Strategic Marketing Markstrat free essay sample

In this paper, Firm O will provide an analysis of how it’s product portfolio has developed and how their portfolio compares in relation to their competitors in the Sonite market using the BCG model as a basis for comparison. Following this analysis, the paper will analyse the Sonite and Vodite markets and their individual segments in terms of consumer perceptions, size, growth potential. After considering these markets, the opportunities and threat that exist within these markets. Once an analysis of these external factors has been evaluated, the paper will provide a study of the internal strengths and weaknesses of the company. This will be done on a general basis, from a financial viewpoint and the relative strength of the individual products within their product portfolio. The paper will conclude with a presentation of Firm O’s future strategies for their products, production, pricing, promotion, distribution and resource allocation. Based on these assumptions, the Firm will provide it’s long term plans to ensure its financial well being over the coming periods. We will write a custom essay sample on Strategic Marketing Markstrat or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page   . Economic Analysis. Based on previous periods and market study forecasts, expected inflation for the next period (9) will remain the same ( 2 % ), in addition, the GNP growth rate remain the same at 2%. Under these economic conditions, production costs, prices, advertising and sales expenses will remain relatively stable. Previous trends (see Fig 1) suggest that both inflation and GDP should remain relatively stable into the near future which allows for less volatility among the forecast variables used which should result in more accurate predictions of expected sales and expenses for future periods. After having initial demand of 228,000 units, the segment now represents demand half that with 124,000 units. It holds little attraction due to this declining demand despite the segment having little competition and moderate margins. The singles segment has experienced strong consistent growth since period 1, growing from 153,000 unit in demand to 405,000 units demand in period 8. Recent demand has grown at a slower rate suggesting that this segment has reached its maturity stage. This segment was not service well until recent periods when competition for this segment became quite strong. Despite this competition and relatively low margins, this remains an attractive market due to its size and position in the life cycle. The professional segment has been the most competitive segment in terms of products offered, primarily due to the large margins that can be received. The segment grew substantially in the early periods but lately has entered the decline stage and will now represent a much smaller percentage of the total market. The others segment represent an extremely attractive market despite strong competition for demand and relatively low margins. Demand for this segment has grown significantly from 260,000 units (period 1) to 784,000 units (period 2). Continued growth in segment size for future periods suggests that the segment is still in the growth stages, approaching maturity and remains an attractive proposition for any firm. The first Vodite product was launched in period 4 and since then the market has developed three separate segments and shown consistently high growth potential.