Team A - Round 2 - Result

INDUSTRY SMPGP2024 SECTION B - FIRM A ANNUAL REPORT PERIOD 2
COMPANY REPORT
INDUSTRY SMPGP2024 SECTION B - FIRM A
Based on scenario F5M2A0
PERIOD 2
Sourav Borah
PGP_2024_Section B
11-07-2024 -->30-08-2024
Select a country
26-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 1/28

COMPANY RESULTS
COMPANY SCORECARD
Unit Annual results Evolution since P0
Average
Period 1 Period 2 %change Ratio P2/P0
growth
Market share
Total %$ 14.2% 18.9% 32.9% x 1.27 12.8%
Sonite market %$ 14.2% 18.9% 32.9% x 1.27 12.8%
Vodite market %$ - - - - -
Retail sales
Total K$ 53,344 77,937 46.1% x 1.68 29.5%
Sonite market K$ 53,344 77,937 46.1% x 1.68 29.5%
Vodite market K$ - - - - -
Contribution
Before marketing K$ 20,259 24,485 20.9% x 1.53 23.7%
After marketing K$ 13,566 19,701 45.2% x 1.83 35.2%
Net K$ 13,109 17,435 33.0% x 1.66 28.7%
Cumulative net K$ 23,637 41,072 73.8% x 3.90 97.5%
Shareholder value
Stock price index Base 1000 1,055 1,398 32.5% x 1.40 18.2%
Current return on investment Ratio 1.83 2.47 34.9% x 1.28 13.3%
Cumulative return on investment Ratio 1.87 2.09 11.5% x 1.08 4.1%
COMPANY PERFORMANCE
Unit Total Sonite market Vodite market

Sales
Units sold U 312,112 312,112
Average retail price $ 250 250
Average selling price $ 170 170
Revenues K$ 52,974 52,974
Production
Units produced U 273,900 273,900
Cost of goods sold K$ -28,464 -28,464
Inventory holding cost K$ -1 -1
Inventory disposal loss K$ -25 -25
Contribution before marketing K$ 24,485 24,485
Marketing
Advertising expenditures K$ -3,200 -3,200
Advertising research expenditures K$ -310 -310
Sales force K$ -1,273 -1,273
Contribution after marketing K$ 19,701 19,701
Other expenses
Market research studies K$ -467 -414 -21
Research and development K$ -1,800 -1,700 -100
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 17,435
Next period budget K$ 7,450
INSTRUCTOR AND SIMULATION MESSAGES
Messages
The physical characteristics of brand SAMA were modified this period. The obsolete
inventory (1725 units) was sold to a trading company at 80.0 % of transfer cost.
The difference was charged as an inventory disposal loss of K$25.
Despite all the efforts made by the Production department, they were not able
to fullfill all the orders for brand SAMA this period. As a consequence, some
potential sales of this brand have been lost.


BRAND RESULTS
CONTRIBUTION BY BRAND
Sonite Brands Unit Total SAMA SALT

Base R&D project PSALT PSALT
Sales
Units sold U 312,112 252,000 60,112
Average retail price $ 250 239 293
Average selling price $ 170 164 195
Revenues K$ 52,974 41,267 11,707
Production
Units produced U 273,900 252,000 21,900
Current unit transfer cost $ - 87 87
Average unit transfer cost $ 91 87 108
Cost of goods sold K$ -28,464 -21,957 -6,507
Units in inventory U 89 0 89
Inventory holding cost K$ -1 0 -1
Inventory disposal loss K$ -25 -25 0
Contribution before marketing K$ 24,485 19,285 5,200
Marketing
Advertising expenditures K$ -3,200 -1,750 -1,450
Advertising research expenditures K$ -310 -132 -178
Sales force K$ -1,273 -743 -531
Contribution after marketing K$ 19,701 16,660 3,041
MARKET SHARES AND DISTRIBUTION COVERAGE
Sonite Brands Unit Total SAMA SALT

Market shares %U 26.9% 21.7% 5.2%
%$ 18.9% 14.6% 4.3%
Distribution coverage in %
Specialty stores (29,545 outlets) % 32.2% 32.2%
Depart. stores (6,736 outlets) % 51.2% 40.6%
Mass Merchandis. (10,413 outlets) % 43.7% 33.8%

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
PSAMA 18 5 70 15 10 96 48 1,500 Avail. in P-1
PSALT 15 4 35 20 30 121 77 2,000 Avail. in P-1
PSANP* 18 8 72 28 53 141 114 1,700 Avail. in P2
(*) Projects identified in bold have been completed in this period.
VODITE R&D PROJECTS
Physical Characteristics Base Cost $ Allocated Budget K$

Name Autonomy Max Freq Diameter Design Weight Current Minimum Cumulative Req. for
(M) (KHz) (Mm) (Index) (g) realistic completion
PVAPE 43 10 62 7 65 190 190 100 7,060
(*) Projects identified in bold have been completed in this period.

