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INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

COMPANY REPORT
INDUSTRY F6M2C0 - FIRM A
Based on scenario F6M2C0

PERIOD 8
Michael Capella
Strategic Marketing Management
1/25/2011 -->4/26/2011
Villanova University
United States

02/24/2015

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INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

COMPANY RESULTS
COMPANY SCORECARD
Unit

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Current return on investment
Cumulative return on investment

Annual results

Evolution since P0

Period 7

Period 8

%change

Ratio
P8/P0

Average
growth

%$
%$
%$

2.7%
3.2%
2.0%

3.9%
3.4%
4.4%

45.4%
6.4%
127.7%

x 0.23
x 0.20
-

-16.6%
-18.0%
-

K$
K$
K$

34,926
24,235
10,691

56,666
26,432
30,234

62.2%
9.1%
182.8%

x 0.87
x 0.40
-

-1.8%
-10.7%
-

K$
K$
K$
K$

11,453
3,550
2,954
95,458

16,384
7,908
7,393
102,851

43.1%
122.8%
150.3%
7.7%

x 0.75
x 0.48
x 0.45
x 6.28

-3.5%
-8.9%
-9.5%
25.8%

Base 1000
Ratio
Ratio

494
0.35
1.63

543
0.85
1.53

9.9%
144.6%
-6.2%

x 0.54
x 0.28
x 0.51

-7.3%
-14.6%
-8.1%

Unit

Total

Sonite market

Vodite market

U
$
$
K$

98,706
574
362
35,741

62,986
420
261
16,452

35,720
846
540
19,288

U
K$
K$
K$
K$

60,000
-19,305
-52
0
16,384

56,000
-8,071
-48
0
8,333

4,000
-11,234
-4
0
8,051

K$
K$
K$
K$

-5,000
-930
-2,546
7,908

-3,300
-630
-1,502
2,901

-1,700
-300
-1,044
5,007

K$
K$
K$
K$
K$
K$

-222
0
0
-293
7,393
8,850

-171
0

-13
0

COMPANY PERFORMANCE
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
Next period budget

INSTRUCTOR AND SIMULATION MESSAGES


Messages
The brand SAMA was withdrawn from the market this period. The obsolete inventories
were sold to a trading company at 80.0 % of transfer cost. The difference was charged
as an exceptional cost of K$61.
The brand SAGA was withdrawn from the market this period. The obsolete inventories
were sold to a trading company at 80.0 % of transfer cost. The difference was charged
as an exceptional cost of K$233.
Despite all the efforts made by the Production department, they were not able
to fullfill all the orders for brand SAAB this period. As a consequence, some
potential sales of this brand have been lost.

02/24/2015

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INDUSTRY F6M2C0 - FIRM A

02/24/2015

ANNUAL REPORT

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PERIOD 8

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INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands
Base R&D project
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

Unit

Total

SALT
PSALT

SAAB
PSALT

U
$
$
K$

62,986
420
261
16,452

26,986
447
283
7,645

36,000
399
245
8,808

U
$
$
K$
U
K$
K$
K$

56,000
128
-8,071
4,715
-48
0
8,333

20,000
128
129
-3,476
4,715
-48
0
4,121

36,000
128
128
-4,595
0
0
0
4,213

K$
K$
K$
K$

-3,300
-630
-1,502
2,901

-1,600
-300
-840
1,380

-1,700
-330
-662
1,521

Unit

Total

VASE
PVA01

U
$
$
K$

35,720
846
540
19,288

35,720
846
540
19,288

U
$
$
K$
U
K$
K$
K$

4,000
314
-11,234
157
-4
0
8,051

4,000
309
314
-11,234
157
-4
0
8,051

K$
K$
K$
K$

-1,700
-300
-1,044
5,007

-1,700
-300
-1,044
5,007

CONTRIBUTION BY BRAND
Vodite Brands
Base R&D project
Sales
Units sold
Average retail price
Average selling price
Revenues
Production
Units produced
Current unit transfer cost
Average unit transfer cost
Cost of goods sold
Units in inventory
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

MARKET SHARES AND DISTRIBUTION COVERAGE


Sonite Brands
Market shares
Distribution coverage in %
Specialty stores (26,818 outlets)
Depart. stores (6,614 outlets)
Mass Merchandis. (13,066 outlets)

