Markstrat Presentation

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Markstrat Presentation
By Group Six / Firm E Chad Steve Melissa Sudipto
Lee Ian
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Introduction
Long-term strategies of Firm E Analysis of
competitors Analysis of our performance
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Primary Strategy Market Leader
Strategies Expand total market demand
Protect current market share Increase market
share
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EXPAND TOTAL MARKET DEMAND
Strategy 1 Market research Identify new
users Increase awareness purchase
intentions through advertising
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PROTECT CURRENT MARKET SHARE
Strategy 2 Continuous innovation Position
defense
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INCREASE MARKET SHARE
Strategy 3 Marketing expenditures -
Research - Targeting advertisement
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What We Did
TEAM WORK Organization of management Weekly
meetings Active participation of all members
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What We Did
EARLY MODIFICATIONS Changed attributes to
reflect ideal values Eliminated unnecessary
production costs
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What We Did
MONO-SEGMENT STRATEGY Originally multi-segment
strategy Matured to mono-segment strategy
- Allocated sales force advertising
proportionately to channels Dropped
unprofitable segments
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Why We Thought It Would Work
Carefully examined variables involved in each
aspect of Markstrat Examined relationships
resulting effects of changes Acted
accordingly
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Competitive Strategies
Strategy Firm I Strategy Firm O Strategy
Firm A
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Firm I Strengths

• Used Marketing as a profit center
• Targeted advertising
• Did not compete on price
• SICK and SING

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Firm I Weakness / Mistakes
SIRO Never took advantage of product
modification feature Overall did very well
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Firm O Strengths
Aggressive with research and development
Effective reaction strategies to competitors
actions
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Firm O Weakness / Mistakes
SOLD Did not increase advertising for
Period 5 Wasted RD money
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Firm A Strengths

First Mover Advantage and Market Leader In
Vodite Market.
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Firm A Weakness / Mistakes
Competed on price Insufficient advertising
allowance Overestimation of Vodite market
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Our Mishaps
Inaccurate production forecasting Weak
multi-segment positioning strategy Inaccurate
target advertising in Period 6 More cost
sensitive
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Conclusion
Pursued long-term market leader strategy
Competition from other firms Our own mistakes
Its not over yet
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Thank You