1. You’re will be responsible for:
As MARKETING MANAGER
You’re will be responsible for:
Planning, implementing & controlling your marketing strategy
Target
& Position
Product
Place
Promotion
Price

3. Marketing also selects media vehicles & message weights
AND determines composition of sales/distribution staff ..and allocation of their efforts by segment & Brand

4. Marketing Managers become one-w/ Relationships betw
Price & demand
Price & margin
Promotion budget & awareness
Sales budget & accessibility
A/R policy & demand

5. As R&D Mgr Responsible for: Product Position Age & Quality
Performance
SIZE
Responsible for:
Product Position
Age & Quality
New product development
High High Eight
<
<
<
Low Low One
Quality Age Prdt Line

6. Drift Establish product positioning to meet customer demand
Build quality & reliability (MTBF) into products
Ensure age of product meets customer demands
Create new products
Drift

7. How good are your goods…
Now Evaluate
How good are your goods…

8. Strategic Thinking- the ten big ideas
4. Portfolio theory-
GE-(three-by-three matrix, using business strength & market attractiveness as variables).
The Boston Consulting Group (BCG) introduced its two-by-two matrix-(invest in the stars, divest the dogs, milk the cows, and solve the question marks)

9. Portfolio Analysis
Which Brands should receive more/ less/ no investment-Based on:
Product Position/ Potential
Profitability/ Margins
Market-Growth/Market- Share Matrix
Competitive Strategy

10. G.E Strategic Planning Model Business Strength Strong Average Weak
High
Low
Industry Attractiveness
Business Strength Index Industry Attractiveness Index
* Market Share * Market size * Price Competitiveness * Market Growth * Product Quality * Industry Profit Margin * Customer Knowledge * Amount of Competition * Sales Force and Effectiveness * Seasonality * Geographic Advantage * Cost Structure

11. Boston Consulting Group’s Growth-Share Matrix
STARS
High
PROBLEM
CHILD
Product-Market
Growth (%)
CASH COWS
DOGS
Low
10x x x 1.5x 1x x x .1x
High
Relative
Market Share
Low

12. R U Meeting Consumers’ Expectations?

13. Evaluate Your Company’s Marketing Situation & Develop Your Brand Plans

14. Next Big Q
How good are you in making your goods…

16. Buy or sell capacity of product lines
Schedule production for each line
Buy or sell capacity of product lines
Purchase machinery to automate our facilities
Establish your workforce complement

18. Current
Ideal

19. Right-Sizing Capacity:
FAIR SHARE ESTIMATES: 3-4 Rnds out:

20. A Historical Consideration… RE: Projected Share
LOW END: 0-1 product killed repositioned or introduced
TRADITIONAL: 3-6 repositioned from High…0-1 killed…1-2 introduced
SIZE: 0-1 killed, 0-1 repositioned to Traditional, 1-2 introduced
PERFORMANCE: 1-2 killed, 0-1 repositioned to Traditional, 0-1 introduced
HIGH: 1-3 killed or repositioned to Traditional, 1-3 new products arrive in rounds 2 or 3

21. Round 3- Forecast Segment Competitive Density
LOW END: 6 products=rivalry unchanged
TRADITIONAL: 9 products, w/ 3 repositioned= increased competition
SIZE: 7 products, w/ 2 new= increased competition
PERFORMANCE: 4 products, w/ 1 new= reduced competition
HIGH: 6 products, w/ 2 new= increased competition 6 4 9 6 7

22. -Given Round 3 Scenario- How should adjust your production capacities?
Round 0-1st shift Capacity
Round 3-Unit Demand
Traditional
1800
1068
Low End
1400
2081
High End
900
668
Performance
600
823
Size
469

23. Optimum Automation Levels?
Current
Ideal

24. Use of 2nd Shift?
Current
Ideal

25. Should You Run 2nd shift –when Labor Costs 50% higher?
Will we make less because labor costs are 50% higher for 2nd shift?
Another Q: If we double sales will we double our net margin?
Answer by using your proformas:
1- On production spreadsheet build 1200 units
2-On Marketing display- FORECAST 1200 UNITS
3.-ON Proforma Income statement- note NET MARGIN –
4- On production spreadsheet build 2400 units
5-On Marketing display- FORECAST 2400 UNITS
6.-ON Proforma Income statement- note NET MARGIN –

27. 2nd shift gets a free ride-only has to pay labor premium…
The Big Answer
1st shift- covers all fixed costs-
2nd shift gets a free ride-only has to pay labor premium…

29. Evaluate Your Company’s Production Situation & Formulate Strategies to Optimize Quality & Efficiencies

30. Can I be excused my brain is full..