The document outlines a company's strategy over 7 years to expand its Glace brand of products from 2 countries and segments to additional markets. Key aspects included increasing profits, market share, and brand awareness through new formulations, limiting the number of brands and countries to allocate resources effectively, and maintaining high margins. The company analyzed its resource allocation, market share gains, and competitive positioning yearly. It predicted a lower but still profitable Year 8 based on expected unit sales and slightly lower communication expenses in one country.

2. What was our overall strategy?
Where were we Day 1? Where did we want to
go tomorrow?
How did we get there?
Started with budget of
$9,466
One brand [Glace] in
two countries [1 & 2]
Increase profits,
market share & brand
awareness
Expand into different
markets
Create formulations to
increase market share
and profit
Focus formulations on
attainable segments
Limit number of
brands/countries to
allocate the
appropriate amount of
resources
Maintain high margins

3. What was our year-to-year decision making process?
Step 1
Step 2
Step 3
Step 4
R&D
C
C C
Sustainable
Advantage
3 C’s

4. What was our net marketing profit year-to-year?

5. What was our market share year-to-year?

6. Country 2 / Segment 1: Glace
98.5% market share
241mm units sold
Country 4 / Segment 2: Glace
60.8% market share
296mm units sold
Country 4 / Segment 1: GoodVibes
78.2% market share
77mm units sold
Country 1 / Segment 1: Glace
75.7% market share
337mm units sold
Portfolio Analysis (as of Year 7)MARKETGROWTH(LOW-HIGH)
MARKET SHARE (HIGH - LOW)

7. goodys THE GRATEFUL
FRED
i scream! BLAST Total
PRODUCT
RESOURCE (.6)
1 1 1 1 4
% share 25% 25% 25% 25%
DISTRIBUTION
COST (.2)
7.2 7.4 8.2 7.7 30.5 (in millions)
% share 24% 24% 27% 25%
COMMUNICATION
RESOURCE (.2)
29 18.2 25 19 91.2 (in millions)
% share 32% 20% 27% 21%
EXPECTED
MARKET SHARE
27% 23% 26% 24%
ACTUAL 36% 10% 32% 22%
WEIGHTED 26% 24% 26% 24%
Competitive Resource Analysis (Country 2)

8. goodys i scream! BLAST Total
PRODUCT
RESOURCE (.6)
2 1 1 4
% share 50% 25% 25%
DISTRIBUTION
COST (.2)
10.6 3.3 6.1 20 (in millions)
% share 53% 17% 30%
COMMUNICATION
RESOURCE (.2)
64 13 26 103 (in millions)
% share 62% 13% 25%
EXPECTED
MARKET SHARE
55% 18% 27%
ACTUAL 64% 4% 32%
WEIGHTED 53% 21% 26%
Competitive Resource Analysis (Country 4)

9. Think long term, but don’t go overboard investing too
early or when you don’t have the capital yet.
Stay committed to current countries and segments,
despite struggles or staggering country growth rates.
Be more aggressive when deciding how many units to
produce, especially when planning on using the same
formula over multiple years.
What did we learn from all of this?

10. Assumes we sell all of our
inventory (20% down)
Slightly lower
communications expense
for Country 2
Expect to be down from
$1.36B last period
What do we predict for Year 8?
($ in thousands) Glace GoodVibes
Units Sold 760,000 81,694
Units Produced 760,000 81,694
Inventory 0 0
Revenues 1,565,600 156,852
Cost of Goods Sold 342,000 36,762
Communications Expense 107,806 35,000
Freight Expense 13,556 4,085
Inventory Expense 0 0
Gross Marketing Contribution 1,102,238 81,005
Total Gross Marketing Contribution 1,183,243
Marketing Research Expense 793
R&D Expense 0
Salesforce Expense 27,578
Total Marketing Expense 28,371
Exceptional Profit (Loss) 0
Net Marketing Profit 1,154,872