Economia

Business Context

The Company

The Products
Alpha
 mass product (commodity)  small growth rates/ margins  consumer appliances

Geography  North America  Europe  Asia-Pacific

Charger well established product  good growth rates and margin  mobile devices

Business Model:  B2B

Nova
 new innovative product  high growth rates and margins  medical diagnostic equipmentStart with Income Statement @ Year-end 2009

What stands out? Distribution costs are way up R&D is way down

Revenue Growth

What stands out? Regional growth in North America & AsiaProduct trend favors Charger

Product Mix

This chart shows total market for FCI’s 3 product categories. What stands out?

Market is growing
• Especially in NA & Asia • Fairly flat in EuropeThis chart shows FCI’s market share. What stands out?

FCI’s Market Share is in general decline

Product Mix 2

What is our opportunity? How big are our markets?

Market Strategy

This chartshows market share & margin with the size of the bubble representing the market size You must choose a strategy:

Lower Margin
Higher Margin Larger Market Product Segment …or a mixed strategyMarket Strategy
This chart shows market share & margin with the size of the bubble representing the market size You must choose a strategy: Lower Margin

Higher Margin
Larger Market Product Segment…or a mixed strategy

Market Share Targets
You must enter your Market Strategy: market share targets by region, segment and product into TM1

R&D and Selling Expense
What stands out?

R&Dis decreasing, threatening product viability
Selling Expense is fairly flat after adding Europe & Asia in 2008

Determine R&D Strategy
Enter in TM1

Price Analysis

What stands out? Pastpricing strategy is inconsistent
• Alpha, our commodity product, is priced above industry average (0%) • Charger & Nova are both below average

Inquiry Rate is dependent on price changes Determine...