Memory 1GB/2GB
Optional Bluetooth
Storage 2.5 inch SATA 160G/250G/320G Hard Drive Functions E-compass
Camera Build-in 1.3M Pixel Camera Dimension 263 x 168 x 18.5mm for product
•1 Mini VGA
•2 USB
•1 Headphone out
•1 Microphone input
Connectivity Weight 990g
•1 LAN RJ45
•1 DC – IN 19V
•1 Built in Rechargeable Battery
•1 SD/MMC Card Reader

7. BOUNDARY.DEFINITION
 The product is distributed by Sunflowers Media, a
Melbourne based company founded in August 2011.
 Distribution scope: Australia wide focusing on
Melbourne and Sydney.
 Company’s capital: AUD $300,000
 Key Human Resources: 1 General
Director, 1 Chief Accountant, 1 Sales
Administrator and 2 Sales executives
 Company’s culture: straight talk,
collaboration and customer oriented
7

8. ASSUMPTIONS & MARKET LIMITATIONS
Assumptions
 There are no changes in Government Regulatory related to PC Tablet market.
 Australian Economy remains stable in the next 3 years.
 Sales Executives are qualified and well experienced in the industry and in Australian market.
 All staff are well trained about the product.
Market Limitations
 The product is quite new in Australian market and not many people in Australia heard about
the brand.
 People have bad credibility for “Made in China” products.
 Limitations in hardware for Windows 7 Tablet make it hard to use other applications
completely, besides web applications.
 The product is confronting a fierce competition with Apple iPad and other Android tablets
which are more adaptable and responsive to new applications
8

9. PART 2
MARKET ASSESSMENT
9

10. DEMAND.FORECAST
Market size & Potential
Australian research firm IDC (International Data
Corporation) has predicted that following the
release of iPad 2, a range of second generation
tablets is expected to stimulate an 85% growth in
the Australian tablet market (Rust Report 2011)
According to Telsyte, media tablet sales in
Australia would be almost 1.2 million units for
calendar year 2011, driven by continued strong
demand from consumers and business segments
(Telsyte 2011)
Although IDC research and the empirical
evidence show that the majority of media tablets
are currently embraced as complementary devices,
they are eating into consumers’ share of wallet”
(Rust Report 2011)
IDC’s report titled “Media Tablet Special Report: Australia” also shows that whilst there is a
strong intention to purchase a media tablet by the end of 2011 by Australian consumers to
purchase media tablets in 2011, with 6 per cent, laptops/notebooks (34.8 per cent) and standard
desktops (27.6 per cent) are still strongly favoured (IDC 2011)
10
In general, PC Tablet market in Australia is a potential and growing market

11. DEMAND.FORECAST
Market Share Australian Tablets Market share
5%
By the end of 2011, the market leader in
Australia is expected to remain Apple with 60%
market share, down from over 90% in 2010. 35% iOS
Android devices are expected to have 35% market 60%
Android
share in 2011 with Blackberry tablet OS and other
platforms making up the rest of the market Blackberry and other
(Telsyte 2011) platforms
According to the above chart, we can see that tablets market in
Australia has high level of concentration. The two biggest
players (which are iOS and Android OS) take the major part of
the pie. Blackberry and other platforms such as Windows and
HP are just taking a very small part (5%) of the market.
That will be a big challenge to sell Malata A1001 to Australia
market, especially when Microsoft is about to introduce its
new Windows 8 tablets to Australia in the next few months
while Matala is just using Windows 7
11

12. COMPETIROR.ANALYSIS
There are many tablet brands in Australia market at the moment. However, there are just a few operating systems for
all of them including (but not limited to): iOS, Android OS, Windows 7 Starter, Palm Web OS, and QNX (for the
BlackBerry tablet). The following figure shows the advantages of each Operating System.
Source: Frost and Sullivan, 2011 12

