Board Minutes

Team Members and Meetings4 members of Team Serenity: Levente Ordog, Joe Broom, Andrew Miller, Isaac FreelingMeetings: either Tuesday 5pm – 6pm, or Thursday 6pm – 7pm, everyone attended

Overall StrategyProduct MOJOWe aimed to compete with Toki for market share by reducing unit production cost and lowering the price. It will target the savvy market, therefore less features for a better price (but higher than Toki). This aims to increase our overall market share by going mass market.Product MOONWe aimed to compete with Toga for both the trendy and professional shoppers. We will increase the communication strategy of the Moon with regard to the performance and economy. We were not sure whether to aim for both categories, or specifically the Pros or Trendy shoppers.

Year 1We moved our share price index from 100 to 126, our revenues were 54.2 million dollars, earnings before taxes were 17.6 mil. We also modified the Mojo product to ensure that it could compete with Toki for mass market, and lowered the price of the Moon to be price competitive.

Year 2This year our SPI moved from 126 to 134, slightly less than last year. Our revenues only increased by 5 million dollars, but our earnings before taxes are on the rise. Our new Mojo was released and was well received, having an increase in sales, and we decided to modify the Moon this year to compete with Toga and Rose.

Year 3Our share price index moved from 134 to 164. Our revenues were 83 million dollars, earnings before taxes were 28mil, which is a dramatic increase from the previous years. The new Moon was released this year with a pleasing reception of sales and revenue increase, and the Mojo was still increasing.

Year 4A bit disappointed with the increase in share price index, as it only went up to 176 points. The revenues were up 10 million dollars, and earnings before taxes on the rise too. We reduced the price of Mojo and targeted the savvy market only, so we put all of our budget on marketing.

Year 5This year our SPI dropped for the first time by 4 points to 172. However our revenues and earnings before taxes were still increasing. All money went on marketing for Pros for the Moon, as the trendy market segment has decreased severely. We retained prices at their current level, but saw no major change in the brand sales or market shares.