The document provides a SWOT analysis, country/product matrix, and BCG matrix for a company. It also analyzes the company's marketing organization and financial ratios over time. It identifies microchips, circuit boards, and passive systems as stars in the BCG matrix. Telephones, televisions, computers, and alarm systems are identified as question marks. Radios are identified as dogs. The marketing organization is suited for the semiconductor industry characteristics but could expand capital raising channels and sales networks.

1. Case in Marketing
Group 2

2.  SWOT Analysis
 Country / Product Matrix
 BCG Matrix
 Marketing Organization
 What can we do?

5. United
State
United
Kingdom
West
Germany
France Japan
Middle
East
Other EEC
Passive
Systems O O O
Circuit
Boards O O O O
Microchips
Telephones O O
Televisions O O O
Radios O O
Computers O
Alarm
Systems O O

6. Stars
o Microchips
o Circuit board
o Passive system
Question mark
o Telephones
o Televisions
o Computers
o Alarm systems
Cash cows Dogs
o Radios
Relative market share
Marketgrowthrate
High Low
HighLow

7. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1963 1968 1971 1976 1981 1986
Passive systems Circuit board Microchips Telephones
Televisions Radios Computers Alarm systems
Sales contribution by market

8. 0
100
200
300
400
500
600
700
800
1963 1968 1971 1976 1981 1986
Passive systems Circuit board Microchips Telephones
Televisions Radios Computers Alarm systems
Sales trend by market

9. 1963 1968 1971 1976 1981 1986
Profitabillity Ratio:
Gross Profit Margin 0.27 0.25 0.22 0.20 0.18 0.15
1983 1984 1985
Liquidity ratios
· Current ratio 0.90 1.03 0.78
· Quick ratio 0.74 0.46 0.43
· Cash ratio 0.27 0.06 0.14
Financial leverage ratios
· Debt ratio 0.81 0.68 0.88

11. Sansui’s marketing organization is decided by the
following factors:
 The characters of semiconductor industry.
 The marketing environment and geographic
distribution of semiconductor industry.
 Sansui’s company culture.

12. A large factory with
relatively cheap labour
A large research and
development department
employed about 500
Standardized products
Simple sales channel : rely
on the distributors and the
specialist companies
The unique channel of
raising capital : bank
The structure of the board:
the board members were in
their sixties , two appointed
by the bank
5 offices in US,Europe and
Asia
Highly standardized and international
Economies of scale and high volume
production are crucial for success
The price of products continued to drop
in real terms: low cost competition
Market monopoly by some large
multinational companies
OEM/ODM limitation
Vertical integration:
Volume production ( labour-intensive)
Specialize in design( capital-intensive)
M
I
Founded in 1955
High level of bank borrowing
C
High investment in research
M
A
R
K
E
T
I
N
G
O
R
G
A
N
I
S
A
T
I
O

14. • Expand the channel of raising capital.
I just came back from NASDAQ.
These USD can be invested in
expanding marketing share,
building the new sales channels,
developing more new
products….

15.  Looking for the strategic cooperators
• Sign the long term business contracts
• Being the shareholders
• Alliance on developing the new products
They are specialist companies who
are strong at design and service and
dominant in the market of end
consumers.
A outstanding ODM
which is good at
manufacturing at a
low cost