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Terrapin Company Aqua Industry

Terrapin Company Aqua Industry. Katy Dodds, Steve Everett and Lindsay Djuhadi. Company Performance. Company Performance. Sonites Target Segments. High Earners - TONE 80 % segment share by volume no main competitors. Shoppers - TOTE 72 % segment share by volume competitor – SOLO.

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Terrapin Company Aqua Industry

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  1. Terrapin Company Aqua Industry Katy Dodds, Steve Everett and Lindsay Djuhadi

  2. Company Performance

  3. Company Performance

  4. Sonites Target Segments • High Earners - TONE • 80% segment share by volume • no main competitors • Shoppers - TOTE • 72% segment share by volume • competitor – SOLO • Total Sonite • Market Share: • 55.5% • Savers - TOGA • - 61% segment share by volume • - competitors – LOCK, SOLO

  5. Vodites Market Segments • Early Adopters - TENT • 58% segment share by volume • Total Vodite • Market Share: • 52.9% • Followers - TEAM • 65% segment share by volume

  6. Strategies Employed • Sonite Market: • Milking and Red Ocean Strategy • Vodite Market: • Harvesting and Blue Ocean Strategy

  7. R&D • Process • 1. Divide ideal value by 7 • 2. Multiply % by range of attribute • 3. Add low-end of range for attribute number

  8. Strategies Employed • Constant Investment in R&D: • Re-launched modified versions to adapt to changing consumer preferences • Forecasting: • Set production using segment share & size

  9. Competitive Strengths Grid

  10. Major Turning Points • Exiting Explorers Segment • Withdrew TOPS in Period 1 • Falling Behind in Periods 3 & 4 • Forced to focus on R&D

  11. Successes • Failures

  12. Advice • Understand and Monitor Consumers • Continually Invest in R&D • Select Target Markets Wisely • Don’t Be Afraid to Over-Produce

  13. Thank You!

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