Smart Configuration for a Successful Smartphone

Abstract

The case describes the dilemma while considering the launch of a new smartphone in the highly competitive market of India. The protagonist is the founder of 'New Digital Age'- a smartphone manufacturing unit set up in Gurgaon - Mr. Sudhir Sharma. However, he realises that there are a lot of products available in the market and gaining a profitable market share will not be easy. He, therefore, arranges a meeting with his three trusted lieutenants- Mr Rahul Dholakia (CFO), Mr Arun Kapoor (CMO) and Mr Shushrut Mishra (COO). As they discuss about the myriads of possible configuration for the smartphone, Mr Sudhir understands that the best option to find the most popular configuration would be to ask the consumers. However, ranking so many different configurations will be difficult for the consumers. The case illustrates how this problem can be solved statistically by using Conjoint Analysis.