02/24/2015

Unit
%U
%$
%
%
%

Total
2.6%
3.4%

SALT
1.1%
1.5%

SAAB
1.5%
1.8%

51.0%
27.6%
7.0%

52.6%
15.7%
3.0%

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INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

MARKET SHARES AND DISTRIBUTION COVERAGE


Vodite Brands
Market shares
Distribution coverage in %
Specialty stores (26,818 outlets)
Depart. stores (6,614 outlets)
Mass Merchandis. (13,066 outlets)

02/24/2015

Unit
%U
%$
%
%
%

Total
3.4%
4.4%

VASE
3.4%
4.4%
47.1%
36.3%
25.9%

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INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

RESEARCH & DEVELOPMENT RESULTS


SONITE R&D PROJECTS
Name
PSAMA
PSALT
PSAGA

Weight
(Kg)
18
13
17

Physical Characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
3
75
25
8
40
40
7
72
36

Power
(W)
12
75
73

Base Cost $
Current
Minimum
realistic
87
58
201
181
181
164

Allocated Budget K$
Cumulative
Req. for
completion
1,500 Avail. in P-1
2,500 Avail. in P-1
1,250 Avail. in P5

Weight
(g)
58

Base Cost $
Current
Minimum
realistic
276
276

Allocated Budget K$
Cumulative
Req. for
completion
8,700 Avail. in P5

(*) Projects identified in bold have been completed in this period.

VODITE R&D PROJECTS


Name
PVA01

Autonomy
(M)
75

Physical Characteristics
Max Freq
Diameter
Design
(KHz)
(Mm)
(Index)
14
64
6

(*) Projects identified in bold have been completed in this period.

02/24/2015

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6/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales
Brand

Results
since period

SAMA
SALT
SAGA
SAAB
VASE

0
0
1
8
6

Total Sonite
Total Vodite
Total all markets

Production

Marketing

Units sold

Retail sales

Revenues

Cost of
goods sold

Inventory
costs

Advertising

Sales force

Contrib.
after mktg.

KU
351
596
191
36
56

K$
79,102
289,696
40,624
14,367
49,089

K$
53,579
186,628
27,535
8,808
31,408

K$
20,969
79,393
10,840
4,595
17,398

K$
626
744
1,085
0
1,743

K$
7,816
13,870
6,590
2,030
6,700

K$
3,534
6,935
3,179
662
2,486

K$
20,635
85,686
5,842
1,521
3,081

1,174
56
1,230

423,789
49,089
472,878

276,550
31,408
307,958

115,797
17,398
133,194

2,454
1,743
4,198

30,306
6,700
37,006

14,309
2,486
16,795

113,683
3,081
116,765

CUMULATIVE COMPANY PERFORMANCE


Sales
Units sold
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding and disposal cost
Marketing
Total advertising expenditures
Sales force expenditures
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution

02/24/2015

Unit

Total

Sonite market

Vodite market

KU
K$
K$

1,230
472,878
307,958

1,174
423,789
276,550

56
49,089
31,408

K$
K$

-133,194
-4,198

-115,797
-2,454

-17,398
-1,743

K$
K$
K$

-37,006
-16,795
116,765

-30,306
-14,309
113,683

-6,700
-2,486
3,081

K$
K$
K$
K$
K$

-3,671
-9,950
0
-293
102,851

-2,548
-1,250

-915
-8,700

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7/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget

KU
KU
$
K$
K$
Buffs
Singles
Professionals
High earners
Others

Targeted segments in %

Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2

SALT
PSALT
25
0
450
1,600
300
0
0
100
0
0

SAAB
PSALT
30
0
400
1,700
330
100
0
0
0
0

Performance Performance
13.0
10.0
Convenience
Economy
[1,7] or [-20,+
9.0
-7.0
[1,7] or [-20,+

DECISION SUMMARY - BRAND MANAGEMENT


Vodite Brands
Base R&D project
Production planning
Inventory sold to trading company
Recommended retail price
Advertising budget
Advertising research budget

VASE
PVA01
5
0
860
1,700
300

KU
KU
$
K$
K$

Targeted segments in %

Innovators
Early Adopter
Followers

Perceptual Objectives
Dimension 1
Objective 1
Dimension 2
Objective 2

[1,7] or [-20,+
[1,7] or [-20,+

0
100
0

Efficacy
7.0
Economy
-4.0

DECISION SUMMARY - SALES FORCE MANAGEMENT


Distribution Channels
Number of salespeople
Sales force effort allocation by brand (%)
SALT
SAAB
VASE
TOTAL

