Presentation built in the context of a marketing strategy class taken at Brandeis International Business School. After a three-month simulation competitive simulation allowing me to pilot a car manufacturing company, I created a presentation to be submitted to shareholders in order to assess the development and achievements of the company after a virtual period of one year.

1. Shareholders Meeting
Corporate Strategy Review
Marketing and Finance Departments
Arnaud Francois 1

2. 1 Growth Strategy
2 Product Strategy
3 Financial Highlights
2

3. Brand Identity
Mission Statement
The perfect companion to make light and cheap work of distances
Value Proposition
We are a mass-producer of quality, safe, and fun to drive cars priced
competitively for the value that we provide to our target segments
Major Segments Models New Logo
1H Esa
1T Estruck
2E Eksel
2F Effiz
5U Euro
B2B Estruck
3

4. Performance Highlights
High and Sustainable Growth
Average Revenue Growth: 7.53% Average Net Income Growth: 6.50%
ROE: 7.67% ROS: 7.97%
Market Share
Total Market Share: 23.4% Firm preference: 23.0%
Per.0 Per.10
4

5. Competitive Landscape
Delite Alec Alfa Cafav
Conserve Defy
Esa Effiz
Alec Eksel Estruck Detonka
Delite
Euro
Awesome
5

6. Marketing Expenditures
Total Marketing Expenditures
000s Dollars 25.0%
Firm Preference
$ 2000 23.0%
$ 1500 21.0%
$ 1000 19.0%
$ 500 17.0%
$ 000 15.0%
0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10
Product Marketing Corporate Marketing Firm Preference
Product Strategy
• Launch: high product marketing investment
• Reaching wide awareness: decrease marketing investment
• Gradual increase in corporate marketing expenses to maintain competitiveness
6

7. Capital Expenditures
R&D investments are driven by: Capacity is mainly driven by
• Product Strategy: segment needs
• Competition
product development
7

8. 1 Growth Strategy
2 Product Strategy
3 Financial Highlights
8

9. Key Target Segments
Per.0-Per.10 Per.10
16%
43%
1% A
Companies‘ Market Share for Value Seekers 8% B
(1,261 u = 19.8% total market) C
+448 u = +55.1% D
+17.2% Market Share E
32%
+334 u
36% 29% A
Companies‘ Market Share for Families B
(2,442 u = 36.5% total market)
2% C
+884 u = +52.8%
D
11%
+ 14% Market Share 22% E
+558 u
28%
Companies‘ Market Share for Entreprisers 19%
A
(1,261 u = 18.2% total market) B
+647 u =+113.1% C
-34.5% Market Share D
8% 9
-146 u 3%
42% E

10. Product Portfolio
Product Launch Timeline
Estruck ESA EKSEL
Euro
Effiz
0 1 2 3 4 5 6 7 8 9 10
UNIT SOLD UNIT SOLD TOTAL UNIT VEHICLES/
VEHICLE PLATEFORM
(PER 0) (PER 10) SOLD CLASS
Eksel Economy 264* 473 737 3
Effiz Family 390 605 5,867 5
Esa Hybrid 32** 152 769 3
Estruck Truck 295 417 3,654 2
Euro Utility 317 104 3,458 3
10

11. Effiz
Family Share of Class – Per. 10
Value Proposition Efizz Cafav
26% 18%
Reliable Priced competitively Defy
17%
Target Segment
2F : 1,413 u (Per. 10) = 57.8% of Family’s market
Alfa Boffo
9%
Per Unit Margin 30%
Per. 0: 20%  Per. 10: 31% Technology
Share of Class
Per. 0: 28% Per. 10: 26%
Advertising/Promotion Budget
Per. 0: $120  Per. 10: $220 0 1 2 3 4 5 6 7 8 9 10
HP: 140 Int Styl Safe Qual
Size: 37 11

