1 markstrat final presentation industry 1 team u marilyn ho mario kojima james kong patricia lee...
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1
MarkStrat Final Presentation
Industry 1Team U
Marilyn HoMario KojimaJames KongPatricia LeeAnnie 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
-50,000
0
50,000
100,000
150,000
200,000
250,000
0 1 2 3 4 5 6 7 8 9
Period
U
O
IE
A
NET CONTRIBUTION
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
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
0 1 2 3 4 5 6 7
SAMA
SIRO
SIBI
SUSI
SOLO
SIRB
SEOS
Perception considering price - Others
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
0 1 2 3 4 5 6 7
SAMA
SIRO
SIBI
SUSI
SOLO
SIRB
SEOS
Perception without considering price - Others
9
SULI
0.0
0.2
0.4
0.6
0.8
1.0
1.2
0 1 2 3 4 5 6 7
SEMI
SOLD
SOLI
SULI
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0 1 2 3 4 5 6 7
SEMI
SOLD
SOLI
SULI
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
0 1 2 3 4 5 6 7
SEMI
SOLD
SOLI
SULI
0.0
0.2
0.4
0.6
0.8
1.0
1.2
0 1 2 3 4 5 6 7
SEMI
SOLD
SOLI
SULI
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
0 1 2 3 4 5 6 7
SEMI
SOLD
SOLI
SULI
0.0
0.5
1.0
1.5
2.0
2.5
0 1 2 3 4 5 6 7
SEMI
SOLD
SOLI
SULI
Perception without considering price
Perception considering price
High Earners Professionals Singles
High Earners Professionals Singles
10
VODITEPerception without considering price
Perception considering price
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
0 1 2 3 4 5 6 7
VELO
VIRO
VOVO
VUDU
VUCK
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
0 1 2 3 4 5 6 7
VELO
VIRO
VOVO
VUDU
VUCK
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
0 1 2 3 4 5 6 7
VELO
VIRO
VOVO
VUDU
VUCK
0.0
0.5
1.0
1.5
2.0
2.5
0 1 2 3 4 5 6 7
VELO
VIRO
VOVO
VUDU
VUCK
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
0 1 2 3 4 5 6 7
VELO
VIRO
VOVO
VUDU
VUCK
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
0 1 2 3 4 5 6 7
VELO
VIRO
VOVO
VUDU
VUCK
Innovators
Innovators Early Adopters Followers
Early Adopters Followers
11
Strategic Competitive Analysis
Anticipatory competitive positioning
Competitive benchmarking
12
1
4
7
1 4 7
SULI
SUSI
SONO
SOLD
SIBI
SIRO
SELF
SEMI
SALT
SAMA
Ot
Hi
Pr
Si
Bu
Anticipatory Competitive PositioningExample: positioning SUSI in the Others segment
1
4
7
1 4 7
SULI
SUSI
SONO
SOLD
SIBI
SIRO
SELF
SEMI
SALT
SAMA
Ot
Hi
Pr
Si
Bu
1
4
7
1 4 7
SULI
SUSI
SONO
SOLD
SIBI
SIRO
SELF
SEMI
SALT
SAMA
Ot
Hi
Pr
Si
Bu
1
4
7
1 4 7
SULI
SUSISOLO
SOLI
SONO
SOLD
SIBI
SIRO
SELF
SEMI
SAMD
SAMC
SALT
SAMA Ot
Hi
Pr
Si
Bu
1
4
7
1 4 7
SULI
SUSISOLO
SOLI
SONO
SOLD
SIRB
SIBI
SIRO
SELF
SEMI
SAMD
SAMC
SALTSAMA
Ot
Hi
Pr
Si
Bu
13
Competitive Benchmarking
Example: entry into Vodite marketPeriod 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
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
0 1 2 3 4 5
Period
U
O
IE
A
RESEARCH AND DEVELOPMENT
Research & Development (Period 1-3)
14
0
5
10
15
20
25
30
35
0 1 2 3 4 5 6 7 8 9
Period
U
O
I
E
A
VALUE MARKET SHARES - SONITE MARKET
Notable Shifts in Tactics: Sonite
1. Situation: Drop in market share despite better product and lower priceDecision: Increased SULI’s mass merchandise distribution sixfold
2. Situation: Drop in market share due to introduction of new brands without enough marketing supportDecision: Drop new brands.
#1
#2
15
0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5 6 7 8 9
Period
U
O
I
E
VALUE MARKET SHARES - VODITE MARKETNotable Shifts in Tactics: Vodite
1. Situation: Drop in market share despite introduction of new brand for FollowersDecision: New brand is closer to Innovators & Early Adopters, so reposition brands.
2. Situation: Drop in market share due to competitive pressures and underproductionDecision: Be more aggressive with production.
#2#1
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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