UNIVERSIDAD

esan
Course: Product Design and Development Professor: Estuardo Lu


FINAL GROUP WORK


Your group should perform a strategic assessment, strategic formulation and launching
strategy of a new product or the relaunching of an existing one.

The work includes the analysis and diagnosis of the situation to determine the level of
attractiveness and propose recommendations with objectives and strategies to improve the
situation of the chosen brand.

Assume the market research information for the entire segment in general. List the
assumptions that you believe appropriate to clarify or supplement to support your
recommendations. For the internal environment analysis, in case the product is new, you can
consider it as the startup entrepreneurship project of your team or you take another option
and suppose that it is going to be launch by a well know organization or corporation. (Don't
need to include investment, costs or profits for budget purposes).

Include the following headings in the analysis if they are according to the information you
have collected.

TENTATIVE INDEX

* EXECUTIVE SUMMARY (Max. 2 sheets - synthesis of the problem, the findings,
conclusions and recommendations. Summarize the main approaches and proposals
recommended for the product. It isn't an introduction not the antecedents, neither a
preface.) Use the example of a brief or format for a launching recommendation.

1. ANALYSIS AND STRATEGIC DIAGNOSTIC (Where am I?)

1.1. Analysis of the Mission, Vision and Values and/or Business Principles.
1.2. Buyers and Consumers Market Analysis
1.2.1. Level or % Penetration of the Category
1.2.2. Market Size - Historical Evolution
1.2.3. Existing Segmentation
1.2.4. Growth Rate of the Total Market and by Segment
1.2.5. Unsatisfied Needs and Trends
1.2.6. Purchasing Habits:
1.2.6.1. Frequency and quantity of purchase
1.2.6.2. Reasons for product purchase
1.2.6.3. Decision makers and influencers of the purchase
1.2.6.4. Moments of Use
1.2.6.5. Frequency and volume of consumption
1.2.7. Purchasing Attitudes:
1.2.7.1. Brand Awareness
1.2.7.2. Perception of Brand Image
1.2.7.3. Brand Preferences
1.2.7.4. Reasons of use and non-use of the Brands
1.2.7.5. Valuation of Attributes
1.2.8. Distribution or Commercialization Channels
1.2.8.1. Main points of purchase
1.2.8.2. Typical Commercial Structure of the Market
1.2.8.3. Resale Prices and Commercialization Margins
1.2.9. Others


EXTERNAL ANALYSIS

1.3. Global Environment Analysis The Competitive Advantages of Nations
1.4. National Environment Analysis - Macro Environment - SEPTE.
1.5. Competitive Environment of the Sector Analysis - Micro Environment 5 Forces
1.5.1. Power of Suppliers
1.5.2. Power of Customers Buyers
1.5.3. Entry of New Potential Competitors
1.5.3.1. Entry and Exit Barriers
1.5.4. Competition of Substitutes
1.5.5. Current Competitors Analysis
1.5.5.1. Strengths, Weaknesses
1.5.5.2. Current and Future Strategies
1.5.5.3. Rivalry Level and Competitive Position
1.5.5.4. Competitors Positioning
1.5.5.5. Coverage or Distribution
1.5.5.6. Penetration in Households or Customers
1.5.5.7. Packaging and Presentation Size
1.5.5.8. Product Types
1.5.5.9. Average Prices by Point of Sale
1.5.5.10. Positioning Comparative Analysis
1.5.5.11. Products and Presentation Comparative Analysis


INTERNAL ANALYSIS

1.6. Analysis and Implications of the Results Obtained in previous years
1.6.1. Turnover
1.6.2. Volumes
1.6.3. Market Share
1.6.4. Coverage or Distribution
1.6.5. Brand Awareness and Brand Recall
1.6.6. Current Positioning
1.6.7. Penetration in Households or Customers
1.6.8. Average Prices by Point of Sale
1.6.9. Product Portfolio Analysis
1.6.9.1. BCG Matrix

