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MCR011 Strategic Business Stimulation

Question

Answered

Question:

Internet Market Segment and Whole Market Segment

Performance Summary

Assignment has to be made in three pages,as per sample attached.in this assignment,our celebrity consumer appeal is over 450 in all four regions whereas industry average is 97 which means we have more brand reputation and indicates expenditure on marketing in order to earn more revenue.We start producing 7.5-star shoes from year 14 to become high end brand.

Profit summary for the 3 years

Years

2011

2012

2013

2014(expected)

Total Revenue

442,764

479,312

615,127

700,000

Net profit

31,858

44,808

77,510

110,000

Profit %

7%

9%

13%

16%

Remarks:

Market Summary

Internet Market Segment

Region

2011

2012

2013

2014(expected)

North America

7.0%

9.3%

9.4%

9.30%

Europe-Africa

7.0%

7.0%

8.3%

8.40%

Asia-Pacific

6.8%

9.1%

9.3%

8.70%

Latin America

6.5%

6.3%

6.3%

5.90%

Whole Market Segment

Region

2011

2012

2013

2014(expected)

North America

8.2%

8.9%

9.3%

8.80%

Europe-Africa

8.0%

5.7%

7.2%

7.70%

Asia-Pacific

7.0%

6.9%

7.6%

7.40%

Latin America

8.4%

5.1%

6.3%

4.60%

Remarks:

-In year 14 we have tried to maintain the previous market share in order to establish our brand as high-end brand. Since more focus has been given on product quality. Increased price on both internet & wholesale segment may lead to fall in demand.

Strategy Adopted

-We employed differentiation strategy.
 
-From year 14 we are more focused on styling&quality with same number of product line up.
 
-More endorsement contracts with highly influential celebrities and other competitive factors that has grater brand appeal to the buyers.
 
-Started producing 7-star shoes from this year.
 
-Company still focuses on strategic effort on two geographic market i.e. North America & Asia Pacific as compared to other regions.  

Main Initiative Employed

-We increased the best practices training from600 to 2000 dollar per worker in North America & 800 to 2000dollar per worker in Asia-Pacific region respectively to increase their efficiency.
 
-Purchased new space for production in Latin-America facility.
 
-We are paying incentives per non rejected pairs to decrease the number of reject pairs.Hence, we have significantly decreased the reject percentage by 1.6% in North America & 1.9% in Asia-Pacific, respectively. 

Competitive Position

-We are still giving free shipping on three regions except Latin-Americabecause on this market we have suffered significant loss in profit margin due to exchange rate.
 
-This year we tried to compete with our competitor (company H,I & J) in regards to marketing expenditure.

Action Plan

-We are increasing our styling features to compete with the brands having more than 7-star quality.
 
-We are spending more every year on advertisement to increase our sales in order to increase the market share as well.
 
-More focus has been given on celebrity endorsementto increase the greater brand appeal to buyer.

MCR011 Strategic Business Stimulation

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