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MarkStrat Final Presentation. Industry 1 Team U Marilyn Ho Mario Kojima James Kong Patricia Lee Annie Liu. Agenda. Summary of results Goals and objectives Long-term strategy Notable shifts in tactics Conclusion and lessons learned. Starting Point. SULI market share – 18.4% (2 nd )

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markstrat final presentation

MarkStrat Final Presentation

Industry 1

Team U

Marilyn Ho

Mario Kojima

James Kong

Patricia Lee

Annie Liu

agenda
Agenda
  • Summary of results
  • Goals and objectives
  • Long-term strategy
  • Notable shifts in tactics
  • Conclusion and lessons learned
starting point
Starting Point
  • SULI market share – 18.4% (2nd )
  • SUSI market share – 3.7% (Last)
  • Total Sonite market share: 22.2% (3rd)
  • ROI: 2.76 (1st)
slide4
Total Sonite market share: 24.8% (3rd)

Total Vodite market share: 52.3% (1st)

ROI: 11.13 current (1st); 6.41 cumulative (1st)

Summary of Results

goals and objectives
Goals and Objectives
  • Achieve #1 rank in industry
  • Maximize profits
  • Optimize portfolio to take advantage of market growth opportunities
  • Develop marketing expertise
long term strategy
Long-Term Strategy

Segmentation:Tailored products for selected segments

  • Customer-driven decision-making
  • Strategic competitive analysis
customer driven decision making
Customer-Driven Decision-Making
  • Paid attention to customer’s ideal attributes and their evolution
  • Recognize trade-offs between customer wants and company profitability
slide8
SUSI

Perception without considering price - Others

Perception considering price - Others

slide9
SULI

Perception without considering price

High Earners

Professionals

Singles

Perception considering price

Professionals

Singles

High Earners

vodite
VODITE

Perception without considering price

Innovators

Early Adopters

Followers

Perception considering price

Early Adopters

Followers

Innovators

strategic competitive analysis
Strategic Competitive Analysis
  • Anticipatory competitive positioning
  • Competitive benchmarking
anticipatory competitive positioning
Anticipatory Competitive Positioning

Example: positioning SUSI in the Others segment

competitive benchmarking
Competitive Benchmarking

Research & Development (Period 1-3)

Example: entry into Vodite market

Period 3

- complete our first Vodite

- observe Teams A & O; anticipate they are developing a lower-end product

Period 4

- launch our Vodite

- expect Team A and/or O will launch this period as well

notable shifts in tactics sonite
Notable Shifts in Tactics: Sonite
  • Situation: Drop in market share despite better product and lower priceDecision: Increased SULI’s mass merchandise distribution sixfold
  • Situation: Drop in market share due to introduction of new brands without enough marketing supportDecision: Drop new brands.

#1

#2

notable shifts in tactics vodite
Notable Shifts in Tactics: Vodite
  • Situation: Drop in market share despite introduction of new brand for FollowersDecision: New brand is closer to Innovators & Early Adopters, so reposition brands.
  • Situation: Drop in market share due to competitive pressures and underproductionDecision: Be more aggressive with production.

#1

#2

conclusion and lessons learned
Conclusion and Lessons Learned
  • Company position strengthened by consistent strategy:
    • high growth markets
    • continuous reassessment of tactical implementation decisions
  • Developed better understanding of advertising, distribution, and production planning