Team 44 Alex Oschatz, 274379 Andrea Cappozzo, 851826 Catalina Suarez, 907848 Cipriana Baldinazzo, 976917 Laura Wuerz, 340584 Natasha Koppert, 623677

SOLO has average level of convenience and medium-low level of performance

SOLO could satisfy the Shoppers` needs

SOFT has the lowest level of performance and convenience in the entire market

SOFT is the cheapest product in the market

SOFT is near Savers` needs

SOLO

SOFT

To be positioned medium -low in Performance/Convenience/Economy

(SHOPPERS)

To be positioned low in Performance/Convenience/Economy

(SAVERS)

Using R&D to develop the qualities of our products to match the consumer needs to offer the best choice in the market

Defender (Miles & Snow, 1978): match perfectly our existing products with Shoppers and Savers’ needs

Reactor (Miles & Snow, 1978) (Period5): Possibility to move in another, more profitable, segment. The risk of an entrance of new competitors might push Solomon to move or expand its target segments

1 2 3 4 5

M 1.251 1.116 1.028 978 1.038

S 1.006 1.136 1.440 1.314 1.332

R 1.078 1.221 1.163 1.231 1.487

T 1.071 1.328 1.518 1.908 1.936

0

500

1.000

1.500

2.000

2.500

SPI

Evolution of SPI

0

20.000

40.000

60.000

80.000

100.000

120.000

1 2 3 4 5

Evolution of Revenues

M

S

R

T

To Identify firm resources and applicable strategies (Day 1994, JM; Nijssen & Frambach 2001)

The importance of market researches in order to study consumers’ behavior

The importance of continuing monitoring the market and the competitors tactics

According to all these elements, the importance of formulating the correct strategy

Improve working team skills different

countries

different backgrounds