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MarkStrat

MarkStrat. Firm Y. Mary Graeber, Nidhi Kakkar, Shawn Jones, Vahid Walker, John Lukin. Period 1. Strategy—Period 1. Initial Strategy: Focus one product to only one segment of the market Target all products to their respective individual market SYGU Singles SYCAHi Earners

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MarkStrat

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  1. MarkStrat Firm Y Mary Graeber, Nidhi Kakkar, Shawn Jones, Vahid Walker, John Lukin

  2. Period 1

  3. Strategy—Period 1 • Initial Strategy: • Focus one product to only one segment of the market • Target all products to their respective individual market • SYGUSingles • SYCAHi Earners • Initiate R&D using different decision-making tools to “tailor-make” any new projects to their market.

  4. Period 1 Market Share 18.8% $1,178 Stock Price

  5. Decisions—Period 1 • Sales Force: • Specialty: 30 • Dept. Stores: 20 • Mass Merchandisers: 15 • Market Research Studies Purchased • Consumer Survey, Distribution Panel • Consumer Panel, Market Forecast • Competitive Advertising • Advertising Experiment

  6. Suggestions—Period 1 • Further Increase of Sonite Production • Purchase Multi-Dimensional-Scaling Study and Conjoint Analysis for better research and understanding of decisions

  7. Period 2

  8. Results of Period 2 • Market Share • Climbs 1.1% • Levels off at 19%(3rd in Industry) • Stock Market • Stock price index=1,342(4th) • Increase of 14.5% • Cumulative net contribution $69,058,000(3rd)

  9. Strategyin Period 2 • Increase Sonite production from 177,200 to 240,000. (we never could make enough of those darn things) • Product prices remain as sales force and advertising increase

  10. Strategy (cont.) • Begin initial stages of Vodite R&D as we blindly venture into an undiscovered industry • Lie, cheat, and steal in order to be the best

  11. R&D Projects • Characteristics of PVYNK(Vodite) • Autonomy 55 M • Max. Freq. 20 KHz • Diameter 30 Mm • Design 7 (index) • Weight 15 g

  12. Hindsight is 20/20 • Looking back we now know we should have drastically increased inventory. (we did not know we had the next tickle-me-elmo) • Use of conjoint analysis graphs and estimation of physical characteristics for brand positioning is critical. • PVYNK would later experience difficulties as a result of our underestimation of this

  13. Period 3

  14. Period 3 • Stock price rose from 1342-1659 • Rising to 3rd place !!! • Market and retain share cont. to grow • Improving but slowly • Reoccurring Problems: • INVENTORY!! • Increased by @32% but NOT ENOUGH

  15. R&D • Final phase of Vodite product PVYNK • Advertising • Had to lower advertising in order to have enough money to complete R&D Project • Sales Force • Kept highest percentage of our sales force in specialty stores. • Pricing • Remained the same

  16. Market Research Studies • Realized that we don’t need all! • Consumer Panel • Distribution Panel • MDS • Conjoint Analysis

  17. In the End…. • Through use of MDS we brought our SYCA product right next to High Earners…..and SYGU closer to Singles but with competition from SALT

  18. Period 4

  19. Period 4 Market Share 22.9% Stock Price $2,188 Dollar Value Period

  20. Decisions—Period 4 • Increase Production to 462,000 • SYGU: 198,000 • SYCA: 264,000 • R&D • PVYNK,PVYZZ both made available in Period 4 • VYZZ “Estimates of Physical Characteristics and Price for Brand Repositioning

  21. Decisions—Period 4 R&D PSYMG also tailored to target customers Price Adjustment Using Conjoint Analysis Sales Force Increased SYCA:4,382 SYGU:3,923 Studies Purchased: MDS, Conjoint Analysis Consumer/Distribution Panel Advertising Adjustment SYCA: $16,784 SYGU: $11,240

  22. Suggestions—Period 4 • Production should have been increased substantially more for both SYGU and SYCA. • The use of “Estimates of Physical Characteristics and Price for Brand Repositioning” should have been implemented for all R&D projects. • AnalysisProduct Design

  23. Period 5

  24. Period 5

  25. Period 5 continued… • Vodite Products Introduced • R&D is Vital to the Our Products • Semantic Scales and Component Analysis • Focus on Particular Customers • Sales Force Management • Less Focus on Advertising Expenses

  26. Period 5 continued… • Total # of Products Sold of Sonite and Vodite • Multi Dimensional Scaling • Final Decisions Made • NOT ENOUGH INVENTORY!!!

  27. Period 6

  28. Period 6 Market Share 43.8% Stock Price $4,870 Dollar Value Period

  29. Decisions—Period 6 • 33.7% Increase in Stock Price • Due to the 24% increase in sales, production was increased—1,159, 600 • 1,154,000 Sonite • SYGU:558,000 • SYCA:532,952 • SYMG:49,342 • 5,600 Vodite • VYNK: 5,600 • No production of VYZZ

  30. Decisions—Period 6 R&D SYMG made available The use of Conjoint Analysis led to further price adjustments Analysis of MDS findings allowed for the further targeting of specific markets Sales Force Adjusted: Specialty: 120 Dept.: 100 Mass Merch: 80 Market Research Studies: MDS, Conjoint Analysis, Consumer/ Distribution Panel

  31. Suggestions—Period 6 • Despite increased production of both Sonites and Vodites, orders were still not fulfilled.

  32. Period 7

  33. Results for Period 7 • Market Share • 45.6% (1st *(2) ) • 1.6% increase from last period • Stock Market • Stock price index= 4,949 • Net contribution= 810,201

  34. Strategy • Maintain chokehold over Industry • Bring production levels to an all time high in order to reduce back orders. • Exploit monetary advantages in Vodite market

  35. Final Notes

  36. Questions? • Thank you very much….. • Any Questions?

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