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MarkStrat Simulation | Term V Universe: Viva La France Team: ԔʠLʡ LincTech ˒ʺԭԯʺԕʶʞԑԓʞՑ˜st ˣՋՍ˘ ˋԾՀˋՑ˜ՍՏ˚Ք˟ ՋՍ˘vՑ˜ՍՏ˚ unՑ˜ ˋԾՀˋouՍՏ˚Ք˟Ց˜ԏʰʘԋԍʘ ʷʟԒԔʟˀԳԵˀtԕʶʞԑԓʞs ˋԾՀˋՑ˜ՍՏ˚Ք˟ wˠtՔ˟ ՋՍ˘ ˋԾՀˋwˠstԏʰʘԋԍʘʸʠԓԕʠ ˇ

2 Ԑʜ132M 2884 Ԑʜ327M Overview Bargaining Power of Suppliers Competitive Rivalry Bargaining Power of Buyers Threat of New Entrant ˇ BRAND PORTFOLIO Brand Target Segments Market Share ԔʠԑʝUʡ Key Competitors Փ˜Ֆ˟Պ˓Ւ˛ ՚ˣը˱̆˵̂̃ Ի˄ԽˆԬʵ ՚ˣՖ˟Ս˖՛ˤԳʼ ՛ˤՖ˟Օ˞Ռ˕ Փ˜Ֆ˟Ֆ˟՗ˠ ՗ˠ̂˿˶˵̃̃˹˿˾ը˱˼̃ Թ˂ԾˇԬʵ ՚ˣՖ˟Փ˜Ֆ˟ Փ˜Ֆ˟Ֆ˟՛ˤ ՚ˣ˸˿̀̀˵̂̃ Լ˅Ժ˃Ԭʵ Ք˝Ֆ˟Ք˝Ռ˕Օ˞՛ˤԳʼ ՚ˣՖ˟Ս˖՛ˤԳʼ ՛ˤՖ˟Օ˞Ռ˕ Փ˜Ֆ˟՛ˤ՛ˤՌ˕ Ռ˕̈̀˼˿̂˵̂̃ ՞˧˹̄˸˴̂ը˱̇˾ ՙˢՖ˟Ք˝ՈˑՕ˞Գʼ ՙˢՖ˟Փ˜Փ˜ Փ˜Ֆ˟Վ˗Ֆ˟ Տ˘˹˷˸ Ռ˕ը˱̂˾˵̂̃ Թ˂ԷˀԬʵ Ք˝Ֆ˟Օ˞Ռ˕ՙˢՖ˟Գʼ ՛ˤՖ˟՛ˤՌ˕Ք˝ Փ˜Ռ˕Փ˜Ֆ˟Պ˓ՈˑՓ˜ Ր˙˾˾˿̆ը˱̄˿̂̃Գʼ Ոˑ˴˿̀̄˵̂̃ Թ˂ԽˆԬʵ ը˱˾˴ Ժ˃Լ˅Ԭʵ ՚ˣՌ˕Օ˞՚ˣՌ˕Ր˙Գʼ ՙˢՌ˕Չ˒Ռ˕Փ˜ Փ˜Ռ˕Վ˗Ֆ˟ Ս˖˿˼˼˿̇˵̂̃ ԸˁԺ˃Ԭʵ ՚ˣՌ˕ՙˢՠ˩Օ˞Գʼ ՛ˤՌ˕Օ˞՚ˣՌ˕ BCG MATRIX ԔʠPERIOD 10ʡ GAMEPLAY SUMMARY Փ˜˹˾˳՛ˤ˵˳˸ ˲˿ը˱̃̄̃ ˿˶ ը˱ ̃̅˳˳˵̃̃˶̅˼ ̂̅˾ ˹˾ ̄˸˵ Ք˝ը˱̂˻՚ˣ̄̂ը˱̄ ՜˥˾˹̆˵̂̃˵ ˽ը˱̂˻˵˴ ˲̉ ˽ը˱̂˻˵̄ ˴˿˽˹˾ը˱˾˳˵ ˹˾ ̄˸˵ ՚ˣ˿˾˹̄˵ ˽ը˱̂˻˵̄ ը˱˾˴ ̃̄̂˿˾˷ ̀˿̃˹̄˹˿˾ ˹˾ ՝˦˿˴˹̄˵ ˽ը˱̂˻˵̄ ˵ը˱̂˾˹˾˷ ̄˸˵ ˿̆˵̂ը˱˼˼ Թ˂˾˴ ̂ը˱˾˻ ԯʸ՚ˣ՗ˠՐ˙԰ʹԵʾ ՛ˤ˸˵ ˽ը˱˾ը˱˷˵˽˵˾̄ ̄˵ը˱˽ ˼ը˱˹˴ ˸̅˷˵ ˵˽̀˸ը˱̃˹̃ ˿˾ ՙˢԭʶՋ˔ ը˱˾˴ ˼ը˱̂˷˵˼̉ ˳˿˾̃˿˼˹˴ը˱̄˵˴ ˹˾ ̄˸˵ ՚ˣ˿˾˹̄˵ ˽ը˱̂˻˵̄ ˲̉ ˸ը˱̆˹˾˷ ˶˿̅̂ ̀̂˿˴̅˳̄̃ ˳ը˱̄˵̂˹˾˷ ̄˿ ը˱ ̆ը˱̂˹˵̄̉ ˿˶ ̃˵˷˽˵˾̄̃Եʾ Ոˑ̃ ը˱ ˼ը˱̄˵ ˵˾̄̂ը˱˾̄ ̄˿ ՝˦˿˴˹̄˵̃Գʼ Փ˜˹˾˳՛ˤ˵˳˸ ˴˵˼˹̆˵̂˵˴ ̃̄̂˿˾˷ ̆ը˱˼̅˵ ̄˿ ˳̅̃̄˿˽˵̂̃ ը˱̃ ˴˵˾˿̄˵˴ ˲̉ ̄˸˵ ˼ը˱̂˷˵ ˲̂ը˱˾˴ ̀̂˵̃˵˾˳˵ ը˱˳̂˿̃̃ ը˱˼˼ ̃˵˷˽˵˾̄̃Եʾ Ԏԏʛ2 in SPI Key Indicators 33ԑʝ YOY 78ԑʝ YOY Top 5 Brands ±

Five Deadly Sins Bargaining Power of Suppliers Competitive Rivalry ˇ PRODUCT DEVELOPMENT: VODITES Ֆ˟̅̂ ˴˵˳˹̃˹˿˾ ̄˿ ˴˵˼ը˱̉ ՝˦˿˴˹̄˵̃Ԯʷ ˼ը˱̅˾˳˸ ˶˿̂ ը˱ ˼ը˱̄˵Դʽ˽ը˱̂˻˵̄ ը˱˴̆ը˱˾̄ը˱˷˵ ˲ը˱˳˻˶˹̂˵˴Գʼ ը˱̃ ˵˾̄˵̂˹˾˷ ˿˾˵ ̂˿̅˾˴ ˼ը˱̄˵ ˼˵˶̄ ̅̃ ̃̄̂̅˷˷˼˹˾˷ ̄˿ ˵̃̄ը˱˲˼˹̃˸ ը˱ ̃̄̂˿˾˷ ̀˿̃˹̄˹˿˾Եʾ ՛ˤ˸˵ ˳˸ը˱˼˼˵˾˷˵̃ ˿˶ ˲̂ը˱˾˴ ˼˿̉ը˱˼̄̉ ը˱˾˴ ˴˵˽ը˱˾˴ ̃̄˹˳˻˹˾˵̃̃ ̀̂˵̆˵˾̄˵˴ ̅̃ ˶̂˿˽ ˴˿˽˹˾ը˱̄˹˾˷ ̄˸˵ ˲˼̅˵Դʽ˿˳˵ը˱˾ ˽ը˱̂˻˵̄Եʾ ՀՂˍoՐ˛ˠtՑ˜s Launch Market share ʥ Value Փ˜Ռ˕Փ˜Ֆ˟Պ˓ՈˑՓ˜ Խˆ Լ˅ԵʾԽˆԬʵ ՙˢՌ˕Չ˒Ռ˕Փ˜ Լ˅ Ժ˃Լ˅ԵʾԸˁԬʵ ՚ˣՌ˕Օ˞՚ˣՌ˕Ր˙ Լ˅ Ժ˃ԿˈԵʾԷˀԬʵ ՛ˤՌ˕Պ˓Տ˘Օ˞Ր˙Պ˓ Լ˅ Թ˂ԸˁԵʾԻ˄Ԭʵ RISKʥAVERSION: RԒʞD Ջ˔˵̃̀˹̄˵ ̄˸˵ ˸˹˷˸˵̃̄ ՙˢԭʶՋ˔ ̃̀˵˾˴Գʼ ˿̅̂ ը˱˷˹˼˵ ̂˵̃̀˿˾̃˵ ̄˿ ˽ը˱̂˻˵̄ ˳˸ը˱˾˷˵̃ ˼˵˴ ̄˿ ̂ը˱̀˹˴ ̀̂˿˴̅˳̄ ˴˵̆˵˼˿̀˽˵˾̄Եʾ Տ˘˿̇˵̆˵̂Գʼ ˹˾ ˿̅̂ ˶˹˾ը˱˾˳˹ը˱˼˼̉ ˳˸ը˱˼˼˵˾˷˹˾˷ ̀˸ը˱̃˵ ̅˾̄˹˼ ՗ˠ˵̂˹˿˴ Ի˄Գʼ ̄˸˹̃ ̃̄̂ը˱̄˵˷̉ ̃̄̂ը˱˹˾˵˴ ˿̅̂ ˳˿˾̄̂˹˲̅̄˹˿˾Գʼ ˾˿̄ը˱˲˼̉ ը˱˶˶˵˳̄˹˾˷ Պ˓Ֆ˟Վ˗՚ˣ ̄˸̂˿̅˷˸˿̅̄ ̄˸˵ ˷ը˱˽˵Եʾ ³ ˇԺԼˇՑ˜rˠoՐ˛ COGS ԑʝ ՗ˠ˵̂˹˿˴ Ժ˃ Ի˄Լ˅Ԭʵ ՗ˠ˵̂˹˿˴ Ի˄ Լ˅Թ˂Ԭʵ ՗ˠ˵̂˹˿˴ Կˈ Լ˅ԷˀԬʵ ՗ˠ˵̂˹˿˴ Հˉ Լ˅ԿˈԬʵ

