Historical Product Data - St. John's University

Historical Product Data - St. John's University

Historical Product Data 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Industry Sales (Units) Co. Mkt. Share Average Price $ AVC$ Gross Cont. per Unit $ (3-4) Company Sales Volume (1x2) Revenues $ (3x6) Gross Contribution $ (5x6) Overhead $ New Contribution $ (8-9) Adv. & Promotion $ Sales Force & Distribution $ Marketing Research $ Net Op. Profit $ (10-11-12-13)1.2M 1987 1988 1989 1990 2M .03 200 120 80 60,000 12M 4.8M 2M 2.8M

800,000 700,000 100,000 1.865M 2.1M .03 220 125 95 63,000 13.86M 5.985M 2M 3.985M 1M 1M 120,000 3.070M 2.205M .04 240 140 100 88,200 21.17M 8.820M 3.5M 5.320M 1M 1.1M 150,000 1.1M 2.2M .03 250 150 100 66,000 16.5M 6.6M 3.5M 3.1M .9M 1M 100,000

Zenith Case: SWOT S Brand Recognition Well Trained Dealers Excellent Service Network O Growing D for Modular Systems 2 Major Dept. Stores Offer to Carry Allegro Major Discount Chain Offers to Carry Allegro for Higher Volume Discount W Average Sound Quality Small Advertising and Promotion Budget Poor Positioning High Priced T Discount Chain Store Sales Growth Rate is Increasing Growing D for Component Systems Growing D for Smaller High Quality Speakers Marketing Plan Definition A formal written document describing the organizations marketing effort and relevant environmental factors. Explains the actions that are necessary to achieve goals or objectives over a specified period of time. Types: Business (Snack Chips) Product Class (Potato Chips, Tortilla Chips) Brand (Lays, Ruffles) EXAMPLE: Frito Lay

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