Marketing Plan for Markstrat - 1631 Words

* ------------------------------------------------- * ------------------------------------------------- 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 through diversification. * ------------------------------------------------- In the initial phase, each of our Sonites are targeted to specific, growing groups in the market: SYGU to Singles and SYCA to High Earners. By focusing our advertising†¦show more content†¦The Ramp;D strategy for SYCA will occur in two year cycles to aggressively protect our market share and profitability while gradually decreasing suggested retail pricing from $535 to $510 over the next 5 periods. * ------------------------------------------------- SYGU’s initial product characteristics aligned with the estimated ideal characteristics of the Singles according to Period 1’s Semantic Scales Research. By focusing advertising towards Singles, cutting price, and emphasizing their desired traits, SYGU was able to increase its market share against stiff competition. Beginning in Period 3, a re-design of SYGU will be introduced. This re-design focuses on two characteristics: increased power to match Singles’ desired features and a reduced production cost which will allow us to increase our margins. Ramp;D projects to improve SYGU will be conducted every two periods, meeting the changing demands of Singles and improving margins by retaining a static suggested retail price of $315 while decreasing production costs. * ------------------------------------------------- VYTL targets the emerging Vodite market with an evolutionary approach to segment targeting. The evolutionary approach targets targets Ramp;D and marketing to Innovators in Period 3, Early Adopters in Period 5, and Followers in Period 7. VYTL’s strategyShow MoreRelatedEssay on Markstrat Marketing Plan1179 Words   |  5 Pagesstores, department stores and mass merchandisers. In Year 5, Company U broke into the Vodite market with product VUGO. The Vodite market is segmented into three major segments: Innovators, Early Adopters, and Followers. 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 segmentsRead 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