Specialty stores
61

Depart. stores
26

Mass Merchandis.
13

33
33
34
100

42
19
38
100

15
8
77
100

Market covered by study


Sonite
Yes
No
No
Yes
Yes
No
Yes
No
No
No

Vodite
No
No
No
Yes
No
No
No
No
No
No

DECISION SUMMARY - MARKET RESEARCH STUDIES


Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment

02/24/2015

All markets
Yes
-

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INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT
Conjoint analysis

02/24/2015

PERIOD 8
-

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No

No

9/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION


Corporate finance department
Increase in budget
Decrease in budget
Bank
Capital borrowed
Duration in number of periods
Interest rate

02/24/2015

K$
K$

0
0

K$

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10/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

NEWSLETTER
INDUSTRY F6M2C0 - FIRM A
Based on scenario F6M2C0
PERIOD 8
Michael Capella
Strategic Marketing Management
1/25/2011 -->4/26/2011
Villanova University
United States

02/24/2015

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

11/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

STOCK MARKET AND KEY PERFORMANCE INDICATORS


STOCK MARKET
Firm
E
U
I
O
Y
A

Stock price index


base 1000
4,606
1,835
1,404
1,155
1,108
543

Market capitalization
K$
1,527,057
608,439
465,615
382,947
367,258
180,066

Net contribution (K$)


Period 8
Cumulative
208,453
831,639
80,935
276,225
37,128
290,461
35,083
236,940
25,231
282,389
7,393
102,851

COMPANY KEY PERFORMANCE INDICATORS


(period 8 values)

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Market capitalization
Current return on investment
Cumulative return on investment

Unit

%$
%$
%$

3.9%
3.4%
4.4%

46.4%
40.5%
53.2%

12.6%
13.1%
12.1%

9.1%
17.0%
0.0%

20.7%
13.8%
28.6%

7.3%
12.2%
1.6%

K$
K$
K$

56,666
26,432
30,234

677,435
315,896
361,539

184,146
101,837
82,310

132,672
132,672
0

302,102
107,337
194,765

106,519
95,428
11,091

K$
K$
K$
K$

16,384
7,908
7,393
102,851

233,290
209,124
208,453
831,639

51,614
37,267
37,128
290,461

44,883
36,788
35,083
236,940

94,411
83,835
80,935
276,225

39,681
25,561
25,231
282,389

Base 1000
K$
Ratio
Ratio

543
180,066
0.85
1.53

4,606
1,527,057
8.39
5.76

1,404
465,615
2.56
2.72

1,155
382,947
3.58
2.76

1,835
608,439
6.01
3.33

1,108
367,258
1.75
2.64

45.4%
6.4%
127.7%

-5.6%
0.3%
-13.2%

-14.6%
-5.4%
-25.0%

-9.2%
14.7%
-100.0%

65.2%
33.4%
83.7%

-32.8%
-29.8%
-6.0%

62.2%
9.1%
182.8%

5.4%
2.8%
7.8%

-4.8%
-3.0%
-6.8%

1.3%
17.5%
-100.0%

84.4%
36.8%
128.2%

-25.0%
-28.0%
16.8%

43.1%
122.8%
150.3%
7.7%

-5.0%
-6.8%
-5.8%
33.4%

-3.0%
1.2%
2.3%
14.7%

34.7%
47.0%
43.2%
17.4%

105.5%
127.0%
129.4%
41.4%

-27.4%
-30.4%
-30.1%
9.8%

9.9%
9.9%
144.6%
-6.2%

2.0%
2.0%
-7.6%
10.5%

-4.2%
-4.2%
19.7%
-0.9%

1.1%
1.1%
29.0%
4.0%

46.5%
46.5%
81.3%
18.5%

-15.8%
-15.8%
-10.2%
-5.0%

COMPANY KEY PERFORMANCE INDICATORS


(% change from period 7 to period 8)

Market share
Total
Sonite market
Vodite market
Retail sales
Total
Sonite market
Vodite market
Contribution
Before marketing
After marketing
Net
Cumulative net
Shareholder value
Stock price index
Market capitalization
Current return on investment
Cumulative return on investment

02/24/2015

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12/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

ECONOMIC VARIABLES AND COSTS


ECONOMIC VARIABLES
Unit
GNP growth rates
Inflation rate
Production
Inventory holding cost per annum
Loss incurred for inventory disposal
Sales force
Salesperson operating cost
Salesperson hiring and training cost
Salesperson firing cost

