Fill out this form by typing in your responses and turn in an electronic copy (in Word or PDF) to Blackboard by Noon, May 5th(Tuesday), EST. The total length of this report must not exceed 5 pages(plus one page Appendix to show the analysis for Question 1). You are NOT allowed to discuss any part of this report with other students.
YOUR FIRM: L
1. Based on the data at the end of period 10, propose an R&D projects (with product specification and base cost) using regression analysisthat will improve your firm’s brand portfolio in a major way in the next 2-3 periods.Provide a specific explanation for how this project will improve the brand portfolio.
(Limit your discussion to 1 type-written page, and attach a 1-page Appendix to show your analysis.) 30 points
2. For the next 2-3 periods, what will be the most serious competitive threat to your company’s success? What competitive strategy would you recommend for your firm’s future brand managers to use in order to effectively deal with this competitive threat?(Limit your answer to 1 type-written page.) 20 points
3. Out of ALL the sonite and voditebrandsexisting in your Markstrat industry, choose one brand that best demonstrates either first mover advantage or follower advantage. Explain the specific sources of that advantage or disadvantage.
(Limit your answer to 1 type-written page.) 25 points
4. Suppose you are planning to implement a short-term sales promotion campaignduring Period 11as in the real world. Discuss which brand (of your firm) you would promote using what type of promotion (e.g., price-cut, free sample, buy one get one free, apps giftcard, etc.) andwhy.(Limit your answer to 1 type-written page.) 25points
MARKET REPORT – SONITES MARKET – PERIOD 10
Retail Sales and Volume Sold
MARKET : SONITES Launched in Period Market share – Value Retail sales Variation Market share – Unit Volume sold Variation Rec. retail price
LOCK 0 2.6% 23,401 279 1.5% 53 -15 450
LOOP 0 6.6% 59,452 5,925 4.1% 144 14 425
Mock 6 1.0% 9,174 353 1.2% 43 2 225
MORE 8 6.0% 53,941 18,125 2.6% 91 29 620
MOST 0 18.6% 166,437 29,663 25.5% 908 163 200
MOVE 0 4.0% 36,274 608 2.5% 89 -2 420
NONE 8 4.8% 42,661 17,311 5.4% 194 74 240
NOON 0 6.8% 60,413 16,398 6.7% 237 64 270
Robby 5 12.4% 110,735 -10,154 13.7% 489 -44 240
ROCK 0 6.0% 53,635 -4,317 7.6% 271 -28 215
SOFT 0 18.8% 168,993 34,011 20.9% 744 150 240
SOLO 0 6.8% 60,595 -13,767 3.6% 127 -28 500
TONE 0 2.8% 25,204 -13,496 3.2% 114 -61 240
TOPS 0 2.8% 25,437 -22,210 1.5% 53 -46 500
Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Base cost are given in dollar.
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
Physical Characteristics
MARKET : SONITES Launched in Period No. of Features Design Index Battery Life Display Size Processing Power Rec. retail price Base Cost
LOCK 0 13 8 40 40 75 450 209
LOOP 0 16 6 55 30 55 425 169
Mock 6 6 7 37 26 53 225 140
MORE 8 13 8 40 40 75 620 209
MOST 0 10 7 36 20 40 200 114
MOVE 0 13 8 40 40 75 420 209
NONE 8 11 7 46 22 44 240 124
NOON 0 10 7 54 31 75 270 177
Robby 5 8 8 44 27 67 240 165
ROCK 0 10 7 38 15 30 215 98
SOFT 0 10 8 54 29 72 240 174
SOLO 0 13 8 40 40 75 500 209
TONE 0 19 4 85 25 25 240 107
TOPS 0 15 8 75 40 80 500 208
Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
If the table above is empty, it means that no offerings are marketed yet in the Sonites market