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Market Plan Presentation - Course Project
The document outlines a marketing plan for Techent Computers, a strategic business unit focused on microcomputers targeting Asia, North America, and Europe. It highlights the company's leadership structure, market performance, competitive positioning, and detailed strategies for branding, pricing, and advertising for the upcoming fiscal year. The plan emphasizes leveraging strengths in target markets and addressing challenges to enhance overall market share.
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Market Plan Presentation - Course Project
- 1. Marketing Plan forTech Enterprise: TechENT ComputersQuarters 1 – 9Daniel Cora | President - Overall Leadership | VP - Finance Raymond Cross | VP - Marketing Research | VP - Sales Management Bryan Gulebian | VP - Sales Management | VP - Advertising Radim Jurca | VP - Brand Management | VP - Marketing Research1
- 2. Executive Summary TechEnterprise is a microcomputer strategic business unit created to target segments in Asia, North America and Europe. Our mission is to provide a line of microcomputers branded TechENT, strategically and competitively to meet customer needs and costs. While providing business opportunities for ongoing growth, service, and innovation. Tech Enterprise is headed by four officers; Raymond Cross, Radim “Dino” Jurca, Bryan Gulebian, and Daniel Cora. The success of our SBU is attributed to the formation and expertise of these officers in the ability to lead and strategize in a competitive market. The focus to customer needs and business opportunities secured Tech Enterprise to a profitable position in the market. The market plan will detail strategies and results around scorecard items at target segments. This will include; advertising, branding, financial positioning, marketing effectiveness and performance. As well as, TechENT’s product sales, channel distribution and contingent efforts to remain dynamic and fluid in the market enterprise of technology. We are positive we are gaining the confidence of corporate head quarters while leading the scorecard overall.2
- 3. Table of contentsReviewof financial and market performance during the past yearAssessment of current situation and the marketCustomersCompetitionCompany’s strengths and weaknessesMajor problems/opportunities to be dealt with in next yearMarketing Strategy for the next year in business (What will it take to get ahead or stay ahead?)Brand StrategyPricing StrategyAdvertising StrategySales Channel3
- 4. Review of financialand market performance during the past year4
- 5.
- 6. End of FiscalYear Market Demand6
- 7. End of FiscalYear Market Share7
- 8. Assessment of currentsituation and the market8
- 9. customersOur two toptarget markets were Travelers and Mercedes
- 10. We finished theyear number 1 in both categories
- 11. Brand Judgment forboth brands scored wellMercedes: 95Travelers: 1009
- 12. competitionLandscape changed overthe last year as other companies targeted markets
- 13. Biggest competitor inMercedes Market: Turbo Comp ASThey cut the gap between us but were unable to gain major shareWe ended year with 40% of market share, Turbo Comp AS at 25%Biggest competitor in Travelers Market: Turbo Comp ASWe led this market, but barely for several quarters and lost the market share lead in 8th quarter until making up ground and pulling away from the pack in last quarter We now have a 53% market share compared to Turbo Comp AS at 28%Overall Market share at 35%, Turbo Comp AS at 21%, CSI at 20%10
- 14. Strength and weaknessesCurrentMarket Leader in both Target Markets
- 15. Potential to leadin 4 markets
- 16. Great Brand Judgmentin 3 markets
- 17. Price Judgment isstrong in all 5 markets, extremely strong in 2 target markets of Mercedes and Travelers
- 18. Excellent financial performance,highly profitable
Editor's Notes
- #3 Tech Enterprise is a microcomputer strategic business unit created to target segments in Asia, North America and Europe. Our mission is to provide a line of microcomputers branded TechENT, strategically and competitively to meet customer needs and costs. While providing business opportunities for ongoing growth, service, and innovation. Tech Enterprise is headed by four officers; Raymond Cross, Radim “Dino” Jurca, Bryan Gulebian, and Daniel Cora. The success of our SBU is attributed to the formation and expertise of these officers in the ability to lead and strategize in a competitive market. The focus to customer needs and business opportunities secured Tech Enterprise to a profitable position in the market. The market plan will detail strategies and results around scorecard items at target segments. This will include; advertising, branding, financial positioning, marketing effectiveness and performance. As well as, TechENT’s product sales, channel distribution and contingent efforts to remain dynamic and fluid in the market enterprise of technology. We are positive we are gaining the confidence of corporate head quarters while leading the scorecard overall.
