firm u – underdogs!

Firm U – Underdogs!Julie Kemp, Kirsten Ferch, Michael Rubel, Sam Heston, and Andy

BrownBusiness 343 Marketing Management

Loras CollegeJanuary 11, 2011

Situation Analysis

SWOTObjectivesStrategiesTactics

Implantation Plan

PerformaControl Procedures

Introduction

Company CollaboratorsContextCustomerCompetitors

Situation Analysis

Who are we?What are we known for?Product LinesWhat do we want to become?Brand StrengthOur Sales TrendsFinancial Position

Company

DistributionAdjustments

Collaborators

Social Technological

Context

Others, Singles, Buffs, Professionals, High Earners

Ideal Points ChangingCurrent vs. PotentialCustomer Preferences

Customer

How we compare to other groups Major Competitors

◦Firm E◦Firm O◦Firm I

How they may react to our changes

Competitors

Buffs Singles Pros High Earners

Others

Firm A SALT SAMAFirm E SELF SEMIFirm I SIBI SIROFirm O SONO SOLDFirm U SULI SUSI

Firm Segmentation

StrengthWeaknessOpportunities Threat

SWOT

U

Units ◦ Sell 225,000 units in period 4◦ Sell 140,000 units of SUSI in period 4◦ Sell 180,000 units of SULI in period 4

Revenue◦ Earn $80,000 of total revenue in period 4◦ Earn $61,000 of revenue from SULI in period 4◦ Earn $19,000 of revenue from SUSI in period 4

Net Contribution◦ Contribute at least a net amount of $34,000

New Product Development◦ Continue development of Sonite products SUCK and SUMI◦ Introduce SUCK and SUMI in period 5◦ Begin research and development on Vodite products

Stock Market Price Objectives◦ Increase Stock Price Index from last period to above current level of 1466

Objectives

Targeting Positioning New Product Development

Strategies

Product Price Promotion Place

Tactics

Period 4 Period 5 Period 6 Period 7 Period 8

New Product R&D for SUCK and SUMI

Introduce SUCK and SUMI/Leftover R&D Vodite

Investing Money and Vodite

New Vodite

Advertising Increase for new product

Increase for Vodite

Sales Force Increase for new product

Increase for vodite

Implementation Plan

Profroma: Period 4SalesUnits sold 325,000average retail price 375average selling price 250Revenues 81,250

Productionunits produced 296,000cost of goods sold -33,125inventory holding cost -300inventory disposal cost 0Contribution before marketing 48,125

MarketingAdvertising -7001Advertising research -1864sales force -2780Contribution after marketing 36,480

Other Expensesmarket research studies -455research and development -1350interest paid 0exceptional cost or profit 0Net contribution 34,675Next period budget 13,900

Monitor Graphs Monitor Charts Desired Numbers

Control Procedures

So what’s the BIG IDEA