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EXERSWIM STRATEGIC ANALYSIS & MARKETING PLAN Prepared for-Master Spas Presented by: Adam Fox Nick Harter Abi Peterman Julie Graber Brandi Grimm Curtis Meyer Pete Bushnell. AGENDA. Strategic analysis Problems Causes Alternative solutions Recommendation
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EXERSWIM STRATEGIC ANALYSIS & MARKETING PLAN Prepared for-Master Spas Presented by: Adam Fox Nick Harter Abi Peterman Julie Graber Brandi Grimm Curtis Meyer Pete Bushnell
AGENDA • Strategic analysis • Problems • Causes • Alternative solutions • Recommendation • Marketing plan • Market segmentation • Primary marketing plan • Secondary marketing plan
Exerswim is not a core competency product Limited sales No detailed plan Difficulty launching new products No sales force Different customer demographic What is the next step? PROBLEMS TO ADDRESS
CAUSES • Primary cause • Company is inexperienced in launching new products outside of their current market segment • Contributing factors • Lack of product launch plan • Management style
INTERNAL FACTORS FOR SUCCESS Management Organization Strategy Resources 5
EXTERNAL FACTORS FOR SUCCESS Suppliers Potential Entrants Buyers Substitutes Rivalry
ANALYSIS OF EXERSWIM POTENTIAL EXTERNAL FACTORS INTERNAL FACTORS Suppliers Potential Entrants Management Organization Strategy Buyers Substitutes Resources Rivalry • Put full weight of Master Spas behind launching the Exerswim • Intellectual property lease • Project delay • Drop product 7
STRATEGY INTERNAL FACTORS Product • Portable, easy to install, battery operated Pricing • $3995-dtc, $2895-dealer • Ensure pricing remains the same whether bought dtc or through dealer Distribution (Place) • Purchase through dealer • Purchase direct from Master Spas Promotion • No one knows it exists • Not a pull product • Target right market Management Organization Strategy Resources
PRIMARY MARKET: COMPETITIVE SWIMMING Goals and Objectives • Professionals of the industry to use product • Flood the market with the Exerswim name
PRIMARY MARKET: COMPETITIVE SWIMMING Promotion • Provide sponsorship to competitive events • Booth at 10 events-$500 each • Demo pools-$10,000 each • Breakeven point-29 units • Sales staff visits coaches/instructors • 3 sales reps on two year contract & 1 product manager-$500,000 • Breakeven point-190 units • Spokesman for product • Spokesman-$10,000 • Breakeven point-4 units
PRIMARY MARKET: COMPETITIVE SWIMMING Implementation • First year marketing expenses • Sponsorship-$5,000 (10 EVENTS x $500) • Internal staff-$500,000 (4 REPS x $125,000 salary, benefits, travel expenses) • Commission-$119,850 (400 units x 7.5%) • Demo pool-$20,000 (2 POOLS x $10,000) • Spokesman-$10,000 • Total-$654,850 • Profit-$423,150 (off of internal sales reps alone)
SECONDARY MARKET: SWIM ENTHUSIAST • Pool owners who desire benefits of lap swimming • Keep independent sales reps • Work on commission (low initial investment) • Sales contests • Additional bonus for high volume sold • Marketing tools and literature focused on the swim enthusiast • Demo units at dealers • Locator on master spas website
SUMMARY EXTRERNAL FACTORS INTERNAL FACTORS Suppliers Potential Entrants Management Organization Strategy Buyers Substitutes Resources Rivalry • Commit • Time, money, resources • Execute • Primary & secondary marketing strategies
