Presentation on theme: "Step 4-Example-When you continue to write the rest of your executive summary (and the sections that follow it), use a logic flow:* As you continue to write."— Presentation transcript:
Step 4-Example-When you continue to write the rest of your executive summary (and the sections that follow it), use a logic flow:* As you continue to write Executive Summary, use the sections of your logic flow to write about each topic, such as: current situation (see slide 2) why a new Asian product line makes sense (see slides 3 and 4) how to implement a market test (see slides 5 and 6) *But you do not need a separate Agenda as you would have in a PowerPoint presentation. You also do not need to title each topic as a new paragraph as you would in a memo. 1
Step 5-executive summary-current situation In response to our divisions 2009 sales drop, in Q1 2010, we added a new flavor, Mexican BBQ, to our product line. But, in each of the next three quarters, sales continued to decline. With our current share of stomach at an all-time low of 22%, our brand is at riskboth of losing current customers and not attracting new ones. 2
Step 5-executive summary-why a new Asian product line makes sense Through quantitative and qualitative analyses, we learned that of our current customers: - 70% want an Asian cracker versus 10% wanting a new flavor - 50% have already tried or plan to try a competitors Asian crackers - Of those who have tried competitor products, 60% said that their taste was too spicy. 3
Step 5-executive summary-why a new Asian product line makes sense-continued Moreover, in Q1 2009, a midsize competitor, Quebec Foods of Canada (QFC), launched a new line of Asian snack crackers. During the past eight quarters, QFCs sales of this line have grown steadily, and this line now accounts for nearly 40% of QFCs total sales. In Q3 2009, a regional competitor, California Crackers (CC), launched a line of Japanese crackers, which has performed well and resulted in CCs sales growing by 25%. 4
Step 5-executive summary-how to implement a market test Given the feedback from our customers as well as the success two other companies have had with Asian products, this study will recommend that our division develop a new Asian cracker line. To minimize the risk related to the launch of a new line, we suggest first conducting a market test that would involve: Developing a prototype cracker line, Asian Fusion, which would be mildly spicy and use natural ingredients Distributing this product in two markets, San Francisco and Boston, in select Safeway stores for a six-month period beginning Q3 2011 Appointing a leader and four-person team within Marketing. 5
Step 5-executive summary-how to implement a market test- continued This teams responsibilities would include: coordinating with Manufacturing and Logistics working with stores on promotions and advertising collecting and analyzing data on product performance conducting in-store surveys of customers reporting results to Division management. The projected costs of this test would be: Manufacturing: $XX Logistics: $XX Store slotting allowances: $XX Promotions and advertising: $XXX Leader and four-person team: $XXX 6
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