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Firm U – Underdogs!. Julie Kemp, Kirsten Ferch, Michael Rubel, Sam Heston, and Andy Brown Business 343 Marketing Management Loras College January 11, 2011. Introduction. Implantation Plan Performa Control Procedures. Situation Analysis SWOT Objectives Strategies Tactics. - PowerPoint PPT Presentation
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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