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MarkStrat Final Presentation

MarkStrat Final Presentation. Industry 1 Team U Marilyn Ho Mario Kojima James Kong Patricia Lee Annie Liu. Agenda. Summary of results Goals and objectives Long-term strategy Notable shifts in tactics Conclusion and lessons learned. Starting Point. SULI market share – 18.4% (2 nd )

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MarkStrat Final Presentation

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  1. MarkStrat Final Presentation Industry 1 Team U Marilyn Ho Mario Kojima James Kong Patricia Lee Annie Liu

  2. Agenda • Summary of results • Goals and objectives • Long-term strategy • Notable shifts in tactics • Conclusion and lessons learned

  3. Starting Point • SULI market share – 18.4% (2nd ) • SUSI market share – 3.7% (Last) • Total Sonite market share: 22.2% (3rd) • ROI: 2.76 (1st)

  4. Total Sonite market share: 24.8% (3rd) Total Vodite market share: 52.3% (1st) ROI: 11.13 current (1st); 6.41 cumulative (1st) Summary of Results

  5. Goals and Objectives • Achieve #1 rank in industry • Maximize profits • Optimize portfolio to take advantage of market growth opportunities • Develop marketing expertise

  6. Long-Term Strategy Segmentation:Tailored products for selected segments • Customer-driven decision-making • Strategic competitive analysis

  7. Customer-Driven Decision-Making • Paid attention to customer’s ideal attributes and their evolution • Recognize trade-offs between customer wants and company profitability

  8. SUSI Perception without considering price - Others Perception considering price - Others

  9. SULI Perception without considering price High Earners Professionals Singles Perception considering price Professionals Singles High Earners

  10. VODITE Perception without considering price Innovators Early Adopters Followers Perception considering price Early Adopters Followers Innovators

  11. Strategic Competitive Analysis • Anticipatory competitive positioning • Competitive benchmarking

  12. Anticipatory Competitive Positioning Example: positioning SUSI in the Others segment

  13. Competitive Benchmarking Research & Development (Period 1-3) Example: entry into Vodite market Period 3 - complete our first Vodite - observe Teams A & O; anticipate they are developing a lower-end product Period 4 - launch our Vodite - expect Team A and/or O will launch this period as well

  14. Notable Shifts in Tactics: Sonite • Situation: Drop in market share despite better product and lower priceDecision: Increased SULI’s mass merchandise distribution sixfold • Situation: Drop in market share due to introduction of new brands without enough marketing supportDecision: Drop new brands. #1 #2

  15. Notable Shifts in Tactics: Vodite • Situation: Drop in market share despite introduction of new brand for FollowersDecision: New brand is closer to Innovators & Early Adopters, so reposition brands. • Situation: Drop in market share due to competitive pressures and underproductionDecision: Be more aggressive with production. #1 #2

  16. Conclusion and Lessons Learned • Company position strengthened by consistent strategy: • high growth markets • continuous reassessment of tactical implementation decisions • Developed better understanding of advertising, distribution, and production planning

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