Analysis of our brands, ads, sales forces and offices, and production
Résumé de l'étude de cas
Our brand strategy was simple: we wanted products that meets the markets, get the most benefit out of it until we could invest in R&D. R&D was the last element that allowed us to create a product close to 100 (regarding the brand judgment).
Traveler : Our first brand. We relied heavily on this segment and product to establish ourselves rapidly in several geographical areas. We have maintained our product to 76 judgment until we were able to invest in R&D. This investment went at the perfect timing, because we were losing markets shares (the investment was also possible thanks to the 3.5 million invested by the capitalist venture). It improved our product judgment to a really good 94.
Workhorse : This product creation was a hard task. Indeed, analysis of the market study does not allow us to reach a suitable product. We were forced to confront our ideas with those of competing products to not let us pass away (it was basically our 2nd target segment). We studied the reactions of markets to competitive products and to our product. The product has undergone several modifications, it improved quarter after quarter.
Sommaire de l'étude de cas
Extraits de l'étude de cas
[...] We purchased R&D before and mass produced then. Globally, during two years we achieved a good development concerning the manufacturing. Ads : Our strategy regarding the ads was at the beginning to focus on the local advertising because to us regional advertisement was useless as long as we did not have enough sales offices. Following our development, we gradually shifted from local advertisement to regional advertisement. This allowed us to have better coverage and disclose a positive image of our product on a larger scale. [...]
[...] We had to deal with the competitors while trying to stick as closer as possible to the demand. As it said before, the market had grown efficiently during the last quarters. Globally, we understood what was the customers' expectations. We had difficulties penetrating the cost cutters market. Concerning this brand, we had a mark of 76 for the last quarter and one of best on the market. It has been a deception discovering the poor results we got back. KTPJ and ICC control 80% of the market. [...]
[...] Innovators : This product was a pleasant surprise as a 3rd segment. Indeed, the study that we conducted allowed us to obtain a satisfactory product quickly. We followed the same strategy as our traveler product, we waited few quarters to invest in R & D in order to significantly improve our product. This product components requiring high Technology, so we created new versions incorporating research and development every quarter since quarter 4/5. Cost cutter : The product has had mixed early sales. [...]
À propos de l'auteur
Maxime b.etudiantStratégieAnalysis of our brands, ads, sales forces and offices, and production