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MarkStrat. Firm Y. Mary Graeber, Nidhi Kakkar, Shawn Jones, Vahid Walker, John Lukin. Period 1. Strategy—Period 1. Initial Strategy: Focus one product to only one segment of the market Target all products to their respective individual market SYGU Singles SYCAHi Earners

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markstrat

MarkStrat

Firm Y

Mary Graeber, Nidhi Kakkar,

Shawn Jones, Vahid Walker, John Lukin

strategy period 1
Strategy—Period 1
  • Initial Strategy:
    • Focus one product to only one segment of the market
    • Target all products to their respective individual market
      • SYGUSingles
      • SYCAHi Earners
    • Initiate R&D using different decision-making tools to “tailor-make” any new projects to their market.
period 14
Period 1

Market Share

18.8%

$1,178

Stock Price

decisions period 1
Decisions—Period 1
  • Sales Force:
    • Specialty: 30
    • Dept. Stores: 20
    • Mass Merchandisers: 15
  • Market Research Studies Purchased
    • Consumer Survey, Distribution Panel
    • Consumer Panel, Market Forecast
    • Competitive Advertising
    • Advertising Experiment
suggestions period 1
Suggestions—Period 1
  • Further Increase of Sonite Production
  • Purchase Multi-Dimensional-Scaling Study and Conjoint Analysis for better research and understanding of decisions
results of period 2
Results of Period 2
  • Market Share
    • Climbs 1.1%
    • Levels off at 19%(3rd in Industry)
  • Stock Market
    • Stock price index=1,342(4th)
    • Increase of 14.5%
    • Cumulative net contribution $69,058,000(3rd)
strategy in period 2
Strategyin Period 2
  • Increase Sonite production from 177,200 to 240,000. (we never could make enough of those darn things)
  • Product prices remain as sales force and advertising increase
strategy cont
Strategy (cont.)
  • Begin initial stages of Vodite R&D as we blindly venture into an undiscovered industry
  • Lie, cheat, and steal in order to be the best
r d projects
R&D Projects
  • Characteristics of PVYNK(Vodite)
    • Autonomy 55 M
    • Max. Freq. 20 KHz
    • Diameter 30 Mm
    • Design 7 (index)
    • Weight 15 g
hindsight is 20 20
Hindsight is 20/20
  • Looking back we now know we should have drastically increased inventory. (we did not know we had the next tickle-me-elmo)
  • Use of conjoint analysis graphs and estimation of physical characteristics for brand positioning is critical.
    • PVYNK would later experience difficulties as a result of our underestimation of this
period 314
Period 3
  • Stock price rose from 1342-1659
    • Rising to 3rd place !!!
    • Market and retain share cont. to grow
    • Improving but slowly
  • Reoccurring Problems:
    • INVENTORY!!
    • Increased by @32% but NOT ENOUGH
slide15
R&D
    • Final phase of Vodite product PVYNK
  • Advertising
    • Had to lower advertising in order to have enough money to complete R&D Project
  • Sales Force
    • Kept highest percentage of our sales force in specialty stores.
  • Pricing
    • Remained the same
slide16
Market Research Studies
    • Realized that we don’t need all!
      • Consumer Panel
      • Distribution Panel
      • MDS
      • Conjoint Analysis
slide17
In the End….
    • Through use of MDS we brought our SYCA product right next to High Earners…..and SYGU closer to Singles but with competition from SALT
period 419
Period 4

Market Share

22.9%

Stock Price

$2,188

Dollar Value

Period

decisions period 4
Decisions—Period 4
  • Increase Production to 462,000
    • SYGU: 198,000
    • SYCA: 264,000
  • R&D
    • PVYNK,PVYZZ both made available in Period 4
      • VYZZ “Estimates of Physical Characteristics and Price for Brand Repositioning
decisions period 421
Decisions—Period 4

R&D

PSYMG also tailored to target customers

Price Adjustment

Using Conjoint Analysis

Sales Force Increased

SYCA:4,382

SYGU:3,923

Studies Purchased:

MDS, Conjoint Analysis Consumer/Distribution Panel

Advertising Adjustment

SYCA:

$16,784

SYGU:

$11,240

suggestions period 4
Suggestions—Period 4
  • Production should have been increased substantially more for both SYGU and SYCA.
  • The use of “Estimates of Physical Characteristics and Price for Brand Repositioning” should have been implemented for all R&D projects.
    • AnalysisProduct Design
period 5 continued
Period 5 continued…
  • Vodite Products Introduced
  • R&D is Vital to the Our Products
  • Semantic Scales and Component Analysis
  • Focus on Particular Customers
  • Sales Force Management
  • Less Focus on Advertising Expenses
period 5 continued26
Period 5 continued…
  • Total # of Products Sold of Sonite and Vodite
  • Multi Dimensional Scaling
  • Final Decisions Made
  • NOT ENOUGH INVENTORY!!!
period 628
Period 6

Market Share

43.8%

Stock Price

$4,870

Dollar Value

Period

decisions period 6
Decisions—Period 6
  • 33.7% Increase in Stock Price
  • Due to the 24% increase in sales, production was increased—1,159, 600
    • 1,154,000 Sonite
      • SYGU:558,000
      • SYCA:532,952
      • SYMG:49,342
    • 5,600 Vodite
      • VYNK: 5,600
      • No production of VYZZ
decisions period 630
Decisions—Period 6

R&D

SYMG made available

The use of Conjoint Analysis led to further price adjustments

Analysis of MDS findings allowed for the further targeting of specific markets

Sales Force Adjusted:

Specialty: 120

Dept.: 100

Mass Merch: 80

Market Research Studies:

MDS, Conjoint Analysis, Consumer/ Distribution

Panel

suggestions period 6
Suggestions—Period 6
  • Despite increased production of both Sonites and Vodites, orders were still not fulfilled.
results for period 7
Results for Period 7
  • Market Share
    • 45.6% (1st *(2) )
    • 1.6% increase from last period
  • Stock Market
    • Stock price index= 4,949
    • Net contribution= 810,201
strategy
Strategy
  • Maintain chokehold over Industry
  • Bring production levels to an all time high in order to reduce back orders.
  • Exploit monetary advantages in Vodite market
questions
Questions?
  • Thank you very much…..
  • Any Questions?