1.7. Resources Analysis
1.7.1. Cash
1.7.2. Receivables
1.7.3. Inventories
1.7.4. Plant and Equipment
1.7.5. Own Infrastructure
1.7.6. Brands and Patents
1.7.7. Own Processes
1.7.8. Brand Image and Purchase Intention
1.7.9. Others Intangible Assets
1.8. Capabilities and Skills Analysis
1.8.1. In Inbound Logistics
1.8.2. In Research and Development
1.8.3. In Production or Operations
1.8.4. In Marketing
1.8.5. In Sales
1.8.6. In Outbound Logistics or Distribution
1.8.7. In After-sales Service
1.8.8. In Negotiations and Customer Relations
1.8.9. In Finance
1.8.10. In Human Resources
1.8.11. In Information Technology
1.8.12. In Supplying


STRATEGIC DIAGNOSTIC

1.9. SWOT Analysis and Definition of the Business Key Factors
1.9.1 SWOT and its implications
1.9.2 EFE and EFI Matrix
1.9.1. I-E Matrix of Market Attractiveness versus Competitive Position
1.9.2. Conclusions of the Market Attractiveness Analysis

1.10. Present Situation Diagnostic
1.10.1. Main Opportunities and Threats

1.11. Future Situation Forecast
1.11.1. Projections and Premises of the Market

1.12. Cross SWOT Analysis Strategic Options

2. STRATEGIC FORMULATION OBJECTIVES AND STRATEGIES (Where and How do
you want to go in the long term? What should I do?)
2.1. Definition or Redefinition of the Mission and Vision of the Company (only if the
diagnostic show that a mission or vision redefinition is require)
2.2. Target Market or Objective Segment
2.2.1. Primary Target and their unsatisfied needs or problems
2.2.2. Secondary Target

2.3. Product Demand
2.3.1. Total Market, Ceiling Market, Potential Market
2.3.2. Objective Market and Target Market

2.4. General Business Objectives
2.4.1. Financial Objectives
2.4.1.1. Turnover Target
2.4.2. Commercial Objectives
2.4.3. Sales Forecast in Value and Volume (units)
What would be the possible demand and your market share?
2.4.4. Target Market Share

2.5. Generic Long Term Strategy for the Business
2.5.1. Differentiation, Cost Leadership or Niche
2.5.2. Competitive Position or Leadership Strategy
2.5.3. Grow Strategies (only the options that fit with the diagnostic)
2.5.3.1. Market Penetration
2.5.3.2. Market Development
2.5.3.3. Product Development
2.5.3.4. Diversification
2.5.3.5. Integration
2.5.4. Other Strategies (only for relaunch and if the diagnostic show the need)
2.5.4.1. Maintenance
2.5.4.2. Defense
2.5.4.3. Reinforcement
2.5.4.4. Restructuring
2.5.4.5. Retirement

2.6. Value Proposition and Positioning Strategy
2.6.1. Value Proposition Elements (Differential and Input)
2.6.1.1. Value Proposition canvas and customer segment fit
2.6.1.2. Key Attributes or Reason to Buy
2.6.1.3. Customer Segment Empathy Map
2.6.1.4. Is there any Insight in the Target Market?
2.6.1.5. ERIC Matrix of the Value Proposition Elements

2.6.2. Current Positioning (if the product alreadu exist)
2.6.2.1. Positioning Statement
2.6.2.2. Slogan

2.6.3. Proposal of Positioning Concept for the Future
2.6.3.1. Present and Future Map of Positioning versus the Competence
2.6.3.2. Target Segment or Objective Public
2.6.3.3. Key Benefit
2.6.3.4. Support or Reason to Believe
2.6.3.5. Statement of Future Positioning
2.6.3.6. New Slogan or Promise of Sell

2.6.4. Concept Test
2.6.4.1. Concept Test Design
2.6.4.1.1. Acceptance Level
2.6.4.1.2. Liked atributtes
2.6.4.1.3. Credibility
2.6.4.1.4. Newness
2.6.4.1.5. Purchase and
2.6.4.1.6. Repurchase Intention
2.6.4.2. Concept Test Results
2.6.4.3. Product Tests Design

3. OPERATIONAL PLAN TACTICS AND OPERATIONAL OBJECTIVES (How to deal with
the short term?)

3.1. Specific Objectives
3.1.1. Turnover
3.1.2. Volumes
3.1.3. Market Share
3.1.4. Brand Awareness
3.1.5. Positioning
3.1.6. Coverage or Distribution
3.1.7. Penetration in Households or Customers
3.1.8. Intensity or Purchase Frequency
3.1.9. Others

