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8/4/2019 Mars O Annual Report P00
1/15
INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
COMPANY REPORT
INDUSTRY MARS - FIRM O
Based on scenario MARS
PERIOD 0
Farouk SalehMBA605
7/1/2011 -->10/15/2011University of Dubai
United Arab Emirates
4/15/2012 Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX 1/15
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INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
COMPANY RESULTS
COMPANY SCORECARD
Unit Annual results Evolution since P0
Period 0Market share
Total %$ 20.0%
Sonite market %$ 20.0%
Vodite market %$ -
Retail sales
Total K$ 101,772
Sonite market K$ 101,772
Vodite market K$ -
Contribution
Before marketing K$ 28,106
After marketing K$ 22,882
Net K$ 22,637
Cumulative net K$ 22,637
Shareholder valueStock price index Base 1000 1,000
Current return on investment Ratio 4.14
Cumulative return on investment Ratio 4.14
COMPANY PERFORMANCE
Unit Total Sonite market Vodite market
Sales
Units sold U 317,514 317,514
Average retail price $ 321 321
Average selling price $ 211 211
Revenues K$ 66,940 66,940
Production
Units produced U 317,600 317,600Cost of goods sold K$ -38,833 -38,833
Inventory holding cost K$ -1 -1
Inventory disposal loss K$ 0 0
Contribution before marketing K$ 28,106 28,106
Marketing
Advertising expenditures K$ -3,840 -3,840
Advertising research expenditures K$ -160 -160
Sales force K$ -1,224 -1,224
Contribution after marketing K$ 22,882 22,882
Other expenses
Market research studies K$ -245 -245 0
Research and development K$ 0 0 0
Interest paid K$ 0
Exceptional cost or profit K$ 0Net contribution K$ 22,637
Next period budget K$ 9,050
INSTRUCTOR AND SIMULATION MESSAGES
Messages
Despite all the efforts made by the Production department, they were not able
to fullfill all the orders for brand SOIL this period. As a consequence, some
potential sales of this brand have been lost.
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BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands Unit Total SOFT SOIL
Base R&D project PSOFT PSOIL
Sales
Units sold U 317,514 197,514 120,000Average retail price $ 321 204 512
Average selling price $ 211 136 333
Revenues K$ 66,940 26,939 40,001
Production
Units produced U 317,600 197,600 120,000
Current unit transfer cost $ - 76 198
Average unit transfer cost $ 122 76 198
Cost of goods sold K$ -38,833 -15,070 -23,763
Units in inventory U 86 86 0
Inventory holding cost K$ -1 -1 0
Inventory disposal loss K$ 0 0 0
Contribution before marketing K$ 28,106 11,869 16,237
Marketing
Advertising expenditures K$ -3,840 -1,920 -1,920
Advertising research expenditures K$ -160 -80 -80
Sales force K$ -1,224 -612 -612
Contribution after marketing K$ 22,882 9,257 13,625
MARKET SHARES AND DISTRIBUTION COVERAGE
Sonite Brands Unit Total SOFT SOIL
Market shares %U 20.0% 12.4% 7.6%
%$ 20.0% 7.9% 12.1%
Distribution coverage in %
Specialty stores (30,000 outlets) % 39.5% 39.5%
Depart. stores (6,750 outlets) % 39.7% 39.3%
Mass Merchandis. (10,000 outlets) % 31.5% 30.6%
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INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
RESEARCH & DEVELOPMENT RESULTS
SONITE R&D PROJECTS
Physical Characteristics Base Cost $ Allocated Budget K$
Name Weight Design Volume Max Freq Power Current Minimum Cumulative Req. for
(Kg) (Index) (Dm3) (KHz) (W) realistic completion
PSOFT 19 8 60 15 20 97 69 2,000 Avail. in P-1
PSOIL 15 4 40 45 90 214 151 2,000 Avail. in P-1
(*) Projects identified in bold have been completed in this period.
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CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales Production Marketing
BrandResults since
periodUnits sold Retail sales Revenues
Cost of
goods sold
Inventory
costsAdvertising Sales force
Contrib. after
mktg.
