Firm U – Underdogs!
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Transcript of Firm U – Underdogs!
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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
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Situation Analysis
SWOTObjectivesStrategiesTactics
Implantation Plan
PerformaControl Procedures
Introduction
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Company CollaboratorsContextCustomerCompetitors
Situation Analysis
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Who are we?What are we known for?Product LinesWhat do we want to become?Brand StrengthOur Sales TrendsFinancial Position
Company
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DistributionAdjustments
Collaborators
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Social Technological
Context
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Others, Singles, Buffs, Professionals, High Earners
Ideal Points ChangingCurrent vs. PotentialCustomer Preferences
Customer
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How we compare to other groups Major Competitors
◦Firm E◦Firm O◦Firm I
How they may react to our changes
Competitors
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Buffs Singles Pros High Earners
Others
Firm A SALT SAMAFirm E SELF SEMIFirm I SIBI SIROFirm O SONO SOLDFirm U SULI SUSI
Firm Segmentation
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StrengthWeaknessOpportunities Threat
SWOT
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U
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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
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Targeting Positioning New Product Development
Strategies
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Product Price Promotion Place
Tactics
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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
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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
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Monitor Graphs Monitor Charts Desired Numbers
Control Procedures
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So what’s the BIG IDEA