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EPITECH Paris — Business Management | Case study of Logic Instrument For the Business Management course at EPITECH Paris we had to do a study case of the company Logic Instrument. For this exercise we had to study the current state (corporate finance, strategic management and marketing) of the company and then propose the best strategy to prepare the firm to be ready for the next five years to growth more than the market. We did the presentation the 25h January 2014. The presentation lasted 10 minutes. We got a grade A for this course. Description of the company : "Logic Instrument supports the needs of Industry, Military and Prime Contractors with ruggedized tablet pcs, outdoor laptops and display solutions. Logic Instrument is an international company with major facilities in France, Germany and the US, specializing in rugged computers and displays with original roots as a computer-based instrumentation company started in 1987." Web site : http://www.logic-instrument.com Team : Nicolas Danino Henri di Costanzo Pierre Gunet-Caplain Guillaume Spera
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BUSINESS MANAGEMENT COURSE
LOGIC INSTRUMENTSTUDY CASE
of
for
Nicolas Danino, Henri di Costanzo, Pierre Gunet-Caplain, Guillaume SperaJanuary 2014
THE COMPANYStep 1
Strategist ConsultantNicolas Danino
Strategist ConsultantHenri di Costanzo
Strategist ConsultantGuillaume Spera
Strategist ConsultantPierre Gunet-Caplain
The turnover of Logic Instrument is erratic
10 000 000
12 500 000
15 000 000
17 500 000
20 000 000
2006 2007 2008 2009 2010 2011 2012
Turnover of Logic Instrument in euros by year
0
3
6
10
13
16
0 17 34 51 68 85
Aut
onom
y in
hou
rs
Resistance
Logic Instrument ARMOR Getac Darveen Dell
Scatterplot quadrant :Market for rugged mobile devices
Logic Instrument holds 1%of market share for rugged tablets
1%
RECOMMANDATIONSStep 2
Three aims
Newcommunication strategy
Low cost productdifferentiation strategy
Enforce theinternationalization
1 2 3
Focus your strategy on the civil B2B market
0
3
6
10
13
16
0 17 34 51 68 85
Aut
onom
y (i
n ho
urs)
Resistance
Logic Instrument ARMOR Getac Darveen Dell
Targetingproduct zone
for civil company
New product strategy
Typical product
Semi-ruggedIP54 certification
10 hourbattery life
10” screen 1200 €
Semi-rugged Field-book 10” by Logic Instrument
OPERATIONs PLANStep 3
First year
Hire amarketing manager
Hire 2 Product EngineersAssignment of 2 engineers from
R&D department
Marketing budget
First year : Marketing budgetTotal : 48k€
Advertising magazine 9 000 €
Professional Show8 000 €
Google AdWords6 000 €
YouTube Videos10 000 €
New website15 000 €
First year Budget
2 Engineers120 000 €
Marketing Budget54 000 €
Marketing Manager56 800 €
Total : 230k€
Second year
Hire 3 new salesmen
Second year Budget
3 Salesmen255 000 €
2 Engineers122 000 €
Marketing Budget33 000 €
Marketing Manager57 000 €
Total : 468k€
Third year
Braziliansubsidiary
Hire 1Product Engineer
Hire 1Marketing assistant
Third year : Brazilian subsidiaryTotal : 171k€
Office rent35 000 €
Local salesman20 000 €
V.I.E Salesman26 000 €
Director90 000 €
Third year Budget
Brazilian subsidiary171 000 €
3 Salesmen260 000 €
3 Engineers184 000 €
Marketing assistant40 000 €
Marketing Budget34 500 €
Marketing Manager59 000 €
Total : 750k€
Fourth year
Hire 3 new salesmen for international subsidiary (US, DE, BR)
Doublemarketing budget
Fourth year Budget
Germany85 200 €
US 85 200 €
Brazilian subsidiary258 000 €
3 Salesmen265 000 €
3 Engineers188 000 €
Marketing167 000 €
Total : 1,050M€
Fifth year
Chinese subsidiary Hire 2 engineers
Fifth year : Chinese subsidiaryTotal : 238k€
Marketing Assistant30 000 €
Office rent25 000 €
3 Local salesmen60 000 €
2 V.I.E Salesmen58 000 €Director
90 000 €
Fifth year Budget
Chinese subsidiary238 000 €
Germany86 000 €
US 86 000 €
Brazilian subsidiary263 000 €
3 Salesmen271 000 €
5 Engineers328 000 €
Marketing170 000 €
Total : 1.400M€
Whole budget
0
375 000
750 000
1 125 000
1 500 000
Year 1 Year 2 Year 3 Year 4 Year 5
675 206 €
429 320 €
171 000 € 271 245 €
265 926 €260 712 €
255 600 € 328 545 €188 545 €184 848 €
122 400 €120 000 €170 598 €167 077 €133 595 €90 936 €104 800 €
Marketing Product development Sales team International
RESULTS FORECASTStep 4
10 000 000 €
13 000 000 €
16 000 000 €
19 000 000 €
22 000 000 €
25 000 000 €
2014 2015 2016 2017 2018
Current activities Sales Brazil US Germany China
Expected turnover until 2018
Expected products over 5 years
0
1
2
3
4
Year 1 Year 2 Year 3 Year 4 Year 5
New products per year+ 2
+ 1
+ 4
RISKSStep 5
Risks of our strategy
Looses of interestin tablets (convertible, etc.)
Misunderstandingof the product benefits
Price still expansive for developing countries
THANK YOUIcons from The Noun Project
iPad by Edward BoatmanAnnouncement by Olivier Guin
Money by Nathan ThomsonShield by Christopher T. Howlett
Briefcase by Yazmin AlanisWorker by Kris Khoury
Social Media by Joris HoogendoornBattery by Arjun Mahanti
Presentation by Wilson Joseph
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