Sheet1DECISION SUMMARYINDUSTRY F6M2C0 - FIRM ABased on scenario F6M2C0PERIOD 9Michael CapellaStrategic Marketing Management1/25/2011 -->4/26/2011Villanova UniversityUnited StatesDECISION SUMMARYDECISION SUMMARY - BRAND MANAGEMENTSonite BrandsSALTSAABBase R&D projectPSALTPSALTProduction planningKU2530Inventory sold to trading companyKU00Recommended retail price$450400Advertising budgetK$1,6001,700Advertising research budgetK$300330Buffs0100Singles00Targeted segments in %Professionals1000High earners00Others00Perceptual ObjectivesDimension 1NoneNoneObjective 1--Dimension 2NoneNoneObjective 2--DECISION SUMMARY - BRAND MANAGEMENTVodite BrandsVASEBase R&D projectPVA01Production planningKU5Inventory sold to trading companyKU0Recommended retail price$860Advertising budgetK$1,700Advertising research budgetK$300Innovators0Targeted segments in %Early Adopters100Followers0Perceptual ObjectivesDimension 1NoneObjective 1-Dimension 2NoneObjective 2-DECISION SUMMARY - SALES FORCE MANAGEMENTDistribution ChannelsSpecialty storesDepart. storesMass Merchandis.Number of salespeople612613Sales force effort allocation by brand (%)SALT334215SAAB33198VASE343877TOTAL100100100DECISION SUMMARY - MARKET RESEARCH STUDIESStudyMarket covered by studyAll marketsSoniteVoditeIndustry benchmarkingYes--Consumer survey-YesNoConsumer panel-NoNoDistribution panel-NoNoSemantic scales-YesYesMultidimensional scaling-YesNoMarket forecast-NoNoCompetitive advertising-YesNoCompetitive sales force-NoNoAdvertising experiment-NoNoSales force experiment-NoNoConjoint analysis-NoNoDECISION SUMMARY - LOAN AND BUDGET MODIFICATIONCorporate finance departmentIncrease in budgetK$0Decrease in budgetK$0BankCapital borrowedK$0Duration in number of periodsInterest rate%ALLOCATED BUDGET AND MARKETING EXPENDITURESOVERALL MARKETING BUDGET(all numbers in K$)UnitTotalSonite marketVodite marketAdvertising expendituresK$5,0003,3001,700Advertising research expendituresK$930630300Sales forceOperating costK$2,5841,5251,060Hiring and training costK$000Firing costK$000Market research studiesMarket specificK$18717413Other studiesK$39--Research and developmentK$000Total expendituresK$8,7405,6293,072Authorized budgetK$8,850Capital borrowed from bankK$0Budget increase (+) or decrease (-)K$0Deviation from budgetK$110

&L&"Arial"&08&BINDUSTRY F6M2C0 - FIRM A&C&"Arial"&08&BDECISION SUMMARY&R&"Arial"&08&BPERIOD 9&L&"Arial"&08&D&C&"Arial"&08Markstrat by StratX 5.1.0.5 - Copyright 2010 by StratX&R&"Arial"&08&P/&N