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Market Analysis and Performance Review of SEMI, SELF, and VEMI Product Lines

This report provides an in-depth analysis of the SEMI, SELF, and VEMI product lines over multiple periods. It discusses target markets including professionals, buffs, singles, and high earners, with insights into pricing strategies and market performance amidst a 2% inflation rate. The study highlights successes such as brand awareness and sales fulfillment, while also addressing challenges like excess inventory for VEMI and high advertising costs. Recommendations for improved distribution strategies and targeted advertising are included for future growth.

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Market Analysis and Performance Review of SEMI, SELF, and VEMI Product Lines

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Presentation Transcript

  1. Firm ‘E’ Lauren Angstadt Liza Okie Gerry Marekova Atif Zafar

  2. Introduction • 3 Products: • SEMI • SELF • VEMI (period 5) • Performance • 2nd (period 1) • 1st (periods 2-4) • 3rd (periods 5-7)

  3. Pricing • 2% Inflation

  4. Production • Market research studies & previous years’ numbers.

  5. Target Markets • SEMI • Professional, Buffs, Singles and High earners, and Others • Professionals - Design, Max Frequency, and Power – 7,45, 75 - Performance • Buffs - Max Frequency and Power • All – Price and Power • SELF -Buffs, Professionals, High earners, Singles, and Other Buffs - Max Frequency and Power – 45, 90 - Performance

  6. Target Markets • VEMI • Adopters and Innovators, Followers • Adopters – The Highest % purchase intention • Adopters – Flexibility; Innovators – Efficacy • Followers growing rate increase for five periods – ignored

  7. Advertising • Used 6% Strategy

  8. Sales Force & Distribution • Increased each Distribution Channel by same percentage each period. • More sales force allocation for SEMI.

  9. Overall • Pros • Inflation rates: provided a basis for decisions. • Good brand awareness (almost 50% for each segment). • Usually sold the majority of what we produced. • Success with target markets.

  10. Overall • Cons • Produced too much of VEMI in Period 5. • As a result, sold ( 40,000/119, 387) to trading company. • Inventory disposal loss of $2,794,000. • Spent too much on advertising in the last 3 periods. • Ignored Followers, focused on Adopters & Innovators.

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