STUDY CASE
of

LOGIC INSTRUMENT
for

BUSINESS MANAGEMENT COURSE
Nicolas Danino, Henri di Costanzo, Pierre Gunet-Caplain, G...
Step 1

THE COMPANY
The turnover of Logic Instrument is erratic
Turnover of Logic Instrument in euros by year
20 000 000

17 500 000

15 000 0...
Scatterplot quadrant :
Market for rugged mobile devices
Logic Instrument

ARMOR

Getac

Darveen

51

68

Dell

16

Autonom...
Logic Instrument holds 1%
of market share for rugged tablets
1%
Step 2

RECOMMANDATIONS
Three aims
1

2

3

New
communication strategy

Low cost product
differentiation strategy

Enforce the
internationalizatio...
New product strategy
Logic Instrument

ARMOR

Getac

Darveen

51

68

Dell

Autonomy (in hours)

16

13
Targeting
product ...
Typical product
Semi-rugged Field-book 10” by Logic Instrument

Semi-rugged
IP54 certification

10 hour
battery life

10” s...
Step 3

OPERATIONs PLAN
First year

Hire a
marketing manager

Marketing budget

Hire 2 Product Engineers
Assignment of 2 engineers from
R&D depart...
First year : Marketing budget
Total : 48k€

YouTube Videos
10 000 €
New website
15 000 €
Google AdWords
6 000 €

Professio...
First year Budget
Total : 230k€

Marketing Budget
54 000 €

Marketing Manager
56 800 €

2 Engineers
120 000 €
Second year

Hire 3 new salesmen
Second year Budget
Total : 468k€

2 Engineers
122 000 €
Marketing Budget
33 000 €
Marketing Manager
57 000 €
3 Salesmen
25...
Third year

Brazilian
subsidiary

Hire 1
Product Engineer

Hire 1
Marketing assistant
Third year : Brazilian subsidiary
Total : 171k€

Director
90 000 €

V.I.E Salesman
26 000 €

Office rent
35 000 €

Local sa...
Third year Budget
Total : 750k€

3 Engineers
184 000 €
Marketing assistant
40 000 €
Marketing Budget
34 500 €
Marketing Ma...
Fourth year

Hire 3 new salesmen for
international subsidiary (US, DE, BR)

Double
marketing budget
Fourth year Budget
Total : 1,050M€

3 Engineers
188 000 €

3 Salesmen
265 000 €

Marketing
167 000 €

Germany
85 200 €

US...
Fifth year

Chinese subsidiary

Hire 2 engineers
Fifth year : Chinese subsidiary
Total : 238k€

Director
90 000 €

Marketing Assistant
30 000 €
Office rent
25 000 €

2 V.I....
Fifth year Budget
Total : 1.400M€

5 Engineers
328 000 €

Marketing
170 000 €

3 Salesmen
271 000 €

Brazilian subsidiary
...
Whole budget
Marketing

Product development

Sales team

International

1 500 000

1 125 000

675 206 €

429 320 €

750 00...
Step 4

RESULTS FORECAST
Expected turnover until 2018
Current activities

Sales

Brazil

US

Germany

China

25 000 000 €

22 000 000 €

19 000 000...
Expected products over 5 years
New products per year
+2
4
+1
3
+4
2

1

0

Year 1

Year 2

Year 3

Year 4

Year 5
Step 5

RISKS
Risks of our strategy

Misunderstanding
of the product benefits

Price still expansive for
developing countries

Looses of ...
THANK YOU
Icons from The Noun Project
iPad by Edward Boatman
Announcement by Olivier Guin
Money by Nathan Thomson
Shield b...
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EPITECH Paris — Business Management | Case study of Logic Instrument

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EPITECH Paris — Business Management | Case study of Logic Instrument

For the Business Management course at EPITECH Paris we had to do a study case of the company Logic Instrument.
For this exercise we had to study the current state (corporate finance, strategic management and marketing) of the company and then propose the best strategy to prepare the firm to be ready for the next five years to growth more than the market.

We did the presentation the 25h January 2014. The presentation lasted 10 minutes.
We got a grade A for this course.

Description of the company :
"Logic Instrument supports the needs of Industry, Military and Prime Contractors with ruggedized tablet pcs, outdoor laptops and display solutions. Logic Instrument is an international company with major facilities in France, Germany and the US, specializing in rugged computers and displays with original roots as a computer-based instrumentation company started in 1987."
Web site : http://www.logic-instrument.com

Team :
Nicolas Danino
Henri di Costanzo
Pierre Gunet-Caplain
Guillaume Spera

Published in: Business, Technology
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EPITECH Paris — Business Management | Case study of Logic Instrument