Forecast value
Period 9
2.0%
2.0%

%change

%
%

Actual value
Period 8
2.0%
2.0%

% transf. cost
% transf. cost

8.0%
20.0%

8.0%
20.0%

0.0%
0.0%

$
$
$

25,336
3,800
6,334

25,842
3,876
6,461

2.0%
2.0%
2.0%

0.0%
0.0%

COST OF MARKET RESEARCH STUDIES NEXT PERIOD


(all numbers in K$)
Study
Industry benchmarking
Consumer survey
Consumer panel
Distribution panel
Semantic scales
Multidimensional scaling
Market forecast
Competitive advertising
Competitive sales force
Advertising experiment
Sales force experiment
Conjoint analysis
Total market
Total if all studies ordered

02/24/2015

All markets
39

Market covered by study


Sonite

Vodite

78
129
78
13
45
26
39
19
32
45
45
549

52
90
65
13
45
26
39
19
32
45
45
471

39
1,059

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13/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

INFORMATION ON SONITE MARKET


CHARACTERISTICS OF MARKETED SONITE BRANDS
Firm

Brand

SALT
SAAB
SEMI
SELF
SELL
SEXY
SEED
SIRO
SIBI
SIBO
SISA
SOLD
SONO
SOSO
SOHI
SUSI
SULI
SUCK
SYGU
SYCA
SYCO

New or
Modified
No
New
No
Cost impr.
Cost impr.
Cost impr.
No
No
No
No
No
No
No
No
No
Modified
No
No
No
No
No

Weight
(Kg)
13
13
16
14
13
15
13
20
16
13
18
18
15
18
13
20
13
15
18
13
16

Physical characteristics
Design
Volume
Max Freq
(Index)
(Dm3)
(KHz)
8
40
40
8
40
40
6
70
24
8
47
30
8
40
40
7
55
36
8
47
42
3
84
24
9
68
25
8
40
40
8
73
35
3
75
25
8
50
43
7
72
33
8
40
40
7
100
20
8
40
40
6
60
38
3
75
25
8
40
40
9
72
33

Power
(W)
75
75
26
54
75
66
83
30
56
75
69
12
84
67
75
37
75
60
12
75
68

Base cost
($)
201
201
90
145
183
159
193
94
200
201
162
87
194
154
201
99
201
170
87
201
189

Retail price
($)
450
400
230
470
425
265
530
229
470
525
280
225
535
307
485
245
475
265
225
510
465

Retail sales
Period 8
Change
K$
%
12,065
-15.0%
14,367
130,354
10.8%
101,962
1.4%
16,247
-9.4%
35,061
-19.5%
32,271
17.2%
6,461
-21.4%
23,807
-12.2%
31,893
-23.1%
39,676
40.7%
1,475
14.3%
59,744
15.4%
70,052
21.2%
1,400
-30.8%
46,581
427.9%
11,697
-45.8%
49,059
2.1%
8,677
-6.9%
41,112
-30.9%
45,640
-28.5%
779,601
2.5%

Share
%$
1.5%
1.8%
16.7%
13.1%
2.1%
4.5%
4.1%
0.8%
3.1%
4.1%
5.1%
0.2%
7.7%
9.0%
0.2%
6.0%
1.5%
6.3%
1.1%
5.3%
5.9%
100.0%

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES


Firm

Brand

SALT
SAAB
E
SEMI
SELF
SELL
SEXY
SEED
I
SIRO
SIBI
SIBO
SISA
O
SOLD
SONO
SOSO
SOHI
U
SUSI
SULI
SUCK
Y
SYGU
SYCA
SYCO
Total Sonite market

02/24/2015

Period 7
U
31,865
0
540,000
213,815
43,726
155,917
52,797
37,625
58,281
80,304
104,431
6,020
100,146
192,021
4,253
42,344
45,954
174,529
43,304
118,492
138,626
2,234,481

Volume sold
Period 8
Change
U
%
26,986
-15.3%
36,000
600,000
11.1%
218,762
2.3%
38,429
-12.1%
135,292
-13.2%
62,031
17.5%
29,772
-20.9%
51,161
-12.2%
62,024
-22.8%
144,579
38.4%
6,888
14.4%
113,888
13.7%
233,474
21.6%
2,947
-30.7%
201,600
376.1%
24,922
-45.8%
188,740
8.1%
40,456
-6.6%
82,060
-30.7%
99,081
-28.5%
2,399,092
7.4%

