Reference no: EM133185080

MKM805 Strategic Marketing Management - Seneca College

Kombi Sports Inc.: Staying Ahead of the Curve

This case takes place in January 2020and your analysis, alternatives & recommendations must reflect the situation at that point in time. You are the Senior VP for Brand Marketing for Kombi Sports Inc., and your business decision deck must be written from that perspective. You are preparing a deck that will be presented to Mark Pascal, President and CEO of Kombi Sports Inc to get agreement on a number of key strategic decisions on the how Kombi can grow when retail is struggling?

Your primary focus for this case is to evaluate the internal and external situation, identify and clearly state "the" problem, make appropriate decisions on segmentation, targeting and positioning, including developing a positioning statement, decide on what type of product should be launched, and the product should be priced. Your recommendation must solve the problem you identified and be justified by the criteria you will have determined and outlined.

As you work on putting your business decision deck together, please note the following:

1. An executive summary is NOT required for this deck

2. While the case brings raises question on which distribution channels should be used to sell Kombi that is NOT TO BE DONE for this case.

3. Every decision requires the identification of alternatives, the evaluation of those alternatives using appropriate close-ended criteria, a summary of the analysis for each alternative and a recommendation/decision. Some of these decisions will require a more thorough assessment than others but all of these require some level of evaluation.

4. It is very important to note that you should not limit yourself only to options presented in the case study. As well, in the absence of specific information in the case document, you may have to use your "common sense" to come up with relevant and appropriate alternatives for segmentation bases and for then segmenting the market based on that segmentation base.

All the necessary information for the reader to evaluate your recommendationmust be included in your business decision deck and its appendices:
• Any excerpts from your spreadsheet included in your presentation must be formatted properly and presented so that it looks like it is an integrated part of your presentation.
• The financial information presented in your actual deck (versus what is in the appendices) must be a summarized version of the detailed financial models that are contained in your appendices. Do not waste the reader's time by putting the exact same information in two places in your deck.
• Your spreadsheet must be submitted to the professor at the same time as you submit your PowerPoint file. You must also upload a pdf of your business decision deck to SafeAssign by the designated time.

As with all cases in this course, all the information required to solve the case is in the case unless otherwise stated in the specific case instruction document. Searching for information and answers on the internet is not required, nor is it permitted unless specifically required in the case instructions.

The business decision deck must be designed to present all the necessary facts and analysis in a logical manner to support your recommendation - it needs to "tell the story" in a concise and clear manner but it must also be thorough and complete.You are free to flow the content in your deck in whatever way best communicates the "story" you want to tell.

Steps to Build A Strategy Canvas

1. Identify the Factors - Product Attributes or Customer Buying Criteria

2. Determine the importances of these factors' to the customer and list them from most to least important. (X-axis)
**You can also use this to segment audiences.**
3. The Y-axis rate the performace of companies (competitors). We rank performance based on market data, customer option, or expert opinions.

Situation Analysis - Key Questions
• What is the current business situation your brand/company faces? How do you expect that situation to change and why?
• Who is your consumer today? Who will your consumer be in the future?
• How tightly connected is your consumer to your brand/company and why?
• What is the core strength(s) that will help your brand/company win? Is that core strength(s) going to enable your brand/company to win in the future?
• What is your current competitive position and why?
• How do you expect that position to change and why?

Attachment:- Strategic Marketing Management.rar