12. Estruck
Truck Share of Class – Per. 10
Value Proposition Estruck
53%
High performance) Constant innovation
Target Segment
1T: 514 u (Per. 10) = 40.7% of Value Seekers’ market
Detonk
a
Per Unit Margin 47%
Per. 0: 30%  Per. 10: 28% Technology
Share of Class
Per. 0: 43% Per. 10: 53%
Advertising/Promotion Budget
Per. 0: $90 Per. 10: $275 0 1 2 3 4 5 6 7 8 9 10
HP: 275 Int Styl Safe Qual
Size: 85 12

13. Euro
Utility Share of Class - Per. 10
Value Proposition Bolero
Styling Powerful engine 20%
Target Segment
Aweso
5U : 634 u (Per. 10) = 52.05% of Entreprisers’ market Euro me
20% 60%
Per Unit Margin
Per. 0: 33%  Per. 10: 39% Technology
Share of Class
Per. 0: 51% Per. 10: 20%
Advertising/Promotion Budget
Per. 0: $70  Per. 10: $275 0 1 2 3 4 5 6 7 8 9 10
HP: 230 Int Styl Safe Qual
Size: 65 13

14. Esa
Hybrid Share of Class – Per. 10
Value Proposition
The smallest hybrid Environment-friendly Brilliant
17% Conserv
Target Segment e
59%
1H: 405 u (Per. 10) = 32.1% of Value Seekers’ market
Esa
24%
Per Unit Margin
Per. 4: 26%  Per. 10: 12% Technology
Share of Class
Per. 4: 29% Per. 10: 24%
Advertising/Promotion Budget
Per. 0: $90 Per. 10: $275
4 5 6 7 8 9 10
HP: 125 Int Styl Safe Qual
Size: 38 14

15. Eksel
Economy Share of Class – Per. 10
Value Proposition Ecksel
The roomier economy Reliable and safe 31% Alec
38%
Target Segment Delite
2E : 800 u (Per. 10) = 32.7% of Economy’s market 31%
Per Unit Margin
Per. 9: 14%  Per. 10: 22% Technology
Share of Class
Per. 9: 21% Per. 10: 31%
Advertising/Promotion Budget
Per. 9: $300 Per. 10: $300 9 10
HP:120 Int Styl Safe Qual
Size: 25 15

16. 1 Growth Strategy
2 Product Strategy
3 Financial Highlights
16

17. Financial Performance
000s Dollars
17

18. Financial Highlights
Period 1 Period 9 Period 10 CAGR Growth Rate
Revenue* 20,051 34,680.4 38,537 7.53% 11.12%
Net Income* 1,741 1,846 3,069.8 6.50% 66.28%
Market Share 23.2% 22.8% 23.4% 0.10% 2.63%
Market Value* 21,546 28,916 40,004 7.12% 38.34%
ROE 8.08% 6.38% 7.67% -0.57% 20.19%
ROS 8.68% 5.32% 7.97% -0.95% 49.63%
Cash Bal.* 939 3840 5,872 - -
* 000s Dollars
18

19. Financial Strategy
Purpose Actions
• Fundings for investment and R&D • Issue 4.2% stock
Beginning
• Cash reserve building • Issue long term bond
(Per.1-4):
• Minimize financing cost 4,500
• Retire LTD 4,500
• Decrease interest expense
Middle • Start to pay dividend,
• Cash reserve
(Per.5-9) dividend increasing
• Return to shareholders
• Retire LTD 1,000
Mature • Dividends to shareholders • Pay dividend
(Per.10 - ) • Leverage up to get higher ROE • Borrow LTD 4,000
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20. Cost Structure
Evolution Average on Total Period
000s Dollars
$ 40,000
Breakdown of Sales Average
$ 35,000
Sales 100%
$ 30,000
COGS 71.6%
$ 25,000 Gross
28.4%
Margin
$ 20,000
Expenses: Marketing 2.7%
$ 15,000 R&D 3.6%
G&A 3.8%
$ 10,000
Manufacturing 6.2%
$ 5,000
Net
$ 0,000 7%
Income
1 2 3 4 5 6 7 8 9 10
COGS Marketing R&D G&A Manufacturing Other Income
20