CUMULATIVE RESULTS
CUMULATIVE BRAND RESULTS
Sales Production Marketing

Results Cost of Inventory Contrib. after
Brand Units sold Retail sales Revenues Advertising Sales force
since period goods sold costs mktg.
KU K$ K$ K$ K$ K$ K$ K$
SAMA 0 542 133,027 90,757 44,409 35 6,676 2,083 37,554
SALT 0 126 44,750 29,593 14,212 953 6,278 1,663 6,488
Total Sonite 668 177,777 120,350 58,621 987 12,954 3,746 44,041
Total Vodite 0 0 0 0 0 0 0 0
Total all markets 668 177,777 120,350 58,621 987 12,954 3,746 44,041
CUMULATIVE COMPANY PERFORMANCE
Unit Total Sonite market Vodite market

Sales
Units sold KU 668 668 0
Retail sales K$ 177,777 177,777 0
Revenues K$ 120,350 120,350 0
Production
Cost of goods sold K$ -58,621 -58,621 0
Inventory holding and disposal cost K$ -987 -987 0
Marketing
Total advertising expenditures K$ -12,954 -12,954 0
Sales force expenditures K$ -3,746 -3,746 0
Contribution after marketing K$ 44,041 44,041 0
Other expenses
Market research studies K$ -1,170 -1,064 -42
Research and development K$ -1,800 -1,700 -100
Interest paid K$ 0
Exceptional cost or profit K$ 0
Net contribution K$ 41,072

DECISION SUMMARY
DECISION SUMMARY - BRAND MANAGEMENT
Sonite Brands SAMA SALT

Base R&D project PSALT PSALT
Production planning KU 210 25
Inventory sold to trading company KU 2 0
Recommended retail price $ 250 300
Advertising budget K$ 1,750 1,450
Advertising research budget K$ 132 178
Buffs 1 1
Singles 25 34
Targeted segments in % Professionals 0 0
High earners 0 0
Others 74 65
Perceptual Objectives
Dimension 1 Economy Economy
Objective 1 [1,7] or [-20,+20] 14.0 8.0
Dimension 2 Convenience Performance
Objective 2 [1,7] or [-20,+20] -4.0 -4.0
DECISION SUMMARY - SALES FORCE MANAGEMENT
Distribution Channels Specialty stores Depart. stores Mass Merchandis.

Number of salespeople 10 25 25
Sales force effort allocation by brand (%)
SAMA 50 60 60
SALT 50 40 40
TOTAL 100 100 100
DECISION SUMMARY - SONITE R&D PROJECTS
Project Expenditures Product Characteristics

Weight Design Volume Max Freq Power Base cost
K$ Kg Index Dm3 KHz W $
PSANP 1,700 18 8 72 28 53 138
DECISION SUMMARY - VODITE R&D PROJECTS
Project Expenditures Product Characteristics

Autonomy Max Freq Diameter Design Weight Base cost
K$ M KHz Mm Index g $
PVAPE 100 43 10 62 7 65 10

DECISION SUMMARY - SONITE ONLINE QUERIES
Query made Physical Characteristics Requested Online Query Results

Min. unit Budget
on project Weight Design Volume Max Freq Power base cost
cost required
(Kg) (Index) (Dm3) (KHz) (W) $ $ K$
PSANP 18 8 72 28 50 129 129 1,490
PSANP 18 8 72 28 60 142 142 1,780
PSANP 18 8 72 35 50 134 134 1,680
PSANP 18 8 50 28 50 134 134 1,760
PSANP 18 8 72 28 53 133 133 1,560
DECISION SUMMARY - MARKET RESEARCH STUDIES
Study Market covered by study

All markets Sonite Vodite
Industry benchmarking Yes - -
Consumer survey - Yes Yes
Consumer panel - Yes Yes
Distribution panel - Yes Yes
Semantic scales - Yes Yes
Multidimensional scaling - Yes Yes
Market forecast - Yes Yes
Competitive advertising - Yes Yes
Competitive sales force - Yes No
Advertising experiment - Yes No
Sales force experiment - Yes No
Conjoint analysis - 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 %

NEWSLETTER
PERIOD 2
Sourav Borah
PGP_2024_Section B
11-07-2024 -->30-08-2024
Select a country

STOCK MARKET AND KEY PERFORMANCE INDICATORS

STOCK MARKET
Firm Stock price index Market capitalization Net contribution (K$)

base 1000 K$ Period 2 Cumulative
O 1,764 491,676 40,200 77,253
E 1,510 436,954 29,541 64,106
A 1,398 298,025 17,435 41,072
I 892 179,472 8,473 30,378
U 493 152,718 179 36,146
COMPANY KEY PERFORMANCE INDICATORS

