SLEEP EASY MOTEL
POLYTHECHNIC UNIVERSITY OF THE PHILIPPINES
RAGAY CAMPUS
RAGAY, CAMARINES SUR
Chapter 4
SUCCEEDING IN PRODUCT MANAGEMENT
Group Members:
Bartolome, Mary Grace
Linao, Mercyl
Marasigan, Ma. Rebecca
Rase, Beverly
Soriano, Kriss Anne
CASE 4: Dynamo Sportswear Inc.
I. TIME CONTEXT: December 12, 1996
II. POINT OF VIEW: Mr. Joe Santos, the brand manager was hired from a multinational company engage in the manufacture and promotion of jeans.
III. DEFINITION OF THE PROBLEM: How to become successful in putting a new product line?
IV. CASE HISTORY: Mr. Gerardo Cruz, owner and general manager of Dynamo Sports Inc. and his brand manager Joe Santos talked about Mr. Cruz’s latest business project. So far their product line were successful Mr. Cruz wants to diversify to female market, he wants to still in sportswear business although adding the new female dimension. Mr. Cruz is not quite sure if he should aim at the upper bracket to downward and vice versa, all he wants is to make sure that they succeed and become dominant in this new market. They don’t have any problem, and nothing to worry about the seasonality of the new product because their manufacturing facilities could be producing throughout the year and they are financially stable. Mr. Cruz wants to succeed in launching this product line in the Joe 6 months to plan this thing.
V. ACA: Alternative Courses of Action:
ACA # 1: Test the market ability, pricing and timing.
ADVANTAGES:
a) Increase market share by taking it from others.
b) Trying to develop a new market that currently didn’t exist. DISADVANTAGES:
a) Failure to understand the dynamics of the market. ACA # 2: Understand the customer values and attitudes. ADVANTAGES:
a) To determine and know the consumer perception and attitudes in various types of product.
b) They can easily understand the behavior of their customer. DISADVANTAGE:
a) Failure to
RAGAY CAMPUS
RAGAY, CAMARINES SUR
Chapter 4
SUCCEEDING IN PRODUCT MANAGEMENT
Group Members:
Bartolome, Mary Grace
Linao, Mercyl
Marasigan, Ma. Rebecca
Rase, Beverly
Soriano, Kriss Anne
CASE 4: Dynamo Sportswear Inc.
I. TIME CONTEXT: December 12, 1996
II. POINT OF VIEW: Mr. Joe Santos, the brand manager was hired from a multinational company engage in the manufacture and promotion of jeans.
III. DEFINITION OF THE PROBLEM: How to become successful in putting a new product line?
IV. CASE HISTORY: Mr. Gerardo Cruz, owner and general manager of Dynamo Sports Inc. and his brand manager Joe Santos talked about Mr. Cruz’s latest business project. So far their product line were successful Mr. Cruz wants to diversify to female market, he wants to still in sportswear business although adding the new female dimension. Mr. Cruz is not quite sure if he should aim at the upper bracket to downward and vice versa, all he wants is to make sure that they succeed and become dominant in this new market. They don’t have any problem, and nothing to worry about the seasonality of the new product because their manufacturing facilities could be producing throughout the year and they are financially stable. Mr. Cruz wants to succeed in launching this product line in the Joe 6 months to plan this thing.
V. ACA: Alternative Courses of Action:
ACA # 1: Test the market ability, pricing and timing.
ADVANTAGES:
a) Increase market share by taking it from others.
b) Trying to develop a new market that currently didn’t exist. DISADVANTAGES:
a) Failure to understand the dynamics of the market. ACA # 2: Understand the customer values and attitudes. ADVANTAGES:
a) To determine and know the consumer perception and attitudes in various types of product.
b) They can easily understand the behavior of their customer. DISADVANTAGE:
a) Failure to