Imaginary Company

A. Company Vision

Datafix aspires to be a leading electronics company in the Philippines that provides consumers with affordable technologies which could be incorporated into their everyday living. In relation to this, the company aims to gain the trust and loyalty of the public and be considered as a household name in the field of IT. To achieve this, we at Datafix have three pillars that serve as our guide in all our endeavors:

• We provide budget-friendly technology to the Filipino people

• We instill a partnership of trust and practicality between the company and our customers by understanding the needs and trends present in the market

• We are a socially-oriented company that responds to current issues by developing products that promote convenience and entertainment to the consumers, and by having CSR programs that reach out to different groups of people

B. Overview of the Product

BeatPin is an mp3 player that essentially has a clip feature that makes it very convenient for users to bring it around with them. Having a diameter of approximately 6.5cm, BeatPin has the usual mp3 controls distributed at its circumference. Because of its size, it doesn’t have a display screen unlike other mp3 players, but its shuffle feature is able to compensate for this. For uniformity and simplicity, BeatPin is only available in 4GB capacity. It also comes with a USB connector for convenient song transfer, and matching earphones for optimum music experience.

C. Target Market

Listening to music has been and always will be a part of Filipino life. The group of Filipino commuters is the target market chosen for BeatPin mainly due to the accepted notion that people enjoy listening to music during travel. Because of the hustle and bustle of city life, it has been observed that commuters want to be in a world of their own whenever they go to and from work or school, and they do so by turning to music for refuge. But the average working...