TEAM E CAMERAS: GLO-BUS STRATEGY Caroline Burke Mary Harris Stuart Hooks Jacob McCanless William Vaughan
TEAM E CAMERAS: BEST COST, BEST VALUE, BEST CHOICE! Objective: Make all of our stakeholders happy by meeting customers camera needs and raising demand for our high-quality products enough to increase revenues, decrease costs and ultimately lower the price per unit. Team E Cameras strives to grow our market share by providing high value cameras at affordable prices. We are determined to provide products for everyday and higher end use to meet a variety of customers needs. Team E Cameras is determined to exceed consumer and investor expectations through excellent customer service, maintaining an A credit rating, and by continuously increasing Earning per Share and Return on Equity.
TARGETS FOR NET REVENUES & EPS
TARGETS FOR ROE & CREDIT RATING
TARGETS FOR STOCK PRICE & IMAGE RATING
ENTRY-LEVEL CAMERA STRATEGY BEST COST Status Before Our Management Team Took Over (Year 5) Price: $160 Promotions: 1, 1 week, 10% Warranty Period: 90 days, 3 Models, 2.5 stars Demand & Market Share North America = 64, 13.3% Europe-Africa = 48, 10% Asia-Pacific = 32, 6.7% Latin America = 16, 3.3% Negative Elements of YEAR 6 Set price too high because we were motivated by 4 star rating ($400) Slowly removed presence from Latin America to invest in others Focused mostly on North America & Europe even though other 2 were profitable! Market Share, Demand, Revenues, etc. tanked!
ENTRY-LEVEL CAMERA STRATEGY Crucial changes implemented in YEAR 7! Price: $200 Added second promotion for 1 week for 10% P/Q Rating: 3 stars Kept 2 models to increase efficiency Reestablished presence in Latin America *Improved Demand & Market Share in all 4 regions enough to sell out From this point, focused on Global Best Cost Strategy: Doing anything to meet demand in a profitable manner Superior customer service - favorable warranty periods (6mo to 1yr) Eventually raised Promotions from 10 to 12% to please customers & avoid devaluing our brand Added third model in YEAR 9, received 3.5 star rating in YEAR 15
DID WE ACHIEVE OUR GOALS FOR ENTRY- LEVEL CAMERAS? Price fell from $200 (YEAR 7) to $155 (YEAR 15) per camera 250 200 150 100 50 0 71 82 93 10 4 11 5 12 6 13 7 14 8 15 9 Total Cost per Unit fell from $115.42 (Year 7) to $91.50 (Year 16 Projected) and made its way below the industry average
DID WE ACHIEVE OUR GOALS FOR ENTRY- LEVEL CAMERAS? Over time Retailer Support, Advertising and Administrative Expenses all DECREASED! Image & P/Q Rating consistently increased By YEAR 15, Team E Cameras had: Above average Image Resolution (10.5), LCD Display (3.0 X 4.5), Lens Quality (4x) Market Share & Demand INCREASED significantly in all 4 regions! North America Latin America Europe - Africa Asia - Pacific YEAR 7 31 5.6% 13 2.3% 29 5.3% 20 3.6% YEAR 15 142 14.4% 141 14% 148 14.9% 155 16.3%
MULTI-FEATURED CAMERA STRATEGY: BEST COST Status Before Our Management Team Took Over (Year 5) Price: $370 Promotions: 1, 1 week, 10% Warranty Period: 90 days, 3 Models, 2.5 stars Demand & Market Share North America = 16, 13.3% Europe-Africa = 12, 10% Asia-Pacific = 8, 6.7% Latin America = 4, 3.3% Negative Elements of YEAR 6 Set price too high because we were motivated by 4 star rating ($850)
MULTI FEATURED CAMERA STRATEGY Crucial changes implemented in YEAR 7! Price: $632 Added second promotion for 1 week for 10% P/Q Rating: 3 stars Kept 2 models to increase efficiency Reestablished company presence in Latin America *Improved Demand & Market Share in all 4 regions From this point, focused on Global Best Cost Strategy: Doing anything to meet demand in a profitable manner Superior customer service - favorable warranty periods (6mo or 1yr) Eventually raised Promotions from 10 to 12% to please customers & avoid devaluing our brand Added third model in YEAR 9, received 4.5 star rating in YEAR 13
DID WE ACHIEVE OUR GOALS FOR MULTI FEATURED CAMERAS? Price fell from $632 (YEAR 7) to $510 (YEAR 15) per camera 800 600 400 200 0 17 82 39 10 4 511 12 6 13 7 14 8 915 Total Cost per Unit fell from $405.72 (Year 7) to $282.49 (Year 16 Projected) and is getting closer to industry average
DID WE ACHIEVE OUR GOALS FOR MULTI FEATURED CAMERAS? Over time Retailer Support, Advertising and Administrative Expenses all DECREASED! Image & P/Q Ratings consistently increased By YEAR 15,Team E Cameras had: Above average Image Resolution (28), Lens Quality (22x) & Average LCD Display Screen (4.0 X 5.0) Market Share & Demand INCREASED significantly in all 4 regions! North America Latin America Europe - Africa Asia - Pacific YEAR 7 6 6.1% 4 2.8% 7 5.3% 6 4.8% YEAR 15 35 14.4% 36 14.6% 34 14.1% 35 14.8%
PRODUCTION STRATEGY Overtime Outsourcing Employee Training
FINANCE STRATEGY Year 6 Debt Payoff Capability Earnings per Share Dividend Policy
WHO IS OUR BIGGEST COMPETITOR? Entry-Level Segment of the Camera Industry Most direct competitor Company C in all regions Other close competitors Company B in all regions Company A in all regions, except for Latin America Multi-Feature Segment of the Camera Industry Most direct competitor Company C in all Regions Other close competitors Company B in all Regions Company A in all regions, except for Latin America
WHAT WILL WE DO TO OUT-COMPETE COMPANIES A,B,C? Lower price of cameras Mainly Multi-Featured Cameras Maintain current PQ Rating Keep same Retail Coverage
LESSONS LEARNED Do whatever you can to meet existing demand if it can increase profitability and be done efficiently We underestimated power of Latin America & Asia in YEAR 6 Asia ended up having the highest demand & market share by YEAR 15!! Quality and price have tremendous impact on image rating Maximizing shareholder wealth is advantageous for both investors and the company!