The document summarizes the strategies and performance of Team A's company Sonite over 10 periods in the MBAe2010 industry simulation. In period 2, Sonite focused its marketing on target groups and achieved the #1 market share position with a net profit of $28,680. In period 4, Sonite launched a new product but its products became too spread out, causing it to lose market share to 19.5% and profit fell. No strategies or performance are described for periods 6-10. The forecast predicts continuing assessment of competitive position, product offerings, marketing strategy, research and development, and analysis of market position.
The grid on the top shows the 4 segments we are focused in and the Shopping Habits by segments. The Shopping Segment % are totaled and the sum of that total as well. The % Segment is the segment total devided by the % sum which gives us the percentage focus we need per each segment. The grid on the bottom shows the number of SF needed to cover each Segment and Product. Its not a complete % segment from the grid on the left because we wanted to put at least 1 more SF in each Segment and Product than our competitors. Also, SF Experiment showed that SALD would lose over $2.9MM if it was increased by 10%; so we reduced this segment by 1SF.
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