- The document analyzes a company's current market situation and performance, including low sales, increased costs, and high expenses. It identifies weaknesses in the company's advertising strategy and market effectiveness.
- To improve, it recommends strengthening the marketing mix by refining products, optimizing pricing, expanding distribution channels, and enhancing promotional strategies. It also suggests focusing on key competitor analysis and customer research.
- Financial projections estimate a 45% return on investment by the end of the second year if the new strategies are successfully implemented.
9. SUMMARY
Low Sales
Cost of goods sold increased
High Expenses
(Ads/R&D/Special Programs for
Sale people)
Investment in future is high
Good GP margin
13. - Creative leadership
- Teamwork
- Collaborative process
- Funding
- Flexibility on product, pricing
and distribution
- High investment in future
- Geographic Advantage
- High Operating Cost ( Low
Financial Performance)
- Bad Ads Design (low rating)
- Market awareness
- Lack of competitive strengths
(gaps in capabilities & weak
brand name)
- Financial (Cash flow
& High cost structure)
- More R&D Investment
- Increasing Demands of Segments
- More Geographical Expansion
- Taking advantage of new trends
(PESTLE)
- New product development
- Enter new markets
- Reduce cost
- Increased product offering
- Advertisements
- Build USPs
- Increasing Competition
- Changing Customers
Preference
- Facing intensive price
competition
- Competitors new products
and innovation
- Time delays increase cost
- Limited funding
W
InternalExternal
ControllableNonControllable
S
O T
14.
15.
16. • Gained understanding through analyzing market
research findings of customer needs, usage
patterns, prices willing to pay.
1. Understanding
Customer
• Regularly analyzing brand judgment, ad
judgment, market demands, available brands,
competitors etc.
2. Analyze Market
• Anticipating competitors marketing strategy by
tracing their offerings.
3. Analyze
competition
• Estimating the target segments and defining
sales strategy.
4. Research
distribution
• Defining the Product, Price, Place and
Promotion strategy
5. Define the
marketing Mix
• Analyzing financial position and projecting
division profitability in each quarter.
6. Financial
Analysis
• Decisions shall be revised in each quarter based
on Tech Champ’s performance against
competitors and received feedback.
7. Review and
Revise
18. Current situation
Poor performance due
to more inserts
Way forward
One ad per product
Focus on regional and
local advertising
Improve insert ratio
Not clustering the ads
Offering rebates
Promotion
20. Place
Current situation
Present in 3
geographical regions
3 offices are
operating
Way forward
Focus of all markets
by Q8
Opening offices in
all geographical
regions
2
4
6
8
9
12
0
2
4
6
8
10
12
14
Q3 Q4 Q5 Q6 Q7 Q8
Operating office
21. Current situation
Price judgment 100 in
most segments.
Way forward
Premium strategy for
Mercedes and
Innovator:
High willingness to pay
Offering higher quality
Investing in RnD
Penetration strategy:
Costcutter and Workhorse
are price sensitive
Benefits as per need
Price
22. 0
10
20
30
40
50
60
Q3 Q4 Q5 Q6
Q7
Q8
Sales force
Way forward
Introduce training
programs
Bonuses for higher sales
Employee discounts
Current situation
25 sales people in 3
geographical regions
Low individual
performance
23.
24. Projected ROI = cumulative profit/net
investment*100
45.34% at the end of year 2.
Projected income statement
25. Learning how to sustain in the market
Closely checking competitors moves
Plan R&D to increase quality for customers
Gradually learning and applying marketing
techniques learnt
Market is really like a live game !
