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3 in 1 Tasteful Highlighters

3 in 1 Tasteful Highlighters. Java. ®. 1. Situational Analysis. Java Company is an entrepreneurial organization founded in New York in 2007 that produces 3 in 1 highlighters with high quality colors and unique packaging . 2. Internal environment. Mission statement :

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3 in 1 Tasteful Highlighters

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  1. 3 in 1 Tasteful Highlighters Java ®

  2. 1. Situational Analysis • Java Company is an entrepreneurial organization founded in New York in 2007 that produces 3 in 1 highlighters with high quality colors and unique packaging

  3. 2. Internal environment Mission statement: “Stop wasting your time looking for the right color of marker in your bag! Now you have a chance to improve the speed and quality of your studies by using our 3-in-1 tasteful highlighters. Just twist and enjoy!”

  4. Organizational Structure Ewelina Perkowska, founder and co-president. Perkowska is responsible for the creation, design, packaging, and production management of all Java products Galina Ibragimova, founder and co-president. Ibragimova is responsible for distribution and marketing.

  5. Corporate Culture • A key element of the internal environment is a culture that encourages innovation, risk taking, and individual creativity. The company’s beginning was based on the desire to provide a unique, superior product, and company decisions have consistently emphasized this mission.

  6. High quality marker that contains brand new innovation (continuous innovation) Each marker includes 3 delicious colors that are changeable by simply twisting the top the cover consists of very good quality to make the market last longer smell of freshness The product is packaged in the box that is available separate or in the set of 4 4 different markers with special names that make them unique and trendy Product

  7. “Crunchy”

  8. “Fizzy”

  9. “Spicy”

  10. “Juicy”

  11. 3. External environment • Perpetual map: Java is in the cluster with companies like Sharpie, Paper Mate and Pilot. Even though java has a small assortment of markers, the quality of the product allows us to compete directly with those companies.

  12. Strengths: - Creative and skilled managing team. - High quality product that provides tasteful colors with high level of highlighting. - Because of its entrepreneurial spirit, the ability to remain flexible and to adapt quickly to environmental changes. Long term relationship with our clients Weaknesses: - limited financial resources - narrow product line Opportunities - continues consumer interest in trendy products that offers opportunities for additional product lines to make our brand name universally known Threats: - the potential for competitors, especially those with large financial resources who can invest more in promotion, to develop products that consumers will find superior. SWOT Analysis:

  13. Marketing Objectives • Java’s marketing objectives are to increase awareness, create a recognizable brand name and build a long term relationship with customers over the next year.

  14. Demographic: age between 10 – 30 years old student medium income Psychographic: Generation Y (Emo Subculture) Young Energetic Spirited Fashionable Behavioral: Skateboarding/biking/ Going to concerts/discos Playing music by themselves Drawing/ painting Target Market Strategy

  15. Positioning Strategy • Java will position its product as the first choice highlighter marker for the young and spirited consumer who always looks for new experiments. He will find the product as a trendy and cool look gadget that is convenient and easy to use.

  16. Product Strategy • Java will continue manufacturing tasteful highlighters. For the future, to increase its leverage in the market and to meet its sales objectives Java needs additional products. The company plans to expand product line (highlighter with eraser) and to create product mix (pencils, pens, erasers).

  17. Pricing Strategy • Java’s current Skimming Strategy will be maintained. Java charges a high premium price for its new product with the intention of reducing it in the future in response to market pressures.

  18. Promotion strategy • advertising through magazines (Yellow Rat Bastard, Billboard, Spin, Entertainment Weekly) • sales promotion through samples at different facilities (schools, parks) • creating the website to increase sales

  19. Supply Chain Strategy • Java will distribute vending machines to various schools as well as universities with its expanded product lines.

  20. Research: • Java will use internet surveys, as well as feedbacks included on the box to identify the consumer needs.

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