Whatever.

Whatever.

• Tuğba Güney CEO & Spokesperson

• Erdem Yaşar Sales Force

• Sertaç Gezer Financials

• Seda Demirelli Market Knowledge

• Tuğçe Kutluay R&D

Company Whatever.

Whatever.

Initial Situation

Products : Caster & Camst

Market Value Share : Caster 4%, Camst 16%

Budget : 8000 K$

Sales Personnel : 10 Direct , 10 Indirect

Market Awareness : 29% for both products

Whatever.

Strategic Vision

Vision: to become one of the most preferred electronic products manufacturers in Device and Star markets with our medium size product range consisting of high quality products which are sold at affordable prices.

Implementation:

Deciding on the segments and analyze the needs of each chosen segment

4 segments to target with 4 different products

Keeping a close eye on the changes/shifts of the each segment

Whatever.

Where to play, how to win

Concerning the scarce resources available

Spending/investing to appropriate channels in order to focus on the 4 segments

Bringing revenue and power at the long term

Why does this direction makes sense?

Whatever.

P0

Camst

GAMMACaster

DELTA

Product Lifecycle

Whatever.

P0

Camst

GAMMACaster

DELTA

Product Lifecycle

P2

CamstR&D

GAMMA

CasterR&D

DELTA

Whatever.

P0

Camst

GAMMACaster

DELTA

Product Lifecycle

Bıcır

SIGMA

P2

CamstR&D

GAMMA

CasterR&D

DELTA

P5

Whatever.

P0

Camst

GAMMACaster

DELTA

Product Lifecycle

Bıcır

SIGMA

P2

CamstR&D

GAMMA

CasterR&D

DELTA

P5 P6

Caster

DELTAEPSILON

Whatever.

P0

Camst

GAMMACaster

DELTA

Product Lifecycle

Bıcır

SIGMA

P2 P8

Paris

RHO

CamstR&D

GAMMA

CasterR&D

DELTA

P5 P6

Caster

DELTAEPSILON

Whatever.

Company’s present strategy Devices Market

Target Delta and Gamma segments with 2 products available

Support with R&D to match products attribution with segments’ needs

Try to fit Caster with Epsilon as well, due to ascending growth at Epsilon

Devices market is our cash cow

Whatever.

0 1 2 3 4 5 6 7 80.0

10.0

20.0

30.0

40.0

50.0

60.0

Market Share (%) - Gamma

Camst (Whatever)white (CARPOUZ)Fano (KINGS)

0 1 2 3 4 5 6 7 80.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Market Share (%) - Delta

Caster (Whatever)recep (CARPOUZ)Gizmo (KINGS)

Market Share by SegmentDevices Market

Whatever.

Prefer not to get into STAR market at the early periods due to low budget

Analyze the STAR market dynamics by the competitors’ actions

Be the follower at STAR

Penetrate into STAR market with Bıcır first

Paris comes as the second brand

Manage our advertising, sales force and R&D actions to perform above steps regarding the budget constraints

Company’s present strategy - STAR Market

Whatever.

0 1 2 3 4 5 6 7 80.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Market Share (%) - Sigma - STAR market

Bıcır (Whatever)Flash (Edison's)

Market Share by SegmentSTAR Market

Paris8th periodTarget segment: RHOMarket Share: 15.1%

Whatever.

Overall Performance

Recovering from a bad start

Fit between decisions and company’s 3-year strategic plan4 products in 4 different segments and 2 markets

Whatever.

Carpouz

Edison’sCibili’s

Break Point

Late launch up Paris Cannot reach breakeven at 8th round

Kings

Whatever.

Decisions

R&DModification

Caster (Delta)Camst (Gamma)

New products to Star market Bıcır (Sigma)Paris (Rho)

Market StudiesDevices Market (nearly the all studies)Star Market (after the 3rd period)

Sales ForceImportant!!! (50% increase at the beginning)High efficiency with high training

AdvertisingHigh market awareness (high advertising expenditures)Perception Shifts

Whatever.

Competitors Percent Market Share by Value is the most important criteria

Company Kings (Gizmo)

Company Carpouz (Recep & Gamer)

Whatever.

Lessons Learned

Prolonging the launching of new product at Star market, even being a follower, hurt our renevue and long term benefit

Importance of appropriate analysis in new product R&D

Take risks for potential of higher returns

Rational and numerical forecasts are crucial to avoid stock-outs

Whatever.0 1 2 3 4 5 6 7 80.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Camst

Purchase Intentions (%) - GammaMarket Share (%) - Gamma

0 1 2 3 4 5 6 7 80

5

10

15

20

25

30

35

40

45

50

Sales Force

Indirect - StarDirect - StarIndirect - DevicesDirect - Devices

Lessons LearnedHigh advertising effort must be supported with powerful sales force

Whatever.

Vision for Future

Meet our target

2 markets - 4 products - 4 segments

Future Target

Leader in current 4 segments

Budget distributionR&D for modificationSales ForceAdvertisement

R&D for new products

Thank You.

Whatever.