(period 2 values)
Unit A E I O U
Market share
Total %$ 18.9% 32.6% 9.0% 33.6% 5.9%
Sonite market %$ 18.9% 32.6% 9.0% 33.6% 5.9%
Vodite market %$ - - - - -
Retail sales
Total K$ 77,937 134,725 37,356 138,658 24,194
Sonite market K$ 77,937 134,725 37,356 138,658 24,194
Vodite market K$ - - - - -
Contribution
Before marketing K$ 24,485 37,593 15,518 49,463 8,418
After marketing K$ 19,701 31,945 10,965 42,072 6,891
Net K$ 17,435 29,541 8,473 40,200 179
Cumulative net K$ 41,072 64,106 30,378 77,253 36,146
Shareholder value
Stock price index Base 1000 1,398 1,510 892 1,764 493
Market capitalization K$ 298,025 436,954 179,472 491,676 152,718
Current return on investment Ratio 2.47 3.67 1.20 4.34 0.02
Cumulative return on investment Ratio 2.09 3.11 1.57 3.53 1.75
COMPANY KEY PERFORMANCE INDICATORS

(% change from period 1 to period 2)
A E I O U
Market share
Total 32.9% 19.0% -25.2% 30.7% -71.5%
Sonite market 32.9% 19.0% -25.2% 30.7% -71.5%
Vodite market - - - - -
Retail sales
Total 46.1% 30.9% -17.8% 43.7% -68.7%
Sonite market 46.1% 30.9% -17.8% 43.7% -68.7%
Vodite market - - - - -
Contribution
Before marketing 20.9% 37.3% -17.4% 62.6% -69.5%
After marketing 45.2% 54.3% -11.8% 77.4% -67.4%
Net 33.0% 45.7% -29.2% 72.6% -99.1%
Cumulative net 73.8% 85.5% 38.7% 108.5% 0.5%
Shareholder value
Stock price index 32.5% 28.0% -15.4% 44.6% -53.3%
Market capitalization 32.5% 28.0% -15.4% 44.6% -53.3%
Current return on investment 34.9% 28.7% -31.4% 33.1% -99.3%
Cumulative return on investment 11.5% 13.1% -11.8% 20.2% -39.6%

ECONOMIC VARIABLES AND COSTS

ECONOMIC VARIABLES
Unit Actual value Forecast value %change

Period 2 Period 3
GNP growth rates % 3.0% 3.0% 0.0%
Inflation rate % 2.0% 2.0% 0.0%
Production
Inventory holding cost per annum % transf. cost 8.0% 8.0% 0.0%
Loss incurred for inventory disposal % transf. cost 20.0% 20.0% 0.0%
Sales force
Salesperson operating cost $ 21,224 21,649 2.0%
Salesperson hiring and training cost $ 3,184 3,247 2.0%
Salesperson firing cost $ 5,306 5,412 2.0%
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 65 43
Consumer panel 108 76
Distribution panel 65 54
Semantic scales 11 11
Multidimensional scaling 38 38
Market forecast 22 22
Competitive advertising 32 32
Competitive sales force 16 16
Advertising experiment 27 27
Sales force experiment 38 38
Conjoint analysis 38 38
Total market 32 460 395
Total if all studies ordered 887

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 SAMA Modified 15 4 35 20 30 121 250
SALT No 15 4 35 20 30 121 300
E SEMI No 13 7 40 40 75 202 475
SELF No 15 4 40 45 90 222 390
SEMA New 13 7 40 40 75 202 280
I SIRO No 20 3 70 10 12 53 220
SIBI No 19 8 60 15 20 101 300
O SOLD No 13 7 45 30 75 192 490
SONO No 17 4 90 48 95 197 405
SOUL New 13 7 45 30 75 192 475
U SUSI No 18 3 75 25 12 73 215
SULI No 14 7 50 35 70 202 530
SULA New 14 7 50 35 70 202 420
INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES
Firm Brand Volume sold Retail sales

