Sunbeam Breadmaker IDN-536-01.16F: Introduction to Portfolio Planning Ran Kuang Sunbeam - A Brief History John Oster Manufacturing Company was founded. 1924 1960 In 1960, Oster Manufacturing, along with Oster and Osterizer brands 1897 1910 were acquired by Sunbeam. 1996 - 2001 Turning Point Turning Sunbeam starts to Chainsaw Al produce electric home Albert J. Dunlap was recruited to be In 1897, Former Chicago appliances since 1910. CEO and Chairman of Sunbeam-Oster. Flexible Shaft Company was Later accounting fraud was unvealed. founded, which later become Sunbeam-Oster stock took a huge dip. Sunbeam Products. In 2001, Sunbeam filed for Chapter 11 bankrupcy protection. 2016 2002 - 2004 In 2002, Sunbeam emerged from bankruptcy as American Household, Inc. (AHI). Its former household products Sunbeam Products is an American brand that has produced electric home Sunbeam was a subsidiary division became the subsidiary Sunbeam appliances since 1910. Their products have included the Mixmaster mixer, the of Jarden Corporation Products, Inc. Sunbeam CG waffle iron, Coffeemaster and the fully automatic T20 toaster. until 2016 when Jarden AHI was purchased in September 2004 Sunbeam was owned by Jarden Consumer Solutions after Jarden's Corporation was purchased by the Jarden Corporation acquisition in 2004. Since Newell Rubbermaid's purchase of Jarden by Newell Rubbermaid to Corporation, the brand has been owned by Newell Brands company. form Newell Brands Data from Wikipedia.org Photos from Image.google.com Resources Map Partnership Abilities Brand Brands from parent company might be able to provide technology support for materials and sealing. Newell Brands - Parent Company of Sunbeam Newell Brands is an American worldwide marketer of consumer and commercial products with a portfolio of well-known brands. s B ie r Sunbeam Australia Design Teams it a il n Sunbeam Australia has also licensed Sunbeam works with outside d b its designs to other companies consultancies such as TEAMS A C p including Sunbeam Products Inc Design, Altitude, Beyond Design, i u Rorke Design and many others. h s s t r o e Products m n t Resources e r r C s a s Contigo | Rubbermaid | h e P c Travel Mugs, Water Bottles & Kids Home Organization Products & a r n u Solutions n Famous for its sealing technology o e s l e used in water bottles Famous for its sealing technology R used in food cantainers Calphalon Cookware | Crock-Pot | Foodsaver | Cookware, Cutlery, Bakeware, The Original Slow Cooker The #1 Vacuum Sealer Kitchenware & More Strength in its trademarked slow- Famous for its vacuum sealing Famous for its Hard-Anodized cook crock pot products. technology used in food savers. Aluminum and other materials used in cookwares. High-end. Operational Model Evaluation Product Leadership Customer Intimacy Product Leadership 8.5/10 or 2/10 5.5/10 " This heating pad is the best I've " I have had about 10 irons during used, among a number of brands my years of sewing professional and models intended for home use sewing and this one is the best iron and of this approximate size. " I have purchased, hands down!!! " Some of Sunbeamp poducts are doing great, especially in the heating pad Sunbeam products have some variation in products, and color variation, but product line (for pain relief and for bedding). Irons and breadmaker also have not much. a great market share. The quantity of their products are heating pad (at least 10 major ones + 10 However, other products in the company is not receiving good reviews and heated bedding) -> 8 irons -> 6 mixers -> 1 bread maker have little product sales. Operational Excellence 6/10 Customer Operation Former CEO of Sunbeam Inc., Albert J. Dunlap was found faking company Intimacy Excellence financial report. After the fraud was discovered, Sunbeam's stock took a dive and in 2001, it filed bankrupcy. Then Sunbeam was taken over by Jarden Corporation, which was later acquired by Newell Rubbermaid. Newell Brands was formed after that. Overall Although there was no revenue information for Sunbeam, the revenue - (Some) Great products information of Newell Brands is doing great and the stock market has a - Average customer intimacy (Ordinary) positive reaction towards it. So it can be assumed that Sunbeam is doing great under the operation of Newell Brands. - Average company operation (Getting better) Product photos from Sunbeam.com Stock photo from Bloomberg.com Customer Segmentation - Breadmaker Who Would Use A Breadmaker? What Are the