1. MarkStrat Final Presentation
Industry 1
Team U
Marilyn Ho
Mario Kojima
James Kong
Patricia Lee
Annie Liu

2. Agenda Summary of results Goals and objectives Long-term strategy
Notable shifts in tactics
Conclusion and lessons learned

3. Starting Point SULI market share – 18.4% (2nd )
SUSI market share – 3.7% (Last)
Total Sonite market share: 22.2% (3rd)
ROI: 2.76 (1st)

4. Summary of Results Total Sonite market share: 24.8% (3rd)
Total Vodite market share: 52.3% (1st)
ROI: current (1st); 6.41 cumulative (1st)

5. Goals and Objectives Achieve #1 rank in industry Maximize profits
Optimize portfolio to take advantage of market growth opportunities
Develop marketing expertise

6. Long-Term Strategy
Segmentation: Tailored products for selected segments
Customer-driven decision-making
Strategic competitive analysis

7. Customer-Driven Decision-Making
Paid attention to customer’s ideal attributes and their evolution
Recognize trade-offs between customer wants and company profitability

8. SUSI Perception without considering price - Others
Perception considering price - Others

9. SULI Perception without considering price Perception considering price
High Earners
Professionals
Singles
Perception considering price
High Earners
Professionals
Singles

10. VODITE Perception without considering price
Innovators
Early Adopters
Followers
Perception considering price
Innovators
Early Adopters
Followers

11. Strategic Competitive Analysis
Anticipatory competitive positioning
Competitive benchmarking

12. Anticipatory Competitive Positioning
Example: positioning SUSI in the Others segment

13. Competitive Benchmarking
Research & Development (Period 1-3)
Example: entry into Vodite market
Period 3
- complete our first Vodite
- observe Teams A & O; anticipate they are developing a lower-end product
Period 4
- launch our Vodite
- expect Team A and/or O will launch this period as well

14. Notable Shifts in Tactics: Sonite#1 #2
Situation: Drop in market share despite better product and lower price Decision: Increased SULI’s mass merchandise distribution sixfold
Situation: Drop in market share due to introduction of new brands without enough marketing support Decision: Drop new brands.

15. Notable Shifts in Tactics: Vodite#1 #2
Situation: Drop in market share despite introduction of new brand for Followers Decision: New brand is closer to Innovators & Early Adopters, so reposition brands.
Situation: Drop in market share due to competitive pressures and underproduction Decision: Be more aggressive with production.

16. Conclusion and Lessons Learned
Company position strengthened by consistent strategy:
high growth markets
continuous reassessment of tactical implementation decisions
Developed better understanding of advertising, distribution, and production planning