2. 1. Company vision
and strategic orientation
• core competence (Prahalad & Hamel) = product XB7
• product-market matrix (Ansoff): from diversifcation
to market penetration
• competitive strategy (Porter): first differentiation
(quality leadership), then reducing costs
• product family (BCG Matrix):
from question mark to star (XB7)
develop another question mark (cheaper
product)
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3. 2. Current situation
1. PLC: introduction period
- High production costs
- Few competitors
2. First to market: pioneer
- Big market share
- Reputation
- early adopters (Rogers)
3
4. 2. Longterm goals
and planned steps 1/2
Long-term goals:
• develop a product family
• clear understanding and communicating of the
product value
• motivation for the employees
• restructure the firm
4
5. 2. Longterm goals and planned steps 2/2
number of period preferred focus
position product as qualitative product:
4 - higher price than competitors
- increase of marketing activities
1.technological development:
5 - clarification of dominant design
- precedence of standard formulation
2.increase the satisfaction of staff and customers:
- training of salesmen and technicians
- number of visits
improve the production:
6 - number of salesmen
- number of technicians
develop the production line:
7 - one new product which has less functions and is cheaper
- production capacity
8 concentration on marketing
5
6. 3. Management decisions 1/5
Marketing manager
• raise marketing budget for communicate the customer
value
• customer value = easy handling + multifunctional +
high efficiency and quality
• brand: Easy Printing Solutions
• slogan: ‘Professional printing systems for your
company‘
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7. 3. Management decisions 2/5
HR manager
1. enhance the quality of recruitment
2. create the internal harmony atmosphere
3. improve the work condition
4. well designed company organizational structure
5. positively collect staffs' feedback
6. establish the employee characteristic data base
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8. 3. Management decisions 3/5
Production manager
1. No development of products in period 4.
2. Trends should be considered in period 5.
- PLC: the introduction period
- S-curve: beginning of an accelerated period
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9. 3. Management decisions 4/5
Financial manager
●Found the relation between the categories
● Raise our sales price per machine so that we
could gain more profit.
● Production costs, personnel costs or any other
costs
● Lowest cost and a reasonable high price
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10. 3. Management decisions 5/5
Purchase manager
1.Establish relationship with suppliers
• Establishing long-term relationship with suppliers
• Communicating with our suppliers
• Trying online shopping
2.Inside our firm
• Taking a close and active connection with R&D
division
• Keeping eyes on production division
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