Scope Internal Analysis

Jared Woinarowicz

Section 1

Scope

Internal Analysis

Overall Objective: to stay ahead in Market percentage shares, and continue to make profit

Overall strategy: Market penetration, differentiation

Target Market(s): Canadian customers concerned about fresh breathe and taste

Product objectives: to develop a new product that has good taste and reduces bad breathe

Product strategy: to develop product differentiation

Product tactics: make sure product taste good, and that it becomes a well-known brand for bad breathe

Channel objectives: come up with a way to maximize convenience access to product

Channel strategy: Use indirect approach

Cannel tactics: get their products where competitors have products at like food stores and drug stores

Price objective: find a set price and also to gain shares in drug store

Price strategy: want to at Market product, and moderate penetration in drug stores

Price tactics: have a reasonable set price (2% lower at food store; 16% lower at drug store)

Promotional objectives: trying to gain awareness on new product

Promotional strategy: want to push their new product on customers, but pull on TV ads

Promotional tactics: air product on commercials, and leader in advertising, while having coupons

Budget: $1.7million

Financial performance: net sales-$18.15million, profit-$6.741million, market share-$1.358million

What evidence do you have for your answers, inferences above? Exhibit 7 and 8 and estimate of Plax financial pictures picture is provided in Exhibit 9

External Analysis

Regulatory: positive is creating new product that helps eliminates bad breathe

negative is being second to create this product

Economic: products are selling fast; people are willing to purchase this item

Technology: new product that allows consumers to eliminate bad breathe while having it taste good

Social/Culture: convenience is important to Canadian customers

Competitive: distinctive name and well known products

Market...