13. COMPETIROR.ANALYSIS
The followings are some major competitors in media tablets market in Australia
Apple is the biggest competitors in the market. IDC expects Apple to maintain a 70-80%
share of the worldwide market and continue to dominate the Australian market. Its
competitive advantages are strong and unique Operating System iOS, good design and
innovation.
Samsung Galaxy is considered the strongest competitor of Apple in international and
Australia market. Samsung is forecasted to take more than 30% market share in 2011 in
Australia. Samsung is expected to follow with a 10.1 in. Galaxy Tab with Android 3.0
Honeycomb later this year with many outstanding functions.
Motorola Xoom is also a worthy competitor in function, Like the Samsung Galaxy, the
Motorola Xoom will also run on the Android 3.0 Honeycomb operating system. The Xoom
comes with two video capable cameras and is another anticipated addition to the tablet
market. It offers high processing power and improved gaming capability.
BlackBerry is also carving a name in the tablet market with the release of the PlayBook in
April this year. The PlayBook will support both Android and the Java based apps that currently
run on BlackBerry phones, giving users access to an extensive range of applications. The
PlayBook smaller and slimmer than the iPad 2
Other vendors and designs such as Smaller players such as Hewlett Packard, Asus, Toshiba,
Microsoft and Dell are also on track to release their own tablet devices in the second half of
2011. Many of these products will be more competitive in function and price. One
differentiation path that some vendors are likely to take is to focus on specific market
segments, such as commercial. While benefitting from unique product positioning, they are
likely to address a smaller overall market and will need to be competitive with devices from
13
Apple and others.

14. COMPETIROR.ANALYSIS
In general, besides Apple, the strongest competitors with significant competitive advantages and
differences, other competitors in tablets market in Australia have an extremely fierce competition
environment. They are all strong and experienced competitors that are quite similar in functions,
designs and prices. On the other hand, Malata is running on Microsoft OS that is considers not as
effective as others, therefore, it would be tough to sell Malata in Australia market,
However, Apple are losing its market share to other competitors (from nearly 90% in 2010 to 75%
in first half 2011), it means customers now pay more attention to other brands, not just Apple.
They are also more price sensitive than before. That is a good sign for Malata to enter Australia
market.
14

15. CUSTOMER.ANALYSIS
Main customers for PC tablets are described as follows:
Source: Frost & Sullivan 2011 15

16. CUSTOMER.ANALYSIS
Consumer market: They are individual from all age. They may be
students who need convenient and small devices to bring to
everywhere. Or they may be housewives who want to do
housework, take care of children and entertain themselves at the
same time. For this customers, entertainment functions such as
internet, music, movies and games are more important to them.
This market has a lot of competitors but they seem to provide
similar offerings.
Professional: They are professionals from all area of life. They
may be a real estate agents who need a light and small tablet
which is strong enough to store all the necessary pictures and
information about properties to show to clients. They may also be
designers and architectures who have to travel interstates to meet
up with clients. For this market, professional functions such as
graphic, storage and memory are more important to them.
Enterprises: Telsyte estimates that around 20,000 Australian
businesses have purchased at least one media tablet for their
organisation so far. This is a young and new market that is ignored
by many big competitors. This market requires products with
capable of video conferencing, viewing documents (reader
functionality), and on-the-go computing. 16

17. CHANNEL.ANALYSIS
Electronic Stores Retailer market share
11.0%
What are they? Harvey Normans, JB Hi-Fi,
Woolworth (Dick Smith Electronics), Good Woolworths Limited
Guys, Best Buy, etc. 15.0%
JB Hi-Fi Limited
Advantages. They are brick and mortal stores.
55.3% Harvey Norman
They let customers feel real products.
Holdings Ltd
Salesperson can communicate directly with 18.7%
Others
customers. Customers will make purchase
decision more easily.
Sources: IBIS World 2011
Disadvantages. They are not exclusive and
unique. Our new product will be directly
compared to and compete with other
products. This channel is also in fierce
competition with online store.
This traditional channel is still popular until
now since people still want to have more real
experience with the product before buying it.
17

