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Research and Development

Overall Strategy

Mission Statement

Diversification! Low- & High-Technology

Management Team Responsibilities

Agenda

We will make every effort to ensure the most stringent quality specifications in order to deliver impeccable products and provide a better qualitative approach and environmental performance

  • Have a high presence in Low-tech
  • Engage in economies of scale
  • Have a high capacity
  • Avoid producing on 2nd shift
  • Investment / expenditures in Low-tech increases innovation
  • Emphasis on Marketing budget
  • Long-term thinking

Marketing

Mission Statement

Overall Strategy

Management Team Responsibilities

Competitor Analysis

SWOT

Going Into the Future

What We Learned

Conclusion

Yves

Deborah

Yves

  • Focus on Promotion Budget rather than Sales Budget
  • Low investment in Sales Budget

Finance

Research and Development

Price development

Offir

Morgane

Marketing

Production & HR

Outcome Chester

Finances

Competitor Analysis

Andrews

Ferris

  • Focus on high technology with high price
  • 2 high tech products
  • High emergency loan Round 4 due to inventory

  • Only had 2 products, both high-tech
  • lowest overall automation (besides us)
  • Both products had same price and Marketing budget

Baldwin

Erie

  • Main focus on low-tech (2 products)
  • Active also in Traditional sector with Baker
  • Had a price sensitive approach
  • Highest market share (20.3%)
  • High focus on Accessibility and Awareness
  • Equally successful products in low- & high-tech sector

Digby

  • Strongest in low-tech sector
  • Heavy investor in TQM
  • Steadily growing automation up to 10.0

Profit development

Looking Into the Future

SWOT Analysis

Research & Development

  • Low-Tech: Cake was "too good" for the market, not according to customer needs
  • Gap between customer expectation and our product increased each round
  • Implementation took longer than anticipated
  • Age was of high importance for Cake

Overall learnings

Conclusion

Marketing

Weaknesses

Strengths

  • Uncertainty in the beginning about the budget
  • Valued Promotion budget more than Sales Budget
  • Relied too much on Benchmark and adjusted Sales Forecast accordingly, albeit own calculation
  • Parts of our strategy were not optimal, given the time period
  • Analysis of competitive landscape is crucial
  • Chester has growing potential, which will take time.

• Emergency Loans (Rounds 4, 5, 6 & 7)

o Round 5 - overproduction, low-end product positioned outside of market segment

o Round 7 - TQM overspending, overproduction, lack of finances

• As a result, became more reactive than proactive in decision making

• Lacked financial structure and forethought in planning

o Failed to incur debt early on to invest in the company

  • Good rating at initial stage (A rating)
  • overall improvements in last round (contribution margin, cash balance, no emergency loan)
  • Massive reduction in adm. costs (TQM)
  • Constantly improved Customer Survey Score (17 to 37)

Production & HR

  • Kept producing although inventory was at hand
  • Low investment in automation due to lack of funds
  • underestimation of automation's influence
  • Didn't use capacity efficiently
  • Match issuance of stock with growth

Finance

  • Take up as much long-term capital from Round 1 on
  • Issue stock from Round 1 on
  • Not get any unnecessary short-term debt
  • Mismarked issuance of stock and long-term debt
  • No current debt as of December 31st, 2021
  • Positive Cash position of almost $ 2 Million
  • Emphasis on reducing risk and inventory-hold over forecasting
  • Increase capacity and automation by issuing LT debt and stock --> success for the low-tech sector
  • Continue to competitively price products and maintain awareness / accessibility
  • Maintain adjusted strategical practices to sustain in the long term
  • Avoid costly methods like second shift
  • Act more market-oriented (react to customer needs)

Thank you for your attention

Opportunities

  • Expand our company
  • Introduce new products
  • Increasing market demand for future
  • Further TQM use for cost reduction

Threats

  • Market competition
  • Lack of funds to buy capacity in order to expand
  • Potential market demand decrease
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