Share
%U
1.1%
1.5%
25.0%
9.1%
1.6%
5.6%
2.6%
1.2%
2.1%
2.6%
6.0%
0.3%
4.7%
9.7%
0.1%
8.4%
1.0%
7.9%
1.7%
3.4%
4.1%
100.0%

Period 7
K$
14,190
0
117,625
100,601
17,936
43,569
27,543
8,222
27,109
41,450
28,193
1,291
51,752
57,799
2,024
8,823
21,586
48,063
9,318
59,479
63,825
760,441

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

14/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

INFORMATION ON VODITE MARKET


CHARACTERISTICS OF MARKETED VODITE BRANDS
Firm

Brand

A
E

VASE
VEAL
VETO
VEST
VIAA
VIIA
VIFA
VULV
VYOU
VYUZ

U
Y

New or
Modified
No
Modified
No
Modified
No
No
No
No
No
No

Autonomy
(M)
75
76
70
76
70
70
71
60
70
70

Physical characteristics
Max Freq
Diameter
Design
(KHz)
(Mm)
(Index)
14
64
6
14
40
7
14
44
7
14
40
7
14
60
6
14
60
6
13
55
3
12
30
5
10
40
4
10
40
4

Weight
(g)
58
46
46
46
45
45
85
30
46
46

Base cost
($)
276
324
315
324
347
347
270
331
292
292

Retail price
($)
860
630
710
630
750
890
660
630
680
690

Retail sales
Period 8
Change
K$
%
30,234
182.8%
112,017
1067.1%
109,672
52.4%
139,849
-44.9%
23,540
-46.2%
27,781
12.2%
30,989
56.0%
194,765
128.2%
6,471
16.2%
4,620
17.6%
679,939
24.2%

Share
%$
4.4%
16.5%
16.1%
20.6%
3.5%
4.1%
4.6%
28.6%
1.0%
0.7%
100.0%

INFORMATION ON VODITE MARKET - SALES AND MARKET SHARES


Firm

A
E

Brand

VASE
VEAL
VETO
VEST
I
VIAA
VIIA
VIFA
U
VULV
Y
VYOU
VYUZ
Total Vodite market

02/24/2015

Period 7
U
11,391
11,478
97,405
390,046
59,438
28,070
30,237
132,987
8,537
5,925
800,585

Volume sold
Period 8
Change
U
%
35,720
213.6%
185,970
1520.2%
156,914
61.1%
231,850
-40.6%
32,134
-45.9%
31,453
12.1%
49,459
63.6%
324,000
143.6%
9,971
16.8%
7,009
18.3%
1,064,479
33.0%

Share
%U
3.4%
17.5%
14.7%
21.8%
3.0%
3.0%
4.6%
30.4%
0.9%
0.7%
100.0%

Period 7
K$
10,691
9,598
71,945
253,923
43,742
24,755
19,862
85,353
5,570
3,928
547,462

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

15/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

MARKET RESEARCH STUDIES


INDUSTRY F6M2C0 - FIRM A
Based on scenario F6M2C0
PERIOD 8
Michael Capella
Strategic Marketing Management
1/25/2011 -->4/26/2011
Villanova University
United States

02/24/2015

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

16/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Sales
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing
Other expenses
Market research studies
Research and development
Interest paid
Exceptional cost or profit
Net contribution
Next period budget

