1. A Marketing Analysis Emily Ennett, Jessica McCullough, Ryan Aucoin, Emma Taylor February 14 th, 2011

2. Overview of Performance High price, Lower volume strategy Selective distribution High branding and advertising 201020112012 Sales $7, 150, 000$5, 562, 830$6, 824, 096 Units Sold 20, 00012, 22624, 272 Costs $3, 820, 000$2, 560, 474$4, 474, 031 Profits $1, 022, 058$795, 533$1, 721, 189 SHV $9.60$9.32$ 4.10 EPS $1.022$0.796-$1.721

3. Prices and Sales 201020112012 Vandelay Industries 550700605 Ride of Your Life 550625600 Industry Average 550556562 2010-2011 sales revenue declined by -22% 2011-2012 sales revenue increase by 22.7% In 2012 we sold over 4000 more units than our director competitor as well as outselling the industry average

4. Retail Price Company20112012 Vandelay Industries700605 Ride of Your Life625600 Life Cycle Co.550 Firm 6550 Firm 7550 Rolling Spokes522 Pedal Metal Inc.500550

5. Promotion VANDELAY INDUSTRIES201020112012 Production Advertising$ 750, 000 $ 1, 200, 000 Public Relations$ 500, 000 BrandingN/A $ 1, 600, 000

6. Place DistributionSupportMargin (%) Sports Stores$ 280, 00055 % Bike Shops$ 92, 00050 %

7. Conclusions Doubled sales between 2011-2012 due to increased production of units, lower price, and increased advertising Although we are in debt our firm is confident in its abilities increase its solvency and profit