Ashraf Farouk Marwan Hamouda

Nabil Yousif Ahmed Mostafa

1-Company overview 2-Intial strategy

3-Swot for results

4-Applied Strategies

5-Lessons Learned
6-What to Do Next

company Name : Excellence. Established :2011 Business : A large international electronics

firm working at the microcomputer business. Team have been asked to manage the PC Division. They will be responsible for introducing a new line of microcomputers into several international markets.

We strive to lead the computer

system industry by committing to deliver the most up-to-date advanced technologies, honest consultation and professional

after-sale service through a

wide network of skilled agents

24/7

build a market position and defend it & take the lead and keep it

 All

important decisions should be made by

the vote of the majority of the team

All

important functional decisions should be

made by the specialist in that area

 Members

come prepared for all meetings

(having completed all assignments).

An

agenda is prepared and followed in each

meeting.
Members

brainstorm solutions to problems,

and only critique suggestions after all ideas are on the table
Members

are open to giving and receiving

honest feedback to/from each other

 focus

on largest geographic markets, that

enable us to gain more profit

Changed

to be

focus on geographic markets which are in middle of the cost/size continuum

 Started

with focus differentiation

focus on smaller, high margin segments

Changed

to be price leadership

focus on fringe segments that are out of the mainstream

SWOT

At the first three stages we decided to follow product development strategy to be matched with our initial strategy By focusing on large geographic market that enable use to gain more profit so we have chosen two target segment ( Mercedes & innovator )

So we were so keen to know everything about our potential customers so we bought the most expensive a market survey with sample size 1000 with total cost 88.000 $ We entered the biggest market size (demand) in Newyork and Tokyo

Focus differentiation
then cost leadership

Market penetration

Minimum Maximum Average Excellance Total Overall Financial Performance 0.00 3.23388.08 45.35 74.22 21.53 8.51 19.10

Market Performance
Marketing Effectiveness Investment in Future

0.08
0.74

0.51
0.97

0.22
0.83

0.13
0.74

1.03

1.48

1.17

1.48

Minimum Maximum Total Overall Financial Performanc e Market Performanc e Marketing Effectivene ss Investment in Future 0.00 5.11287.06 32.38

Average Excellance 68.27 18.52 15.23 19.28

0.09

0.36

0.22

0.16

0.71

0.85

0.77

0.71

1.95

3.70

2.52

2.16

Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter 1 2 3 4 5 6 7 8 Revenues

0 0 0 0 916,600 2,362,400 10,578,540 298,060 18,300,15 44,698,825 51,969,802 5

Gross margin
Operating expenses Operating profit

675,206 4,486,552 8,146,048 18,570,892 20,842,142

87,999

60,000

807,280 1,176,025 2,070,349 4,841,056 10,913,009 10,917,492

87,999-

60,000-

509,220- 500,819- 2,416,203 3,304,992 7,657,883 9,924,650

Net profit for division

Cumulativ e net profit for division

87,999- 360,000-

739,220- 500,819- 1,178,054- 2,707,727 7,372,052 7,877,999

87,999- 447,999- 1,187,219- 1,688,038- 2,866,092- 158,365- 7,213,687 15,091,686

Market Demand
Total Work Hors CostCutter Innovators Mercedes Traveler Demand e Star Tech 15,197 3,936 3,598 19,265 11,012 53,008 Future 7,886 7,015 4,736 6,413 2,575 28,625 Tech Premium 4,243 4,264 3,190 2,260 5,323 19,280 Power PCs ProTech 1,379 2,138 1,014 2,804 72 7,407 Company Excellance Microna 5,746 3,995 4,643 3,197 3,602 3,916 3,977 1,401 2,235 1,898 20,203 14,407

Market Share
Company CostCutt Innovators Mercedes er Star Tech Future Tech Premium Power PCs %39.5 %15.6 %17.9 Work Horse %53.3 Traveler %47.6

Total Market Share

%37

%20.5
%11

%27.8
%16.9

%23.6
%15.9

%17.7
%6.2

%11.1
%23

%20
%13.4

ProTech
Excellance

%3.5
%14.9

%8.4
%18.4

%5
%17.9

%7.7
%11

%0.3
%9.6

%5.1
%14.1

Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter 1 2 3 4 5 6 7 8 Revenu es Rebates Researc h and develop ment costs Set up costs for new sales offices
0 0 0 0 916,600 2,362,400 11,750 32,475 10,578,54 18,300,15 44,698,82 51,969,80 0 5 5 2 64,550 71,150 266,126 318,419

0 3,244,257

287,265

285,831 2,046,651

300,000

230,000

350,000

310,000

Quarter Quarter 2 Quarter 3 1 Net profit for division Cumulative net profit 87,999- 360,000739,220-

Quarter 4

Quarter 5

Quarter 6 2,707,727 158,365-

Quarter 7 7,372,052

Quarter 8 7,877,999

500,819- 1,178,054-

87,999- 447,999- 1,187,219- 1,688,038- 2,866,092-

7,213,687 15,091,686

Cumulative investment from Corporate Headquarters

500,000

1,000,00 0

1,500,000

2,000,000

7,000,000

7,000,000

7,000,000

7,000,000

Net investment (cumulative profit + 412,001 552,001 cumulative investment) Return on investment (100 * (net investment / cumulative investment)) %

312,781

311,962

4,133,908

6,841,635 14,213,687 22,091,686

82

55

21

16

59

98

203

316

Total Local Inserts Company Number of Inserts Star Tech 240 Future Tech 477 Premium Power PCs 351 ProTech 270 Excellence 291 Microna 174 Total Major Media Inserts Company Number of Inserts Star Tech 141 Future Tech 466 Premium Power PCs 172 ProTech 146 Excellance 291 Microna 148

 How

to create a complete marketing strategy How to make benchmark How to put the price for new products and re-price for current products How the employees continues training is very important How the advertising inserts are very important The ability to change the strategy based on the results (immediately)

 We

already created R & D in the last quarter that will help us in our strategy (market penetration ) We will open new market in Gulf and Arab countries and created a new products that satisfy their needs more investment and develop in training for our new employees create a lot of promotion (giveaway discounts packages ) Deals with international companies (Allianz with lenovo)