  1. 1. STUDY CASE of LOGIC INSTRUMENT for BUSINESS MANAGEMENT COURSE Nicolas Danino, Henri di Costanzo, Pierre Gunet-Caplain, Guillaume Spera January 2014
  2. 2. Step 1 THE COMPANY
  3. 3. The turnover of Logic Instrument is erratic Turnover of Logic Instrument in euros by year 20 000 000 17 500 000 15 000 000 Strategist Consultant 12 500 000 Nicolas Danino 10 000 000 2006 Strategist Consultant Henri di Costanzo 2007 2008 Strategist Consultant Pierre Gunet-Caplain 2009 2010 Strategist Consultant Guillaume Spera 2011 2012
  4. 4. Scatterplot quadrant : Market for rugged mobile devices Logic Instrument ARMOR Getac Darveen 51 68 Dell 16 Autonomy in hours 13 10 6 3 0 0 17 34 Resistance 85
  5. 5. Logic Instrument holds 1% of market share for rugged tablets 1%
  6. 6. Step 2 RECOMMANDATIONS
  7. 7. Three aims 1 2 3 New communication strategy Low cost product differentiation strategy Enforce the internationalization Focus your strategy on the civil B2B market
  8. 8. New product strategy Logic Instrument ARMOR Getac Darveen 51 68 Dell Autonomy (in hours) 16 13 Targeting product zone for civil company 10 6 3 0 0 17 34 Resistance 85
  9. 9. Typical product Semi-rugged Field-book 10” by Logic Instrument Semi-rugged IP54 certification 10 hour battery life 10” screen 1200 €
  10. 10. Step 3 OPERATIONs PLAN
  11. 11. First year Hire a marketing manager Marketing budget Hire 2 Product Engineers Assignment of 2 engineers from R&D department
  12. 12. First year : Marketing budget Total : 48k€ YouTube Videos 10 000 € New website 15 000 € Google AdWords 6 000 € Professional Show Advertising magazine 8 000 € 9 000 €
  13. 13. First year Budget Total : 230k€ Marketing Budget 54 000 € Marketing Manager 56 800 € 2 Engineers 120 000 €
  14. 14. Second year Hire 3 new salesmen
  15. 15. Second year Budget Total : 468k€ 2 Engineers 122 000 € Marketing Budget 33 000 € Marketing Manager 57 000 € 3 Salesmen 255 000 €
  16. 16. Third year Brazilian subsidiary Hire 1 Product Engineer Hire 1 Marketing assistant
  17. 17. Third year : Brazilian subsidiary Total : 171k€ Director 90 000 € V.I.E Salesman 26 000 € Office rent 35 000 € Local salesman 20 000 €
  18. 18. Third year Budget Total : 750k€ 3 Engineers 184 000 € Marketing assistant 40 000 € Marketing Budget 34 500 € Marketing Manager 59 000 € Brazilian subsidiary 171 000 € 3 Salesmen 260 000 €
  19. 19. Fourth year Hire 3 new salesmen for international subsidiary (US, DE, BR) Double marketing budget
  20. 20. Fourth year Budget Total : 1,050M€ 3 Engineers 188 000 € 3 Salesmen 265 000 € Marketing 167 000 € Germany 85 200 € US 85 200 € Brazilian subsidiary 258 000 €
  21. 21. Fifth year Chinese subsidiary Hire 2 engineers
  22. 22. Fifth year : Chinese subsidiary Total : 238k€ Director 90 000 € Marketing Assistant 30 000 € Office rent 25 000 € 2 V.I.E Salesmen 58 000 € 3 Local salesmen 60 000 €
  23. 23. Fifth year Budget Total : 1.400M€ 5 Engineers 328 000 € Marketing 170 000 € 3 Salesmen 271 000 € Brazilian subsidiary 263 000 € Chinese subsidiary US 238 000 € 86 000 € Germany 86 000 €
  24. 24. Whole budget Marketing Product development Sales team International 1 500 000 1 125 000 675 206 € 429 320 € 750 000 171 000 € 260 712 € 375 000 271 245 € 265 926 € 255 600 € 184 848 € 188 545 € 328 545 € 120 000 € 0 122 400 € 104 800 € 90 936 € 133 595 € 167 077 € 170 598 € Year 1 Year 2 Year 3 Year 4 Year 5
  25. 25. Step 4 RESULTS FORECAST
  26. 26. Expected turnover until 2018 Current activities Sales Brazil US Germany China 25 000 000 € 22 000 000 € 19 000 000 € 16 000 000 € 13 000 000 € 10 000 000 € 2014 2015 2016 2017 2018
  27. 27. Expected products over 5 years New products per year +2 4 +1 3 +4 2 1 0 Year 1 Year 2 Year 3 Year 4 Year 5
  28. 28. Step 5 RISKS
  29. 29. Risks of our strategy Misunderstanding of the product benefits Price still expansive for developing countries Looses of interest in tablets (convertible, etc.)
  30. 30. THANK YOU Icons from The Noun Project iPad by Edward Boatman Announcement by Olivier Guin Money by Nathan Thomson Shield by Christopher T. Howlett Briefcase by Yazmin Alanis Worker by Kris Khoury Social Media by Joris Hoogendoorn Battery by Arjun Mahanti Presentation by Wilson Joseph

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