Unit

K$
K$

56,666
35,741

677,435
451,284

184,146
120,326

132,672
86,006

302,102
204,472

106,519
69,994

K$
K$
K$
K$

-19,305
-52
0
16,384

-211,310
-4,888
-1,796
233,290

-66,602
-2,109
0
51,614

-41,112
-11
0
44,883

-109,928
-89
-43
94,411

-27,861
-2,452
0
39,681

K$
K$
K$
K$

-5,000
-930
-2,546
7,908

-15,000
-1,960
-7,205
209,124

-7,990
-1,600
-4,757
37,267

-4,383
-900
-2,812
36,788

-6,250
-506
-3,821
83,835

-9,272
-1,200
-3,648
25,561

K$
K$
K$
K$
K$
K$

-222
0
0
-293
7,393
8,850

-671
0
0
0
208,453
25,350

-139
0
0
0
37,128
14,850

-355
-1,350
0
0
35,083
14,050

-500
-2,400
0
0
80,935
25,350

-329
0
0
0
25,231
10,100

BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET


Sales
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

Unit

K$
K$

26,432
16,452

315,896
210,630

101,837
66,525

132,672
86,006

107,337
71,753

95,428
62,460

K$
K$
K$
K$

-8,071
-48
0
8,333

-93,394
-529
-957
115,751

-36,361
-755
0
29,409

-41,112
-11
0
44,883

-38,414
-89
-43
33,207

-22,854
-1,028
0
38,579

K$
K$
K$
K$

-3,300
-630
-1,502
2,901

-6,000
-860
-3,394
105,497

-3,590
-775
-2,609
22,435

-4,383
-900
-2,812
36,788

-4,250
-356
-2,538
26,063

-6,372
-600
-2,534
29,073

BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET


Sales
Retail sales
Revenues
Production
Cost of goods sold
Inventory holding cost
Inventory disposal loss
Contribution before marketing
Marketing
Advertising expenditures
Advertising research expenditures
Sales force
Contribution after marketing

02/24/2015

Unit

K$
K$

30,234
19,288

361,539
240,654

82,310
53,800

0
0

194,765
132,719

11,091
7,533

K$
K$
K$
K$

-11,234
-4
0
8,051

-117,917
-4,359
-838
117,539

-30,242
-1,354
0
22,205

0
0
0
0

-71,514
0
0
61,204

-5,007
-1,424
0
1,102

K$
K$
K$
K$

-1,700
-300
-1,044
5,007

-9,000
-1,100
-3,812
103,628

-4,400
-825
-2,147
14,833

0
0
0
0

-2,000
-150
-1,282
57,772

-2,900
-600
-1,115
-3,513

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

17/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

CONSUMER SURVEY - SONITE MARKET


CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm
A
E

Brand
SALT
SAAB
SEMI
SELF
SELL
SEXY
SEED
SIRO
SIBI
SIBO
SISA
SOLD
SONO
SOSO
SOHI
SUSI
SULI
SUCK
SYGU
SYCA
SYCO

Buffs
51.7%
44.2%
44.5%
45.9%
58.8%
30.4%
29.3%
41.6%
51.6%
42.8%
30.9%
32.4%
60.7%
39.7%
27.5%
41.9%
49.6%
37.9%
50.1%
63.0%
38.7%

Singles
46.0%
9.6%
49.8%
41.8%
19.3%
47.8%
21.8%
46.7%
48.4%
38.3%
44.5%
41.5%
49.2%
58.3%
22.4%
48.3%
44.2%
58.3%
54.6%
55.9%
31.6%

Pros
67.5%
12.8%
44.1%
51.5%
21.6%
28.3%
62.2%
39.6%
56.6%
63.8%
25.8%
29.9%
76.6%
37.1%
32.9%
42.0%
66.9%
33.8%
47.5%
77.6%
49.5%

HiEarners
58.3%
10.7%
43.0%
64.3%
17.8%
25.9%
30.8%
38.5%
63.8%
40.4%
24.0%
30.4%
56.8%
33.7%
42.8%
40.7%
51.2%
31.4%
44.7%
61.3%
70.6%

Others
40.1%
7.6%
61.1%
38.1%
13.6%
23.5%
20.3%
56.5%
44.6%
33.9%
20.1%
41.3%
43.8%
37.3%
21.1%
60.5%
38.0%
25.7%
66.5%
48.6%
29.9%

Total
48.8%
11.0%
52.0%
45.4%
19.0%
31.7%
28.4%
48.0%
50.6%
40.5%
28.9%
37.7%
52.5%
42.8%
26.8%
50.6%
46.2%
37.5%
56.4%
57.2%
39.8%

Others
0.3%
0.1%
55.4%
0.3%
0.1%
0.8%
0.1%
3.2%
0.3%
0.2%
0.5%
2.2%
0.2%
1.1%
0.1%
30.2%
0.2%
0.8%
3.4%
0.2%
0.3%
100.0%

Total
1.2%
1.6%
21.0%
9.4%
3.1%
5.4%
3.1%
1.3%
2.5%
3.0%
6.5%
0.9%
4.0%
7.9%
0.6%
11.5%
1.3%
7.0%
1.4%
3.0%
4.4%
100.0%

