Republic of the Philippines

Cavite State University

CCAT Campus
Rosario, Cavite
(046) 437-6659/ (046) 437-9505 to 9508
[email protected]
www.cvsu-rosario.edu.ph

DEPARTMENT OF MANAGEMENT STUDIES

In Partial Fulfilment of the Subject Requirement

Product Management

A Case Analysis of
“Dynamo Sportswear Inc.”

Submitted by:

Catubo, Mary Jane M.

Celorico, Merry M.
Cubol, Chevy Nicole G.
Euperio, Elizabeth Claire R.
Ferrer, Love Joy M.
Fojas, Hershie L.
Gawaran, Marygrace B.

Submitted to:

Richard P. Perez
March 2021

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I. SUMMARY OF THE CASE
Mr. Gerardo Cruz, owner and general manager of Dynamo Sportswear Inc., contacted
his company's manager to explore a business opportunity. Hoe Santos, the brand manager,
came from a global corporation that manufactures and markets jeans. Mr. Gerardo wants Joe
to prepare the particulars about how we can go about launching a new line of bathing suits for
him. It's past time for us to broaden our horizons and take a shot at the female market. Mr.
Gerardo says he's not sure if they can start with the upper bracket and work their way down,
or start with the lower bracket and work their way up, or do both at the same time. Mr.
Gerardo, on the other hand, was unsure, so it's up to you, Joe, to prepare this thing
meticulously. I'm not concerned about the money; instead, I want to ensure that we prosper
and gain a stronger position in this new industry. Joe was concerned about the new product's
seasonality. Mr. Gerardo is hoping for a successful introduction of this new product line
because it will lead to more opportunities.

II. TIME CONTEXT

Mr. Gerardo Cruz, owner and general manager of Dynamo Sportswear Inc., explored
with his brand manager Joe Santos the prospect of integrating a new product line into their
sportswear business. As of now, their whole product range has been a hit, though they
specialize more on the men's division. The owner has the vision to add a women's section and
is ready to spend millions over the next three years to make that possible, however he needs
to be successful. This initiative would be organized over a six-month period by the brand
manager.

III. VIEWPOINT
Mr. Gerardo Cruz – Owner and General Manager of Dynamo Sportswear Inc.
Mr. Joe Santos – Brand Manager

IV. STATEMENT OF THE PROBLEM

Having successful launch of new product line. How to build strategy that meets and
exceeds the female market standard. Mr. Gerardo Cruz, the owner and the general manager of
Dynamo Sportswear Inc., is preparing to introduce new product line to the
company, new female bathing suit line. He's undecided on whether to download from the
upper bracket or from the lower bracket. Mr. Cruz aspires to be the market leader in this new
product.

V. OBJECTIVES
A. Need Objective: To have a new product line launch within six months in female
market, since they been catering to the male market that was successful for all those
years.
B. Want Objective: To make sure that their new product line was successful in
female market like their other product line such as men's sport shirt, sport jacket and
jeans.

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VI. AREAS FOR CONSIDERATION
STRENGTHS

 A financial stable company.

 For several years, they have been successful in the men's wear product line.
 Has a good brand image and brand name.
 Good in making product in men’s wear.
WEAKNESSES

 Produces only male items.

 Do not have any background in making a female products.

OPPORTUNITIES

 Will be able to expand business dimensions if they enter the female market (females
are large buyers of a lot of stuff).
 Will be able to increase profit / sales by adding a new female product line (female
product line is more substantial).
 Increasing of business dimension if they put a female product in the market.
 Increasing more profit and sales.

THREATS

 Seasonability of product.
 Did not know the behavior of female consumer when it comes to buying.

VII. ALTERNATIVE COURSES OF ACTION

ACA I: Introducing new product line using Mass Marketing
Advantages:

 It gives the product ability to appeal to a larger consumers.

 The more the company makes an ad out there in the public, the more likely folks are
to support it.
 Mass marketing campaign may call for ads in several newspapers, on multiple radio
stations and TV channels, and on various social media platforms and by that it will be
easy for company to catch the attention of the consumers.
 The company can urges consumers to practice brand loyalty by using mass marketing.
 It lessen the time of the company because it easy to manage and set-up.

Disadvantages:

 Mass marketing campaigns can be cost-prohibitive and if that plan will not work
company can loss a lots of time, efforts especially money.

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  High competition.
ACA II: Introducing new product line using the Top-Of-The-Line Marketing
Advantages:

 They have a chance to outperform other competitors since the company has existed
for a long time.
 It is possible that they will have many shareholders or stockholders who will be more
helpful to stay on top.

Disadvantages:

 There is a chance that the company will go down immediately due to the number of
competitors when it forced to start at the top.

ACA III: Use a both Mass Marketing and Top-Of-The-Line marketing in

introducing a new product line
Advantages:

● Will draw in a huge number of customers

● It has the potential to increase brand loyalty among targeted customers.
● It will become easy to reaches many people quickly.
● It can gives the company more opportunities to earn high profit.

Disadvantages:

● It will be really expensive.

● It will take up a lot of time.

VIII. RECOMMENDATION
It is suggested to adopt ACA#3 and engage in both Mass Marketing and Top-Of-The-
Line Marketing. Since Dynamo Sportswear Inc. is successful and financial stable company
that it can afford to spend a considerable amount of money and won’t mind spending millions
of money. It is possible for it to target other businesses in the same consumer segment rather
than certain small groups of customers. Furthermore, the benefit created by this initiative
would be considerably greater than that generated by the other proposal. Lastly, both Mass
Marketing and Top-Of-The-Line Marketing strategy are very effective to use in promoting
and producing successful product.

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 VII- PLAN OF ACTION

Time Person- in -
charged
# Action Description Frame
Dynamo Sports Plan Planning how to start the April 1-15, Planning,
idea on introducing and 2021 Marketing and
1
starting their female bathing Designing
suits. Department
Decision Making Deciding and finalizing April 16, 2021 CEO, Plnning
whether to start or not their and Marketing
2
new idea. Heads
Product Designing Creating the designs and April 17, 2021 Designing
styles that will suit the Department
3
season and type for all ages.
Creating the desired Processing and making of the May 1-15, Designing
Design and Style designs and style of the 2021 Department
4
bathing suits.
Product Launching Introducing the product to June 1, 2021 CEO and the
the market by using model Designer
5
runaway show and
billboards.