Period 1 Period 2 Change Share Period 1 Period 2 Change Share
U U % %U K$ K$ % %$
A SAMA 158,312 252,000 59.2% 21.7% 39,568 60,351 52.5% 14.6%
SALT 33,302 60,112 80.5% 5.2% 13,776 17,586 27.7% 4.3%
E SEMI 161,308 173,555 7.6% 14.9% 77,907 81,505 4.6% 19.7%
SELF 63,813 49,732 -22.1% 4.3% 25,048 19,330 -22.8% 4.7%
SEMA 0 122,215 - 10.5% 0 33,890 - 8.2%
I SIRO 93,924 57,556 -38.7% 5.0% 19,600 12,242 -37.5% 3.0%
SIBI 82,539 85,952 4.1% 7.4% 25,849 25,114 -2.8% 6.1%
O SOLD 144,449 144,053 -0.3% 12.4% 73,165 69,159 -5.5% 16.8%
SONO 55,732 55,360 -0.7% 4.8% 23,300 22,362 -4.0% 5.4%
SOUL 0 100,583 - 8.7% 0 47,137 - 11.4%
U SUSI 64,136 20,545 -68.0% 1.8% 15,098 4,200 -72.2% 1.0%
SULI 119,951 32,046 -73.3% 2.8% 62,179 16,601 -73.3% 4.0%
SULA 0 8,088 - 0.7% 0 3,393 - 0.8%
Total Sonite market 977,465 1,161,799 18.9% 100.0% 375,491 412,870 10.0% 100.0%

MARKET RESEARCH STUDIES

PERIOD 2
Sourav Borah
PGP_2024_Section B
11-07-2024 -->30-08-2024
Select a country

INDUSTRY BENCHMARKING
BENCHMARKING - ESTIMATED OVERALL PERFORMANCE
Unit A E I O U
Sales
Retail sales K$ 77,937 134,725 37,356 138,658 24,194
Revenues K$ 52,974 86,260 25,101 90,447 16,505
Production
Cost of goods sold K$ -28,464 -48,451 -9,275 -40,872 -7,464
Inventory holding cost K$ -1 -216 -308 -112 -624
Inventory disposal loss K$ -25 0 0 0 0
Contribution before marketing K$ 24,485 37,593 15,518 49,463 8,418
Marketing
Advertising expenditures K$ -3,200 -3,700 -2,799 -5,438 -560
Advertising research expenditures K$ -310 -537 -480 -470 -75
Sales force K$ -1,273 -1,411 -1,273 -1,484 -891
Contribution after marketing K$ 19,701 31,945 10,965 42,072 6,891
Other expenses
Market research studies K$ -467 -403 -393 -371 -212
Research and development K$ -1,800 -2,000 -2,100 -1,500 -6,500
Interest paid K$ 0 0 0 0 0
Exceptional cost or profit K$ 0 0 0 0 0
Net contribution K$ 17,435 29,541 8,473 40,200 179
Next period budget K$ 7,450 11,800 7,450 16,100 7,450
BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET
Unit A E I O U
Sales
Retail sales K$ 77,937 134,725 37,356 138,658 24,194
Revenues K$ 52,974 86,260 25,101 90,447 16,505
Production
Cost of goods sold K$ -28,464 -48,451 -9,275 -40,872 -7,464
Inventory holding cost K$ -1 -216 -308 -112 -624
Inventory disposal loss K$ -25 0 0 0 0
Contribution before marketing K$ 24,485 37,593 15,518 49,463 8,418
Marketing
Advertising expenditures K$ -3,200 -3,700 -2,799 -5,438 -560
Advertising research expenditures K$ -310 -537 -480 -470 -75
Sales force K$ -1,273 -1,411 -1,273 -1,484 -891
Contribution after marketing K$ 19,701 31,945 10,965 42,072 6,891
BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET
Unit A E I O U
Sales
Retail sales K$ 0 0 0 0 0
Revenues K$ 0 0 0 0 0
Production
Cost of goods sold K$ 0 0 0 0 0
Inventory holding cost K$ 0 0 0 0 0
Inventory disposal loss K$ 0 0 0 0 0
Contribution before marketing K$ 0 0 0 0 0
Marketing
Advertising expenditures K$ 0 0 0 0 0
Advertising research expenditures K$ 0 0 0 0 0
Sales force K$ 0 0 0 0 0
Contribution after marketing K$ 0 0 0 0 0

CONSUMER SURVEY - SONITE MARKET

CONSUMER SURVEY - BRAND AWARENESS BY SEGMENT
Firm Brand Buffs Singles Pros HiEarners Others Total

A SAMA 50.5% 69.0% 43.4% 50.5% 73.9% 60.0%
SALT 56.3% 69.0% 52.0% 57.5% 50.6% 56.6%
E SEMI 59.2% 51.9% 73.6% 69.1% 38.1% 55.6%
SELF 64.6% 51.0% 54.4% 54.2% 32.2% 48.6%
SEMA 20.7% 42.1% 16.4% 17.2% 13.4% 21.8%
I SIRO 48.7% 69.1% 42.9% 49.2% 72.2% 58.9%
SIBI 60.9% 78.4% 52.8% 57.7% 53.2% 60.3%
O SOLD 53.9% 50.6% 62.1% 81.8% 40.4% 54.4%
SONO 70.1% 47.5% 48.0% 47.5% 33.4% 46.9%
SOUL 18.5% 17.3% 49.4% 18.6% 14.6% 23.6%
U SUSI 25.7% 35.7% 28.6% 32.2% 38.1% 33.0%
SULI 54.9% 52.3% 66.2% 71.4% 37.3% 53.6%
SULA 8.4% 7.0% 11.3% 6.4% 5.9% 7.7%
CONSUMER SURVEY - PURCHASE INTENTIONS

A SAMA 2.5% 9.6% 0.1% 0.2% 65.6% 21.3%
SALT 4.5% 13.2% 0.2% 0.5% 5.5% 5.3%
E SEMI 9.6% 3.6% 46.2% 9.5% 0.4% 12.7%
SELF 23.8% 3.7% 0.9% 1.2% 0.4% 5.4%
SEMA 8.5% 37.0% 0.1% 0.2% 0.6% 9.6%
I SIRO 1.8% 4.9% 0.1% 0.2% 10.0% 4.3%
SIBI 3.6% 13.5% 0.2% 0.4% 9.8% 6.4%
O SOLD 7.0% 3.6% 10.4% 64.7% 0.5% 12.8%
SONO 27.5% 3.1% 0.5% 0.7% 0.4% 5.8%
SOUL 2.7% 1.2% 32.9% 4.2% 0.2% 7.7%
U SUSI 1.1% 3.1% 0.1% 0.1% 6.1% 2.6%
SULI 5.7% 2.9% 5.6% 15.5% 0.4% 4.9%
SULA 1.6% 0.7% 2.7% 2.6% 0.1% 1.3%
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 68.2% 24.5% 7.3% 100.0%
Singles 39.1% 39.1% 21.8% 100.0%
Professionals 48.6% 29.5% 21.8% 100.0%
High earners 21.8% 50.0% 28.2% 100.0%
Others 19.1% 39.1% 41.8% 100.0%
Total 37.4% 36.2% 26.3% 100.0%

CONSUMER PANEL - SONITE MARKET

CONSUMER PANEL - MARKET SHARES BASED ON UNIT SALES

A SAMA 2.2% 9.0% 0.1% 0.3% 65.2% 21.7%
SALT 4.4% 12.9% 0.2% 0.6% 5.4% 5.2%
E SEMI 13.0% 4.0% 50.6% 10.9% 0.4% 14.9%
SELF 22.4% 2.6% 0.7% 0.8% 0.2% 4.3%
SEMA 10.9% 40.0% 0.1% 0.2% 0.5% 10.5%
I SIRO 2.0% 5.6% 0.1% 0.2% 11.5% 5.0%
SIBI 4.2% 15.5% 0.2% 0.6% 11.1% 7.4%
O SOLD 6.7% 3.4% 9.0% 68.7% 0.5% 12.4%
SONO 27.0% 2.2% 0.4% 0.4% 0.2% 4.8%
SOUL 3.5% 1.3% 34.6% 4.6% 0.2% 8.7%
U SUSI 0.4% 1.7% 0.0% 0.1% 4.5% 1.8%
SULI 2.2% 1.6% 2.6% 11.6% 0.3% 2.8%
SULA 1.2% 0.3% 1.4% 1.0% 0.0% 0.7%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Total sales (U) 176,909 251,351 243,258 145,684 344,597 1,161,799
Total sales (% Total) 15.2% 21.6% 20.9% 12.5% 29.7% 100.0%

DISTRIBUTION PANEL - SONITE MARKET

DISTRIBUTION PANEL - MARKET SHARES BASED ON UNIT SALES
Firm Brand Specialty stores Depart. stores Mass Merchandis. Total

A SAMA 8.6% 23.7% 41.2% 21.7%
SALT 4.4% 5.6% 5.8% 5.2%
E SEMI 22.4% 11.6% 7.7% 14.9%
SELF 8.3% 2.3% 0.7% 4.3%
SEMA 13.7% 10.7% 4.6% 10.5%
I SIRO 3.0% 5.5% 7.4% 5.0%
SIBI 5.5% 8.5% 8.7% 7.4%
O SOLD 8.9% 16.6% 11.3% 12.4%
SONO 10.0% 1.8% 0.6% 4.8%
SOUL 12.9% 6.3% 5.2% 8.7%
U SUSI 0.1% 2.2% 3.9% 1.8%
SULI 0.6% 4.9% 2.8% 2.8%
SULA 1.4% 0.4% 0.0% 0.7%
Total 100.0% 100.0% 100.0% 100.0%
Total sales (U) 454,005 450,809 256,985 1,161,799
Total sales (% Total) 39.1% 38.8% 22.1% 100.0%
DISTRIBUTION PANEL - DISTRIBUTION COVERAGE BY CHANNEL
Firm Brand Specialty stores Depart. stores Mass Merchandis.