KU K$ K$ K$ K$ K$ K$ K$SOFT 0 198 40,309 26,939 15,070 1 2,000 612 9,257
SOIL 0 120 61,463 40,001 23,763 0 2,000 612 13,625
Total Sonite 318 101,772 66,940 38,833 1 4,000 1,224 22,882
Total Vodite 0 0 0 0 0 0 0 0
Total all markets 318 101,772 66,940 38,833 1 4,000 1,224 22,882
CUMULATIVE COMPANY PERFORMANCE
Unit Total Sonite market Vodite market
Sales
Units sold KU 318 318 0
Retail sales K$ 101,772 101,772 0
Revenues K$ 66,940 66,940 0
Production
Cost of goods sold K$ -38,833 -38,833 0
Inventory holding and disposal cost K$ -1 -1 0
Marketing
Total advertising expenditures K$ -4,000 -4,000 0
Sales force expenditures K$ -1,224 -1,224 0
Contribution after marketing K$ 22,882 22,882 0
Other expenses
Market research studies K$ -245 -245 0
Research and development K$ 0 0 0
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 22,637
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INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands SOFT SOIL
Base R&D project PSOFT PSOIL
Production planning KU 175 100
Inventory sold to trading company KU 0 0
Recommended retail price $ 210 520
Advertising budget K$ 1,920 1,920
Advertising research budget K$ 80 80
Buffs 20 20
Singles 20 20
Targeted segments in % Professionals 20 20
High earners 20 20
Others 20 20
Perceptual Objectives
Dimension 1 None None
Objective 1 - -
Dimension 2 None None
Objective 2 - -
DECISION SUMMARY - SALES FORCE MANAGEMENTDistribution Channels Specialty stores Depart. stores Mass Merchandis.
Number of salespeople 30 20 10
Sales force effort allocation by brand (%)
SOFT 50 50 50
SOIL 50 50 50
TOTAL 100 100 100
DECISION SUMMARY - MARKET RESEARCH STUDIES
Study Market covered by study
All markets Sonite Vodite
Industry benchmarking No - -
Consumer survey - Yes NoConsumer panel - Yes No
Distribution panel - Yes No
Semantic scales - No No
Multidimensional scaling - No No
Market forecast - Yes No
Competitive advertising - No No
Competitive sales force - No No
Advertising experiment - No No
Sales force experiment - No No
- - -
DECISION SUMMARY - LOAN AND BUDGET MODIFICATION
Corporate finance department
Increase in budget K$ 0
Decrease in budget K$ 0
Bank
Capital borrowed K$ 0
Duration in number of periods
Interest rate %
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INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
NEWSLETTER
INDUSTRY MARS - FIRM O
Based on scenario MARS
PERIOD 0
Farouk SalehMBA605
7/1/2011 -->10/15/2011University of Dubai
United Arab Emirates
4/15/2012 Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX 7/15
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INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
STOCK MARKET AND KEY PERFORMANCE INDICATORS
STOCK MARKET
Firm Stock price index Market capitalization Net contribution (K$)
base 1000 K$ Period 0 Cumulative
A 1,000 458,402 22,637 22,637
E 1,000 458,402 22,637 22,637
I 1,000 458,402 22,637 22,637
O 1,000 458,402 22,637 22,637
U 1,000 458,402 22,637 22,637
COMPANY KEY PERFORMANCE INDICATORS(period 0 values)
Unit A E I O U
Market share
Total %$ 20.0% 20.0% 20.0% 20.0% 20.0%
Sonite market %$ 20.0% 20.0% 20.0% 20.0% 20.0%
Vodite market %$ - - - - -
Retail sales
Total K$ 101,772 101,772 101,772 101,772 101,772
Sonite market K$ 101,772 101,772 101,772 101,772 101,772Vodite market K$ - - - - -
Contribution
Before marketing K$ 28,106 28,106 28,106 28,106 28,106
After marketing K$ 22,882 22,882 22,882 22,882 22,882
Net K$ 22,637 22,637 22,637 22,637 22,637
Cumulative net K$ 22,637 22,637 22,637 22,637 22,637
Shareholder value
