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∴ Strengths & Weaknesses ▪ Brand portfolio & point of differentiation SECT 每 low price in trade of quality and specifications, targeting at the low end market, customers are mainly Singles & Others; low price, which is supported by low cost (2nd after SODA; after the R&D, our cost will be even lower) is the point of differentiation SELL 每 high price & good quality, targeting at the high end market, customers are mainly Pros & HiEarners; point of differentiation is the good design ▪ Margin P0 P2 Before Mkt. After Mkt. Before Mkt. After Mkt. SECT 47.06%(49.2%) 25.91% 60.49% 40.68% SELL 52.16%(52.27%) 41.40% 60.79% 54.24% Total 51.21%(51.70%) 38.53% 60.72% 50.98% a. By selling almost all the inventory, we cut our inventory holding cost by large; therefore, we improved our profit margin. b. If we exclude the inventory cost, the profit margin of P2 is still higher than that of P0, since the average selling price was raised c. Before calculating marketing cost, the profit margin of these 2 product is roughly the same, while after deducting marketing cost from contribution in P0, SECT carries much lower profit margin than SELL; however, this gap is shortened in P2, mainly because the efficiency of the advertising for SECT is improved ▪ Financial Resources Because of our revenue & profit growth, our P2 budget increased to $12,050,00 from $7,150,000 in P0 ▪ Brand awareness / purchase intentions Brand Awareness Total Targeted Segment SECTP2/P0 46.7% (9th)28.8%(10th) Singles Others 53.5%(8th)31.8% (10th) 56.2%(3rd)29.3%(9th) SELLP2/P0 59.3%(4th)55.5%(2nd) Pros HiEarners 78.7%(2nd)71.7%(1st) 76.5%(2nd)69%(1st) Purchase Intentions Total Targeted Segment SECTP2/P0 8.9%(6th)7.1%(8th) Singles Others 10.8%(3rd)7.8%(5th) 20.3%(2nd)16.6%(3rd) SELLP2/P0 11.9%(4th)12.1%(3rd) Pros HiEarners 25.3%(2nd)29.3%(2nd) 25.1%(2nd)24%(3rd) SECT 每 a.
Approximate Word count = 656
Approximate Pages = 2.6
(250 words per page double spaced)
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