A SAMA 32.2% 51.2% 43.7%
SALT 32.2% 40.6% 33.8%
E SEMI 54.2% 40.9% 19.4%
SELF 41.9% 24.4% 9.0%
SEMA 51.8% 45.6% 17.5%
I SIRO 33.4% 44.8% 36.6%
SIBI 35.9% 48.7% 34.5%
O SOLD 38.5% 51.4% 32.1%
SONO 46.5% 18.4% 8.0%
SOUL 54.3% 39.0% 25.0%
U SUSI 0.3% 28.2% 31.6%
SULI 0.8% 35.5% 19.2%
SULA 38.8% 11.1% 0.2%
Total number of outlets 29,545 6,736 10,413

SEMANTIC SCALES - SONITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Weight Design Volume Max Freq Power Price

Buffs 3.50 2.05 2.24 5.97 6.22 3.86
Singles 6.01 5.25 5.03 4.50 4.37 2.97
Pros 2.69 5.44 3.13 5.56 5.33 5.68
HiEarners 4.81 5.74 4.67 4.42 4.65 5.79
Others 5.41 3.99 6.17 2.85 2.44 2.11
Importance of characteristic (1) 1 3 2 3 6 10
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important
SEMANTIC SCALES - BRAND PERCEPTIONS (1 TO 7)
Firm Brand Weight Design Volume Max Freq Power Price

A SAMA 4.45 2.12 2.68 2.72 2.10 2.24
SALT 4.00 1.63 2.04 2.97 2.66 3.50
E SEMI 2.69 4.77 2.39 5.78 5.35 5.84
SELF 4.00 1.63 2.39 6.40 6.20 5.22
SEMA 2.69 4.77 2.39 5.59 4.79 2.99
I SIRO 6.50 1.50 4.78 1.65 1.53 2.21
SIBI 6.45 5.66 4.00 2.36 2.19 3.18
O SOLD 2.69 4.77 2.76 4.34 5.10 5.91
SONO 5.27 1.92 6.24 6.50 6.45 5.02
SOUL 2.61 5.34 2.59 4.48 5.51 5.89
U SUSI 5.89 1.50 5.24 3.59 1.50 2.38
SULI 3.30 4.77 3.14 5.12 4.98 6.27
SULA 3.30 4.77 3.14 5.12 5.04 5.49

MULTIDIMENSIONAL SCALING - SONITE MARKET

MULTIDIMENSIONAL SCALING - IDEAL VALUES (-20 TO +20)
Segment Economy Performance Convenience

Buffs 0.9 14.4 -6.4
Singles 6.8 2.7 3.1
Pros -11.2 9.3 8.8
HiEarners -11.9 4.0 6.7
Others 12.6 -9.7 -3.9
MULTIDIMENSIONAL SCALING - BRAND PERCEPTIONS (-20 TO +20)
Firm Brand Economy Performance Convenience

A SAMA 11.7 -11.6 -7.3
SALT 3.3 -8.4 -8.4
E SEMI -12.2 9.7 6.6
SELF -8.1 15.0 -8.9
SEMA 6.7 6.6 6.6
I SIRO 11.9 -16.3 -15.7
SIBI 5.5 -11.8 6.1
O SOLD -12.7 6.0 6.1
SONO -6.8 16.9 -13.6
SOUL -12.6 8.4 9.1
U SUSI 10.8 -13.5 -16.9
SULI -15.1 6.8 5.2
SULA -10.0 7.1 5.2
MULTIDIMENSIONAL SCALING
INFLUENCE OF PRODUCT CHARACTERISTICS ON MDS DIMENSIONS
Weight Design Volume Max Freq Power Price

(Kg) (Index) (Dm3) (KHz) (W) ($)
Economy Slight Slight Slight Slight Slight Very strong
Performance Slight Slight Slight Strong Very strong Slight
Convenience Moderate Strong Moderate Slight Slight Slight

MULTIDIMENSIONAL SCALING - PERCEPTUAL MAP

ECONOMY X PERFORMANCE
Horizontal axis : Economy (perceived economy, increasing from left to right)
Vertical axis : Performance (perceived performance, increasing from bottom to top)
20
SONO
Bu
SELF
SEMI
10
Pr
SOUL
SULA
SULI SEMA
SOLD
Hi
Si
SALT
-10
Ot
SAMA
SIBI
SUSI
SIRO
-20
-20 -10 0 10 20

