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toshiba marketing management for year 2012 in Egypt and MENA
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Marketing Management,
Dr. Hatem El Ghamry
TOSHIBA Group:•Amin Mohamed•Osama Ahmed•Alaa Okasha•Mohamed Osman•Nancy Samir
Goal & Vision
• Our Goal is to be the best Arab and African Egyptian company in this field by the end of 2014.
• Our Vision is to be the African and Middle Eastern leader in the field.
Our Mission
• To provide high quality products that incorporate high technology to meet the needs and expectations of the consumer.
Executive Summary
About IDC,International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets.http://www.idc.com
Our Market
• Laptop users in Egypt “professionally or individually” are increasing,
Who are we
• We are
• What are we working on?
• Our Competitors:
Environment of the Company,
Situation Analysis
• Current Situation• What is happening in the market?• Our Position:• We are ranked number
Marketing objectives
• Current Situation:• 20 % share of the Egyptian Laptop market.
• 5 % share of the Egyptian desktop PC market.
• Customer retention:• Plan to have repetitive orders from our main 200 customers as per the sales plan.
Our Market Share
ToshibaCompetitors
Marketing objectives
• To be ranked #
• Need to increase Sales and RevenueTo sell: 40,000 notebooks this year “to be ranked
#2 in the market
• To maximize our market share• To create more brand awareness
• To communicate effectively
Our Objectives
Super Objective*
• To sell: 60,000 in the following year to be ranked #1
All the Market = All the Shares
Market analysis,
Target markets:
• Target markets: we broke down the market to “Soho & retail, SME and Major accounts”
• Demographic: High Population, • “Egypt will also benefit from youthful demographics and improving information and
communication technology infrastructure”
• Geographic: “The geographical location is good for trade, as Egypt has access to both the Mediterranean and the Red Sea”
• Behavior factors: Price sensitive but with a high potentiality to buy• Market needs: Innovation and convenience associated with valuable price.• Market Growth: Egypt's computer hardware sales are projected at US$862mn in 2010 and are forecast to reach around US$1.6bn in
2014. Computer penetration is forecast to rise from a little above 10% currently to about 19% in 2014, and annual computer sales could increase to nearly 470,000 by the end of BMI's forecast period.
Reference:http://www.prlog.org/10788906-new-market-research-report-egypt-information-technology-report-q3-2010.html
Market analysis
With divesting Desktops in mind, we will work on having new customers and convincing existing customers to buy on discounted rates.
Our Expansion Grid
Existing Products New Products
Existing Markets
New Markets
Market PenetrationLaptops & Desktops
Market Development
Laptops & Desktops
Product Development
Roll top
Diversification
Strengths:
S1- High credibility of El -Araby at the perception of the target customers.S 2 - Toshiba Notebooks leading in the innovation and technologies with long experience in the mobility plus “Data Security”S 3 - Wide range of models that fit all the consumer requirements .
Weaknesses:
W 1 - The pricing against other players .W 2 - Sales force knowledge of the product (Low Caliper ).W 3 - Shortage of the product from vendor .W 4 - The after sales support.
Opportunities
O 1 - More demand on NB in the market “decline cost PC vs. NB, evolve of Internet, education, advanced business practice….”O 2 - Strong growth in IT market
Threats
T 1 - Becoming price sensitive (competition, Internet)T 2 - Tough competition.
SWOT Analysis
• Strength : Opportunity• “S3 : O1”Wide range of product : High
Demand• “S2 : O2” Leading innovation, high tech
and security : Growth in IT market• Threat : Weakness• “W1 : T2” need to work on the price,• “W2 : T1” use internal marketing, Train
the caliper
TWOS Analysis
Segmentation
Target Market Segments structure
Targeting Plan
Rebel is an international marketing consultant and she is the winner of small business books award in 2010, REF: http://www.rebelbrown.com/about/
PositioningNow there is another benefit of using TOSHIBA laptops
Warning: Don’t try to do this if you don’t have a Toshiba laptop.