18. CHANNEL.ANALYSIS
Brand Stores
What are they? They are stores of specific
tablet brands
Advantages. They have all types of product
models and series of one brand. Salespeople
have better knowledge about the products.
Disadvantages. This is a very costly channel
that is only used for famous and luxury
brands.
This channel is only good for big and famous
companies to build long-term brand images.
For selling, this channel will cost a lot of
money for rental, decorative and human
resources.
18

19. CHANNEL.ANALYSIS
Online Store
Main competitors. Woolworths,
Catchoftheday.com.au, Dealsdirect,
Dstore.com, wishlist.com.au, Oo.com.au,
Graysonline.com,au, and eBay.com.au.
Advantages. This channel is really cheap and
easy to operate. It provides spaces to provide as
much information about the product as you
want.
Disadvantages. Customers can not feel and
experience the product before making purchase
decision. This channel also requires shipping
fees.
This channel is good for new products in the
market, especially for companies that have
limited capital and resources. The problem is
how to promote the websites effectively.
19

20. CHANNEL.ANALYSIS
Catalogues
What are they? They are printed
catalogues sent to each household
with order forms.
Advantages. Cheap and convenient.
New products catalogues can reach a
numerous of target customers.
Disadvantages. It may cost a lot
money for printing and delivery of the
catalogues.
This is good to reach a large number of target population and leverage the brand. But it may be
costly and hard to control if the catalogues come to the right audiences.
20

21. CHANNEL.ANALYSIS
TV Home Shopping
What are they? They are TV Program
introducing a specific product in
which customers can make orders by
calling to a telephone number on the
TV screen.
Advantages. This channel can cause
compulsive buying and highlight just
the good points about the products.
Disadvantages. It may cost a lot
money for buying broadcasting time.
21

22. PART 3
SALES STRATEGY
22

23. TARGET.CUSTOMERS
In case of Malata A1001, we should focus on Consumers market as the products do not have
required functions for Professional and Enterprise market
Target customers should be as follows:
Young Adults: Aged from 25 to 35. They need a tablets for
their convenient life: when waiting or being on buses and
trains, at lunch time or when waiting for friends at cafes...
Housewives with children: With PC tablets, they can go
online when cooking, shopping and cleaning. That helps
housework less boring. Besides, they can use the tablet to
teach their children about the world and play game with
their children at anywhere and anytime they want .
Students: PC tablets will make their studying much more
easy. They can store their lectures in the tablets and read it
everywhere at any time they want. They can also get
connected with their friends and their lecturers when
needed. With tablet PC, long distance studying will be much
more easy.
Those customers are all quite price sensitive. Therefore, low price may be a competitive
advantage of Malata as its functions is quite similar to other PC tablets 23

24. SELLING.METHODS
Expert Reviews
Before making the product available in the market through selected distribution channel, there
should be some marketing activities. One of them is sending the product to experts to review.
CNET is a common way to get the product
reviewed. CNET editors will give their
comments about pros and cons of the
product. This will help it similar to
customers.
Blogs is another way to get the products
reviewed. We will need to send our product
to the owners of the blogs, who are high
tech experts, for getting their comments
about the products. Customers always refer
those blogs before they make their own
decisions.
Having an article in “Digital Life” columns of newspapers such as The Age or smh.com.au is also
a good way to promote the products. 24

25. SELLING.METHODS
Electronic Stores
This traditional channel is to make the products available to all kinds of customers including
compulsory ones who do not intend to buy the product at the beginning. It is the most popular and
easy-to-find channel for the product.
For this channel, we focus on big and famous
stores in Australia due to limited capital and
quantity of products. Chosen store should be
Harvey Normans, Dick Smiths, Good Guys, JB Hi Fi
and Best Buy. The stores are famous and many of
target customers may come there to look for their
ideal tablets.
Sample products will be placed in those store at
eye-catching places for demo using. Each product
will be sold with a free case.
Retail price at electronic stores would be $700.
The stores will get 5% of selling price for each
product sold. Free tablet cases will be provided by
our company.
25

