Company Whatever.• Tuğba Güney CEO & Spokesperson• Erdem Yaşar Sales Force• Sertaç Gezer Financials• Seda Demirelli Market Knowledge• Tuğçe Kutluay R&D Whatever.
Initial SituationProducts : Caster & CamstMarket Value Share : Caster 4%, Camst 16%Budget : 8000 K$Sales Personnel : 10 Direct , 10 IndirectMarket Awareness : 29% for both products Whatever.
Strategic Vision Vision: to become one of the most preferred electronic products manufacturers in Device and Star markets with our medium size product range consisting of high quality products which are sold at affordable prices. Implementation: Deciding on the segments and analyze the needs of each chosen segment 4 segments to target with 4 different products Keeping a close eye on the changes/shifts of the each segmentWhatever.
Why does this direction makes sense? Where to play, how to win Concerning the scarce resources available Spending/investing to appropriate channels in order to focus on the 4 segments Bringing revenue and power at the long term Whatever.
Company’s present strategyDevices MarketTarget Delta and Gamma segments with 2 products availableSupport with R&D to match products attribution with segments’ needsTry to fit Caster with Epsilon as well, due to ascending growth at EpsilonDevices market is our cash cow Whatever.
Company’s present strategy -STAR Market Prefer not to get into STAR market at the early periods due to low budget Analyze the STAR market dynamics by the competitors’ actions Be the follower at STAR Penetrate into STAR market with Bıcır first Paris comes as the second brand Manage our advertising, sales force and R&D actions to perform above steps regarding the budget constraints Whatever.
Overall Performance Kings Recovering from a bad start Carpouz Break Point Whatever. Edison’s Cibili’sLate launch up Paris Cannot reach breakeven at 8th roundFit between decisions and company’s 3-year strategic plan 4 products in 4 different segments and 2 markets Whatever.
Decisions R&D Modification Caster (Delta) Camst (Gamma) New products to Star market Bıcır (Sigma) Paris (Rho) Market Studies Devices Market (nearly the all studies) Star Market (after the 3rd period) Sales Force Important!!! (50% increase at the beginning) High efficiency with high training Advertising High market awareness (high advertising expenditures) Perception Shifts Whatever.
Competitors Percent Market Share by Value is the most important criteria Company Kings (Gizmo) Company Carpouz (Recep & Gamer) Whatever.
Lessons Learned Prolonging the launching of new product at Star market, even being a follower, hurt our renevue and long term benefit Importance of appropriate analysis in new product R&D Take risks for potential of higher returns Rational and numerical forecasts are crucial to avoid stock-outsWhatever.
Lessons Learned High advertising effort must be supported Sales Force with powerful sales force5045403530 Indirect - Star25 Direct - Star20 Indirect - Devices15 Direct - Devices10 Camst 5 35.0 0 0 1 2 3 4 5 6 7 8 30.0 25.0 20.0 Purchase Intentions (%) - Gamma 15.0 Market Share (%) - Gamma 10.0 5.0 0.0 0 1 2 3 4 5 6 7 8 Whatever.
Vision for Future Meet our target 2 markets - 4 products - 4 segments Future Target Leader in current 4 segments Budget distribution R&D for modification Sales Force Advertisement R&D for new products Whatever.