PHASE I: Period 0ʥ2 Strategy ● Product Alignment: Ր˙˴˵˾̄˹˶˹˵˴ Փ˜˿˳˻ ˶˿̂ ˸˹˷˸˵̂Դʽ˵˾˴ ˽ը˱̂˻˵̄̃ ը˱˾˴ Փ˜˿˿̀ ˶˿̂ ˼˿̇˵̂Դʽ˵˾˴ ˽ը˱̂˻˵̄̃ ˲ը˱̃˵˴ ˿˾ ը˱̄̄̂˹˲̅̄˵ ̃˹˽˹˼ը˱̂˹̄˹˵̃Եʾ ● Segment Focus Ձˊ ՚ˣ̄̂ը˱̄˵˷˹˳ը˱˼˼̉ ̄ը˱̂˷˵̄˵˴ Տ˘˹˷˸ Ռ˕ը˱̂˾˵̂̃Զʿ՗ˠ̂˿˶˵̃̃˹˿˾ը˱˼̃ ̇˹̄˸ Փ˜˿˳˻ ը˱˾˴ ՚ˣ˸˿̀̀˵̂̃Զʿ՚ˣը˱̆˵̂̃ ̇˹̄˸ Փ˜˿˿̀Եʾ ● Buying Behavior Analysis Ձˊ ՚ˣ̄̅˴˹˵˴ ̄˸˵ ˲̅̉˹˾˷ ˲˵˸ը˱̆˹˿̂ ը˱˾˴ ̀̂˵˶˵̂˵˾˳˵̃ ˿˶ ˵ը˱˳˸ ̃˵˷˽˵˾̄ ˶˿̂ ̀̂˵˳˹̃˵ ̄ը˱̂˷˵̄˹˾˷Եʾ ● Channel Optimization Ձˊ Ջ˔˵̄˵̂˽˹˾˵˴ ̄˸˵ ˽˿̃̄ ˵˶˶˵˳̄˹̆˵ ˳˸ը˱˾˾˵˼̃ ˶˿̂ ˵˾˷ը˱˷˵˽˵˾̄ ̇˹̄˸ ˵ը˱˳˸ ˳̅̃̄˿˽˵̂ ̃˵˷˽˵˾̄Եʾ Targeting LOCK LOOP Elements Period 1 Period 2 Period 1 Period 2 ՗ˠ̂˹˳˹˾˷ ԫʴԹ˂ԸˁՀˉ ԫʴԹ˂ԸˁԿˈ ԫʴԻ˄ՀˉՀˉ ԫʴԻ˄ՀˉԻ˄ Ոˑ˴̆˵̂̄˹̃˹˾˷ Պ˓˿̃̄ ԫʴԸˁԵʾԿˈՔ˝ ԫʴԸˁԵʾԾˇԷˀՔ˝ ԫʴԹ˂ԵʾԾˇԷˀ ԫʴԹ˂ԵʾԼ˅ԾˇՔ˝ Պ˓˿˽˽˵̂˳˹ը˱˼ Պ˓˿̃̄ ԫʴԸˁԵʾԹ˂Ք˝ ԫʴԸˁԵʾԸˁՔ˝ ԫʴԷˀԵʾՀˉՀˉՔ˝ ԫʴԷˀԵʾՀˉԼ˅Ք˝ Չ˒ը˱̃˵ ՗ˠ̂˿˴̅˳̄ Փ˜Ֆ˟Պ˓Ւ˛ Դʽ Փ˜Ֆ˟Ֆ˟՗ˠ Դʽ Outcome Ֆ˟̅̂ ̃̄̂ը˱̄˵˷˹˳ ˳˸˿˹˳˵ ̄˿ ˲˵˳˿˽˵ ˳˿̃̄Դʽ˼˵ը˱˴˵̂̃ ̇˹̄˸˹˾ ̄˸˵ Փ˜Ֆ˟Պ˓Ւ˛ ˸ը˱̃ ̉˹˵˼˴˵˴ ̃˹˷˾˹˶˹˳ը˱˾̄ ˲˵˾˵˶˹̄̃Եʾ ՛ˤ˸˹̃ ˴˵˳˹̃˹˿˾ ˸ը˱̃ ̂˵̃̅˼̄˵˴ ˹˾ ̅̃ ը˱̄̄ը˱˹˾˹˾˷ ̄˸˵ ˸˹˷˸˵̃̄ ̄˿̄ը˱˼ ˽ը˱̂˻˵̄ ̃˸ը˱̂˵ ˹˾ ̄˵̂˽̃ ˿˶ ̅˾˹̄̃ ̃˿˼˴Եʾ Marketing Mix

PHASE II: Period 3ʥ4 " LOCK LOOP LOOT LOTTE Marketing Mix Period 3 Period 4 Period 3 Period 4 Period 3 Period 4 Period 4 ՗ˠ̂˹˳˹˾˷ ԫʴԸˁՀˉԾˇ ԫʴԸˁԿˈԼ˅ ԫʴԻ˄ՀˉԹ˂ ԫʴԻ˄ԿˈԾˇ ԫʴԹ˂ԾˇԾˇ ԫʴԹ˂ԾˇԼ˅ ԫʴԺ˃Լ˅Խˆ Ոˑ˴̆˵̂̄˹̃˹˾˷ ՚ˣ̀˵˾˴ ԫʴԸˁԵʾԾˇՔ˝ ԫʴԹ˂ԵʾԸˁԾˇՔ˝ ԫʴԹ˂ԵʾԾˇՔ˝ ԫʴԺ˃ԵʾԷˀԸˁՔ˝ ԫʴԸˁԵʾԾˇԼ˅Ք˝ ԫʴԹ˂ԵʾԸˁՔ˝ ԫʴԸˁԵʾԾˇՔ˝ Պ˓˿˽˽˵̂˳˹ը˱˼ ՚ˣ̀˵˾˴ ԫʴԵʾԿˈԽˆՔ˝ ԫʴԵʾԿˈԿˈՔ˝ ԫʴԵʾԿˈԸˁՔ˝ ԫʴԵʾԿˈԿˈՔ˝ ԫʴԵʾԻ˄ՀˉՔ˝ ԫʴԵʾԽˆՀˉՔ˝ ԫʴԵʾԹ˂ԿˈՔ˝ Չ˒ը˱̃˵ ՗ˠ̂˿˴̅˳̄ Փ˜Ֆ˟Պ˓Ւ˛ Փ˜Ֆ˟՛ˤՙˢ Փ˜Ֆ˟Ֆ˟՗ˠ Փ˜Ֆ˟Ֆ˟՗ˠ Փ˜Ֆ˟Ֆ˟՛ˤ Փ˜Ֆ˟Ֆ˟՛ˤ Փ˜Ֆ˟՛ˤ՛ˤՌ˕ Marketing Mix Outcome Ջ˔˵̃̀˹̄˵ ˶ը˱˳˹˾˷ ̃˼̅˷˷˹̃˸ ̀˵̂˹˿˴̃Գʼ ˿̅̂ ˳˿˽̀ը˱˾̉ ˸ը˱̃ ˴˵˽˿˾̃̄̂ը˱̄˵˴ ̂˵˽ը˱̂˻ը˱˲˼˵ ̂˵̃˹˼˹˵˾˳˵ ˲̉ ˳˿˾̃˹̃̄˵˾̄˼̉ ը˱˳˸˹˵̆˹˾˷ ̃˿˼˹˴ ̂˵̆˵˾̅˵ ˷̂˿̇̄˸ ը˱˾˴ ˽ը˱˹˾̄ը˱˹˾˹˾˷ ը˱ ̃̄˵ը˱˴̉ ˹˾˳̂˵ը˱̃˵ ˹˾ ̄˸˵ ՚ˣ՗ˠՐ˙ ը˱˾˴ ˽ը˱˹˾̄ը˱˹˾˹˾˷ ̄˸˵ ԪʳԹ˂ ˹˾ ̄˸˵ ˹˾˴̅̃̄̂̉Եʾ ՛ˤ˸˹̃ ̃̅˳˳˵̃̃ ˸ը˱̃ ̀˿̃˹̄˹˿˾˵˴ ̅̃ ը˱̃ ը˱ ̃̄̂˿˾˷ ̀˼ը˱̉˵̂ ˹˾ ̄˸˵ ˽ը˱̂˻˵̄Եʾ Տ˘˿̇˵̆˵̂Գʼ ˹̄Ԯʷ̃ ˳̂̅˳˹ը˱˼ ̄˿ ը˱˳˻˾˿̇˼˵˴˷˵ ̄˸ը˱̄ ˿̅̂ ̀̂˿˶˹̄ը˱˲˹˼˹̄̉ ˸ը˱̃ ˲˵˵˾ ˹˽̀ը˱˳̄˵˴ ˲̉ ը˱ ̄˸˹˾ ˾˵̄ ˳˿˾̄̂˹˲̅̄˹˿˾Գʼ ˼˵ը˱˴˹˾˷ ̄˿ ˳˿˾̃̄̂ը˱˹˾̄̃ ˹˾ ̄˸˵ ը˱˼˼˿˳ը˱̄˵˴ ˲̅˴˷˵̄Եʾ

PHASE III: Period 5ʥ6 # LOCK LOOP LOOT LELOCAL Elements Period 5 Period 6 Period 5 Period 6 Period 5 Period 6 Period 6 ՗ˠ̂˹˳˹˾˷ ԫʴԸˁԿˈԺ˃ ԫʴԸˁԿˈԸˁ ԫʴԻ˄ԿˈԷˀ ԫʴԻ˄ԾˇԾˇ ԫʴԹ˂ԽˆՀˉ ԫʴԹ˂ԽˆԼ˅ ԫʴԸˁԹ˂Լ˅Լ˅ Ոˑ˴̆˵̂̄˹̃˹˾ ˷ Պ˓˿̃̄ ԫʴԸˁԵʾՀˉԼ˅Ք˝ ԫʴԸˁԵʾԿˈԷˀՔ˝ ԫʴԺ˃ԵʾԸˁԷˀ ԫʴԹ˂ԵʾԿˈՔ˝ ԫʴԸˁԵʾՀˉԷˀ ԫʴԸˁԵʾՀˉՔ˝ ԫʴԹ˂ԵʾԼ˅Ք˝ Պ˓˿˽˽˵̂˳˹ ը˱˼ Պ˓˿̃̄ ԫʴԸˁԵʾԸˁՔ˝ ԫʴԸˁԵʾԷˀԼ˅ ԫʴԸˁԵʾԸˁՔ˝ ԫʴԸˁԵʾԷˀԾˇ ԫʴԷˀԵʾԿˈՔ˝ ԫʴԷˀԵʾՀˉ ԫʴԷˀԵʾԻ˄Ժ˃Ք˝ Չ˒ը˱̃˵ ՗ˠ̂˿˴̅˳̄ Փ˜Ֆ˟՛ˤՙˢ Փ˜Ֆ˟՛ˤՙˢ Փ˜Ֆ˟Ֆ˟՗ˠ Փ˜Ֆ˟Ֆ˟՗ˠ Փ˜Ֆ˟Ֆ˟՛ˤ Փ˜Ֆ˟Ֆ˟՛ˤ Փ˜Ռ˕Փ˜Ֆ˟Պ˓ՈˑՓ˜ Marketing Mix Positioning Strategy Ր˙˾ ̂˵̃̀˿˾̃˵ ̄˿ ̄˸˵ ̃˵̄˲ը˱˳˻̃ ˶ը˱˳˵˴ ˹˾ ՙˢ˿̅˾˴ Ի˄ ˴̅˵ ̄˿ ը˱ ˽˹̃˺̅˴˷˵˴ ̀̂˿˴̅˳̄ ˼ը˱̅˾˳˸ ˹˾ ̄˸˵ ˴˵˳˼˹˾˹˾˷ Ռ˕̈̀˼˿̂˵̂̃ ̃˵˷˽˵˾̄Գʼ ̇˵ ̅˾˴˵̂̇˵˾̄ ը˱ ̃̄̂ը˱̄˵˷˹˳ ̀˹̆˿̄Եʾ ՙˢ˵˳˿˷˾˹̊˹˾˷ ̄˸˵ ˲˿˿˽˹˾˷ ̀˿̄˵˾̄˹ը˱˼ ˿˶ ̄˸˵ ՝˦˿˴˹̄˵ ˽ը˱̂˻˵̄Գʼ ˴˵̃̀˹̄˵ ˵ը˱̂˼̉ ˵˾̄̂ը˱˾̄̃Գʼ ̇˵ ̂˵˴˹̂˵˳̄˵˴ ˿̅̂ ˶˿˳̅̃Եʾ Փ˜˵ը˱̂˾˹˾˷ ˶̂˿˽ ˿̅̂ ˽˹̃̄ը˱˻˵̃Գʼ ̇˵ ˹˾˹̄˹ը˱̄˵˴ ը˱ ̄ը˱̂˷˵̄˵˴ ՙˢԭʶՋ˔ ̀̂˿˺˵˳̄ ̂˵̃̅˼̄˹˾˷ ˹˾ ̄˸˵ ˼ը˱̅˾˳˸ ˿˶ ԩʲՓ˜˵˼˿˳ը˱˼ԩʲ ˹˾ ՗ˠ˵̂˹˿˴ ԽˆԳʼ ̄ը˱˹˼˿̂˵˴ ˶˿̂ ˹˾˾˿̆ը˱̄˿̂̃ ը˱˾˴ ˵ը˱̂˼̉ ը˱˴˿̀̄˵̂̃ ˹˾ ̄˸˵ ՝˦˿˴˹̄˵ ˽ը˱̂˻˵̄Եʾ ՛ˤ˸˹̃ ̃̄̂ը˱̄˵˷˹˳ ˽˿̆˵ ը˱˹˽̃ ̄˿ ̂˵˳˼ը˱˹˽ ˿̅̂ ˳˿˽̀˵̄˹̄˹̆˵ ˵˴˷˵Գʼ ˳ը˱̀˹̄ը˱˼˹̊˵ ˿˾ ˽ը˱̂˻˵̄ ̄̂˵˾˴̃Գʼ ը˱˾˴ ̂˵˷ը˱˹˾ ˼˿̃̄ ˷̂˿̅˾˴ ˹˾ ˿̅̂ ˿̆˵̂ը˱˼˼ ̂ը˱˾˻ ը˱˾˴ ՚ˣ̄̂ը˱̄˵˷˹˳ ՗ˠ˵̂˶˿̂˽ը˱˾˳˵ Ր˙˾˴˵̈ ԯʸ՚ˣ՗ˠՐ˙԰ʹԵʾ

PHASE V: Period 9ʥ10 ´µ LOCK LOGO LOOP LOOT LEGO LELOCAL Elements Period 9 Period 10 Period 9 Period 10 Period 9 Period 10 Period 9 Period 10 Period 9 Period 10 Period 9 Period 10 ՗ˠ̂˹˳˹˾˷ ԫʴԸˁԿˈԿˈ ԫʴԸˁԿˈԿˈ ԫʴԻ˄Ի˄Լ˅ ԫʴԻ˄Ժ˃Հˉ ԫʴԼ˅ԽˆԼ˅ ԫʴԼ˅Ժ˃Հˉ ԫʴԹ˂Ի˄Էˀ ԫʴԹ˂Ի˄Էˀ ԫʴԾˇՀˉՀˉ ԫʴԾˇԾˇՀˉ ԫʴԸˁԷˀԹ˂Լ˅ ԫʴՀˉԽˆՀˉ Պ˓˿˽˽˵̂˳˹ ը˱˼ ՛ˤ˵ը˱˽ ԫʴԸˁԵʾԸˁՔ˝ ԫʴԸˁԵʾԿˈԷˀՔ˝ ԫʴԷˀԵʾԼ˅ ԫʴԷˀԵʾԽˆՔ˝ ԫʴԸˁԵʾԷˀ ԫʴԸˁԵʾԸˁՔ˝ ԫʴԸˁԵʾԹ˂Ք˝ ԫʴԸˁԵʾԾˇՔ˝ ԫʴԸˁԵʾԷˀՀˉՔ˝ ԫʴԸˁԵʾԺ˃Ք˝ ԫʴԸˁԵʾԹ˂Ք˝ ԫʴԸˁԵʾԻ˄Ք˝ Ոˑ˴̆˵̂̄˹̃˹˾˷ Պ˓˿̃̄ ԫʴԹ˂ԵʾԸˁՔ˝ ԫʴԹ˂ԵʾԺ˃Ք˝ ԫʴԹ˂ԵʾԸˁՔ˝ ԫʴԹ˂ԵʾԺ˃Ք˝ ԫʴԹ˂ԵʾԿˈՔ˝ ԫʴԹ˂ԵʾՀˉՔ˝ ԫʴԹ˂ԵʾԹ˂Ք˝ ԫʴԹ˂ԵʾԺ˃Ք˝ ԫʴԺ˃ԵʾԺ˃Ք˝ ԫʴԺ˃ԵʾԾˇՔ˝ ԫʴԺ˃ԵʾԿˈ ԫʴԺ˃ԵʾՀˉՔ˝ Չ˒ը˱̃˵ ՗ˠ̂˿˴̅˳̄ LO&K& RP# LO&K&RP # Փ˜Ռ˕Ռ˕Պ˓Տ˘ Փ˜Ռ˕Ռ˕Պ˓Տ˘ Փ˜Ֆ˟Ֆ˟՗ˠՠ˩ Փ˜Ֆ˟Ֆ˟՗ˠՠ˩ Փ˜Ֆ˟Փ˜ Փ˜Ֆ˟Փ˜ Փ˜Ֆ˟Պ˓Ֆ˟ Փ˜Ֆ˟Պ˓Ֆ˟ Փ˜Ռ˕Փ˜Ֆ˟Պ˓ՈˑՓ˜ Փ˜Ռ˕Փ˜Ֆ˟Պ˓ՈˑՓ˜ Marketing Mix Strategy Ֆ˟̅̂ ̃̄̂ը˱̄˵˷˹˳ ̀̂˹˳˹˾˷ ̂˵̃̀˿˾̃˵ ը˱˼˹˷˾̃ ̇˹̄˸ ̄˸˵ ˳˿˾˺˿˹˾̄ ը˱˾ը˱˼̉̃˹̃ ˹˾̃˹˷˸̄̃ ը˱˾˴ ̂˵˶˼˵˳̄̃ ˿̅̂ ˴˵˴˹˳ը˱̄˹˿˾ ̄˿ ˽˵˵̄˹˾˷ ̄˸˵ ˵̆˿˼̆˹˾˷ ˾˵˵˴̃ ˿˶ ̄˸˵ ˽ը˱̂˻˵̄Եʾ Օ˞˿̄ը˱˲˼̉Գʼ ˿̅̂ ˽ը˱̂˻˵̄ ̃˸ը˱̂˵ ˹˾ ՚ˣ˿˾˹̄˵̃ ̂˵ը˱˳˸˵˴ ˹̄̃ ̀˵ը˱˻Գʼ ˳ը˱̀̄̅̂˹˾˷ ը˱˼˽˿̃̄ ˸ը˱˼˶ ը˱˾˴ ̃˿˼˹˴˹˶̉˹˾˷ ˿̅̂ ˼˵ը˱˴˵̂̃˸˹̀ ˹˾ ̄˸ը˱̄ ̃˵˷˽˵˾̄Եʾ ՚ˣ˹˽̅˼̄ը˱˾˵˿̅̃˼̉Գʼ ˿̅̂ ̃̄̂ը˱̄˵˷˹˳ ˽˿̆˵̃ ˹˾ ̄˸˵ ՝˦˿˴˹̄˵ ˽ը˱̂˻˵̄ ̂˵̃̅˼̄˵˴ ˹˾ ը˱ Թ˂ԷˀԬʵ ˳ը˱̀̄̅̂˵Գʼ ˼˵ը˱˴˹˾˷ ̄˿ ̃˹˷˾˹˶˹˳ը˱˾̄ ̂˵̆˵˾̅˵ ը˱˾˴ Ռ˕Չ˒՛ˤ ˺̅˽̀̃Եʾ ՛ˤ˸˹̃ ˵̈˳˵̀̄˹˿˾ը˱˼ ̀˵̂˶˿̂˽ը˱˾˳˵ ˹˾ ˲˿̄˸ ̃˵˷˽˵˾̄̃ ̀˼ը˱̉˵˴ ը˱ ̀˹̆˿̄ը˱˼ ̂˿˼˵ ˹˾ ̃˵˳̅̂˹˾˷ ˿̅̂ Թ˂˾˴ ̂ը˱˾˻ ˿̆˵̂ը˱˼˼Գʼ ˵˽̀˸ը˱̃˹̊˹˾˷ ̄˸˵ ˵˶˶˵˳̄˹̆˵˾˵̃̃ ˿˶ ˿̅̂ ˴̉˾ը˱˽˹˳ ˽ը˱̂˻˵̄ ը˱̀̀̂˿ը˱˳˸ ը˱˾˴ ̃̄̂ը˱̄˵˷˹˳ ˴˵˳˹̃˹˿˾Դʽ˽ը˱˻˹˾˷Եʾ

Learnings and Reflections Bargaining Power of Suppliers Competitive Rivalry ˇ CONDUCT THOROUGH MARKET RESEARCH Չ˒˵˶˿̂˵ ˵˾̄˵̂˹˾˷ ը˱ ˾˵̇ ˽ը˱̂˻˵̄ ̃˵˷˽˵˾̄Գʼ ˹̄ ˹̃ ˳̂̅˳˹ը˱˼ ̄˿ ˳˿˾˴̅˳̄ ˹˾Դʽ˴˵̀̄˸ ˽ը˱̂˻˵̄ ̂˵̃˵ը˱̂˳˸ ը˱˾˴ ը˱˾ը˱˼̉̃˹̃ ̄˿ ̅˾˴˵̂̃̄ը˱˾˴ ˳̅̃̄˿˽˵̂ ˾˵˵˴̃Գʼ ̀̂˵˶˵̂˵˾˳˵̃Գʼ ը˱˾˴ ˽ը˱̂˻˵̄ ̄̂˵˾˴̃Եʾ ՛ˤ˸˹̃ ̇˹˼˼ ˸˵˼̀ ̀̂˵̆˵˾̄ ˽˹̃˳ը˱˼˳̅˼ը˱̄˹˿˾̃ ˼˹˻˵ ̄˸˵ ˿˾˵ ̉˿̅ ˵̈̀˵̂˹˵˾˳˵˴ ̇˹̄˸ Փ˜Ֆ˟՛ˤ՛ˤՌ˕ ˶˿̂ Ռ˕̈̀˼˿̂˵̂̃Եʾ Ոˑ˴̆˵̂̄˹̃˹˾˷ ̂˵̃˵ը˱̂˳˸ ˹̃ ը˱˼̃˿ ˳̂˹̄˹˳ը˱˼ ̄˿ ˹˾˳̂˵ը˱̃˹˾˷ ̄˸˵ ̀˵̂̃̅ը˱̃˹̆˵ ̀˿̇˵̂ ˿˶ ˿̅̂ ˽˵̃̃ը˱˷˵Եʾ AVOID SUNK COST FALLACY ՞˧˸˵˾ ˶ը˱˳˵˴ ̇˹̄˸ ը˱ ̀̂˿˴̅˳̄ ̄˸ը˱̄ ˹̃ ˾˿̄ ̀˵̂˶˿̂˽˹˾˷ ̇˵˼˼Գʼ ˹̄ ˹̃ ˹˽̀˿̂̄ը˱˾̄ ̄˿ ̂˵˳˿˷˾˹̊˵ ̃̅˾˻ ˳˿̃̄̃ ը˱˾˴ ˽ը˱˻˵ ը˱ ̄˹˽˵˼̉ ˴˵˳˹̃˹˿˾ ̄˿ ˵̈˹̄ ̄˸˵ ˽ը˱̂˻˵̄Եʾ Պ˓˿˾̄˹˾̅˹˾˷ ̄˿ ˹˾̆˵̃̄ ˹˾ ը˱ ̀̂˿˴̅˳̄ ̄˸ը˱̄ ˹̃ ˾˿̄ ˷˵˾˵̂ը˱̄˹˾˷ ̂˵̄̅̂˾̃ ̇˹˼˼ ˿˾˼̉ ˼˵ը˱˴ ̄˿ ˶̅̂̄˸˵̂ ˼˿̃̃˵̃Եʾ Ռ˕̆˵˾ ̄˸˿̅˷˸ ̇˵ ˻˾˵̇ ̄˸ը˱̄ ˿̅̂ ̀̂˿˴̅˳̄ ˸ը˱̃ ը˱ ˴˵˳˼˹˾˹˾˷ ˽ը˱̂˻˵̄ ̇˵ ̃̄˹˼˼ ˴˵˳˹˴˵˴ ̄˿ ˷˿ ˶˿̂̇ը˱̂˴ ̇˹̄˸ ̄˸˵ ̀̂˿˴̅˳̄Եʾ PRIORITIZE CUSTOMER NEEDS OVER PRODUCT SPECIFICATIONS Պ˓̅̃̄˿˽˵̂̃ ը˱̂˵ ̄˸˵ ̅˼̄˹˽ը˱̄˵ ը˱̂˲˹̄˵̂̃ ˿˶ ̀̂˿˴̅˳̄ ̃̅˳˳˵̃̃Եʾ Ր˙˾̃̄˵ը˱˴ ˿˶ ˶˿˳̅̃˹˾˷ ̃˿˼˵˼̉ ˿˾ ̀̂˿˴̅˳̄ ̃̀˵˳˹˶˹˳ը˱̄˹˿˾̃Գʼ ˹̄ ˹̃ ˵̃̃˵˾̄˹ը˱˼ ̄˿ ̀̂˹˿̂˹̄˹̊˵ ˳̅̃̄˿˽˵̂ ˾˵˵˴̃ ը˱˾˴ ̀̂˵˶˵̂˵˾˳˵̃Եʾ ՞˧˵ ̂˵˳˿˷˾˹̊˵ ̄˸ը˱̄ ˿̅̂ ˹˾˹̄˹ը˱˼ ˶˿˳̅̃ ˿˾ ̀̂˿˴̅˳̄ ̃̀˵˳˹˶˹˳ը˱̄˹˿˾̃ ˿̆˵̂ ˳̅̃̄˿˽˵̂ ˾˵˵˴̃ ˼˵˴ ̄˿ ը˱ ˳̂˹̄˹˳ը˱˼ ˽˹̃̄ը˱˻˵ ̇˹̄˸ Փ˜Ֆ˟՛ˤ՛ˤՌ˕ ԯʸՌ˕̈԰ʹԳʼ ̂˵̃̅˼̄˹˾˷ ˹˾ ը˱˾ ˹˾̆˵˾̄˿̂̉ ˿̆˵̂˼˿ը˱˴Եʾ ՛ˤ˸˹̃ ˿̆˵̂̃˹˷˸̄ ˸˹˷˸˼˹˷˸̄̃ ̄˸˵ ˹˽̀˿̂̄ը˱˾˳˵ ˿˶ ̀̂˹˿̂˹̄˹̊˹˾˷ ˳̅̃̄˿˽˵̂Դʽ˳˵˾̄̂˹˳˹̄̉ ˹˾ ˿̅̂ ̀̂˿˴̅˳̄ ˴˵̆˵˼˿̀˽˵˾̄ ̀̂˿˳˵̃̃Եʾ ´´

Learnings and Reflections Bargaining Power of Suppliers Competitive Rivalry ˇ CRITICALLY EVALUATING COMPETITORS STRATEGY ՜˥˾˴˵̂̃̄ը˱˾˴˹˾˷ ˳˿˽̀˵̄˹̄˿̂ ̃̄̂ը˱̄˵˷̉ ˳ը˱˾ ̀̂˿̆˹˴˵ ̅̃˵˶̅˼ ˹˾̃˹˷˸̄̃ ˹˾̄˿ ˽ը˱̂˻˵̄ ˴̉˾ը˱˽˹˳̃ ը˱˾˴ ˸˵˼̀ ˹˾ ̄˸˵ ˹˴˵˾̄˹˶˹˳ը˱̄˹˿˾ ˿˶ ̀̂˿̃̀˵˳̄˹̆˵ ˿̀̀˿̂̄̅˾˹̄˹˵̃ ը˱˾˴ ˴ը˱˾˷˵̂̃Եʾ Ր˙˾ ˿̅̂ ˹˾̃̄ը˱˾˳˵Գʼ ˳˿˽̀˵̄˹̄˿̂̃ ˶˿˳̅̃˵˴ ˿˾ ˸˹˷˸˵̂Դʽ˽ը˱̂˷˹˾ ˳ը˱̄˵˷˿̂˹˵̃Գʼ ̀̅̄̄˹˾˷ ̅̃ ը˱̄ ը˱ ˴˹̃ը˱˴̆ը˱˾̄ը˱˷˵ ˹˾ ̄˸˵ ՚ˣ˿˾˹̄˵ ˽ը˱̂˻˵̄Եʾ Չ˒̉ ˷ը˱˹˾˹˾˷ ը˱ ˳˿˽̀̂˵˸˵˾̃˹̆˵ ̅˾˴˵̂̃̄ը˱˾˴˹˾˷ ˿˶ ˿̅̂ ˳˿˽̀˵̄˹̄˹̆˵ ˼ը˱˾˴̃˳ը˱̀˵Գʼ ̇˵ ˳ը˱˾ ˽ը˱˻˵ ˹˾˶˿̂˽˵˴ ˴˵˳˹̃˹˿˾̃ ̄˸ը˱̄ ̃̄̂˵˾˷̄˸˵˾ ˿̅̂ ˽ը˱̂˻˵̄ ̀˿̃˹̄˹˿˾ ը˱˾˴ ̃˵˳̅̂˵ ը˱ ˳˿˽̀˵̄˹̄˹̆˵ ˵˴˷˵Եʾ ADAPTING STRATEGIES TO CHANGING MARKET CONDITIONS Ք˝ը˱̂˻˵̄ ˳˿˾˴˹̄˹˿˾̃ ˳ը˱˾ ˳˸ը˱˾˷˵ ̂ը˱̀˹˴˼̉Գʼ ը˱˾˴ ˹̄ ˹̃ ˹˽̀˿̂̄ը˱˾̄ ̄˿ ը˱˴ը˱̀̄ ̃̄̂ը˱̄˵˷˹˵̃ ը˱˳˳˿̂˴˹˾˷˼̉Եʾ Ոˑ ˴˵˼ը˱̉˵˴ ˼ը˱̅˾˳˸ ˿˶ ՝˦˿˴˹̄˵̃ ˽ը˱̉ ˸ը˱̆˵ ˲˵˵˾ ը˱ ˽˹̃̃˵˴ ˿̀̀˿̂̄̅˾˹̄̉Գʼ ը˱̃ ̃̄̂˿˾˷ ˲̂ը˱˾˴ ˼˿̉ը˱˼̄̉ ը˱˾˴ ˴˵˽ը˱˾˴ ˽ը˱˴˵ ˹̄ ˴˹˶˶˹˳̅˼̄ ̄˿ ˷ը˱˹˾ ˽ը˱̂˻˵̄ ̃˸ը˱̂˵ ˼ը˱̄˵̂Եʾ Չ˒̉ ̃̄ը˱̉˹˾˷ ը˱̄̄̅˾˵˴ ̄˿ ˽ը˱̂˻˵̄ ˴̉˾ը˱˽˹˳̃Գʼ ̇˵ ˳ը˱˾ ˵˾̃̅̂˵ ̄˸ը˱̄ ˿̅̂ ̃̄̂ը˱̄˵˷˹˵̃ ̂˵˽ը˱˹˾ ̂˵˼˵̆ը˱˾̄ ը˱˾˴ ˵˶˶˵˳̄˹̆˵ ˹˾ ̄˸˵ ˵̆˵̂Դʽ˳˸ը˱˾˷˹˾˷ ˲̅̃˹˾˵̃̃ ˼ը˱˾˴̃˳ը˱̀˵Եʾ PRIORITIZING FINANCIAL STABILITY DURING CHALLENGING ROUNDS Ջ˔̅̂˹˾˷ ̀˵̂˹˿˴̃ ˿˶ ˶˹˾ը˱˾˳˹ը˱˼ ˴˹˶˶˹˳̅˼̄̉Գʼ ˹̄ ˹̃ ˳̂̅˳˹ը˱˼ ̄˿ ̀̂˹˿̂˹̄˹̊˵ ˶˹˾ը˱˾˳˹ը˱˼ ̃̄ը˱˲˹˼˹̄̉ ը˱˾˴ ˿̀̄˹˽˹̊˵ ̂˵̃˿̅̂˳˵ ը˱˼˼˿˳ը˱̄˹˿˾Եʾ ՞˧˸˹˼˵ ՙˢԭʶՋ˔ ˹̃ ˵̃̃˵˾̄˹ը˱˼ ˶˿̂ ˼˿˾˷Դʽ̄˵̂˽ ˷̂˿̇̄˸Գʼ ˹̄ ˽ը˱̉ ˲˵ ˾˵˳˵̃̃ը˱̂̉ ̄˿ ̃˳ը˱˼˵ ˲ը˱˳˻ ˹˾̆˵̃̄˽˵˾̄̃ ̄˵˽̀˿̂ը˱̂˹˼̉ ̄˿ ˵˾̃̅̂˵ ˶˹˾ը˱˾˳˹ը˱˼ ̃̄ը˱˲˹˼˹̄̉Եʾ Ր˙˾ ˿̅̂ ˳ը˱̃˵Գʼ ̄˸˵ ˸˹˷˸ ՙˢԭʶՋ˔ ̃̀˵˾˴ ˴̅̂˹˾˷ ՗ˠ˵̂˹˿˴ Ի˄ ˳˿˾̄̂˹˲̅̄˵˴ ̄˿ ˶˹˾ը˱˾˳˹ը˱˼ ˳˸ը˱˼˼˵˾˷˵̃Եʾ ´²

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