sample competitor profile 2 (1)

pdf

School

University of Delaware *

*We aren’t endorsed by this school

Course

429

Subject

Marketing

Date

Jan 9, 2024

Type

pdf

Pages

Uploaded by MinisterOctopusMaster985

Competitor Profile - Sinai Bikes Team 4: EZRide Juoying Pan, Jim Weldon, Megan Sharifi, Morgan Parkin

Motivation - Management Assumptions Competitors Future Strategy Motivations - Drivers Action - Current Strategy Action - Capabilities ● Be the market leader in the Bicycle industry ● Own the largest market share ● Have the highest brand recognition ● Increase their revenue by a minimum of 50% ● Expand their market internationally ● They assume they can match dollar-for-dollar and feature-for-feature against any competitors in the marketplace ● They will continue to mimic the top compensation packages in the marketplace ● They assume that they will remain in the top 2 in the marketplace ● Targeting high-end customers in mountain and speed segments by focusing on delivering tough carbon built bikes ● Excellent at forecasting production capacity and managing supply chain ● Good at managing employee morale and productivity since they didn’t need overtime ● Ability to develop IP ● Out executed marketplace via e-commerce sales channel

Sinai Future Predictions (Q6 and beyond) ● R&D ○ Sinai will remain on par with EZRide based on their Investment in the Future Metric of 6.23 ○ Sinai has technologies to license, however, EZRide has been approached by two other competitors to license their technology ● Production/Manufacturing ○ By analyzing their Productivity and Investment in the Future Metrics, we believe Sinai will remain one of the top producers, capacity and cost-wise, in the marketplace ● Human Resources ○ It appears that Sinai was understaffed compared to the market leader (EZRide) and will need to make additional investments in order to compete on a per sales rep production basis ○ Sinai will need to increase their worker’s compensation and overall job satisfaction in order to stay competitive in the market ● Marketing ○ Sinai failed to enter new markets at the same rate as the market leader (EZRide) impacting their ability to keep pace from a market share perspective ○ Overall marketing investment and effectiveness for Sinai was close to 50% less effective from a click-through and cost per lead basis ● Sales ○ We forecast a decline in their quarter-over-quarter sales due to the less effective marketing campaigns, understaffed sales team, as well as the missed market opportunity in NYC

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Appendix

Background • Location of offices, plants, and online presences history ○ 2 Stores - Rio & Amsterdam ○ 1 Web store - Bangalore ○ Sinai invested in Social Networking ($7,500) ○ Sinia invested the average for web productivity quarterly budgets (same as EZRide) • Key personalities, dates (timeline), events, and trends ○ Sinai has been in the top 2 in terms of the total performance, they excelled in their financial performance and manufacturing productivity ○ Their overall market share has gone down in the past quarter ○ They currently have 4 active brands that are being sold (2 mountain bikes) ○ Fixed capacity is greater than operating capacity currently • Ownership, corporate governance, and organizational structure ○ Target segment - Mountain (#1), Speed (#2), Recreation (#3) ○ No use of overtime, less locations

Products • Products offered, depth and breadth of product line, and product portfolio Scaling products to customer preferences Establishing strategic partnerships to address competition • New products developed, new product success rate, R&D strengths Targeted advertising • Brands strength, brand loyalty Strong brand presence built off initial rec and mountain bikes leading to speed Solid ad judgement • Patents and licenses Working on licensing product enhancements

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Facilities ●Plant capacity, capacity utilization rate, age of plant, plant efficiency, capital investment ○ Sinia current have a fixed capacity of 48 and operating capacity of 46 ○ Sinai does not use overtime ○ 3rd in total demand ●Location, shipping logistics, and product mix by plant ○ Rio, Amsterdam, and Bangalore (online) locations ○ Sinai invested in tracking software for shipping and a secure website (as did we), but Revolution and Adventura did not ●# employees, productivity levels ○ Production workers are at 82.4% satisfaction (currently 4th place) ○ Sales workers are 80.3% satisfaction (3rd place) ○ Rio: total sales/service people is 8 ○ Amsterdam: total sales/service is 12 ○ Web market: 6 sales people 2 service (8 total)

Financial Recap

Financial Ratios ● P/E -No info on earning to calculate. ● Dividend Policy- No info based on current market data. ● Profitability- We calculated Sinai based on the financial rankings from our scorecards. ● Liquidity -Was the same for all competitors at 8.27 times ● Cash Flow- Based on their revenue gross profit and standings we were able to approximate their GP and related cash flow. We also considered their future investment ranking which is similar to EZ Ride. ● Return on Assets- Was negative for all companies in the market with average at -18%. ● Growth Profile- Organic at this time.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Marketing • Segments served, market shares, customer base, growth rate • Promotional mix, promotional budgets, advertising themes rate, online promotional strategy, use of social media • Distribution channels used (direct & indirect), exclusivity agreements, alliances, and geographical coverage • Pricing, discounts, and allowances Sinai only open in Rio and Amsterdam not NYC - EZRide has greater market footprint Success with introducing speed bike immediate Top rated ads Click rate initially strong and grew weaker in domestic market but strongest in world market

Related Documents

Milestone 1 needs and objectives.docx

Milestone 3.docx

Module 5 Journal Google Analytics.docx

Mldule 3 Short Paper.docx

Journal 1.docx

Marketing Environment Using AI Assignment.pdf

Homework week 2_for submission.pdf

APR 241_Exam Three Study Guide.docx

Marketing Assignment.docx

assignment 5.docx

assignment 1.docx

chpt 21.pdf

Recommended textbooks for you

Management, Loose-Leaf Version

Management

ISBN:9781305969308

Author:Richard L. Daft

Publisher:South-Western College Pub

Foundations of Business (MindTap Course List)

Marketing

ISBN:9781337386920

Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor

Publisher:Cengage Learning

Understanding Management (MindTap Course List)

Management

ISBN:9781305502215

Author:Richard L. Daft, Dorothy Marcic

Publisher:Cengage Learning

Purchasing and Supply Chain Management

Operations Management

ISBN:9781285869681

Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson

Publisher:Cengage Learning

Principles of Management

Management

ISBN:9780998625768

Author:OpenStax

Publisher:OpenStax College

SEE MORE TEXTBOOKS

Recommended textbooks for you

Management, Loose-Leaf Version
Management
ISBN:9781305969308
Author:Richard L. Daft
Publisher:South-Western College Pub
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Understanding Management (MindTap Course List)
Management
ISBN:9781305502215
Author:Richard L. Daft, Dorothy Marcic
Publisher:Cengage Learning
Purchasing and Supply Chain Management
Operations Management
ISBN:9781285869681
Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:Cengage Learning
Principles of Management
Management
ISBN:9780998625768
Author:OpenStax
Publisher:OpenStax College