Historical Product Data
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Industry Sales (Units)
Co. Mkt. Share
Average Price $
AVC$
Gross Cont. per Unit $ (3-4)
Company Sales Volume (1x2)
Revenues $ (3x6)
Gross Contribution $ (5x6)
Overhead $
New Contribution $ (8-9)
Adv. & Promotion $
Sales Force & Distribution $
Marketing Research $
Net Op. Profit $ (10-11-12-13) 1.2M
1987
1988
1989
1990
2M
.03
200
120
80
60,000
12M
4.8M
2M
2.8M
800,000
700,000
100,000
1.865M
2.1M
.03
220
125
95
63,000
13.86M
5.985M
2M
3.985M
1M
1M
120,000
3.070M
2.205M
.04
240
140
100
88,200
21.17M
8.820M
3.5M
5.320M
1M
1.1M
150,000
1.1M
2.2M
.03
250
150
100
66,000
16.5M
6.6M
3.5M
3.1M
.9M
1M
100,000
Zenith Case: SWOT
• S
– Brand Recognition
– Well Trained Dealers
– Excellent Service
Network
• O
– Growing “D” for
Modular Systems
– 2 Major Dept. Stores
Offer to Carry Allegro
– Major Discount Chain
Offers to Carry Allegro
for Higher Volume
Discount
• W
– Average Sound Quality
– Small Advertising and
Promotion Budget
– Poor Positioning
– High Priced
• T
– Discount Chain Store
Sales Growth Rate is
Increasing
– Growing “D” for
Component Systems
– Growing “D” for Smaller
High Quality Speakers
Marketing Plan
• Definition
A formal written document describing the
organizations marketing effort and relevant
environmental factors. Explains the actions that are
necessary to achieve goals or objectives over a
specified period of time.
• Types:
– Business (Snack Chips)
– Product Class (Potato Chips, Tortilla Chips)
– Brand (Lays, Ruffles)
EXAMPLE: Frito Lay