Marketing Case Outline

[Daniel Zarovy]

Problem

Solution

Company

• Cut out problem of part since that goes above

• Write as going to company
   

Competition

• Trim down the Distance Only system.  Too much competition and the CLV isn't very good.
• Complete System - little competition, recommendations on how to roll it out.

• Remove being under the radar

 

Customers

• Talk about target market and private courses

 

----------------

Product

• We're not looking to change the products.

• The website is a good tool. Elaborate on the website.

 

Price

• Raise price on the complete system based on Orkun's number crunching.

 

Placement

• Direct Sales

 

Promotion

• Sell to end user but also to Golf Pro

• Sponsor tournaments, advertise in high-end business journals.

[Sixiao Guo]

Hey guys -

 

To avoid any confusion, I did an outline for the write-up, and plopped in everyone's indiv. write-up where I felt it fit best. I made some suggestions on what to elaborate/delete in each section. Please use this as a guideline but feel free to change/adjust where you see fit. Remember that this is a recommendation to the company - so no need to summarize the facts. What we should do is use these facts to elaborate how this would benefit their positioning, or segmentation, or competitive advantage...etc. AND PLEASE try to be concise.As you can see, we're way over the page restriction. (Also its helpful to look through the lecture notes from day 1, to make sure you answered all the questions)

 

Daniel: 3C's

Claire: Positioning and Market Segmentation

Dustin: 3P's

Sho: Placement

Orkun: All the exhibits!

 

Let's meet at school at 9pm in one of the atriums. First person there pick a spot and text the team. Dustin and I have an off campus EMA event at 7:30pm, but we anticipate we'll be done in time to meet at 9pm.

 

Ciao!

[Dustin Goot]

Thanks for pulling all this together. I took a shot at a much shorter
rendition of the 4P's, using your outline.

--D

[Yan, Lin]

Thanks, Sho!!!

Dustin, go to sleep!!=)

CY

Sent from iPhone 4G.

> <GolfLogix DG 3Ps condensed.docx>

[Daniel Zarovy]

Word!

My section is attached.  If anyone wants to start meeting prior to 9pm, lemme know.

- Daniel

[Yilmaz, Orkun]

Golflogix Ass. Exhibits..
________________________________________
From: anderson2012se...@googlegroups.com [anderson2012se...@googlegroups.com] On Behalf Of Daniel Zarovy [daniel...@gmail.com]
Sent: Tuesday, October 19, 2010 6:28 PM
To: anderson2012se...@googlegroups.com
Subject: Re: Marketing Case Outline

Word!

My section is attached. If anyone wants to start meeting prior to 9pm, lemme know.

- Daniel

On Tue, Oct 19, 2010 at 2:08 AM, Yan, Lin <lin.ya...@anderson.ucla.edu<mailto:lin.ya...@anderson.ucla.edu>> wrote:
Thanks, Sho!!!

Dustin, go to sleep!!=)

CY

Sent from iPhone 4G.

On 2010-10-19, at 2:07 AM, dustingoot_fwd <dusti...@gmail.com<mailto:dusti...@gmail.com>> wrote:

> Thanks for pulling all this together. I took a shot at a much shorter
> rendition of the 4P's, using your outline.
>
> --D
>

> On Mon, Oct 18, 2010 at 7:06 PM, Sixiao Guo <sixi...@gmail.com<mailto:sixi...@gmail.com>> wrote:
>> Hey guys -
>>
>> To avoid any confusion, I did an outline for the write-up, and plopped in
>> everyone's indiv. write-up where I felt it fit best. I made some suggestions
>> on what to elaborate/delete in each section. Please use this as a guideline
>> but feel free to change/adjust where you see fit. Remember that this is a
>> recommendation to the company - so no need to summarize the facts. What we
>> should do is use these facts to elaborate how this would benefit their
>> positioning, or segmentation, or competitive advantage...etc. AND PLEASE try
>> to be concise.As you can see, we're way over the page restriction. (Also its
>> helpful to look through the lecture notes from day 1, to make sure you
>> answered all the questions)
>>
>> Daniel: 3C's
>> Claire: Positioning and Market Segmentation
>> Dustin: 3P's
>> Sho: Placement
>> Orkun: All the exhibits!
>>
>> Let's meet at school at 9pm in one of the atriums. First person there pick a
>> spot and text the team. Dustin and I have an off campus EMA event at 7:30pm,
>> but we anticipate we'll be done in time to meet at 9pm.
>>
>> Ciao!
>>

>> On Mon, Oct 18, 2010 at 3:32 PM, Daniel Zarovy <daniel...@gmail.com<mailto:daniel...@gmail.com>>

[Dustin Goot]

Our write-up thus far.

[Sixiao Guo]

Dustin - All looks great. I made one change on the document and tracked changes (it's in the 4P's section)

 

1. Sometimes we use CS and sometimes we use Complete System. can we choose one and keep it consistent.

other than that, the rest looks great!

[Dustin Goot]

Cool. I'll cut everything down to CS just to make sure we don't run
over (I'll introduce it as Complete System then put CS in parens how
you like it -- yeah i wrote parens; you'll all know my geeky editing
lingo by the end of the semester).

[Daniel Zarovy]

Looks good. 

For what it's worth, I was curious about cash flows.  At this point, I think it'd add more confusion than it's worth, but you'll happy to know that I think we made a good choice to raise the price.  IF you are curious and don't like sleep, you can view the attached.  (Also, it's late and my calculations may be off...)

[Dustin Goot]

I filled in all the TKs and the highlighted stuff and cleaned up a few
other small things. Going to bed. See you in a few hours. :)

--D

[Yan, Lin]

Guys, it looks good!!! I am so glad that we get it done!!! 

Sorry I didn't input much on this assignment. I will do all the accounting homework for you~~~

Love you!!

CY

Sent from iPhone 4G.

<GolfLogixCashFlow.xlsx>

[Dustin Goot]

You know we love you, Claire. These hard times are going to make the
champagne taste that much sweeter on your yacht.

[Daniel Zarovy]

Hey Dustin,

I was reading over the case again.  One thing that we discussed last night is the potential value of the B2C vs B2B markets (which Shu listed as a question), but I don't think made it into the paper.  I think we had said that we simply don't think individual customers will buy a $300 unit that also requires 4hrs of set up time for each course.  We may want to mention that we don't think B2C has market revenue potential for that reason.

Alright, I'm done talking over your shoulder for now.  If you think that info fits, great.  If not, I trust your editing skillz.

Later
Daniel

[Dustin Goot]

Yep, I can add a line on that.