Essay on Markstrat Marketing Plan - 1179 Words

1.0 Executive Summary Company U’s primary focus is creating products that create value and fill a need in growing markets – it currently has three products. SUSI is the lower quality offering which focuses on weight and volume, marketed towards Singles and Others who are the most price-sensitive and are projected to have the highest growth rates over the next five years. SULI is the high quality electronic offering, distributed primarily to Professionals and High Earners who are driven by performance and convenience. VUGO is a product that was created for the Followers segment of the Vodite market which is projected to have the largest growth over the next five years at over 3300%. Followers require a high performing product, but at an†¦show more content†¦2.1 Market Summary The Markstrat world has a population of 250 million people. Through Year 4, the Sonite market consisted of 1.67 million people with an expected growth rate of 53% over the next five years. In order to meet the needs of consumers in the larger growing segments, Company U has developed two products in the Sonite market: SUSI and SULI. SUSI is the lower quality offering, marketed towards Singles and Others who are the most price-sensitive. Others and Singles are projected to have the highest growth rates over the next five years, at 98% and 86% respectively. This is Company U’s target market for SUSI and sales are forecasted to almost double in each segment through Year 10 (Table 1 and Chart 1). SULI is the high quality electronic offering, distributed primarily to Professionals and High Earners who are driven by performance and convenience. Market Share for both Professionals and another market segment, Buffs, are expected to decline through Year 10. The Vodite market c urrently consists of approximately 200,000 people with an expected growth of 200% through Year 10. The Followers segment of the Vodite market is projected to have the largest growth over the next five years at over 3300%. Company U introduced a Vodite, VUGO, in Year 5 to initially target the Early Adopters segment in turn creating a strong foundation to penetrate the Followers segment through Year 10 with predicted long term sales growth of 17%. 2.1.1 Market DemographicsShow MoreRelatedMarketing Plan for Markstrat1631 Words   |  7 Pages* ------------------------------------------------- * ------------------------------------------------- Executive Summary * ------------------------------------------------- As the marketing team for AY, we have developed an effective marketing strategy that has led to our current lead in stock market price and overall revenues. Our current phased strategy of capturing three market segments with three distinct products will extend our market dominance and provide long term stability throughRead MoreProfessor of Business Administration and Professor of Marketing20751 Words   |  84 PagesPARTICIPANT HANDBOOK Jean-Claude Larrà ©chà © The Alfred H. Heineken Chaired Professor of Marketing INSEAD Hubert Gatignon The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD Rà ©mi Triolet Partner, Director of RD STRATX Copyright  © StratX 2010-04-19 1 Publisher: StratX Production: Coptech, Inc., Woburn, Massachusetts Marketing Team Americas: Marketing Team EMEAA: Development Team Support Team Paul Ritmo Andrà ©a Hernandez Stà ©phanieRead MoreMarkstrat19634 Words   |  79 PagesAlfred H. Heineken Chaired Professor of Marketing INSEAD Jean-Claude Larrà ©chà © The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD Hubert Gatignon Partner, Director of RD STRATX International Rà ©mi Triolet To search this document click CTRL+F i Publisher: STRATX International Production: Minute Man Press, Cambridge, Massachusetts Cover Design: Synergy Network, Waltham, Massachusetts Marketing Manager: Lucy Jacobus DevelopmentRead MoreMarket Attractiveness and Market Potential1820 Words   |  8 Pagessales Si as Si =I*MSi and I = f(P) Where P is the potential market, I is industry sales, MSI is the market share of firm i. The function f is a function of macro economic variables, and industry marketing mix variables. Clearly I or = P. MSI should be a function of marketing mix variables of all the firms. This is a top down approach and often we don’t know how to model f or MSI especially in early stages of the evolution of the market. But once we gain some experience in the industryRead MoreStrategic Marketing Markstrat5131 Words   |  21 PagesSTRATEGIC MARKETING Wednesday 29th, 1997 FIRM O Team Members Silak CHAMNIANWECH Djunyanto THRIYANA Gary WALSH Oming WIRASAKTI EXECUTIVE SUMMARY: Firm O has developed a portfolio of three products in the Sonite market over the course of the Markstrat competition. During the course of the competition, Firm O has lost significant market share and worked hard to rebuild a product portfolio that returns a substantial net contribution and places it in a position