3.2. Marketing Mix Strategies and Tactics
3.2.1. Product
3.2.1.1. Product Competitive Strategy Statement
3.2.1.1.1. Valued Attributes by the Consumer
3.2.1.2. Definition of the Key Elements of the Product Dimensions
3.2.1.2.1. Houses of Quality Diagram
3.2.1.2.2. Physical and Chemical Characteristics
3.2.1.2.2.1. Product National Norm and Specifications
3.2.1.2.2.2. Service Protocol (if applicable for the case)

3.2.1.2.3. Packaging Types and Size of Presentations
3.2.1.2.4. Types of Product
3.2.1.2.5. Brands and Sub Brands and Reasons for Brand Choice
3.2.1.2.6. Complementary Services
3.2.1.2.7. Warranty
3.2.1.2.8. For Services, Interaction Processes Analysis
3.2.1.2.9. Others

3.2.2. Launching or Relaunching Strategy
3.2.2.1. Launching Method

3.2.3. Promotion or Communication
3.2.3.1. Advertisement and Media
3.2.3.2. Sales Promotions
3.2.3.2.1. Activities for Test Generation
3.2.3.3. Public Relations
3.2.3.4. Direct Marketing
3.2.3.5. Personal Sales
3.2.3.6. Defining the Media Mix

3.2.4. Prices
3.2.4.1. Price Strategy
3.2.4.2. Competitive Pricing Policy
3.2.4.3. Pricing
3.2.4.3.1. Valuation and Price Sensitivity
3.2.4.4. Cost Structure and Profitability
3.2.4.5. Price Tactics
3.2.4.6. Price List and Price Structure to the Channel
3.2.4.6.1. Margins and Discounts by Channel and Point of Sale
3.2.4.6.2. Payment and Credit Conditions
3.2.4.7. Break-Even Analysis (if it is applicable)

3.2.5. Place (Not required)
3.2.5.1. System Sales and Distribution Chain
3.2.5.2. Distribution Channels: Functions and Profile of Points of Sale
3.2.5.3. Coverage Level or Intensity
3.2.5.4. Organization of Sales Force
3.2.5.5. Sales Force Requirements and Qualifications
3.2.5.6. Selection of Distribution Channels
3.2.5.7. Location of Stores and Market Coverage by Channel Type
3.2.5.8. Frequency of Visit by Channel Type
3.2.5.9. Policy of Changes or Return
3.2.5.10. Systems or ECR Processes
3.2.5.11. Visibility and Merchandising by Channel Type
3.2.5.11.1. Location Inside in the Key Points of Sale
3.2.5.11.2. Support Elements in Points of Sale
3.2.5.11.3. Definition of Category Tree
3.2.5.11.4. Planograma of Exhibition for Points of Sale
3.2.5.11.5. Advertising Material for Points of Sale
3.2.5.12. Others

4. CONTINGENCY PLANS (Not required)
4.1. Low Probability Scenarios
4.2. Action Plans for Areas

5. BUDGET (Not required)
5.1. Financial Aspects
5.2. Sales Budget
5.3. Marketing Budget

6. EVALUATION AND CONTROL (Not required)
6.1. Budget
6.2. Profitability
6.3. Strategic
6.4. Operational
6.5. Key Indicators


BIBLIGRAFIC REFERENCES (Must use APA format)





ANEXS

Can include:
o Any other information that complements your analysis:
o Secundary Information findings
o Research design and measurement instruments.
o Reports of the results of your primary research.
o Information of packaging and packing process.

Presentacin final
The plans have to be presented oral and written in class. Each team have a
maximum of 40 minutes to expose their proposal with 5 minutes for questions.
Plans must be concise, clear with high level of analysis and synthesis.
High impact presentation would receive extra grades.

Qualification criteria:
Criterios Puntaje

Gruppal 80%
Clear definition of the opportunities and of the
problems in the Diagnostic

5

Clear definition of the objectives

3

Efficient strategies and tactics recommended

6

Coherence and creativity of the ideas

2

Oral and written presentatin

2

Evaluation of the class

2
Individual 20%

Oral Presentacin Oral

8

Participation in Presentation

6

Answers to questions

6