Case 4: The company makeover
“A new strategic plan for the company HAZEL”
Listening
Customers:
– problems with brand image, they see us as out-data
– catalogue is unattractive
– they are overwhelmed by the number of products we offer. We have to cut down the lines witch aren’t great money spinners and we have to produce more global and fewer products.
– they complain about the poor quality for our products
– they say there is a lack of new interesting lines
The sales representatives:
– they are not able to reorder popular items
– they do not receive the correct items how were ordered
⇨ we have to work on our supply chain management and distribution system
– the ordering procedure is as old fashion as us image
– 40 pg order book has to be filled-in by hand and mailed to the office, this takes 30% of their time
⇨ it’s difficult for agents to increase their sales and their commissions. And for us it’s difficult to keep our reps.
⇨ Recruiting and retraining salesmen is priority
Writing and discussion
Swot
Strengths:
– It’s an international product and many people knows the brand
– It pleasures a lot of needs, because they have a lot of products.
Weaknesses:
The Essay on Total Product, Average Product And Marginal Product
... equal to average product, then average product ... marginal product is less than average product, then average product declines. If marginal product is greater than average product, then average product rises. If marginal product is ...
Customers:
– The brand image is outdated, they don’t reach teenagers.
– The consumers complained about the poor quality of our goods
– Besides the product lines that are non-profitable, there are just too many products in their portfolio.
– According to recent market research, our catalogue is experienced as being ‘unattractive’.
– the customers find the we have a lack of interesting lines
Sales representatives:
– The sales representatives have no tools to reorder some of the most popular products.
– The distribution doesn’t work well. There are a lot of faults between the ordered quantities and those that are delivered.
– The order procedure is as old fashion as our image
– The order procedure (40pg) has to be filled-in by hand and mailed to the office => takes 30% of the sales reps their time (they can’t increase their sales and commission so it’s difficult to keep our reps.
Opportunities:
– Hazel has the opportunity to cut down those product lines that aren’t profitable. Producing more global and fewer products.
– There seems to be a tendency in the market that teen-girls and men start to spend more and more money on make-up.
– Global production of the brand might reduce the costs. The disappearance of local brands creates economies of scale in marketing and R&D.
– Hazel is searching for possibilities to improve the supply chain management and distribution system.
– Expanding in Asia is important, the Chinese market is a growing market for luxury products.
Treats:
– The market is moving and teenagers are a very important market for this sector. If they don’t like our products it will be catastrophically for the company.
Rebranding and improving Hazel’ s image
There will be a new product line for teenagers. Those products will have a new name so they don’t link the new products to our old products. We will make a new campaign to improve our image in the teenager market. For the campaign we can use a well-known person.
The Essay on Ansoff's Product Market Grid
The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
To reach the older people we will open stores with free consultancy of how you put make up on. Older people will be satisfied because many people starts with make up when they are 40 or older, because they didn’t needed it before.
A new market in make up is men’s grooming products. That’s also an opportunity, so we can replace older products lines by products for men.
We are going to do a market research to find out what the consumer exactly wants and needs, this way we can improve the products according to the results of the market research.
Developing a new website is also a priority, so teenagers and modern people can order products on our site.
Developing innovative new brands and products that can be marketed globally
We will expand the men’s health, we want to reach the teenagers and also the older people. For teenagers we can create flashy make up like lip gloss, glitter cream,… in all sort of colors. For men we can develop more skin care creams.
Enter the retail sector to fuel future growth
We will distribute our products in the supermarkets like Carrefour and Auchan and we will stop the door to door sales. Our more exclusive products we will sell in the better perfume stores like Paris XL because they have a good name and reputation.
Use of the Internet and e-commerce as a link in the direct selling business model
To inform our clients we will develop a whole new website. We can publish our new products on it, we can give advise how you do make up on, we can recommend the clients the latest trends,…
Another priority is making a web shop, so everybody can buy our products online.
Market opportunities
– new markets segments
Men => men’s care products
Teens and pre-teens => use daily care products
Older people (40) => babybooms
– new countries
Expanding in Asia is important, the Chinese market is a growing market for luxury products
The Business plan on Alpha Audio Product Market Industry
ALPHA AUDIO Executive Summary ALPHA Audio, a leading global electronics manufacturer, is going to produce the innovative and exciting car audio compact disk recorder and receiver. This product will be capable of recording music off the radio and engraving it onto a compact disk for later listening enjoyment. When the consumer hears a song on the radio that they like, they will press the red, ...