Country Manager

Allstar Brands
Fall 2013, Team 1
Matt Arbuckle, David Bowles,
Eli Bradaric, Rahul Bhosale
Background
Company and Division
Products sold
Typical Markets
New Structure
Division Growth Methods
Looking to Grow via New Markets
South America
Attractive Market
Challenges of Market
Decisions to be Made
Objectives
Growth
Profit
Share Value
SWOT Analysis
Marketing Strategy
Initial Objective: Gain highest market share and
substantial profits
1. Gain market share by achieving high Share of mind
- Advertisement
2. Gain Market leadership by dominating popular
distribution channels
3. Remain price competitive and Family oriented
Countries: Mxico, Brazil, Chile, Argentina
Production and Supply: Home and Chile
SKUs: Med-Tube-Gel for Family
Marketing Plan
1. Earn (substantial) Profits
a. Margin of almost 100%
b. Increase margin every year by 10-20%
2. Price competitive
a. Low pricing than national brands every year
3. Dominate distribution channels
a. introduce in popular channels early in the
simulation
b. High sales force in each channel
c. Promotion budget high enough
d. Allowance of 7-10%
Strategy and Plan throughout CM
Followed initial market plan with few changes
Removed Argentina from list
Add new SKUs: Healthy and Kid, Size: Small,
Formulation: Paste
Entered into other Channels periodically
Company Performance (BEI)
Company Performance
Company Performance
Period 3
-BEI 71
Period 4
-Market leader in Mexico with 33.3%
Period 5
-Market leader in Chile with 23.8%
-Net contribution rose 100.8% to $13.2 million
Period 6
-Market leader in Brazil with 21.4%
-BEI 80
Company Performance
Period 9
-Net contribution $13.3 million
-Unit sales 449.7 million
-BEI 83
-Total market Share 25%
The Future
- Venezuela

- Central America
- Asia
What We Learned
Important to find a
balance between all
performance measures
Focused solely on
companies BEI,
especially in the later
rounds
Had resources in place,
should have pulled back
on spending
What We Learned
It is important to keep
up to date with
competitors strategies
Unaware of profitable
market channels
Benchmarked off of
competitors prices
What We Learned
Original target market
and positioning does not
have to always stay to
coarse
Added plenty of different
SKUs throughout the
simulation
Created ads targeting an
array of markets
Questions