Decision Review Firm LENOVO Sonites Market Period 4

This report provides a review of the decisions made by rm LENOVO at the beginning of Period 4.

Resource Allocation Overview

The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of dollars.

Resource Allocation by Market Resource Allocation by Function Sonites Brands

Resource Allocation by Brand

R&D projects
The table below lists the projects which the R&D Department will develop in Period 4

Allocated
Requested
Project Objective Features (1) Design (2) Battery (3) Display (4) Power (5) Budget
Base Cost ($)
(K$)
Saviour of
POLOCK1 9 6 33 17 30 90 650
Savers
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gops): From 5 To
100.

Online Query
The table below lists the online queries made to the R&D Department while making Period 4 decisions

Requested Requested Minimum

Query Features (1) Design (2) Battery (3) Display (4) Power (5)
Base Cost ($) Budget Cost
POLOCK1 9 6 33 17 29 85 750 89
POLOCK1 9 6 33 17 30 85 750 91
POLOCK1 9 6 33 17 29 100 540 89
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (Gops): From 5 To
100.

Brand Portfolio

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Portfolio operation Maintained Maintained Maintained Maintained
Base project past period POLOCK POLOOP POLATE POLONG1
Base project this period POLOCK POLOOP POLATE POLONG1
Marketing Mix

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Production planning (in units) 0 175,000 175,000 60,000
Recommended retail price (in $) 175 460 290 210
Advertising media (in K$) 114 500 1,000 800
Advertising research (in K$) 10 70 200 90

Segmentation Strategy

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Explorers 2% 4% 3% 8%
Shoppers 8% 4% 73 % 2%
Professionals 1% 2% 28 %
High Earners 1% 2% 60 %
Savers 90 % 90 % 20 % 2%

Perceptual Objectives

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Dimension 1 Convenience Performance Power Price
Position 1 -14.0 6.0 4.5 2.1
Dimension 2 Design
Position 2 4.9

Commercial Team Size

The table below shows the number of commercial people allocated to each brand in each channel during Period 4.

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Specialty stores 2 6 13 16
Mass Merch. 12 15 12 7
Online Stores 6 5 6 7
TOTAL 20 26 31 30

The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of salespeople.

Market Research Studies Sonites Market

The table below lists the market research studies purchased by rm LENOVO in Period 4, as well as the cost in dollars.

Purchased Studies Cost in $

Industry benchmarking 34,500
Consumer survey 68,750
Consumer panel 114,750
Distribution panel 68,750
Semantic scales 11,500
Multidimensional scaling 40,250
Market forecast 23,000
Competitive commercial team 17,250
Conjoint analysis 40,250
TOTAL 419,000