5/19/2018 Country Manager Final Presentation
1/15
Country ManagerAllstar Brands
Fall 2013, Team 1
Matt Arbuckle, David Bowles,
Eli Bradaric, Rahul Bhosale
5/19/2018 Country Manager Final Presentation
2/15
Background
Company and Division Products sold Typical Markets New Structure
Division Growth Methods Looking to Grow via New Markets South America
Attractive Market Challenges of Market Decisions to be Made
Objectives Growth Profit Share Value
5/19/2018 Country Manager Final Presentation
3/15
SWOT Analysis
5/19/2018 Country Manager Final Presentation
4/15
Marketing Strategy
Initial Objective: Gain highest market share andsubstantial profits
1. Gain market share by achieving high Share of mind- Advertisement
2. Gain Market leadership by dominating populardistribution channels
3. Remain price competitive and Family oriented
Countries: Mxico, Brazil, Chile, Argentina Production and Supply: Home and Chile SKUs: Med-Tube-Gel for Family
5/19/2018 Country Manager Final Presentation
5/15
Marketing Plan
1. Earn (substantial) Profitsa. Margin of almost 100%
b. Increase margin every year by 10-20%
2. Price competitivea. Low pricing than national brands every year
3. Dominate distribution channels
a. introduce in popular channels early in thesimulation
b. High sales force in each channelc. Promotion budget high enough
d. Allowance of 7-10%
5/19/2018 Country Manager Final Presentation
6/15
Strategy and Plan throughout CM
Followed initial market plan with few changes
Removed Argentina from list
Add new SKUs: Healthy and Kid, Size: Small,
Formulation: Paste
Entered into other Channels periodically
5/19/2018 Country Manager Final Presentation
7/15
Company Performance (BEI)
5/19/2018 Country Manager Final Presentation
8/15
Company Performance
5/19/2018 Country Manager Final Presentation
9/15
Company PerformancePeriod 3
-BEI 71
Period 4
-Market leader in Mexico with 33.3%
Period 5
-Market leader in Chile with 23.8%-Net contribution rose 100.8% to $13.2 million
Period 6
-Market leader in Brazil with 21.4%
-BEI 80
5/19/2018 Country Manager Final Presentation
10/15
Company Performance
Period 9
-Net contribution $13.3 million
-Unit sales 449.7 million
-BEI 83
-Total market Share 25%
5/19/2018 Country Manager Final Presentation
11/15
The Future
- Venezuela
- Central America
- Asia
5/19/2018 Country Manager Final Presentation
12/15
What We Learned
Important to find abalance between allperformance measures
Focused solely on
companies BEI,
especially in the laterrounds
Had resources in place,
should have pulled back
on spending
5/19/2018 Country Manager Final Presentation
13/15
What We Learned
It is important to keepup to date withcompetitors strategies
Unaware of profitable
market channels
Benchmarked off ofcompetitors prices
5/19/2018 Country Manager Final Presentation
14/15
What We Learned
Original target marketand positioning does nothave to always stay tocoarse
Added plenty of different
SKUs throughout thesimulation
Created ads targeting an
array of markets
5/19/2018 Country Manager Final Presentation
15/15
Questions
Top Related