TB1-MARKETING DECISION MAKING- XSA2

Development by

Diaz Trujillo, Nahely

Jaimes Pelaez, Andrea
León Eulogio, Martha
Lanchippa Miranda, Heather
Mateos Acosta, Angie
Muñoz Nestarez, Arturo
MARKETING GROWTH
STRATEGY
SEGMENTATION
STRATEGY
MARKET
DEVELOPMENT WORKHORSE
DIFFERENTIATED OR
SEGMENTED

BRAND 179,723,390.7
POSITIONING
WORKHORSE
(largest market size )
MARKET
FOLLOWER

TRAVELER
TRAVELER
( bears resemblances
to the attributes of
POSITIONING
STRATEGY
the "Workhorse" 126,987,559.0
category)

QUALITY, PRICE, AND

ATTRIBUTES
 COVERAGE

INTENSIVE
PARIS
LA

SOME OF THE MOST

PROMISING MARKETS WITHIN
BOTH SEGMENTS.
To design, produce and
distribute the best
laptops for women and
men by using the most
advanced technology.
We attempt to provide Empowerment
the latest and most “Become a top-level
company that will Transparency
advanced technologies Responsibility
which will allow people navigate people into a
to have an exceptional connected world”
computing experience.
We will fight to minimize
our environmental
impact in order to be
more socially
responsible
 The main purpose of the objetives per Q, are related to the market share of each segment

Achieve a customer
satisfaction rating Achieve a 1% Achieve a 3%
Reach a sales Obtain a sales
of at least 8/10, market share market share for
Achieve 200 units volume of more volume greater
based on through the both segments by
sold during the test than $500,000 in than $800,000 in
satisfaction surveys development and the eighth quarter.
market stage in the the travelers the workhorse
for the travelers improvement of the
fourth quarter. segment for the segment for the
and workhorse laptop by the sixth
fifth quarter. seventh quarter.
segments in the quarter.
third quarter
 It was decided to This will be the second
prioritize this segment segment to which focus
mainly because it is the will be given because we
largest segment in the identified that their
market that the needs in the product to
company will target and be sold are similar to
therefore represents the those found in the first
potential market with the mentioned segment,
highest valuation. which will allow
marketing actions to be
directed more
effectively.
 Monitor Operating system

14" standard (laptop) Basic edition

Keyboard & mouse Cloud storage

NOVA Standar

Special features
Standard

Office software

lite 7 Auto backup

Other software
Lite

Presentation - Database - Bookkeeping - Security suite

 ITEMS COST (500 UNITS) PRICE GROSS MARGIN (%)

LOS ANGELES - 3,357 -

PARIS - 2,934 -

Nova Lite 7 1,295 3,146 58.83%

 MOSCOW
PARIS
TOKYO
LA
 NORAM

City Workhorse Traveler Support

Los Angeles 4 1 1

EUROPE

City Workhorse Traveler Support

Paris 2 1 1
 6
characteristics

Image reflecting
the segmenet

The most
important, are
first
 5
characteristics

Image reflecting
the segmenet

The most
important, are
first
 NORAM

City Cost Workhorse Traveler

Los Angeles 8,000 5 3

EUROPE

City Cost Workhorse Traveler

Paris 8,000 4 2

Total local media expenses 98,344

NORAM EUROPE APAC
 Q1 Q2 Q3
Revenues 1,573,000
G r-oRsesbPartoefsi t - - 25,000
Gross Profit
- Cost of Goods Sold - - 647,692
= Gross Profit 900,308

Sales Office Leases - - 155,000

+ Sales Force Expense - - 309,633

+ Brand Promotions - - -

+ Special Programs - - -

+ Ad Creation/Revision - - 60,000
Expenses
+ Point of Purchase Display Expenses - - 400

+ Advertising Expenses - - 98,344

+ Engineering Cost for New Brands - 60,000 -

+ Market Research 65,100 - 60,000

= Operating Expenses 65,100 60,000 683,377

Operating Profit -65,100 -60,000 216,931

+ Other Income - - -

- Other Expenses - - -
Miscellaneous
- Research and Development Costs - - -
Income and
Expenses - Set Up Costs for New Sales Offices - 360,000 310,000

= Net Profit for Division -65,100 -420,000 -93,069

Cumulative Net Profit for Division -65,100 -485,100 -578,169

THANK YOU!