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This was the final presentation that my group presented to the judges at the 2009 Business Policy Strategy Competition. We placed 2nd overall and also won 1st place for best business plan and annual report. I served as the Vice President of Marketing.
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W 1 C 3San Diego State University
Today’s Objectives• About our Company
• Operating Results
• Original Objectives and Strategies
• Deviations
• Forward looking statements
Company Description
Brainstorm Nutrition Develops, manufactures, and distributes a full line of healthy on-the-go protein bars, energy drinks and fruit juices for the health conscious consumer
Where Can You Find Us?
– Henrys– Trader Joe’s– Whole Foods
Company DescriptionVision
• To revolutionize the health food industry.
Mission
• To provide great tasting and innovative nutritional supplement bars and drinks that enable consumers to achieve optimal health and wellness goals.
Products
Business Strategy
Marketing Objectives
• Goals:-21.3% market share by end of year 7. – Market leader in Advertisement– 20% annual sales growth through end of
year 7– Introduce new product model each year
Marketing Strategies
• Strategies• Pulsing Advertising Strategy– The “Zone Pricing” Model– Market Segmentation Target Market-Men and Women Students ages 18-25-Men and Women Working Professionals ages 25-35
Results: Market Share
Results: Gross Sales
Results: Advertising Expense
Operations• Objectives
– Top two in R&D
– Two new Savings Levels each year
– Shift production to Pandau
– Low ending inventory
• Strategies– 15% R&D budget increase per quarter
• Two metrics
– 8% training budget increase per quarter
– One Pandau line every other quarter
– Low safety stock / accurate forecasts
Operations
Results: R&D Expenditures
Results: Return on Training
Results: Unit Production Cost
Results: Production Lines
Y3 Y4 Y5 Q1 Q2 Q3 Q4
Home 6 6 6 6 7 7 7
Pandau 0 3 3 3 5 5 5
2nd Shift 1 0 3 3 4 4 4
Deviations
• R & D
• Second Shifts
• Inventory
Human Resource Strategy
• Goals– Employee Retention– Training– Sales force equilibrium
• Strategies– Sales Force studies– Annual and quarterly raises
Finance• Objectives
– 22% Profit Margin– Achieve top credit rating– 13% ROI– Minimum cash balance > COGS
• Strategies– Internally Funded– Repurchase stock and bonds
Results: Net Income$000’s
Results: Stock Price
Results: Investor ROI
Deviations from Strategy
Looking Forward
• Run Models longer• Smooth price increases• Increased safety stock• Maintain market share• New Model introduction
Key factors of Success
• Information is key• Moderate pricing strategy• High marketing and RnD budget• Minimizing production cost
– Pandau plant– Savings level through training
Looking forward…
• Long-term capacity established• Highest advertising moving into Y7• Continuance of original strategy
– Competitor’s Actions– Fight for every inch
• New goals – Ambitious/Attainable
Deviations from Strategy
• Large sales increases that defied market trends.
• Danger of stockout• Advertising and RnD “wars”
– Brick Street Journal– Large increases across industry