Chester

Topics: Marketing, Product life cycle management Pages: 6 (1792 words) Published: August 28, 2013
Chester Foundation Report I  Executive Summary
Chester Company Has been in the sensor business for 8 years. We are focusing on low tech product for several year. And now we are focusing on both low tech and high tech market. Targeting in both market, we have been always profitable in this 8 years. We have the product which leading in both market segment. And since our company have a big factory, we got a good automation to increase the company margins. There are four main department that run chester company Research and Development, Marketing, Production and Finance. II Mission Statement

Our mission statement is
. To be the cost leader for both segment High tech and Low tech, and to be a differentiator with product life cycle focus. . Always improve all the product that we have, and to keep maintain the trust of our customer. . Best product doesn’t have to cost a lot.

III Research and Development
Research and Development (R&D), determines a sensor Performance, Size, and Mean Time Before Failure (MTBF). In each market segment, High Tech and Low Tech. Consumer have different needed in their product. High Tech Customer Buying Criteria|

 |  | Expectations| Importance|
1.| Ideal Position| Pfmn 13.0 Size 7.0| 33%|
2.| Age| Ideal Age = 0.0| 29%|
3.| Price| $25.00 - 45.00| 25%|
4.| Reliability| MTBF 17000-23000| 13%|
|
 |  | Expectations| Importance|
1.| Price| $15.00 - 35.00| 41%|
2.| Age| Ideal Age = 3.0| 29%|
3.| Reliability| MTBF 14000-20000| 21%|
4.| Ideal Position| Pfmn 8.8 Size 11.2| 9%|
Low Tech Customer Buying Criteria|
|
So, As you see the Low tech Segment desire a product with a low price even if the product is kind of behind the technology. Price is the most important it is 41% of their criteria. And we have a low tech product that leading on low tech segment. In both price and customer survey. Name| Market Share| Units Sold to Seg| Revision

Date| Stock Out| Pfmn Coord| Size Coord| List
Price| MTBF| Age Dec.31| Promo
Budget| Cust. Aware-
ness| Sales Budget| Cust. Access-
ibility| Dec. Cust. Survey|
Able| 16%| 1,739| 10/13/2021| YES| 8.8| 11.2| $23.00| 20000| 1.67| $1,400| 100%| $1,400| 95%| 68| Cake| 14%| 1,520| 1/7/2021| YES| 7.9| 12.1| $21.00| 20000| 3.14| $1,400| 100%| $2,200| 94%| 82| Daze| 13%| 1,350| 11/17/2021| | 7.5| 12.5| $22.50| 20000| 2.28| $1,400| 100%| $1,400| 73%| 61| Fast| 12%| 1,300| 8/27/2021| | 7.7| 12.2| $27.25| 20000| 2.35| $1,400| 100%| $3,000| 83%| 54| Acer| 10%| 1,105| 10/3/2019| YES| 8.8| 11.2| $25.00| 20000| 3.25| $1,400| 100%| $1,400| 95%| 77| Chuan| 10%| 1,039| 12/12/2020| YES| 8.1| 11.9| $22.00| 20000| 1.94| $1,500| 100%| $2,200| 94%| 70| Eat| 9%| 1,002| 9/7/2019| | 7.5| 12.5| $33.00| 20000| 3.92| $1,400| 100%| $2,300| 100%| 37| Egg| 9%| 980| 7/4/2021| | 8.0| 12.2| $33.95| 20000| 2.59| $1,400| 100%| $2,300| 100%| 42| Baker| 6%| 608| 2/26/2020| | 7.5| 12.0| $30.00| 20000| 5.41| $1,400| 100%| $2,000| 77%| 21| Banana| 1%| 136| 4/6/2018| YES| 8.8| 10.8| $40.00| 20000| 4.55| $1,400| 100%| $1,400| 77%| 12| Bread| 0%| 24| 2/17/2022| | 10.5| 9.5| $44.50| 20000| 4.15| $2,000| 100%| $1,700| 77%| 1|

|

Cake is Our Product which lead market survey with 82 point. And another good product that we have in this past round is Chuan which have 70 point of cust survey. The most important thing here is to keep the price low, so it meets the customer demand. Name| Market Share| Units Sold to Seg| Revision

Date| Stock Out| Pfmn Coord| Size Coord| List
Price| MTBF| Age Dec.31| Promo
Budget| Cust. Aware-
ness| Sales Budget| Cust. Access-
ibility| Dec. Cust. Survey|
Carrot| 9%| 855| 4/27/2021| YES| 13.0| 7.0| $35.75| 23000| 1.64| $1,400| 100%|...
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