Cosmo Group I Meagan Carrow Xiaodan Dong. Outline Analysis of past performance Main strategies pursued Main Adjustments Key Lessons Recommendations for.

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Presentation transcript:

Cosmo Group I Meagan Carrow Xiaodan Dong

Outline Analysis of past performance Main strategies pursued Main Adjustments Key Lessons Recommendations for the Future

Analysis of Performance Stock price $2,318 Retail sales $1,214,398K Cumulative ROI 2.92 Four segments in Sonite Professional - SIBI High Earner - SIHO Others - SIRO/SIRR Single - SINU One segment in Vodite Innovator/Early Adopter -VINO

Main Strategies Pursued Target One Segment per Product Focus First on High-Margin Groups… Professionals/High earners margin $250-$280 Singles/Others margin $90-$120 Then Address High-Growth Groups Singles & Others Keep introducing new products Company growth Stock price

Adjustments in Sonite Market Introduced SIHO for “high earners” in period 3 Competitors more interested in “professional” High R&D investment, high margin, high return Introduced SIRR for “others” in period 4 Inappropriate pricing strategy trashed SIRO Disposed SIRO in period 4 Used a new name to replace SIRO

Sonite Adjustments Continued Balanced advertising and sales force in period 4 Learned from competitors Sales force was shorthanded Modified SIBI for “professionals” in period 8 The oldest product Still very profitable Transferred some resources to Vodite Market in period 8 To have a strong opening

Adjustments in Vodite Market Monitored competitors’ R & D expense Predicted Team A would promote Vodite product in period 7 Bought marketing research studies in Vodite market Introduced VINO in period 8 Sonite market growth slowed down Started PVINO since period 5 Not to be the first mover Competitive pricing strategy Started PVIDO for adopter in period 8 Higher growth

Key Lessons Don’t completely neglect anything… But don’t overspend either Watch your competitors… But remember you can never predict exactly what they will do

Key Lessons (cont.) Use the marketing studies Turn the data into information Balance your investment into new products and the maintenance of existing (successful) products

Recommendations Continue to monitor the industry Invest in marketing research Don’t waste the investment by ignoring the data Enter the Vodite market slowly Let another company make the risky entrance, then use the data provided from their entrance