Stock price index Base 1000 1,000 1,000 1,000 1,000 1,000
Market capitalization K$ 458,402 458,402 458,402 458,402 458,402
Current return on investment Ratio 4.14 4.14 4.14 4.14 4.14
Cumulative return on investment Ratio 4.14 4.14 4.14 4.14 4.14
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ECONOMIC VARIABLES AND COSTS
ECONOMIC VARIABLES
Unit Actual value Forecast value %change
Period 0 Period 1
GNP growth rates % 8.0% 8.0% 0.0%
Inflation rate % 2.0% 4.0% 100.0%
Production
Inventory holding cost per annum % transf. cost 10.0% 10.0% 0.0%
Loss incurred for inventory disposal % transf. cost 20.0% 20.0% 0.0%
Sales force
Salesperson operating cost $ 20,400 21,216 4.0%
Salesperson hiring and training cost $ 3,060 3,182 4.0%
Salesperson firing cost $ 5,100 5,304 4.0%
COST OF MARKET RESEARCH STUDIES NEXT PERIOD(all numbers in K$)
Study Market covered by study
All markets Sonite Vodite
Industry benchmarking 32
Consumer survey 64 42Consumer panel 106 74
Distribution panel 64 53
Semantic scales 11 11
Multidimensional scaling 37 37
Market forecast 21 21
Competitive advertising 32 32
Competitive sales force 16 16
Advertising experiment 27 27
Sales force experiment 37 37
Total market 32 415 350
Total if all studies ordered 797
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INFORMATION ON SONITE MARKET
CHARACTERISTICS OF MARKETED SONITE BRANDS
Physical characteristics
Firm Brand New or Weight Design Volume Max Freq Power Base cost Retail price
Modified (Kg) (Index) (Dm3) (KHz) (W) ($) ($)
A SACK No 19 8 60 15 20 97 210
SAIL No 15 4 40 45 90 214 520
E SEAM No 19 8 60 15 20 97 210
SEED No 15 4 40 45 90 214 520
I SIGN No 19 8 60 15 20 97 210
SILK No 15 4 40 45 90 214 520
O SOFT No 19 8 60 15 20 97 210
SOIL No 15 4 40 45 90 214 520
U SUCH No 19 8 60 15 20 97 210
SUIT No 15 4 40 45 90 214 520
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES
Firm Brand Volume sold Retail sales
Period -1 Period 0 Change Share Period -1 Period 0 Change Share
U U % %U K$ K$ % %$A SACK 171,284 197,514 15.3% 12.4% 34,956 40,309 15.3% 7.9%
SAIL 104,364 120,000 15.0% 7.6% 53,454 61,463 15.0% 12.1%
E SEAM 171,284 197,514 15.3% 12.4% 34,956 40,309 15.3% 7.9%
SEED 104,364 120,000 15.0% 7.6% 53,454 61,463 15.0% 12.1%
I SIGN 171,284 197,514 15.3% 12.4% 34,956 40,309 15.3% 7.9%
SILK 104,364 120,000 15.0% 7.6% 53,454 61,463 15.0% 12.1%
O SOFT 171,284 197,514 15.3% 12.4% 34,956 40,309 15.3% 7.9%
SOIL 104,364 120,000 15.0% 7.6% 53,454 61,463 15.0% 12.1%
U SUCH 171,284 197,514 15.3% 12.4% 34,956 40,309 15.3% 7.9%
SUIT 104,364 120,000 15.0% 7.6% 53,454 61,463 15.0% 12.1%
Total Sonite market 1,378,241 1,587,569 15.2% 100.0% 442,051 508,860 15.1% 100.0%
4/15/2012 Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX 10/15
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INDUSTRY MARS - FIRM O ANNUAL REPORT PERIOD 0
MARKET RESEARCH STUDIES
INDUSTRY MARS - FIRM O
Based on scenario MARS
PERIOD 0
Farouk SalehMBA605
7/1/2011 -->10/15/2011University of Dubai
United Arab Emirates
4/15/2012 Markstrat by StratX 5.1.0.6 - Copyright 2010 by StratX 11/15
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CONSUMER SURVEY - SONITE MARKET
CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm Brand Buffs Singles Pros HiEarners Others Total
A SACK 59.1% 69.1% 59.6% 57.6% 63.7% 62.2%
SAIL 64.7% 56.1% 71.3% 68.4% 44.0% 57.2%
E SEAM 59.1% 69.1% 59.6% 57.6% 63.7% 62.2%
SEED 64.7% 56.1% 71.3% 68.4% 44.0% 57.2%
I SIGN 59.1% 69.1% 59.6% 57.6% 63.7% 62.2%
SILK 64.7% 56.1% 71.3% 68.4% 44.0% 57.2%
O SOFT 59.1% 69.1% 59.6% 57.6% 63.7% 62.2%
