1. Rennes International School of Business
ESC RENNES
Executive Master of Business Administration
EMBA
COHORT 1 (2003 - 2004)
Marketing Management
Conducted by:
Dr. Rod McCOLL
Marketing Management 1
By
Magdy A. Sattar
Abed El-Hamid Mohamad
November, 2003
Cairo, Egypt

2. TABLE OF CONTENTS
Introduction & Objective II
1. Buyer Preferences ……………………………………………………….2
1-1 Sonite Customers ………....…………………………….2
1-2 Vodite Customers ……………………………………….2
2. Strengths & Weaknesses of E-FIRM ……………………………………….3
2-1 Opportunities ……….………………………………………3
2-2 Threats ……………………………………………….3
2-3 Strengths ……………………………………………….3
2-4 Weaknesses ………………………………………………..4
3. Competitor analysis ……….……………………………………………….4
4-1 Strengths .……………………………………………….4
4-2 Weaknesses .……………………………………………….4
4. Current strategy ……….……………………………………………………….5
5. Future Plan ……….……………………………………………………….5
6-1 Objectives .……………………………………………….5
6-2 Strategy .……………………………………………….5
6-3 Tactics .……………………………………………….5
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3. INTRODUCTION & OBJECTIVE
The purpose of this report is to submit a Market plan for “E-Firm”, focusing on buyer
preferences, strengths and weaknesses of “E-Firm”, competitor analysis, current
strategy, and future objectives, strategy, and tactics. The objective for me and my
team partner is to build our analytical skills and develop our ability to work
effectively in a team situation.
1. BUYER PREFERENCE
1.1 SONITE CUSTOMERS
 Buffs (BU):
They demand high-performance products, less concerned by the convenient of the
products, and they are quite price-sensitive.
 Singles (SI):
They demand average levels of both performance and convenience products, and they
are quite price-sensitive.
 Professionals (PR):
They demand high quality, high-performance, easy to use products, and they can
afford expensive products. They view price as an indication of quality.
 High earners (HI):
They demand performance and convenience from the products, and they usually buy
fairly expensive products.
 Others (OT):
This segment is the largest, they demand low performance and average convenient
products, and they are looking for cheap products.
1.2 VODITE CUSTOMERS
 Innovators (IN):
A small percentage of the total potential consumers, they demand products that satisfy
their desire and interest, and their income levels are above average.
 Early adopters (AD):
They are opinion leaders and helpful in advertising the new products to other potential
buyers, they are critical to the adoption process of the products, and they have an
average income level.
 Followers (FO):
They represent the bulk of potential consumers; their income level is usually below
average.
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4. 2. SWOT ANALYSIS OF E-FIRM
2.1 OPPORTUNITS
 Sonite Market growth rate is suitable for the industry (total Sonite
market growth rate during next five periods is expected to be
38%)
 Market is expected to have a significant increase during next five
periods in two segments (others 98%, singles 86%)
 Economic situation is stable GNP growth rate is stable 4% and
inflation rate is also stable 4%
 There are a brand new market ready to start which is Vodite
market
2.2 THREATS
 Two main profitable segments are expected to decrease over the
next five periods (Professionals –14%, Buff –33%).
 The increase in one of the most profitable segments (Hi-earner)
over the next five periods is so small 6%.
2.3 STRENGTH
 Market leader during the last 4 periods with total Market share of
27% in Period 4.
 The best in financial situation. The highest market capitalization
(534,900 K$), the highest contribution margin (47,836 K$), the
highest return on Investment 5.43% in period 4 and 4.94 %
cumulative and the highest next year budget 19,150 K$.
 We have good position in total brands awareness by consumer in
segments (Buffs, Professionals and Hi earners).
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5. 2.4 WEAKNESS
 Our coverage through the five segments is not doing well because
our two products are almost the same in Technical specifications
so they target the same segments (Professionals, Buff, and High
earners) and ignores two Segments (others and Singles).
 Our sales force is not enough for covering the three distribution
channels, but; we could increase our contribution by 2,605 K$ in
SEMI product and 278 K$ in SELF product if we increased our
sales force by 10 for each channel.
3 COMPETITOR ANALYSIS
Our market studies ratings of competitors on key success factors.
Competitor Market Net Stock Return on Distribution Brand Sales and Purchase
Name Capitalizati Contribut price investment coverage by Awareness Market intention
on ion index channel shares
U group G G G G E E E E
O group G G G F G G P G
I group F P F P G P F P
A group F F F F F P F P
Where E = excellent, G = good, F = fair, P = poor
4.1 STRENGTHS
 Good distribution coverage influences their brand awareness and
encourages the increase of buyers purchasing intention.
4.2 WEAKNESSES
 Bad management of firm capital reduces net contribution of the
products; witch affects their financial position and increases the
risks.
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6. 4 CURUNT STRATEGY
 A holding strategy for PR, and HI, segments to continue yielding
large position cash flow.
5 FUTURE PLAN
6.1 OBJECTIVES
 Maintain our strong existing in professional, Hi-Earners and Buff
segment even if they are shrinking.
 Increase our sales in the fast growing two segments (others and
Singles) and try to gain more market share from them with
relevant contribution margin.
 Achieve 50 % Market share of Vodite Market to be also the
market leader of this market.
 Achieve the sales target for the next five periods.
 Achieve the share of each targeted segment for the next five
periods.
6.2 STRATEGY
 A building strategy for SI segment and spend more money to
keep up with fast growing market.
 A harvest strategy for PR segment to increase short-term cash
flow regardless of long-term.
 Attack opportunities “VEST”.
6.3 TACTICS
 Increase Advertising budget, sales force for SEMI product to
attack more High earner and to maintain our market share in
professional segment against the competition from Both U and I
firms in this segment
 For the sonit market, introduce one new brand “SEXY”, and
modify one of the existing to target more Single and Others
segments.
 The launching of “VEST”.
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