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Memo 2 Strategic Recommendations (MKTG 475)

Memo 2 Strategic Recommendations (MKTG 475) - TO CC FROM RE...

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TO: Russ Merz, Firm A CEO CC: FROM: RE: Firm A’s Strategic Market Recommendations for P2 to P4 DATE: October 2, 2011 Market Attractiveness Factors: SAKE Brand 1. Market shares dropped from 14.3 percent to 12.9 percent for the SAKE brand (Annual Coverage, Page 3) ; therefore, creating a low market attractiveness, but is of top priority . 2. Units sold for the SAKE brand increased by 24,668 for period one (Annual Company Report This is high in both market attractiveness and priorities in order to maintain this brands growth. 3. SAKE brand has high brand awareness in Buffs, Professionals, and Hi-Earners with 61.1 percent, 61.6 percent, and 66.3 percent respectively (Annual Company Report Period 1, Consumer Survey: Brand Awareness by Segment, Page 13) . These segments give high market attractiveness. 4. The market attractiveness is high for targeting Hi-Earners in the SAKE brand with forty percent (Annual Company Report Period 1, Decision Summary: Brand Management, Page 6) , but ranks lower on the priority list. 5. SAKE brand has low brand awareness in the Others segment with 36.3 percent (Annual Company Report Period 1, Consumer Survey: Brand Awareness by Segment, Page 13) ; giving it a low market attractiveness. 6. Purchase intentions for the SAKE brand is low in attractiveness within the Professionals and Hi- Earners, but retains the highest percentage in regards to all targeted segments at 29 percent and 27.2 percent, respectively (Annual Company Report Period 1, Consumer Survey: Purchase Intentions by Segment, Page 13) . 7. Market shares based on unit sales for the SAKE brand is low in attractiveness within the Professionals and Hi-Earners, but retains the highest percentage in regards to all targeted segments at 29.2 percent and 28.4 percent, respectively (Annual Company Report Period 1, Consumer Panel: Market Shares Based on Unit Sales, Page 14) . 8. The Buffs target segments brand awareness is high at 61.1 percent for the SAKE brand, but their purchase intentions for the SAKE brand is only 11.8 percent (Annual Company Report Period 1, Consumer Survey: Brand Awareness ; giving them low market attractiveness and ranking second to last for priorities. 9. The market attractiveness is low for targeting Singles and Others for the SAKE brand with each segment at ten percent (Annual Company Report Period 1, Decision Summary: Brand Management, Page 6) . Market Attractiveness Factors: SAFE Brand 1. Market shares increased from 21.6 percent to 22.1 percent for the SAFE brand (Annual Coverage, Page 3). Creating a better market attractiveness and giving this top priority to keep pressure on increasing this market share.
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Memo 2 Strategic Recommendations (MKTG 475) - TO CC FROM RE...

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