In your reply, please answer/discuss the following questions: What was your market share and SPI in period 2? Did any of your competitor firms initiate an R&D project in period 2? (refer to Industry...

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In your reply, please answer/discuss the following questions:



  1. What was your market share and SPI in period 2?

  2. Did any of your competitor firms initiate an R&D project in period 2? (refer to Industry Benchmarking)

  3. If you completed an R&D in period 2, are you going to modify an existing brand or to launch a new brand in period 3? Why? (If your firm did not initiate an R&D, ignore this question)


  4. Pick one of your brandsto discuss the following:
    4.1) Which brand did you pick?
    4.2) Regarding Perceptual Objectives, which dimensions do you set as goals for this brand? Why?
    4.3) Is your Commercial Team resource allocation aligned withyour target segment's Shopping Habits in period 2? If not, how would you adjust it in period 3? (refer to Past Decisions and Consumer Survey to fill out the table)































Shopping Habits





Specialty Stores



Mass Merch.



Online Stores



Number of people allocated in period 2









Your target segment’s shopping habits in period 2 (in %)













1 COMPANY DASHBOARD – FIRM T - ALBATROSS – PERIOD 2 2 FINANCIAL REPORT – FIRM T - ALBATROSS – PERIOD 2 The financial statements of firm T published for Period 2 have been prepared on December 31st, Period 2 in accordance with International Financial Reporting Standards (IFRS), as adopted in the Markstrat world. Company Profit & Loss Statement The table below shows the evolution of firm T financial results in thousands of dollars, as well as the cumulative results since Period 0. Period 2 Period 1 Period 0 Cumulative Revenues 51,730 44,770 38,339 134,838 Cost of goods sold -21,362 -19,731 -19,539 -60,632 Inventory costs 0 0 -63 -63 Contribution before marketing 30,368 25,039 18,737 74,144 Advertising expenditures -5,684 -4,000 -4,000 -13,684 Commercial costs -1,273 -1,248 -1,224 -3,746 Contribution after marketing 23,411 19,790 13,513 56,714 Market research studies -451 -505 -245 -1,201 Research and development 0 0 0 0 Loan capital reimbursed 0 0 0 0 Loan capital received 0 0 0 0 Loan interest paid 0 0 0 0 Exceptional cost or profit 0 0 0 0 Earnings before taxes 22,960 19,285 13,268 55,513 Brand contribution The table below shows a comparison of the net contribution generated by the brands marketed by firm T in Period 2. TONE TOPS Sonites Sonites Revenues 20,264 31,466 Cost of goods sold -7,892 -13,470 Inventory holding cost 0 0 Inventory disposal loss 0 0 Contribution before marketing 12,372 17,996 Advertising media -2,450 -3,000 Advertising research -134 -100 Commercial costs -679 -594 Contribution after marketing 9,109 14,302 3 Marketing results The section below provides key marketing results for each of your marketed brands Market Shares TONE TOPS Sonites Sonites Volume Market Share 10.4 % 7.2 % Value Market Share 6.4 % 10.3 % Market Shares TONE TOPS Sonites Sonites Volume Market Share 10.4 % 7.2 % Value Market Share 6.4 % 10.3 % Distribution Coverage The distribution coverage figures in the chart and table below represent the proportion of distributors who carry a given product. The report gives the information for each brand currently on the market. The number of distributors in each distribution channel is provided as well. TONE TOPS Sonites Sonites Specialty Stores 30 % 37 % Mass Merch. 45 % 22 % Online Stores 42 % 50 % Specialty Stores Mass Merch. Online Stores Number of distributors 9,778 6,167 1,028 Brand prices The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your marketing mix decisions. The Average Retail Price is the average end-user price, taking into account the discount offered by distributors. Finally, the Average Selling Price is equal to the Average Retail Price minus the distribution margins. TONE TOPS Sonites Sonites Recommended Retail Price $220 $495 Average Retail Price $206 $481 Average Selling Price $138 $307 4 Loans and Budget Changes The left table below summarizes the loans and/or budget changes that were granted to your company by the instructor. The other table provides the past and future payments made by your company to reimburse the loans. The first column shows the reimbursement of the capital borrowed; the second columns shows the interests paid in the period; the third column indicates how much capital remains to be reimbursed at the end of the period. Budget increase (K$) Budget decrease (K$) Loan capital borrowed (K$) Loan Duration Interest rate (%) Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9 Period 10 Capital reimbursed (K$) Interest paid (K$) Capital remaining (K$) Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9 Period 10 5 PRODUCTION REPORT – FIRM T - ALBATROSS – PERIOD 2 The report below provides with information on production levels and production costs for each of the brands marketed in Period 2. Sales, Production and Inventory The chart below shows the units sold , the production level and inventory level for each of your brands at the end of Period 2. All numbers are given in thousands of units. The table below provides you with additional details such as planned production versus the actual one, and the inventory levels at the beginning and at the end of Period 2. All numbers are given in thousands of units. TONE TOPS Sonites Sonites Units sold 147 102 Production Plan (your decision) 150 120 Production 147 102 Inventory at beginning of period 0 0 Inventory at end of period 0 0 Unit Cost, COGS and Inventory Holding Cost The table below shows the unit transfer cost for each of your marketed brands. The “current“ unit cost is the cost of the most recently produced units, while the “average” unit