1. Historical Product Data
Industry Sales (Units) 2M 2.1M 2.205M 2.2M
Co. Mkt. Share
Average Price $
AVC$
Gross Cont. per Unit $ (3-4)
Company Sales Volume (1x2) 60,000 63,000 88,200 66,000
Revenues $ (3x6) 12M 13.86M 21.17M 16.5M
Gross Contribution $ (5x6) 4.8M 5.985M 8.820M 6.6M
Overhead $ 2M 2M 3.5M 3.5M
New Contribution $ (8-9) 2.8M 3.985M 5.320M 3.1M
Adv. & Promotion $ 800,000 1M 1M .9M
Sales Force & Distribution $ 700,000 1M 1.1M 1M
Marketing Research $ 100, , , ,000
Net Op. Profit $ ( ) 1.2M 1.865M 3.070M 1.1M

2. Zenith Case: SWOT S O W T Brand Recognition Well Trained Dealers
Excellent Service Network O
Growing “D” for Modular Systems
2 Major Dept. Stores Offer to Carry Allegro
Major Discount Chain Offers to Carry Allegro for Higher Volume Discount W
Average Sound Quality
Small Advertising and Promotion Budget
Poor Positioning
High Priced T
Discount Chain Store Sales Growth Rate is Increasing
Growing “D” for Component Systems
Growing “D” for Smaller High Quality Speakers

3. Marketing Plan
Definition
A formal written document describing the organizations marketing effort and relevant environmental factors. Explains the actions that are necessary to achieve goals or objectives over a specified period of time.
Types:
Business (Snack Chips)
Product Class (Potato Chips, Tortilla Chips)
Brand (Lays, Ruffles)
EXAMPLE: Frito Lay