MULTIDIMENSIONAL SCALING - PERCEPTUAL MAP

ECONOMY X CONVENIENCE
Horizontal axis : Economy (perceived economy, increasing from left to right)
Vertical axis : Convenience (perceived convenience, increasing from bottom to top)
20
10
SOUL
Pr
SOLD Hi SEMI SIBI SEMA
SULI SULA
Si
Ot
Bu
SAMA
SELF SALT
-10
SONO
SIRO
SUSI
-20
-20 -10 0 10 20

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 177 251 243 146 345 1,162
Forecasted size next period 173 324 276 173 408 1,353
Forecasted size in five periods 135 711 322 223 768 2,160
Relative segment sizes in %
Actual size this period 15.2% 21.6% 20.9% 12.5% 29.7% 100.0%
Forecasted size next period 12.8% 23.9% 20.4% 12.8% 30.2% 100.0%
Forecasted size in five periods 6.2% 32.9% 14.9% 10.3% 35.6% 100.0%
Forecasted growth rates in %
Next period -2.2% 28.7% 13.3% 18.5% 18.4% 16.5%
Total over next five periods -23.7% 182.8% 32.5% 53.2% 123.0% 85.9%
Average over next five periods -5.3% 23.1% 5.8% 8.9% 17.4% 13.2%

COMPETITIVE ADVERTISING - SONITE MARKET

COMPETITIVE ADVERTISING - ESTIMATED TOTAL EXPENDITURES
(all numbers in K$)

A SAMA 200 450 150 150 950 1,900
SALT 150 450 150 150 750 1,650
TOTAL 350 900 300 300 1,700 3,550
E SEMI 150 150 800 300 150 1,550
SELF 550 200 150 150 150 1,200
SEMA 250 900 150 150 150 1,600
TOTAL 950 1,250 1,100 600 450 4,350
I SIRO 150 350 150 150 650 1,450
SIBI 250 950 150 150 300 1,800
TOTAL 400 1,300 300 300 950 3,250
O SOLD 200 200 200 1,400 200 2,200
SONO 1,150 200 150 150 150 1,800
SOUL 150 150 1,200 150 150 1,800
TOTAL 1,500 550 1,550 1,700 500 5,800
U SUSI 0 0 0 0 100 100
SULI 0 0 0 100 0 100
SULA 0 0 150 0 0 150
TOTAL 0 0 150 100 100 350
TOTAL 3,200 4,000 3,400 3,000 3,700 17,300
AVERAGE BY BRAND 246 308 262 231 285 1,331
AVERAGE BY FIRM 640 800 680 600 740 3,460
COMPETITIVE ADVERTISING
ESTIMATED COMMUNICATION DIMENSIONS AND MESSAGE QUALITY
Firm Brand Communication Dimensions Message Quality

A SAMA Economy & Convenience Good
SALT Economy & Performance Excellent
E SEMI Economy & Performance Excellent
SELF Economy & Performance Excellent
SEMA Economy & Performance Excellent
I SIRO Performance & Convenience Excellent
SIBI Performance & Economy Excellent
O SOLD Economy & Performance Excellent
SONO Economy & Convenience Excellent
SOUL Performance & Convenience Excellent
U SUSI Price & Power Poor
SULI Price & Power Poor
SULA Price & Power Poor

COMPETITIVE SALES FORCE - SONITE MARKET

COMPETITIVE SALES FORCES - ESTIMATED SIZES
(in number of salespeople)
Firm Brand Specialty stores Depart. stores Mass Merchandis.

A SAMA 5 15 15
SALT 5 10 10
TOTAL 10 25 25
E SEMI 14 10 3
SELF 7 4 1
SEMA 12 12 3
TOTAL 33 26 7
I SIRO 6 12 12
SIBI 6 14 10
TOTAL 12 26 22
O SOLD 6 15 8
SONO 9 3 1
SOUL 13 9 5
TOTAL 28 27 14
U SUSI 0 6 9
SULI 0 9 3
SULA 8 2 0
TOTAL 8 17 12
TOTAL 91 121 80
AVERAGE BY BRAND 7 9 6
AVERAGE BY FIRM 18 24 16

ADVERTISING EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED ADVERTISING BUDGET
SAMA SALT
Change in awareness (%)
Buffs 0.7% 0.5%
Singles 1.0% 0.9%
Professionals 0.9% 0.5%
High earners 1.0% 0.6%
Others 1.1% 2.1%
Change in market share (%)
Buffs -0.1% 0.3%
Singles -0.2% 1.3%
Professionals 0.0% 0.0%
High earners -0.1% 0.0%
Others 0.8% 1.3%
Change in contribution after marketing (K$) -383 576
Notes.
These results would have been achieved by a given brand if its advertising budget
had been increased by 20% and if competitive actions had remained unchanged.
SALES FORCE EXPERIMENT - SONITE MARKET

EXPECTED RESULTS WITH INCREASED SALES FORCE
SAMA SALT
Change in number of distributors (U)
Specialty stores 3,081 3,076
Depart. stores 252 310
Mass Merchandis. 266 345
Change in market share (%)
Specialty stores 1.3% 1.2%
Depart. stores -0.3% 0.5%
Mass Merchandis. -1.1% 0.4%
Change in contribution after marketing (K$) -391 527
Notes.
These results would have been achieved if the number of salespeople had been
increased by 10 in each channel and if competitive actions had remained unchanged.

