Salomé Younes, Michael Real, Yuqing Tang, Lanxiang Wang Pres

Salomé Younes Michael Real Yuqing Tang Lanxiang Wangpresentation

Salomé Younes, Michael Real, Yuqing Tang, Lanxiang Wang Presentation Style (Professionalism) Professional Appearance and Demeanor (Including Attentive Listening to Other Speakers) Voice Projection and Speech Clarity Eye Contact Organization of Material (Does the presentations build up a case by employing material from prior section) Appearance of Materials (Clarity of Slides, Charts, Graphs, etc) Transition to Other Points and Speakers Team Members Time/Content Balance Presentation Content (Relevant Strategic Analysis Quality) Mission and Organizational Objectives -Lanxiang and Iris Identification of market segments and positioning strategies - Salome Situational/Environmental Assessment Quality (Applicable external issues analysis) - Lanxiang and Iris Ability to Draw Marketing Implications and Recommendations from information collected - Michael Choice and Defense of Recommended Strategies - Salome IMC: Advertisement/Promotional materials or suggestions - Michael Creativity - Salome Mission Statement To inspire adventure To make the best multi-functional shoe products Goals Grow steadily in response to increases in demand and in accordance with customer's market behavior Use a concentrated/niche marketing approach on a moderate scale across the US (gradually in foreign markets) Inspire positive feedback which will spread word of our shoe and bring new customers Establish a strong brand loyalty Keep it moving. Tagline Product Targeting Active, outdoorsy men and women of any demographic Consumers seeking comfortable, durable and waterproof/all-terrain exercise shoes for a reasonable price. Focus on open and rapidly growing foreign market, Cost-effective marketing can = high profits Heavy investment in Dealer Promotions, little elsewhere Objectives Key objectives: Focus on long-term profitability, steady growth within markets, finding the right balance of pricing/advertising Marketing objectives increasing leads through monitoring prices & advertising vs. competitors, adjusting accordingly General Strategy Increase brand awareness without overspending on ineffectual marketing measures Develop technologically advanced shoes that won’t break the bank for consumers Take advantages of contractor selling opportunities Mid-High tier product, affordable compared to competitors Establish a significant presence in foreign market: Less competition Consumers willing to pay more Home Overview % Total Revenue: 36.8% % Total Market Share: 9.2% Issues: Overspending on marketing Misjudging consumer expectations regarding price Out of touch with competition Resolutions: Cut back marketing expenses, adjust where the expenses are allocated. Invest in detailed market research to compare/contrast with competitors, find ideal price. Make changes gradually, not abruptly 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1.4 Market Growth 2.2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.3 Opportunities 2.2.4 Threats 2.3 Competition 2.4 Services 2.5 Keys to Success 2.6 Critical Issues 2.7 Channels 2.8 Macroenvironment 3.0 Marketing Strategies 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing 3.5 Positioning 3.6 Strategy Pyramids 3.7 Marketing Mix 3.7.1 Services and Service Marketing 3.7.2 Pricing 3.7.3 Promotion 3.7.4 Service 3.7.5 Channels of Distribution 3.8 Marketing Research 4.0 Financials, Budgets, and Forecasts 4.1 Break-even Analysis 4.2 Sales Forecast 4.2.1 Sales Breakdown 1 4.2.2 Sales Breakdown 2 4.2.3 Sales Breakdown 3 4.3 Expense Forecast 4.3.1 Expense Breakdown 1 4.3.3 Expense Breakdown 2 4.3.3 Expense Breakdown 3 4.4 Linking Sales and Expenses to Strategy 4.5 Contribution Margin 5.0 Controls 5.1 Implementation Milestones 5.2 Marketing Organization 5.3 Contingency Planning Domestic Overview % Total Revenue: 40.1% % Total Market Share: 8.6% Issues: Overspending on marketing Misjudging consumer expectations regarding price Out of touch with competition Resolutions: Cut back marketing expenses, adjust where the expenses are allocated. Invest in detailed market research to compare/contrast with competitors, find ideal price. Make changes gradually, not abruptly Foreign Overview % Total Revenue: 22.8% *Entered in period 5 % Total Market Share: 15.4% Issues: Spending too much on marketing Leaving price lower than necessary for several periods Resolutions: Drastic cuts to Consumer Promotions and Advertising Heavier investment in Dealer Promotions and Sales People Steady price increases Media Mix (IMC) Advertising: TV ads on appropriate channels Heavy investment in Web ads Active/interactive on social media Emphasis on viral and guerilla marketing techniques Consumer Promotions: Rebate opportunities Incentivize viral content (sponsor contests, use consumer content to help market) Priorities: Establish relationship with loyal customers, seek their feedback Emphasize creative, cost-effective marketing campaigns Maintain consistency with message and what our brand represents Cumulative Statistics Net Profit: 12.3% Return on Marketing: 22.9% Units Sold: 2,389,911 Customer Satisfaction: 66.87 Product level: 4 Questions? This is what I am looking for in the final paper: · Mission Statement - Lanxiang · Organizational Objectives – financial/marketing - Lanxiang · Advertisement/Promotional Materials- Lanxiang · Organization of Material (Does the report build by employing material from prior sections)