cost takes into account the units that were in your inventory at the beginning of the period. Unit transfer costs are given in $; units sold in thousands of units. COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows the costs incurred for holding your inventory (storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x “Average unit transfer cost” x 8%. It is given in thousands of $. TONE TOPS Sonites Sonites Current unit transfer cost 54 132 Average unit transfer cost 54 132 Units sold 147 102 COGS 7,892 13,470 Inventory at end of period 0 0 Inventory holding cost 0 0 6 R&D REPORT – FIRM T - ALBATROSS – SONITES MARKET – PERIOD 2 This report provides information on the activities conducted for your division by the R&D department during Period 2. Projects completed in Period 2 No projects have been completed in Period 2. Projects completed in past periods The projects listed below have been completed in past periods. The ones at the top are currently used as the production platform of one or several of your marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand. Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget Platform of Brand POTONE Period 0 18 3 75 25 12 73 64 1,500 TONE POTOPS Period 0 13 8 40 40 75 169 151 2,500 TOPS (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 (GFlops): From 5 To 100. Projects partially developed in Period 2 You have no partially completed projects. Shelved projects You have no shelved projects. 7 R&D REPORT – FIRM T - ALBATROSS – VODITES MARKET – PERIOD 2 This report provides information on the activities conducted for your division by the R&D department during Period 2. Projects completed in Period 2 No projects have been completed in Period 2. Projects completed in past periods No projects were completed in past period. Projects partially developed in Period 2 You have no partially completed projects. Shelved projects You have no shelved projects. 8 DECISION REVIEW – FIRM T - ALBATROSS – SONITES MARKET – PERIOD 2 This report provides a review of the decisions made by firm T at the beginning of Period 2. 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. Brand Portfolio TONE TOPS Portfolio operation Maintained Maintained Base project past period POTONE POTOPS Base project this period POTONE POTOPS Marketing Mix TONE TOPS Production planning (in units) 150,000 120,000 Recommended retail price (in $) 220 495 Advertising media (in K$) 2,450 3,000 Advertising research (in K$) 134 100 9 Segmentation Strategy TONE TOPS Explorers 10 % 10 % Shoppers 35 % 10 % Profs 10 % 35 % High Earners 10 % 35 % Savers 35 % 10 % Perceptual Objectives TONE TOPS Dimension 1 Position 1 Dimension 2 Position 2 Commercial Team Size The table below shows the number of commercial people allocated to each brand in each channel during Period 2. TONE TOPS Specialty Stores 8 12 Mass Merch. 16 4 Online Stores 8 12 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 firm T in Period 2, as well as the cost in dollars. Purchased Studies Cost in $ Industry benchmarking 31,750 Consumer Survey 63,750 Consumer Panel 106,000 Distribution Panel 63,750 Semantic Scales 10,500 Multidimensional Scaling 37,250 Market Forecast 21,250 Competitive Advertising 31,750 Competitive Commercial Team 16,000 Conjoint Analysis 37,250 10 DECISION REVIEW – FIRM T - ALBATROSS – VODITES MARKET – PERIOD 2 This report provides a review of the decisions made by firm T at the beginning of Period 2. 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. Market Research Studies – Vodites Market The table below lists the market research studies purchased by firm T in Period 2, as well as the cost in dollars. Purchased Studies Cost in $ Industry benchmarking 31,750 Consumer Survey 42,500 Consumer Panel 74,250 Distribution Panel 53,000 Semantic Scales 10,500 Multidimensional Scaling 37,250 Market Forecast 21,250 Competitive Advertising 31,750 Competitive Commercial Team 16,000 Conjoint Analysis 37,250 11 INDUSTRY DASHBOARD – FIRM T – PERIOD 2 - ALBATROSS Stock Market Period 2 SPI REV NC Cum. NC NASCOR 1,373 52 23 56 Lions 1,297 54 25 57 Roxwell 1,283 53 24 57 Mango 1,281 55 25 56 TQJC 1,236 52 23 56 Supreme 1,079 44 18 50 SPI: Share Price Index. Rev.: Revenues (million $). NC: Net Contribution (million $). Cum. NC: Cumulative NC (million $). 12 13 INDUSTRY INFORMATION – PERIOD 2 - ALBATROSS This report provides economic and costing data for the current period as well as estimates for the next period. Economic Variables Current Period Value Next Period Estimation GNP Growth Rate % 3 % 3 % Inflation Rate % 2 % 2 % Inventory holding cost per annum % Transfer Cost 8 % 8 % Loss incurred for inventory disposal % Transfer Cost 20 % 20 % Commercial people operating cost $ 21,224 21,649 Commercial people hiring and training cost $ 3,184 3,247 Commercial people firing cost $ 5,306 5,412 Market Research Costs All Markets Sonites Vodites Industry benchmarking 32,500 Competitive Advertising 32,500 32,500 Competitive Commercial Team 16,250 16,250 Conjoint Analysis 38,000 38,000 Consumer Panel 108,250 75,750 Consumer Survey 65,000 43,250 Distribution Panel 65,000 54,000 Advertising Experiment 27,000 27,000 Commercial Team Experiment 38,000 38,000 Market Forecast 21,750 21,750 Multidimensional Scaling 38

Answered 1 days AfterJan 27, 2022

Answer To: In your reply, please answer/discuss the following questions: What was your market share and SPI in...

Prateek answered on Jan 29 2022
120 Votes
1. The market share for tone is 10.4% whereas the market share for tops is 7.2% in terms of volume. However, considering the market share in terms of value, the market share of tone is 6.4% and the market share of tops is 10.3%. The sales (S) in Period 2 were 147,000 units for tone and 102,000 units for tops. The production (P) in Period...
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