26. SELLING.METHODS
Product website
Building a website for the product is what we will do. This website will be called www.malata-
australia.com.au and customers can make their order and payment directly from the websites
This website will include all information about
product functions and manual. There will also be
comments and judgments of customers and experts
about the product as well as a forum so that
potential customers can get their questions about
the product answered by our experts.
Selling price in the website would be lower than in
electronic store as it would be cost less than
electronic store. It would be $680 for a tablet. Free
cases are also provided and we offer free delivery
for customers who are living within 10 kms from
Melbourne and Sydney.
To promote our website, we use Google Search Engine and Google Ads for key words “tablets”, “PC
tablets” and “Matala”. We also let the URL appear on other tablet forums by participate on them.
Other review websites we use such as CNET will also help to spread our websites URL to our
potential customers 26

27. SELLING.METHODS
Online Stores
Besides our own websites, we will
also use other commercial websites
such as eBay and Amazon. This
channel will help bring the product to
much more customers who enjoy
shopping online
With those websites, we do not need
to do any marketing activities as they
are well known enough. Selling price
for this channel may be $670 and the
website will get $15 for each product
sold. With eBay which applies
auction method, starting price will be
$670, we will get $670 of the final
price and they will take the rest.
27

28. SELLING.METHODS
University Channel
In the next 5 years, textbooks will replace traditional print versions in the next five years. This trend
bodes well for Pearson - an international producer of educational materials, started to produce e-
textbooks and online course supplements. Students will need to have PC tablets to store their
studying materials as well as other educational apps.
We will need to promote our Malata A1001
in university websites so that every students
can see it. We will corporate with student
Union to sell our product in university. We
will put out product samples in university
library and some main classroom, so that
students can have chance to test the
products. We also offer special price for
university students who are very price
sensitive.
Selling price for this channel may be $670
and we will send the universities free
products to equip their classrooms .
28

29. SELLING.METHODS
Cafes
Besides students, young adults are also our target customers. Their most popular places are coffee
shops. Coffee shops are where they spend their time after work for dating, meeting friends and
relaxing.
We will corporate with popular coffee
franchises in Melbourne to sell our product
(Starbucks, Gloria Jeans, etc…). We will put
out product samples in those cafes so that
customers can have chance to test the
products. We will put our brochure their so
that customers can make order directly with
us or they can make order from the coffee
shops.
Selling price for this channel may be $695
and we will send the universities free
products to equip their classrooms .
29

30. RESOURCES.REQUIREMENTS
Financial Resources
Financial resources will be needed for
the followings:
Import Malata tablets from China
Warehouse
Labor cost
Operating cost
Channel cost
Brochure and Product manual in English
Needed marketing activities (product
review and websites)
30

31. RESOURCES.REQUIREMENTS
Human Resources
Job Titles Description and Requirement
Sales Director General management. Strategy and Planning Preparation. Problem Solving.
Have experience and knowledge about tablet market in Australia. Well
presented and have good relationship with distribution channels
Account Managers (2 persons) in
charge of: Direct contact points between channels and the company. Have experience
•Person 1: Mortal and brick and knowledge about the market and the channel they are in charge of. Have
channels (Stores, Universities and good relationship with the channels and good negotiation skills. Have good
Café shops) knowledge about the product.
•Person 2: E-commerce.
Sales Administration (1 persons) In charge of paperwork and sales contract. Assist Account Managers in daily
administration tasks. Good eyes for details, excellent in verbal and writing
communication. Good at computer.
Chief Accountant (1 person, part Manage capital, revenue, and cash flow of the company. Prepare tax report
time) and return. Trustworthy and honest. Good eyes for details
31