SEMANTIC SCALES - VODITE MARKET

SEMANTIC SCALES - IDEAL VALUES (1 TO 7)
Segment Autonomy Max Freq Diameter Design Weight Price

Innovs 4.60 4.90 3.78 3.40 4.23 6.10
Adopters 5.09 4.04 3.10 4.11 3.66 5.35
Followers 3.40 3.14 4.49 4.47 4.68 4.68
Importance of characteristic (1) 5 10 2 3 2 6
(1) On a scale from 1 to 10 - 1 = Not important - 10 = Very important

MARKET FORECAST - VODITE MARKET

MARKET FORECAST - SEGMENT SIZES AND GROWTH RATES
Segment Innovs Adopters Followers Total

Segment sizes in KU
Actual size this period 0 0 0 0
Forecasted size at introduction period 80 40 13 133
Forecasted size 5 periods after intro. 139 231 616 985
Relative segment sizes in %
Actual size this period 0.0% 0.0% 0.0% 0.0%
Forecasted size at introduction period 60.0% 30.0% 10.0% 100.0%
Forecasted size 5 periods after intro. 14.1% 23.4% 62.5% 100.0%
Forecasted growth rates in %
Next period
Total over first five periods 73.3% 477.5% 4516.8% 638.9%
Average over first five periods 14.7% 55.0% 160.7% 64.9%

COMPETITIVE ADVERTISING - VODITE MARKET

Team A - Round 2 - Result

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Team A - Round 2 - Result

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INDUSTRY SMPGP2024 SECTION B - FIRM A ANNUAL REPORT PERIOD 2

26-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 1/28

Unit Annual results Evolution since P0

Unit Total Sonite market Vodite market

INSTRUCTOR AND SIMULATION MESSAGES

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26-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 3/28

Sonite Brands Unit Total SAMA SALT

MARKET SHARES AND DISTRIBUTION COVERAGE

Sonite Brands Unit Total SAMA SALT

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RESEARCH & DEVELOPMENT RESULTS

Physical Characteristics Base Cost $ Allocated Budget K$

(*) Projects identified in bold have been completed in this period.

VODITE R&D PROJECTS

Physical Characteristics Base Cost $ Allocated Budget K$

(*) Projects identified in bold have been completed in this period.

26-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 5/28

Sales Production Marketing

CUMULATIVE COMPANY PERFORMANCE

Unit Total Sonite market Vodite market

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Sonite Brands SAMA SALT

DECISION SUMMARY - SALES FORCE MANAGEMENT

Distribution Channels Specialty stores Depart. stores Mass Merchandis.

TOTAL 100 100 100

DECISION SUMMARY - SONITE R&D PROJECTS

Project Expenditures Product Characteristics

DECISION SUMMARY - VODITE R&D PROJECTS

Project Expenditures Product Characteristics

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DECISION SUMMARY - SONITE ONLINE QUERIES

Query made Physical Characteristics Requested Online Query Results

DECISION SUMMARY - MARKET RESEARCH STUDIES

Study Market covered by study

DECISION SUMMARY - LOAN AND BUDGET MODIFICATION

Corporate finance department

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STOCK MARKET AND KEY PERFORMANCE INDICATORS

Firm Stock price index Market capitalization Net contribution (K$)

COMPANY KEY PERFORMANCE INDICATORS

COMPANY KEY PERFORMANCE INDICATORS

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ECONOMIC VARIABLES AND COSTS

Unit Actual value Forecast value %change

COST OF MARKET RESEARCH STUDIES NEXT PERIOD

Study Market covered by study

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INFORMATION ON SONITE MARKET

INFORMATION ON SONITE MARKET - SALES AND MARKET SHARES

Firm Brand Volume sold Retail sales

26-7-2024 Markstrat by StratX 5.1.0.8 - Copyright © 2010 by StratX 12/28

MARKET RESEARCH STUDIES

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BENCHMARKING - ESTIMATED PERFORMANCE IN SONITE MARKET

BENCHMARKING - ESTIMATED PERFORMANCE IN VODITE MARKET

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CONSUMER SURVEY - SONITE MARKET