Marketing Plan

2 Pages 620 Words

I. Market Entry Strategy

Happy Smile’s company objective was to provide consumers with a low priced quality product. It offered numerous types of toothpastes to consumers in order to give them the types of products that they wanted or needed. We wanted to achieve strong brand awareness in each of the five countries that we entered. In order to do so we chose to promote our product through advertising and salespeople which we felt would ease the infiltration of the market. The company’s top priority was to make a profit and through all of these strategies combined we were able to achieve this goal and turn a profit at the end of the eleventh year.
By the end of the simulation Happy Smile reported successes in the markets we entered. Three of the markets entered reported a positive contribution. Total manufacturing sales reached 1,047.5 billion dollars. Most notably Brazil was our largest success with a profit of 20.4 million U.S. dollars and 23.1% share of manufacture sales, which was 497.3 million U.S. dollars. We were able to achieve an overall profit by a low cost of good sold and high brand equity. Our total cost of goods sold was 32.6%. Total brand equity achieved a score of 60. Nearly half of Brazil’s population (44.6%) was aware of our product.
The mode of entry to each country was done in such strategic manner that the company could observe how the product demand trends occurred in each market before launching the entire product line into each market. Our company strategy was introducing a moderate number of SKUs during the first period each time a new market was entered. We then observed which product launching strategies worked best in each new country. Subsequently we applied what we noticed to be the brand’s strengths into creating a suitable market strategy for our product in each country.
We initially entered Brazil because it had a large population and showed the most pro...