Class: European Business Topics
Lecturer: Jan Jonckheere
Phase: Year 1 – Semester 1
Content: Term Paper - Phones
Copyright warning: Reproduction and distribution of this document without the written permission of the author is prohibited.
Phoenix: Expansion Study
Rania El Ghalbzouri & Rie Israel
EU Business Topics – IBT B
Phoenix
1
Lecturer: Jan Jonckheere
Year: 2022-2023
,Table of Content:
1 Executive summary: 3
2.1 Company descriptions: 3
2.2 Business Model Canvas 4
3 Selection Criteria 5
3.1 Gross Domestic Product 5
3.2 Human Development Index 5
3.3 Local Purchasing Power Index 6
3.4 Economic Freedom Index 6
3.5 Transparency International’s Corruption Perception Index 6
3.6 European Chamber Research – Best countries for business 7
3.7 competition 7
4 European Market Selection 7
5 Methodology used to start up sales 7
6 Main challenges 8
7 Conclusions 8
8 Bibliography 8
2
, 1 Executive summary:
In this paper, we will elaborate on how we plan to expand our American
company “Phoenix”, into the European Market. We will provide an analysis of
our company, the country we have decided to expand into as well as the
selection criteria used, our methodology to start up sales, difficulties we
faced, and finally our end conclusion.
2.1 Company descriptions:
Phoenix (LLC) is a woman-owned tech company, founded in San Francisco,
California in 2017. This enterprise was created with one goal: to create a fully
customizable phone. Phoenix is the first enterprise in the American
smartphone industry to offer a phone tailored to the specific need of their
customer.
We offer a modular phone which can be completely customized not only in
terms of electronic components but also in designer aesthetic. Our customers
begin with our motherboard, to which various parts are connected such as a
camera, external storage, battery, speaker, etc. A (custom printed) shell is
placed over it to not only protect these compartments but to also fit out
customers aesthetics.
An example of such an order could be a 48-megapixel lens, 4GB ram and 256
GB storage memory, and a 6000 mAh battery.
We place a strong value on quality, design aesthetics, versatility, and
sustainability. By offering a phone which can easily be put together and
taken apart, it’s easier, cheaper, and more sustainable to replace a certain
component as opposed to replacing the entire phone. Ergo revitalizing its
lifecycle.
Our current demographic exists out of people who enjoy building their own
electronics, eco-conscious people who wish to lessen their e-waste, and
people who require a specialized phone for work-related purposes like
content creators.
Phoenix has been quite a success in the United States of America with mainly
online-retail. We also carry five small stores in major cities like Los Angeles and
New York City, where customers can go and watch their phones get
assembled after ordering. Through these channels, we have generated
roughly 25 million dollars over the last year.
3
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