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Markstrat – Team Jupiter A

Markstrat – Team Jupiter A. Chanuk Choi Heesik Jeong Taesoo Yoon Seungjae Hur. Contents. Basic Strategies Downfall in the early stage Stagnating in the Mid Take off - The Empire Strikes Back KSFs & Lessons. Premium Market. Mass Market. Segment. Professionals/ High earners/Buffs.

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Markstrat – Team Jupiter A

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  1. Markstrat – Team Jupiter A Chanuk Choi Heesik Jeong Taesoo Yoon Seungjae Hur

  2. Contents • Basic Strategies • Downfall in the early stage • Stagnating in the Mid • Take off - The Empire Strikes Back • KSFs & Lessons

  3. Premium Market Mass Market Segment Professionals/ High earners/Buffs Others/Singles Product SALT SAMA Strategy Differentiation Cost Leadership Action Plan More powerful Than competitors Emphasizing value For money Be the King of Sonite Market  After then, Penetrating into the Vodite Market 1. Basic Strategies

  4. Meeting with Professor - Using all budget - Emphasizing segment fitting - Providing modified R&D 2. Downfall in the Beginning

  5. Consumers’ needs are continuously moving  Began to use Conjoint Analysis 2. Downfall in the Beginning Fitting in Singles Fitting in Professionals Fitting in High earners Fitting in Others

  6. Cannibalization between SALT and SALC  Inventory increased continuously  Profit decreased  Lowered budget 3. Stagnating in the Mid

  7. Struggling to escape from depression  Steady modification by using market research  Fitting sales force to distribution channel  Beginning to use MDS 3. Stagnating in the Mid 4th round 6th round

  8. Believing that money makes money 4. Take off Entering into Vodite market Targeting for Followers Sharply increasing sales force Sales force > Advertising effect In a short run Enormous advertising in the new product $6,500,000 only for Vodite market

  9. MS of Sonite 46% MS of Vodite 17.8% for the first entry 4. Take off

  10. Satisfy what customers exactly want  Huge budget for market research  Forecasts are accurate  Calculation for Optimization based on forecast  Distribute budget based on calculation  Optimized Profit 5. KSFs Avoid Double Jeopardy High adv/sales force High Awareness High MS High Profit High Budget High adv/sales force (Making Virtuous Cycle by Cash Cow strategy)

  11. Sensing for the market situation  Need to know what Competitors do and will do if we are not doing so well  Bold & radical decisions are sometimes needed  However, stick to the details all the time (Never neglect micro-management) 5. Lessons learned Limitation  More statistics & math, more profit

  12. Thank You Q&A

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