CONSUMER SURVEY - PURCHASE INTENTIONS


Firm
A
E

Total

Brand
SALT
SAAB
SEMI
SELF
SELL
SEXY
SEED
SIRO
SIBI
SIBO
SISA
SOLD
SONO
SOSO
SOHI
SUSI
SULI
SUCK
SYGU
SYCA
SYCO

Buffs
6.0%
25.3%
0.2%
1.7%
47.9%
0.2%
0.9%
0.2%
1.8%
1.7%
0.2%
0.1%
1.8%
0.4%
1.4%
0.2%
4.7%
0.3%
0.2%
2.5%
2.3%
100.0%

Singles
0.1%
0.0%
0.3%
0.1%
0.1%
19.7%
0.0%
0.1%
0.1%
0.1%
24.2%
0.1%
0.1%
28.6%
0.0%
0.2%
0.1%
25.7%
0.2%
0.1%
0.1%
100.0%

Pros
3.0%
0.1%
0.0%
0.3%
0.2%
0.0%
22.2%
0.0%
0.5%
20.0%
0.0%
0.0%
27.4%
0.0%
1.0%
0.0%
5.6%
0.0%
0.0%
19.3%
0.3%
100.0%

HiEarners
1.6%
0.3%
0.1%
53.7%
0.5%
0.1%
0.4%
0.1%
13.1%
0.7%
0.1%
0.1%
0.7%
0.1%
2.0%
0.1%
1.1%
0.1%
0.1%
1.1%
23.9%
100.0%

CONSUMER SURVEY - SHOPPING HABITS


Segment
Buffs
Singles
Professionals
High earners
Others
Total

02/24/2015

Specialty stores
57.3%
33.6%
40.5%
32.7%
13.6%
27.9%

Depart. stores
21.8%
33.6%
26.8%
50.0%
33.6%
34.8%

Mass Merchandis.
20.9%
32.7%
32.7%
17.3%
52.8%
37.4%

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

Total
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%

18/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

SEMANTIC SCALES - SONITE MARKET


SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Buffs
Singles
Pros
HiEarners
Others
Importance of characteristic (1)

Weight
3.91
5.60
3.53
4.71
5.19

Design
3.15
4.94
5.65
6.19
4.20

Volume
3.09
5.09
3.23
4.70
5.95

Max Freq
5.58
5.33
5.99
3.69
3.57

Power
5.42
5.25
5.89
4.27
2.69

Price
5.01
2.26
6.46
5.57
2.09

10

Volume
2.48
2.39
4.77
2.90
2.59
3.62
2.94
5.67
4.14
2.45
5.16
5.24
3.17
5.01
2.39
6.29
2.47
3.76
5.24
2.42
4.58

Max Freq
5.81
5.74
3.57
4.43
5.74
5.26
5.98
3.49
4.07
5.84
5.12
3.59
6.06
4.84
5.21
3.12
5.79
5.63
3.67
5.57
4.56

Power
5.39
5.46
2.58
4.08
5.46
5.00
5.96
2.36
4.47
5.70
5.38
1.66
5.98
5.19
5.00
2.39
5.61
4.91
2.09
5.73
4.44

Price
5.70
5.11
2.15
5.60
5.00
2.14
6.39
2.22
5.95
6.24
2.19
2.22
6.39
2.40
6.05
2.35
5.78
2.12
2.10
6.24
5.50

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)


Firm
A
E

02/24/2015

Brand
SALT
SAAB
SEMI
SELF
SELL
SEXY
SEED
SIRO
SIBI
SIBO
SISA
SOLD
SONO
SOSO
SOHI
SUSI
SULI
SUCK
SYGU
SYCA
SYCO

Weight
2.73
2.69
4.71
3.28
2.79
4.04
2.72
6.50
4.20
2.71
5.93
5.89
3.88
5.89
2.69
6.50
2.73
3.88
5.89
2.70
4.72

Design
5.43
5.66
3.50
5.61
4.96
4.49
5.55
1.50
6.13
5.46
5.52
1.50
5.66
5.07
5.66
3.91
5.37
4.07
1.50
5.56
6.27

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

19/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

MULTIDIMENSIONAL SCALING - SONITE MARKET


MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment
Buffs
Singles
Pros
HiEarners
Others

Economy
-6.7
11.6
-16.4
-10.5
12.7

Performance
9.8
8.5
12.8
0.8
-7.3

Convenience
-2.7
1.8
9.1
8.8
-2.4

MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)


