Post on 05-Apr-2018
7/31/2019 Seminar Finally Presentation 2011 Excel Lance)
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Ashraf Farouk Nabil Yousif
Marwan Hamouda Ahmed Mostafa
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1-Company overview
2-Intial strategy
3-Swot for results
4-Applied Strategies
5-Lessons Learned
6-What to Do Next
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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.
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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
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build a market position
and defend it & take
the lead and keep it
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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
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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
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Started with focus differentiation
focus on smaller, high margin
segments
Changed to be price leadership
focus on fringe segments that areout of the mainstream
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SWOT
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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 surveywith sample size 1000 with total cost 88.000 $
We entered the biggest market size (demand) in Newyork andTok o
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Focus differentiation
then cost leadership
Market penetration
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Minimum Maximum Average Excellance
Total Overall 0.00 388.08 74.22 8.51Financial
Performance-3.23 45.35 21.53 19.10
Market
Performance0.08 0.51 0.22 0.13
Marketing
Effectiveness0.74 0.97 0.83 0.74
Investment in
Future1.03 1.48 1.17 1.48
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Minimum Maximum Average Excellance
Total
Overall0.00 287.06 68.27 15.23
Financial
Performance -5.11
32.38
18.52
19.28
Market
Performanc
e0.09 0.36 0.22 0.16
MarketingEffectivene
ss0.71 0.85 0.77 0.71
Investment
in Future1.95 3.70 2.52 2.16
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Quarter
1
Quarter
2
Quarter
3
Quarter
4
Quarter
5
Quarter
6
Quarter
7
Quarter
8
Revenues 0 0 916,6002,362,40010,578,54018,300,15544,698,82551,969,802
Gross
margin0 0 298,060 675,206 4,486,5528,146,04818,570,89220,842,142
Operatingexpenses
87,999 60,000 807,2801,176,025 2,070,3494,841,05610,913,00910,917,492
Operating
profit-87,999 -60,000 -509,220 -500,819 2,416,2033,304,992 7,657,883 9,924,650
Net profit
fordivision
-87,999 -360,000 -739,220 -500,819 -1,178,054 2,707,727 7,372,052 7,877,999
Cumulativ
e net
profit for
division
-87,999 -447,999 -1,187,219 -1,688,038 -2,866,092 -158,365 7,213,68715,091,686
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Market DemandCompany
CostCutter Innovators MercedesWork Hors
eTraveler
Total
Demand
Star Tech 15,197 3,936 3,598 19,265 11,012 53,008Future
Tech 7,886 7,015 4,736 6,413 2,575 28,625Premium
Power PCs4,243 4,264 3,190 2,260 5,323 19,280
ProTech 1,379 2,138 1,014 2,804 72 7,407
Excellance 5,746
4,643
3,602
3,977
2,235
20,203
Microna 3,995 3,197 3,916 1,401 1,898 14,407
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Quarter
1
Quarter
2
Quarter
3
Quarter
4
Quarter
5
Quarter
6
Quarter
7
Quarter
8
Revenu
es0 0 916,6002,362,40010,578,54
018,300,15544,698,82551,969,802Rebates 0 0 11,750 32,475 64,550 71,150 266,126 318,419Research and
develop
ment
costs
0 0 0 03,244,257 287,265 285,8312,046,651
Set up
costsfor new
sales
offices
0 300,000 230,000 0 350,000 310,000 0 0
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Quarter
1Quarter 2 Quarter 3 Quarter 4 Quarter 5 Quarter 6 Quarter 7 Quarter 8
Net profit for
division-87,999 -360,000 -739,220 -500,819 -1,178,054 2,707,727 7,372,052 7,877,999
Cumulative net
profit-87,999 -447,999 -1,187,219 -1,688,038 -2,866,092 -158,365 7,213,687 15,091,686
Cumulative
investment from
Corporate
Headquarters
500,0001,000,000 1,500,000 2,000,000 7,000,000 7,000,000 7,000,000 7,000,000
Net investment
(cumulative profit +
cumulative
investment)
412,001 552,001 312,781 311,962 4,133,908 6,841,635 14,213,687 22,091,686
Return on
investment (100 *
(net investment /
cumulative
investment)) %
82 55 21 16 59 98 203 316
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Total Local InsertsCompany Number of Inserts
Star Tech 240Future Tech 477
Premium Power PCs 351ProTech 270
Excellence 291Microna 174
Total Major Media InsertsCompany Number of Inserts
Star Tech 141Future Tech 466
Premium Power PCs 172ProTech 146
Excellance 291Microna 148
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How to create a complete marketing strategyHow to make benchmark
How to put the price for new products and
re-price for current products
How the employees continues training is veryimportant
How the advertising inserts are very
important
The ability to change the strategy based on
the results (immediately)
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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)
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