RSM 251 - Lecture 2 Calyx Corolla*Dont use a SWAT analysis...

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01/21/2015 Lecture 2: Calyx & Corolla *Don’t use a SWAT analysis for looking at a case but its good to look at advantages and disadvantages for the companies Issue Statement: Customer acquisition How should the company grow How to keep competitive advantage Acquiring non-traditional customers Finding funds to continue to build their brand and position it to new B2B customers and non-traditional catalog customers Cyclical vs. continual Market penetration Over-reliance with growers B2B customers Looking for long-term growth Acquiring customers from FTD Brand Strategies Strength: good relationships with growers, customers, FedEx Non-traditional middle men, they handle the logistics Customer Service (profit margin 80%)
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Suppliers only supply to them Innovation= she built relationships with the growers and fedx. This becomes a good investment for FedEx and they got live distribution tracking. Exclusive distribution (this prevents others from entering the market quickly and stealing their competitors) Weakness: FedEx Cyclical Pricing Threat: disaster Replicable: this is the biggest threat because other companies can look at the mistakes that they have made *Don’t say how the business could grow Major issue statement: Positioning and keeping its competitive advantage in the market place. Have to look how to keep being innovative and compete with FTD who is a larger competitor then them. Look at alternatives and looking for other customers or different distribution channels. Presentation: Keep the color of the writing the same Show decision criteria (filter you present to the audience) e.g. high risk means higher profitability Market share Production lead time Brand image *Don’t have people guessing Action plan is not a promotional plan and be specific
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01/21/2015 Lecture 3: Black and Decker
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Issues: Translate quality to TT workers Change brand image Increasing market segment with Trade people/ whether they should invest in this segment How to compete with other brands who have captured the trades man segment Poor brand differentiation Distribution strategy Obtain consumer trust in the product quality Choosing if they should focus on the power tool side of the business or
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