Firm
A
E

Brand
SALT
SAAB
SEMI
SELF
SELL
SEXY
SEED
SIRO
SIBI
SIBO
SISA
SOLD
SONO
SOSO
SOHI
SUSI
SULI
SUCK
SYGU
SYCA
SYCO

Economy
-11.4
-7.4
12.3
-10.7
-6.7
12.4
-15.9
11.9
-13.0
-15.0
12.0
11.9
-16.0
10.7
-13.7
11.0
-11.9
12.5
12.7
-14.9
-10.0

Performance
10.0
10.2
-7.8
1.1
10.2
7.1
13.1
-9.0
2.5
11.6
8.8
-12.4
13.3
7.3
7.0
-9.5
11.0
7.2
-10.1
11.3
3.1

Convenience
9.6
10.8
-3.8
9.5
7.2
2.8
9.5
-16.4
9.6
9.7
4.3
-15.5
8.9
2.4
10.8
-5.2
9.3
0.7
-16.9
10.3
9.3

MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS

Economy
Performance
Convenience

02/24/2015

Weight
(Kg)
Slight
Slight
Moderate

Design
(Index)
Slight
Slight
Strong

Volume
(Dm3)
Slight
Slight
Moderate

Max Freq
(KHz)
Slight
Strong
Slight

Power
(W)
Slight
Strong
Moderate

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

Price
($)
Very strong
Slight
Slight

20/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

COMPETITIVE ADVERTISING - SONITE MARKET


COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)
Firm
A

Brand
SALT
SAAB
TOTAL
SEMI
SELF
SELL
SEXY
SEED
TOTAL
SIRO
SIBI
SIBO
SISA
TOTAL
SOLD
SONO
SOSO
SOHI
TOTAL
SUSI
SULI
SUCK
TOTAL
SYGU
SYCA
SYCO
TOTAL

TOTAL
AVERAGE BY BRAND
AVERAGE BY FIRM

02/24/2015

Buffs
150
1,300
1,450
100
100
550
150
200
1,100
100
100
100
100
400
0
300
200
50
550
150
150
150
450
250
250
200
700
4,650
221
775

Singles
150
200
350
100
100
100
900
200
1,400
100
100
100
900
1,200
0
250
1,300
0
1,550
150
100
1,050
1,300
250
250
200
700
6,500
310
1,083

Pros
1,200
200
1,400
100
100
100
150
1,350
1,800
100
100
600
100
900
0
1,600
200
50
1,850
150
650
150
950
250
1,050
350
1,650
8,550
407
1,425

HiEarners
150
200
350
100
850
100
150
200
1,400
100
600
100
100
900
0
250
200
50
500
150
100
150
400
250
300
1,350
1,900
5,450
260
908

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

Others
150
200
350
700
100
100
150
200
1,250
750
100
100
100
1,050
50
250
500
0
800
1,200
100
150
1,450
1,700
200
200
2,100
7,000
333
1,167

Total
1,800
2,100
3,900
1,100
1,250
950
1,500
2,150
6,950
1,150
1,000
1,000
1,300
4,450
50
2,650
2,400
150
5,250
1,800
1,100
1,650
4,550
2,700
2,050
2,300
7,050
32,150
1,531
5,358

21/22

INDUSTRY F6M2C0 - FIRM A

ANNUAL REPORT

PERIOD 8

SEMANTIC SCALES - VODITE MARKET


SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment
Innovs
Adopters
Followers
Importance of characteristic (1)

Autonomy
5.64
5.23
5.21

Max Freq
5.39
5.12
4.10

Diameter
4.02
3.12
3.49

Design
4.09
4.72
4.74

Weight
3.78
3.49
4.04

Price
5.27
4.64
4.11

10

Diameter
4.58
3.27
3.15
3.14
4.41
4.41
4.00
2.29
2.88
2.88

Design
3.56
4.20
4.55
4.65
3.69
3.53
1.50
2.82
1.78
1.78

Weight
4.19
3.50
3.29
3.45
3.23
3.23
6.08
2.27
3.30
3.30

Price
5.44
4.05
4.72
3.94
4.99
5.40
4.38
3.69
4.43
4.89

(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)


Firm
A
E

U
Y

02/24/2015

Brand
VASE
VEAL
VETO
VEST
VIAA
VIIA
VIFA
VULV
VYOU
VYUZ

Autonomy
5.82
5.58
5.23
5.19
5.21
5.55
5.17
4.43
5.22
5.22

Max Freq
5.30
4.58
5.08
4.76
4.95
5.30
4.36
4.41
3.31
3.27

Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX

22/22