by: deo sanders, kimberly tucker, and ray walsh

By: Deo Sanders, Kimberly Tucker, and Ray Walsh

Powers, Inc

“Powers Inc is devoted to being the computer industry’s leading innovator, supplier, and profitable consumer - oriented company. We believe in delivering the highest quality and most reliable computing products and customer services.”

Goals and Strategies*Target Markets:

Work Horse, Cost Cutter

• Market Size• focus on large, highly

competitive segments

• Geographic Market • focus on largest

geographic markets, even if they are more expensive

• focus on geographic markets which are in middle of the cost/size continuum

• Competitive Posture • build a market position and

defend it• take the lead and keep it • be a fast follower, imitate

smart competitive moves

• Distinctive Competencies • be the low price provider in

the market • be the market share

leader

Geographic Regions

PP

P

PP

Target Segments

•Cost Cutter•Work Horse•Traveler•Innovators•Mercedes

Financial Performance

Market Share

Each Quarter

Balanced Scorecard

PRoducts

PegasusChariot

Blazer

Stallion III

ThoroughbredGolden Saddle II

Mustang 1

Crown Prussian

Customer MeasuresBrand

Customer MeasuresPrice

Customer MeasuresAdvertising

What We Would Do Differently

KeepCosts Down

FocusOn

Quality

InvestIn

Technology

Product LifeCycle

Keep Costs Down

!!!

Focus on Quality

Instead of “More”, Focus on “Better”• Brand Judgments• Price Judgments• Promotion

• Ad Judgments• Sales Force training, incentives

• Distribution

Product Life Cycle

Apply PLC to our marketing strategies:

*In the maturity phase of the PLC we should have decreased ads and not opened up new sales offices.

Invest in Technology

• Small, slow investment in technology let the competition get ahead

• Underestimated rate of change of customer needs & wants

• Underestimated the direct connection between needs & wants and technology