The UNBEATABLE laptop
Security
Product Differentiation:Features – security, weightPerformance - DurableStyle & Design – Colors
Service Differentiation:DeliveryCustomer TrainingMaintenance centerQuality assurance and monitoring
Image Differentiation: People Differentiation:Highly trained sales staffFollow ups for customer satisfaction on the highest levels of etiquette and manners
Aspects of Our competitive advantage
• Our product is a Consumer ShoppingProduct.
Let’s go Shopping,
• Laptops: We have over 20 models available, please check the link below:
• http://toshiba.elarabygroup.com/Category.aspx?cid=47
Our Product Mix
Product MIX
Product MIX
Optional products
• External storage
Pricing Approach• Cost Based Pricing Approach
Distribution channels
• Dealers who have showroomsare targeting the SOHO and Retail • Dealers who don’t haveshowrooms are targeting the SMB
• Major accounts are handled directly
Distribution Strategy
Pull
Distributing Strategy
•Push Retailers:CarrefourCompumeComputer shop
Our Place
• Stores: Masr el Gedida, Shobra, downtown,,,
Our Kiosks
Our user friendly, easy and joyful website
Website and delivery
• Cash payment when the product is delivered and tested as well
Courier can test the productand train the Customer if requested.
Teams on the move
Marketing Communication Plan:
•
Sales promotion Cut Price strategy
Advertising (Radio Contests)
Flyers
Marketing Communication mix• Direct Marketing:• Telemarketing• Electronic shopping – our website, blogs, facebook and
google• Emails and announcements
• Word of mouth• P2P, chat rooms and blogs
• Public relation:• Press kits, annual reports, speech
Social Responsibilities
• Masjid “Al Rahman Al Raheem” Salah Salem road,• Built on 2500 square meters
• المآذن على الكاشفة الكاميرات من مجموعة بتعليق األمنية األجهزة قامتتوشيبا مجموعة تملكه الذى بالعباسية الرحيم الرحمن بمسجد الخاصةصالح بشارع المسجد جانبى على الطريق كشف بهدف بالعباسية، العربىاأليام خالل الفتتاحه مبارك للرئيس المتوقعة الزيارة بسبب وتأمينه، سالم.القادمة
• REF: http://www.youm7.com/News.asp?NewsID=127440&
Events
SURPRISE
TOSHIBA
ROLLTOP
What is the Roll top?
The Roll top computer is constructed of a flexible OLED display that wraps around the removable power supply stand. Tucked into the power stand is a webcam, speaker sound bar, USB ports, and the power supply and power cord
SWOT
Marketing MIX
PriceToshiba Roll top will use
Marketing Skimming Strategy
We will add a 200% profit margin to the cost of the product to gain high revenues.
Price and quality interactions:
In this way, price creates perception of quality
High price attract an image of quality This will allow Toshiba to increase its market share
Promotion
+ Advertising (Radio, billboards)
+ Events (CEO Speech)
place
Distribution channels – Push & pull Strategy
Promotion
+ Advertising (Radio, billboards)
+ Events (CEO Speech)
Contingency theory!
• What If…….!!!!!
The roll top selling strategy will be Back to back Depends on customer DEMAND
Alternative Plan
• Price support from Toshiba
• Bundling, with faxes, data show, storage, accessories
Niche Marketing
Geographic*
Demographic
Psychographic
• What’s your Social Class?• Want the best?! We have the best.
Behavioral
• IT Personnel
Roll top backup plan
There is always another way around
The Whole Alternative Plan
• Price support from Toshiba• Bundling, with faxes, data shows,
storage devices and accessories
STILL, There is always another way
around
KPI
• What’s the percent of change in the market share?…….%
• Which segment got us the highest value?SOHO/Retail – SMB – Major Accounts – Government Tenders
• If our market share has been maximized, it was ON the account of which competitor?HP – DELL – Acer – Sony – Others
• If our market share has been minimized, it was TO the account of which competitor?HP – DELL – Acer – Sony – Others
• Other competitors market sharesHP ….%– DELL ….%– Acer ….%– Sony ….%– Others….%
• Sales percent of change…….%
• Results: Value – Volume Value: Volume:
• No reference as we made that.
Market Share KPI
Control Forms
• So as to measure personal and departmental objectives
Control form Example #1, Personal,
Control form Example #2, Departmental,
Budgeting
• We are following a percent of sales budgeting approach
Elements request form,