SOIL 64.7% 56.1% 71.3% 68.4% 44.0% 57.2%
U SUCH 59.1% 69.1% 59.6% 57.6% 63.7% 62.2%
SUIT 64.7% 56.1% 71.3% 68.4% 44.0% 57.2%
CONSUMER SURVEY - PURCHASE INTENTIONS
Firm Brand Buffs Singles Pros HiEarners Others Total
A SACK 6.2% 17.0% 2.6% 4.5% 19.9% 11.6%
SAIL 13.8% 3.0% 17.4% 15.5% 0.1% 8.4%
E SEAM 6.2% 17.0% 2.6% 4.5% 19.9% 11.6%SEED 13.8% 3.0% 17.4% 15.5% 0.1% 8.4%
I SIGN 6.2% 17.0% 2.6% 4.5% 19.9% 11.6%
SILK 13.8% 3.0% 17.4% 15.5% 0.1% 8.4%
O SOFT 6.2% 17.0% 2.6% 4.5% 19.9% 11.6%
SOIL 13.8% 3.0% 17.4% 15.5% 0.1% 8.4%
U SUCH 6.2% 17.0% 2.6% 4.5% 19.9% 11.6%
SUIT 13.8% 3.0% 17.4% 15.5% 0.1% 8.4%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
CONSUMER SURVEY - SHOPPING HABITS
Segment Specialty stores Depart. stores Mass Merchandis. Total
Buffs 70.0% 25.0% 5.0% 100.0%
Singles 40.0% 40.0% 20.0% 100.0%
Professionals 50.0% 30.0% 20.0% 100.0%
High earners 20.0% 50.0% 30.0% 100.0%
Others 20.0% 40.0% 40.0% 100.0%
Total 36.4% 37.6% 26.1% 100.0%
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CONSUMER PANEL - SONITE MARKET
CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Buffs Singles Pros HiEarners Others Total
A SACK 6.6% 17.3% 2.9% 5.0% 19.9% 12.4%
SAIL 13.4% 2.7% 17.1% 15.0% 0.1% 7.6%
E SEAM 6.6% 17.3% 2.9% 5.0% 19.9% 12.4%
SEED 13.4% 2.7% 17.1% 15.0% 0.1% 7.6%I SIGN 6.6% 17.3% 2.9% 5.0% 19.9% 12.4%
SILK 13.4% 2.7% 17.1% 15.0% 0.1% 7.6%
O SOFT 6.6% 17.3% 2.9% 5.0% 19.9% 12.4%
SOIL 13.4% 2.7% 17.1% 15.0% 0.1% 7.6%
U SUCH 6.6% 17.3% 2.9% 5.0% 19.9% 12.4%
SUIT 13.4% 2.7% 17.1% 15.0% 0.1% 7.6%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Total sales (U) 293,079 263,390 203,278 255,149 572,673 1,587,569
Total sales (% Total) 18.5% 16.6% 12.8% 16.1% 36.1% 100.0%
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DISTRIBUTION PANEL - SONITE MARKET
DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Specialty stores Depart. stores Mass Merchandis. Total
A SACK 10.2% 13.0% 15.1% 12.4%
SAIL 9.8% 7.0% 4.9% 7.6%
E SEAM 10.2% 13.0% 15.1% 12.4%
SEED 9.8% 7.0% 4.9% 7.6%I SIGN 10.2% 13.0% 15.1% 12.4%
SILK 9.8% 7.0% 4.9% 7.6%
O SOFT 10.2% 13.0% 15.1% 12.4%
SOIL 9.8% 7.0% 4.9% 7.6%
U SUCH 10.2% 13.0% 15.1% 12.4%
SUIT 9.8% 7.0% 4.9% 7.6%
Total 100.0% 100.0% 100.0% 100.0%
Total sales (U) 594,823 624,313 368,433 1,587,569
Total sales (% Total) 37.5% 39.3% 23.2% 100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL
Firm Brand Specialty stores Depart. stores Mass Merchandis.
A SACK 39.5% 39.7% 31.5%
SAIL 39.5% 39.3% 30.6%E SEAM 39.5% 39.7% 31.5%
SEED 39.5% 39.3% 30.6%
I SIGN 39.5% 39.7% 31.5%
SILK 39.5% 39.3% 30.6%
O SOFT 39.5% 39.7% 31.5%
SOIL 39.5% 39.3% 30.6%
U SUCH 39.5% 39.7% 31.5%
SUIT 39.5% 39.3% 30.6%
Total number of outlets 30,000 6,750 10,000
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MARKET FORECAST - SONITE MARKET
MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Buffs Singles Pros HiEarners Others Total
Segment sizes in KU
Actual size this period 293 263 203 255 573 1,588
Forecasted size next period 301 341 263 358 711 1,975
Forecasted size in five periods 296 1,103 490 762 1,324 3,975
Relative segment sizes in %
Actual size this period 18.5% 16.6% 12.8% 16.1% 36.1% 100.0%
Forecasted size next period 15.2% 17.3% 13.3% 18.1% 36.0% 100.0%
Forecasted size in five periods 7.4% 27.7% 12.3% 19.2% 33.3% 100.0%
Forecasted growth rates in %
Next period 2.6% 29.6% 29.6% 40.4% 24.2% 24.4%
Total over next five periods 0.9% 318.6% 141.3% 198.7% 131.2% 150.4%
Average over next five periods 0.2% 33.2% 19.3% 24.5% 18.3% 20.1%
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