32. CRITICAL.SUCCESS.FACTORS
Product Differentiation Good relationship with channels
As the product’s functions are similar to other Distribution Channels play an important roles to the
tablets in the market. The only way we can do to success of the product. Distribution channels are faces
differentiate the product is make its price the of our countries. Having good relationship with
lowest aiming to price sensitive customers such as channels, we could have many advantages in displaying
housewives, students and young adults who do and selling our products. We also can get valuable
not have much money for such a product. information about customers from the channels. Special
channel like universities require special relationship
We also should find exclusive and unique between the Account Manager and universities’
distribution channels such as universities and Managers.
cafes where our target customers often visit to
better compete with other products.
Superior after-sales services
This is another way to differentiate our product
Good Sales Forecast with others. Superior after-sales services can be
provided by paying more attention to customers’
question and complaints. Through our forum on
Having good sales forecast will help us to control
our website, we will answer all the questions
our stocks in warehouse and for distribution
customers may have and resolve all issues related
channels. If we import too many products, we will
to our product.
have to pay a lot for storage, but if we import too
little, we will lose our chance to sell our products
for channels.
32

33. COST&PROFIT
Sales Estimation & Explanation
•As mentioned above, about 1.2 million units of tablets would be sold
in Australia by the end of 2011. In which, Apple and Android will take
about 80% of market share. Blackberry and others only get 5% of
market share (about 60,000 units). In our estimation, the maximum
units of Malata tablet that could be sold in year 1 will be about 1000
units. Due to limitation of capital, we decide to import 700 units for
the first year.
•In Year 0, we have $300,000 of capital, we do not need to pay any labour and operating expenses except for
Marketing. We will spend $280,000 dollars to buy stocks from China, $3,500 tablet cases for promotion and
about $16,500 for marketing activities such as product reviews, creating and running product websites,
preparing the product manual in English, and promoting our website on other well known websites in
Australia.
•In the end of Year 1, we have to pay employee salary, commissions, channel cost and buy stocks for year 2.
Marketing expenses will be decreased as customers are familiar with the products. The number of products
needed for year 2 is increased in comparison with Year 1.
•In the end of Year 2, we have the same expenses as year 1, marketing expenses keeps going down. The
number of products needed for year 3 is increased in comparison with Year 2.
•Sales of the products should be ended in the end of year 3 as there would be new products that have superior
functions. In Year 3, we do not need to buy anymore products. And the whole amount of Sales in year 3 is
compensation for loss in year 1 and year 2.
33

34. COST&PROFIT
Total Cost
Total Cost
Item Year 0 Year 1 Year 2 Year 3
Salaries & wages 0 $125,000 $125,000 $125,000
Product Cost $280,000 $320,000 $400,000 0
Marketing Expenses $16,500 $10,000 $5,000 $5,000
Free tablet cases $3,500 $4,000 $4,500 0
Channel Cost (5% of gross sales) $0 $24,325 $27,800 $34,750
Sales commission (3% of gross sales) $0 $14,595 $16,680 $20,850
Total expenses $300,000 $497,920 $578,980 $185,600
Labour costs
Product Cost
Staff Year 1 Year 2 Year 3
Sales Director $50,000 $50,000 $50,000 Wholesales
Year 0 Year 1
Sales Administration $25,000 $25,000 $25,000 price: $400 Year 2
Chief Accountant (part-
Quantity
time) $15,000 $15,000 $15,000 700 800 1,000
Imported (unit)
Account Manager
(Electronic Stores and Total Cost ($) $280,000 $320,000 $400,000
University) $20,000 $20,000 $20,000
Account Manager (E-
commerce and cafe) $15,000 $15,000 $15,000
Total ($) $125,000 $125,000 $125,000 34

35. COST&PROFIT
Gross Profit Before Tax
Gross Profit Before Tax
Year 0 Year 1 Year 2 Year 3
Total Expenses ($) 300,000 $497,920 $578,980 $185,600
Gross Sales ($) 0 $486,500 $556,000 $695,000
Gross Profit before tax -300,000 -$11,420 -$22,980 $509,400
Selling price: $695 Year 1 Year 2 Year 3
Unit sold (unit) 700 800 1,000
Gross Sales ($) $486,500 $556,000 $695,000
Discount rate 15% IRR 0.16
NPV $7,632 Payback period 3 year
35

