Business Simulation Sabre Presentation
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Transcript of Business Simulation Sabre Presentation
Whatever.
Whatever.
• Tuğba Güney CEO & Spokesperson
• Erdem Yaşar Sales Force
• Sertaç Gezer Financials
• Seda Demirelli Market Knowledge
• Tuğçe Kutluay R&D
Company Whatever.
Whatever.
Initial Situation
Products : Caster & Camst
Market Value Share : Caster 4%, Camst 16%
Budget : 8000 K$
Sales Personnel : 10 Direct , 10 Indirect
Market Awareness : 29% for both products
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Strategic Vision
Vision: to become one of the most preferred electronic products manufacturers in Device and Star markets with our medium size product range consisting of high quality products which are sold at affordable prices.
Implementation:
Deciding on the segments and analyze the needs of each chosen segment
4 segments to target with 4 different products
Keeping a close eye on the changes/shifts of the each segment
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Where to play, how to win
Concerning the scarce resources available
Spending/investing to appropriate channels in order to focus on the 4 segments
Bringing revenue and power at the long term
Why does this direction makes sense?
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P0
Camst
GAMMACaster
DELTA
Product Lifecycle
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P0
Camst
GAMMACaster
DELTA
Product Lifecycle
P2
CamstR&D
GAMMA
CasterR&D
DELTA
Whatever.
P0
Camst
GAMMACaster
DELTA
Product Lifecycle
Bıcır
SIGMA
P2
CamstR&D
GAMMA
CasterR&D
DELTA
P5
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P0
Camst
GAMMACaster
DELTA
Product Lifecycle
Bıcır
SIGMA
P2
CamstR&D
GAMMA
CasterR&D
DELTA
P5 P6
Caster
DELTAEPSILON
Whatever.
P0
Camst
GAMMACaster
DELTA
Product Lifecycle
Bıcır
SIGMA
P2 P8
Paris
RHO
CamstR&D
GAMMA
CasterR&D
DELTA
P5 P6
Caster
DELTAEPSILON
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Company’s present strategy Devices Market
Target Delta and Gamma segments with 2 products available
Support with R&D to match products attribution with segments’ needs
Try to fit Caster with Epsilon as well, due to ascending growth at Epsilon
Devices market is our cash cow
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0 1 2 3 4 5 6 7 80.0
10.0
20.0
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50.0
60.0
Market Share (%) - Gamma
Camst (Whatever)white (CARPOUZ)Fano (KINGS)
0 1 2 3 4 5 6 7 80.0
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10.0
15.0
20.0
25.0
30.0
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Market Share (%) - Delta
Caster (Whatever)recep (CARPOUZ)Gizmo (KINGS)
Market Share by SegmentDevices Market
Whatever.
Prefer not to get into STAR market at the early periods due to low budget
Analyze the STAR market dynamics by the competitors’ actions
Be the follower at STAR
Penetrate into STAR market with Bıcır first
Paris comes as the second brand
Manage our advertising, sales force and R&D actions to perform above steps regarding the budget constraints
Company’s present strategy - STAR Market
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0 1 2 3 4 5 6 7 80.0
5.0
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35.0
Market Share (%) - Sigma - STAR market
Bıcır (Whatever)Flash (Edison's)
Market Share by SegmentSTAR Market
Paris8th periodTarget segment: RHOMarket Share: 15.1%
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Overall Performance
Recovering from a bad start
Fit between decisions and company’s 3-year strategic plan4 products in 4 different segments and 2 markets
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Carpouz
Edison’sCibili’s
Break Point
Late launch up Paris Cannot reach breakeven at 8th round
Kings
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Decisions
R&DModification
Caster (Delta)Camst (Gamma)
New products to Star market Bıcır (Sigma)Paris (Rho)
Market StudiesDevices Market (nearly the all studies)Star Market (after the 3rd period)
Sales ForceImportant!!! (50% increase at the beginning)High efficiency with high training
AdvertisingHigh market awareness (high advertising expenditures)Perception Shifts
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Competitors Percent Market Share by Value is the most important criteria
Company Kings (Gizmo)
Company Carpouz (Recep & Gamer)
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Lessons Learned
Prolonging the launching of new product at Star market, even being a follower, hurt our renevue and long term benefit
Importance of appropriate analysis in new product R&D
Take risks for potential of higher returns
Rational and numerical forecasts are crucial to avoid stock-outs
Whatever.0 1 2 3 4 5 6 7 80.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Camst
Purchase Intentions (%) - GammaMarket Share (%) - Gamma
0 1 2 3 4 5 6 7 80
5
10
15
20
25
30
35
40
45
50
Sales Force
Indirect - StarDirect - StarIndirect - DevicesDirect - Devices
Lessons LearnedHigh advertising effort must be supported with powerful sales force
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Vision for Future
Meet our target
2 markets - 4 products - 4 segments
Future Target
Leader in current 4 segments
Budget distributionR&D for modificationSales ForceAdvertisement
R&D for new products
Thank You.
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