Motivation

Courier Analysis

Traditional Segment

• The price of Eat is too high ($28.89). According to the customer buying criteria price is the 2nd position and therefore the price should have been decreased.
• Customer awareness and customer accessibility should be increased.
• Main competitior:Baker.
• Baker is the first one in the traditional segment with a sales budget of $2976.
• The age of Eat was better than Baker, yet Baker has incurred more sales budget. WHY? – According to me, the sales budget for Baker was higher because price was less than Eat.
• Baker has high customer awareness and customer accessibility which is not in favor Eat.
• Price for Eat should have been less, increase in customer awareness and customer accessibility (increase in promo budget).

Low End Segment

• Ebb is the first for a sales budget of $2774.
• Bead should be considered since it is almost near to Ebb with a sales budget of $ 2728.
• The price for Ebb is the lowest one which is very good since price is the first criteria to be considered.
• Should have produced more of Ebb since we are out of stock.
• According to me, to keep Ebb in the very first position, price should be kept to the lowest, more production and increase in customer awareness and customer accessibility.

High End Segment

• The main competitor is Baker with a sales budget of $2976 compared to Echo with a sales budget of $2158.
• Should have produced more since Echo is out of stock.
• According to the customer buying criteria, position is the first to consider whereby Echo has a position of 9.8 and 8.9 which is far better than Baker with a position of 6.1 and 12.8, yet the sales budget for Baker is higher than Echo.
• According to me, the sales budget for Echo could have been more if there was more production since according to the customer buying criteria, Echo was very good.

Performance Segment

• Main competitor of Edge is Bold with a sales budget of $2108.
• Digby has produced one product in the performance segment which is alarming, since, according to me Digby is focusing on the performance segment.
• Even though Edge had an MTBF of  27000 which is the first buying criteria, Edge is not in the first position.
• The position of Edge was perfect but still with a sales budget less than Bold.
• According to me, since Edge had the perfect buying criteria, more could have been sold if there was more production.
• Should keep increasing customer accessibility and customer awareness.

Size Segment

• Egg is stock out therefore, there should have been more production,
• Main competitor is Buddy with a sales budget of $ 2108.
• Though Egg had a perfect position and age, the sales budget was low compared to Buddy.
• According to me, there should be more production so that the sales budget increases.

 Important notes

• Have to create a new product in order to gain competitive advantage.
• According to the courier, many products are stock out, therefore should be more production.
• The main competitor is Ferris with a net profit of $11153 compared to Erie with a net profit of $12119.
• According to me Ferris is the main competitor since Ferris has made more production compared to Erie.
• Ferris has increased its automation and is far better than Erie since, Ferris has increased the automation levels in all segments and therefore more production.
• Ferris is focusing on Size segment with a plant utilization of 155% compared to Erie 71%.