36. PART 4
SALES IMPLEMENTATION PLAN
36

37. MONITORING&CONTROL
Milestones Checkpoints Duration
Industry and Market Analysis •Industry Overview 1 month
completed •Industry Performance in the past 5 years
•Competitor Analysis
•Target customer Analysis
•Critical Success Factors
Business Plan finished •Feasibility Study 1 month
•Sales Strategy in 3 years
•Cost and Budget estimation
•Profit estimation
•Contingency Plan
Purchase contract done •Draft Contract completed 2 months
•Contract Review done
•Official Contract done
Purchase Ordered made •Decision on quantity made 1 month
•Official purchase order sent
Products available on channels •Product Imported 3 months
•Product stored at warehouse
•Product on channels
Sales Report for each year •Revenue and Profit Report 1 week at the end of
finished •Forecast for the following year each year.
37

38. RISK.MANAGEMENT
Risk event Likelihood Mitigating Contingency Plans
Increase of High Signing Purchase Contract N/A
wholesales price due with wholesales price being
to the downtrend of kept unchanged in a
AUD specific period of time
Invention of new High Reduce selling time of the •Reduce selling price
products with product (maybe in 1 or 1.5 •Offer new payment method such as hire-
superior functions years) purchase method.
Wrong sales forecast High Carefully analyzed the •If demand is under expectation, reduce selling
market by studying market price to minimum and find new channels to
performance in the past 5 push the product out.
years.
•If demand is over expectation, make quick
order with higher price to get the product in
stock as soon as possible.
There’s other Medium Make a clear and strict N/A
company selling the purchase contract at the
same product with beginning
lower price
38

39. CONCLUSIONS
Selling Malata product is profitable but not much (NPV $7,632) due to the following
reasons:
Limited capital (about $300,000)
Limited market share (nearly 1%)
Wholesales price is too high ($400). That leads to high
retailing price ($700) and low profit margin.
Limited product competitive advantages. That causes a
lot of expenses for promotion (free cases), advertising
(online and review), channels (brick and mortar stores,
online stores, universities and cafes) and customer
services.
Limitation in product functions lead to the narrowness
in target customers (consumer market only).
39

40. REFERENCES
1. Malata Unveils Windows 7 Slate A1001 And All-In-One PC On Computex, Gadget & Geek World, viewed 26 Sep
2011, <http://www.gadgetsbing.com/2011/06/malata-unveils-windows-7-slate-a1001-and-all-in-one-pc-on-
computex//>.
2. Australian Media Tablet Market to Grow 85% in 2011, OSP Central, viewed 26 Sep 2011,
<http://www.ospmag.com/osp-central/ospcentralinternationalupdate/australian-media-tablet-market-grow-
85-2011>.
3. Tablet PC Market Overview, Frost & Sullivan, viewed 26 Sep 2011,
<http://www.frost.com/prod/servlet/market-insight-top.pag?Src=RSS&docid=225907684>.
4. Computer and Software Retailing in Australia, IBIS World, viewed 26 Sep 2011,
<http://clients.ibisworld.com.au.ezproxy.lib.swin.edu.au/industryau/Majorcompanies.aspx?indid=1836>.
5. Australian media tablet sales accelerate in first half 2011, Telsyte, viewed 26 Sep 2011,
<http://www.telsyte.com.au/?p=1048>.
6. Australian Media Tablet Market, Rust Report, viewed 26 Sep 2011,
<http://www.rustreport.com.au/issues/australian-media-tablet-market/>.
7. IDC: Australian Media Tablet Market to Grow 85% in 2011, IDC, viewed 26 Sep 2011,
<http://www.idc.com/getdoc.jsp?containerId=prAU22758511>.
40