- #6 Our financial performance above indicated that our marketing strategies and decisions for fiscal year 1 created profits for corporate headquarters. These strategies included sound decisions around placement of sales offices and advertising campaigns, to name a few, to effectively promoted all of our products to the right consumers. As evident above, it drove our gross margin and cumulative net profit for our division positively through Quarter 8 and anticipation to continue forward through the next fiscal year.
- #7 Our market performance is measured by how well our marketing division was able to create demand in the primary and secondary segments. The above chart combines all our segments we competitively promoted our products in. Cost Cutter, Innovators, Mercedes, Workhorse and Traveler segments, we accomplished top market demand over our competition through concise placement of advertising and offering features beyond what consumer’s expectation was. That being our number one goal, we excelled further than our competition and what we anticipated through Quarter 8 and beyond.
- #8 In addition to market demand, we worked tremendously hard to gain top market share in all segments that we placed our products. Unfortunately, we didn’t meet our goal by not gaining top market share in three of the five competitively managed segments. But, going forward into fiscal year two, to improve in these three segments by adding more features to make these products more conducive to what our consumer need and want to propel them to new levels in business productivity.
- #10 Our two top target markets were Travelers and Mercedes. We finished the year as number 1 in both categories. Brand Judgment for both brands scored well: Mercedes – 95 and Travelers – 100. Our initial strategy was to design brands that would satisfy customer needs. We continues to invest into R&D to ensure that our brands remain competitive in the marketplace. We invested a total of $15.5 million into R&D during quarters 5, 6, and 7.
- #11 We felt like we did not have any competition for a while, which gave us an opportunity to grow. By Q6 and Q7 our competitors operated in the same cities as we did. We lost some ground during Q7 with the brand product for the Travelers market. As we expanded into all cities Our Travelers market was outperformed by TurboComp AS in Q7, because their product already had the two features we were just developing. We only controlled 31% of the market, whereas TurboComp AS controlled 50%. Our R&D investments in Q7 paid off and we controlled 53% of the Traveler market in Q8. We learned how critical it is for a company to be the first to the market.
- #12 It may sound arrogant, but we really did not show many weaknesses during the simulation game. We started strong and we stayed strong to the end. We focused on all markets and operated in all territories. Our aggressive business model is best described by the following statistics:Advanced Balanced Scorecard - Strengths WorldWide Computers Tech Enterprise Phoenix PC Total Performance 11.611 159.217 7.974 Financial Performance 30.691 42.200 22.574 Market Performance 0.220 0.465 0.390 Marketing Effectiveness 0.780 0.887 0.825 Investment in Future 1.000 1.007 1.000 Wealth 2.205 9.080 1.098
- #13 Some of the opportunities we were discussing as a team were not available in the game itself. We talked about acquiring some of our struggling competitors. We also talked about sales and advertising through Internet and other emerging technologies.
- #15 Continue to develop the two target markets of Mercedes and TravelersKeep funding R&D to fuel new technologies and keep brands ahead of competitionLook at further development of other target markets and determine their potential for heavy investmentLook at adding additional brands within Mercedes and Travelers to give consumers more choices and create more market share
- #16 Keep competitive edge in pricing by using rebates as necessaryLook at Mercedes market and either lower price or increase rebates to push price judgment higherKeep an eye on competition pricing to ensure we are competitive while still leveraging our brand judgmentNow that we are hitting better cost points due to the quantity we are producing we should look at lowering prices as needed to keep or gain market share but still keep profits in those targets at maximum levels
- #17 Continue to spend in training for reps for long term salesAssess current bonus programs and determine if they are impacting sales Use bonuses to create sales opportunities in Qtr 4 or in new product lines for show term enhancementsContinue to utilize both regional advertising and local advertising for maximum resultsWatch results against advertising expenditure to ensure we are not hitting points of diminishing returns
- #18 Assess and reassign proper sales rep staffing levels by determining what the average number of sales per rep should be and then determining the budgeted number of sales per office will be for the yearLook at our customer support staffing and determine if we are meeting the needs of our clients and adjust as necessaryLook for new market opportunitiesAdjust rep sales force based on target markets once determined how many targets we will continue to go after this next year