1. Markstrat – Team Jupiter A
Chanuk Choi
Heesik Jeong
Taesoo Yoon
Seungjae Hur

2. Contents Basic Strategies Downfall in the early stage
Stagnating in the Mid
Take off - The Empire Strikes Back
KSFs & Lessons

3.  After then, Penetrating into the Vodite Market
1. Basic Strategies
Be the King of Sonite Market
 After then, Penetrating into the Vodite Market
Premium
Market
Mass
Segment
Professionals/
High earners/Buffs
Others/Singles
Product
SALT
SAMA
Strategy
Differentiation
Cost Leadership
Action Plan
More powerful
Than competitors
Emphasizing value
For money

4. 2. Downfall in the Beginning
Meeting with Professor
- Using all budget
- Emphasizing segment fitting
- Providing modified R&D

5. 2. Downfall in the Beginning
Consumers’ needs are continuously moving
 Began to use Conjoint Analysis
Fitting in Singles
Fitting in Professionals
Fitting in High earners
Fitting in Others

6. 3. Stagnating in the Mid Cannibalization between SALT and SALC
 Inventory increased continuously
 Profit decreased
 Lowered budget

7. 3. Stagnating in the Mid Struggling to escape from depression
 Steady modification by using market research
 Fitting sales force to distribution channel
 Beginning to use MDS
4th round
6th round

8. Targeting for Followers $6,500,000 only for Vodite market
4. Take off
Believing that money makes money
Entering into Vodite market
Targeting for Followers
Sharply increasing sales force
Sales force > Advertising effect
In a short run
Enormous advertising
in the new product
$6,500,000 only for Vodite market

9. 4. Take off
MS of Sonite 46%
MS of Vodite 17.8% for the first entry

10. 5. KSFs Satisfy what customers exactly want Avoid Double Jeopardy
 Huge budget for market research
 Forecasts are accurate
 Calculation for Optimization based on forecast
 Distribute budget based on calculation
 Optimized Profit
Avoid Double Jeopardy
High adv/sales force High Awareness High MS
High Profit High Budget High adv/sales force
(Making Virtuous Cycle by Cash Cow strategy)

11. 5. Lessons learned Sensing for the market situation Limitation
 Need to know what Competitors do and will do
if we are not doing so well
 Bold & radical decisions are sometimes needed
 However, stick to the details all the time
(Never neglect micro-management)
Limitation
 More statistics & math, more profit

12. Thank You
Q&A