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CONGRATULATIONS ON YOUR NEW POSITION
• Order market research studies to get up-to-date information for decision making.
INDEPENDENT
NOT SUBSTITUTES
NOT COMPLEMENTARY
SONITES VODITES
T O NIC
M E LODY
Highly interested in Sonite product Personal and professional usage Good product knowledge through extensive
Demand high performance products Look for high quality, high-performance and product comparison.
Quite price sensitive easy-to-use products Demand high quality–price ratio
Can afford expensive products Quite price-sensitive.
EARLY ADOPTERS
INNOVATORS
Time
Introduction to the Markstrat Challenge - Part
11
I
DISTRIBUTION CHANNELS
• Small stores not necessarily organized in chains • Operate on a low-price, high-volume basis • Includes web-only merchants and retailers’
websites
• Located close to their customers and providing a • Lower level of service than in specialty stores
high level of service and technical support • Low but significant percentage of sales are done
• Depth of product lines usually restricted to a few on the web
• Broad product line including high-end products units
• High convenience as consumers shop from
• Distribute the cheaper, low-performance home
products
• Almost unlimited choice and easy comparison
• A production plan must be submitted each period for each brand, taking into account:
• The potential sales for the brand
• The existing inventory at the beginning of the period
• The flexibility of the Production department
• From one period to the next, production plans may be increased or decreased without any penalty
• Actual production levels are automatically adjusted in response to actual demand by plus or minus 20%
MARKETING MIX
PESSIMISTIC
154,000 28,000
110,000 96,000 Lost Sales
80,000 Potential
Production Actual
Your Sales
Plan Production
Estimated (market
(Increased)
Ending Inventory = 0
30,000 (your decision) demand)
Sales Inventory
Comparing purchase intentions with market shares at the end of the period can give you a feel for how many sales
you have lost
Purchase
Intentions Market
Shares Sales Lost to
Competitors
“Order-book”
Industry
MARKETING MIX
Media budget : to purchase media Research budget : to improve the Segmentation Strategy: Indicate which
space and time quality / persuasive power of your consumers should be targeted & normalize
message to 100% to save
MARKETING MIX
COMMERCIAL TEAM
THAT’S IT – YOU ARE READY TO START. GOOD LUCK IN ACHIEVING ALL YOUR OBJECTIVES!
CONFLICTING
OPINIONS INFORMATION
OVERLOAD
TIME
PRESSURE
1
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GET SET, GO! 35