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    Décisions Période 3: Results Period 2

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    RickMartin
    The company lost market share in the previous period and fell to fourth place out of six competitors. One reason for losing share was that a competitor had the same product positioning. Competitors also increased their sales forces while the company's force was already smaller. The company misjudged its target market of "buffs" who care more about performance than design. It needs to better define its target and differentiate its products from the main competitor. The decisions were to increase the sales force, adjust prices and features of the main products, and launch a new product targeted at singles to gain market share in an empty segment.

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    Décisions Période 3: Results Period 2

    Uploaded by

    RickMartin
    14 views2 pages
    The company lost market share in the previous period and fell to fourth place out of six competitors. One reason for losing share was that a competitor had the same product positioning. Competitors also increased their sales forces while the company's force was already smaller. The company misjudged its target market of "buffs" who care more about performance than design. It needs to better define its target and differentiate its products from the main competitor. The decisions were to increase the sales force, adjust prices and features of the main products, and launch a new product targeted at singles to gain market share in an empty segment.

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    Markstrat Strategy Period3

    Original Title

    Decisions P3

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    The company lost market share in the previous period and fell to fourth place out of six competitors. One reason for losing share was that a competitor had the same product positioning. Competitors also increased their sales forces while the company's force was already smaller. The company misjudged its target market of "buffs" who care more about performance than design. It needs to better define its target and differentiate its products from the main competitor. The decisions were to increase the sales force, adjust prices and features of the main products, and launch a new product targeted at singles to gain market share in an empty segment.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    14 views2 pages

    Décisions Période 3: Results Period 2

    Uploaded by

    RickMartin
    The company lost market share in the previous period and fell to fourth place out of six competitors. One reason for losing share was that a competitor had the same product positioning. Competitors also increased their sales forces while the company's force was already smaller. The company misjudged its target market of "buffs" who care more about performance than design. It needs to better define its target and differentiate its products from the main competitor. The decisions were to increase the sales force, adjust prices and features of the main products, and launch a new product targeted at singles to gain market share in an empty segment.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Dcisions priode 3

    Results period 2 :
    lost market shares => 4th position out of 6 teams,
    no more stock of self
    Suli competitor has the exact same positionning as our semi, one
    reason why we lost market shares
    Competitors increased even more there sales force at P2 , we did but
    we had already a lower sales force
    We were mistaken about our taget expectations, the buffs : they
    dont care about design
    The target of self is not precisely and well enough defined
    Semi is a better product among the buffs
    Strategy
    Keep self because it is selling and close in positionning and features
    to Sono, the pb is the price is too high + define a better target
    Diffrentiate semi from suli : price + change other features
    Increase the sales force , catch up comparing to competitors
    Hve one adapting product, with short term positionning that adapts
    to changing consumers needs and wants
    Not targeting bufs because decreasing
    Target the singles , positionning close to target part of the bufs
    because there is nobody in this area of the market : with psema
    because we had planned to launch new product
    Target the buffs with self and the pros with semi because 25%
    market share with the pros for semi. Implies changing the
    charateristics of semi
    Decisions
    Semi
    30k more than P2 : 180 kunites. If we increase the
    salesforce and decrease the price we Will increase the sales
    advertising : same as P2
    Adv media : 2000
    Adv research : 1000
    targets : 15 buffs, 16 singles, 45 pros, 28 hE, rest for others
    launch r&d project to change features
    volume weight same just change performance features
    Freq 35
    Power70
    Base cost190

    Alloted budget 500

    Salesforce : specialty stores 40, dpartement stores 25 ,


    mass market 10
    self

    production :120k
    Price : 370 --> to be closer to sono which is a 350
    Advertising media : same
    Advertising research
    Segments : 40 bufs, 10 singles, pros 25, hE 20, 5 others
    Salesforce : specialty stores 12, department stores 22 , mass
    market 12

    Sema
    R& D project
    Volume 65
    Esthetics 5
    Weight 17
    Freq Max 35
    Power 40
    Base cost 100
    Budget 500

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