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

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MarkStrat Final Presentation

Industry 1Team U

Marilyn HoMario KojimaJames KongPatricia LeeAnnie Liu

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Agenda

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

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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)

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-50,000

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50,000

100,000

150,000

200,000

250,000

0 1 2 3 4 5 6 7 8 9

Period

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NET CONTRIBUTION

Total Sonite market share: 24.8% (3rd) Total Vodite market share: 52.3% (1st) ROI: 11.13 current (1st); 6.41 cumulative (1st)

Summary of Results

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Goals and Objectives

Achieve #1 rank in industry Maximize profits Optimize portfolio to take advantage

of market growth opportunities Develop marketing expertise

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Long-Term Strategy

Segmentation: Tailored products for selected segments Customer-driven decision-making Strategic competitive analysis

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Customer-Driven Decision-Making

Paid attention to customer’s ideal attributes and their evolution

Recognize trade-offs between customer wants and company profitability

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SUSI

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

0 1 2 3 4 5 6 7

SAMA

SIRO

SIBI

SUSI

SOLO

SIRB

SEOS

Perception considering price - Others

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

0 1 2 3 4 5 6 7

SAMA

SIRO

SIBI

SUSI

SOLO

SIRB

SEOS

Perception without considering price - Others

9

SULI

0.0

0.2

0.4

0.6

0.8

1.0

1.2

0 1 2 3 4 5 6 7

SEMI

SOLD

SOLI

SULI

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0 1 2 3 4 5 6 7

SEMI

SOLD

SOLI

SULI

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

0 1 2 3 4 5 6 7

SEMI

SOLD

SOLI

SULI

0.0

0.2

0.4

0.6

0.8

1.0

1.2

0 1 2 3 4 5 6 7

SEMI

SOLD

SOLI

SULI

0.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

0 1 2 3 4 5 6 7

SEMI

SOLD

SOLI

SULI

0.0

0.5

1.0

1.5

2.0

2.5

0 1 2 3 4 5 6 7

SEMI

SOLD

SOLI

SULI

Perception without considering price

Perception considering price

High Earners Professionals Singles

High Earners Professionals Singles

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VODITEPerception without considering price

Perception considering price

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

0 1 2 3 4 5 6 7

VELO

VIRO

VOVO

VUDU

VUCK

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0.4

0.6

0.8

1.0

1.2

1.4

1.6

0 1 2 3 4 5 6 7

VELO

VIRO

VOVO

VUDU

VUCK

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

2.0

0 1 2 3 4 5 6 7

VELO

VIRO

VOVO

VUDU

VUCK

0.0

0.5

1.0

1.5

2.0

2.5

0 1 2 3 4 5 6 7

VELO

VIRO

VOVO

VUDU

VUCK

0.0

0.2

0.4

0.6

0.8

1.0

1.2

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1.6

1.8

0 1 2 3 4 5 6 7

VELO

VIRO

VOVO

VUDU

VUCK

0.0

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VELO

VIRO

VOVO

VUDU

VUCK

Innovators

Innovators Early Adopters Followers

Early Adopters Followers

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Strategic Competitive Analysis

Anticipatory competitive positioning

Competitive benchmarking

12

1

4

7

1 4 7

SULI

SUSI

SONO

SOLD

SIBI

SIRO

SELF

SEMI

SALT

SAMA

Ot

Hi

Pr

Si

Bu

Anticipatory Competitive PositioningExample: positioning SUSI in the Others segment

1

4

7

1 4 7

SULI

SUSI

SONO

SOLD

SIBI

SIRO

SELF

SEMI

SALT

SAMA

Ot

Hi

Pr

Si

Bu

1

4

7

1 4 7

SULI

SUSI

SONO

SOLD

SIBI

SIRO

SELF

SEMI

SALT

SAMA

Ot

Hi

Pr

Si

Bu

1

4

7

1 4 7

SULI

SUSISOLO

SOLI

SONO

SOLD

SIBI

SIRO

SELF

SEMI

SAMD

SAMC

SALT

SAMA Ot

Hi

Pr

Si

Bu

1

4

7

1 4 7

SULI

SUSISOLO

SOLI

SONO

SOLD

SIRB

SIBI

SIRO

SELF

SEMI

SAMD

SAMC

SALTSAMA

Ot

Hi

Pr

Si

Bu

13

Competitive Benchmarking

Example: entry into Vodite marketPeriod 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

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RESEARCH AND DEVELOPMENT

Research & Development (Period 1-3)

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5

10

15

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25

30

35

0 1 2 3 4 5 6 7 8 9

Period

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A

VALUE MARKET SHARES - SONITE MARKET

Notable Shifts in Tactics: Sonite

1. Situation: Drop in market share despite better product and lower priceDecision: Increased SULI’s mass merchandise distribution sixfold

2. Situation: Drop in market share due to introduction of new brands without enough marketing supportDecision: Drop new brands.

#1

#2

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VALUE MARKET SHARES - VODITE MARKETNotable Shifts in Tactics: Vodite

1. Situation: Drop in market share despite introduction of new brand for FollowersDecision: New brand is closer to Innovators & Early Adopters, so reposition brands.

2. Situation: Drop in market share due to competitive pressures and underproductionDecision: Be more aggressive with production.

#2#1

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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