Paper For Above instruction

The strategic direction of Lanxiang, a key player in the footwear industry, hinges heavily on clear mission statements, well-defined organizational objectives, and effective promotional strategies. This paper thoroughly analyzes Lanxiang's mission, marketing and financial objectives, advertising approaches, and the organized flow of the report to evaluate how well prior sections are integrated into a cohesive strategic framework.

Mission Statement of Lanxiang

Lanxiang's mission emphasizes inspiring adventure and creating high-quality, multifunctional shoes tailored for active and outdoorsy consumers. The core purpose is to motivate individuals to explore and embrace outdoor activities while providing them with durable, waterproof, and versatile footwear solutions at an affordable price. This mission aligns with the company's goal of fostering a lifestyle centered on adventure, health, and environmental appreciation. By inspiring adventure, Lanxiang aims to position itself as a leading brand dedicated to innovation and customer satisfaction, thereby cultivating strong brand loyalty and recognition globally.

Organizational Objectives—Financial and Marketing

Lanxiang's organizational objectives integrate both financial targets and marketing aspirations designed to support long-term growth and sustainability. Financially, the company aims for steady profitability, increased market share, and efficient resource allocation. Specifically, the company targets a gross profit margin of around 12.3%, as indicated by recent financial statistics, and a goal of sales exceeding 2.39 million units to capture an expanding customer base. Economically, Lanxiang seeks to optimize its marketing expenditures by refining its media mix, emphasizing cost-effective and viral marketing campaigns, especially in foreign markets where competition is less intense.

On the marketing front, objectives focus on boosting brand awareness, customizing marketing messages for targeted demographics, and fostering brand loyalty through innovative advertising strategies. Lanxiang aims to increase customer engagement via social media campaigns, rebates, and promotions that reward loyalty. The marketing goal is also to establish a commanding presence in foreign markets, which demonstrates a strategic move toward globalization while maintaining a balanced approach to pricing and product quality. This dual focus underscores the company's commitment to expanding its reach while maintaining financial stability.

Advertisement and Promotional Materials

Lanxiang's advertising strategy heavily relies on multiple channels tailored to reach its target consumers: active, outdoorsy, and cost-conscious individuals. The IMC plan involves television ads on relevant channels, emphasizing the brand’s adventurous spirit and product durability. Digital marketing is prioritized through active web and social media presence, employing viral and guerilla marketing techniques to engage younger consumers. Consumer promotions such as rebates and contests are designed to incentivize viral content creation and foster community loyalty. These promotional efforts are interconnected to present a consistent brand message emphasizing innovation, affordability, and outdoor adventure, thus strengthening consumer-brand relationships.

Organization of Material and Its Cohesiveness

The structured flow of this report meticulously builds upon prior sections, logically progressing from the mission statement to detailed marketing strategies, financial planning, and promotional tactics. Each section draws on insights from previous analyses — such as market trends, SWOT, and competition — to reinforce the strategic positioning. The integration ensures that the objectives, marketing plans, and promotional activities are aligned with the company's mission, thereby enabling a comprehensive and cohesive strategic presentation. This logical sequencing facilitates understanding of how foundational insights inform tactical decisions, illustrating a well-organized approach to strategic planning.

In conclusion, Lanxiang's strategic plan demonstrates a clear commitment to inspiring outdoor adventure through high-quality products, supported by carefully crafted financial and marketing objectives, innovative promotional methods, and a tightly organized report structure. The integration of previous analytical sections into the overall strategy showcases the company's deliberate planning process, aiming for sustainable growth in domestic and international markets.

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