Characteristics of Where Does the Current Customer These People? Segment of Sunbeam Breadmaker - People who MAKE BREAD - Enjoy the process or get the job done Lie in the Matrix? With so many bread choices from grocery stores, getting one isn't a - Care about price or not difficult thing. Therefore, the ones who uses a breadmaker\ bread machine " All in all, we thought that this machine is the perfect option for those would be the ones who are 1)not satisfied with factory made even store - Explorative or conservative looking for an inexpensive machine. It does what all the other fresh baked bread and who would want to 2)make bread themseleves. - Have proficiency in cooking or not expensive models do (bake tasty bread!), but don’t expect it to make a 3)The ones who enjoy cooking and 4)who love homemade food will perfectly browned loaf like the expensive models, not rumble as it bakes probably use a bread machine to make bread themselves the 2-pound loaf, or not breakdown after 3 years. If you want a more reliable machine, maybe it’s worth paying more for another model. For the price, we were happy with our Sunbeam 5891 purchase. " - People who want to make bread EASIER Review from Breadmachinepros.com Among those who actually makes bread, there are people who prefer to make bread with hand entirely and the ones who would use a bread machine. A bread machine is used to help them 1)save time, 2)with their physical limitaions (strength needed when making the dough) and 3) Explorative Performance discover new recipes. Michelin Chef Idealist Adventurer - people who Perfectionist - people who challenge - people who - people who want to improve themselves to be look for the best look for the the best coolest Practical Aspirational - People who want to MAKE DOUGH- Newbie Proficient Focused One-dish Practicalist Deal Finder RELATED DISH Learner Chef - people who - people who - people who in Nowadays, some bread machines have the function of making ferment - people who is just want to get search for the dough for pizza and cake. Some can even make jam. This could also be a just want to learn to do the good at making things done cheap one in the reason for people to purchase a bread machine. traditionals specific bread cheaply coolest Conservative Cost Icons by Jaime Wilson, Dávid Gladiš, icon 54, Made Somewhere, Andrey Vasiliev, Artem Kovyazin from Thenounproject.com Customer Segmentation - Other Sunbeam Products Heating Pad - Health Iron - Household Current Sunbeam Average Price Range $30 - $50 Average Price Range $20 - $35 Customer Segment Performance Perfectionist Idealist - people who - people who look for the look for the best coolest Practical Aspirational Practicalist Deal Finder - people who - people who in just want to get search for the things done cheap one in the cheaply coolest Cost Aimed at pain relief, Sunbeam's best selling product heating pad is priced Same situation for Sunbeam's 2nd best selling product - irons. They are of Sunbeam products are aimed at people with normal income. These people from $10 to $50. There's no other competition in heating pad category low price and ordinary tech. But the price difference between a high priced are kind of cost sensitive. since the top 15 on Amazon.com are all Sunbeam product. iron and the ordinary priced iron is $20 - 30, which is not much difference. At the same time, products provided by Sunbeam are not the ones with the The product itself does not have a cool and fancy look. There's not much most cutting edge technology. They are using common technology where high-end technology in this product category. And the price is faily low. other companies all have. But the strength of Sunbeam seems to be that it Therefore, this product is more aimed at the common market than a high- is able to utilize their operation and resources to create the best sellers end one. within certain price. This low-price, low-tech strategy works well in the products where technology doesn't make much of a difference. However, when the product requires high technology to provide a great experience, Sunbeam loses the battle there. Data and images from Amazon.com Breadmaker Market Lifecycle Growth Period - Approaching Mature Currently there are around 300 at least 10 different kinds of recipes. United States. Healthy eating is different bread machines in It is when a product is approaching the new fashion. The trend here is market. (According to Amazon its mature period that all products that more and more people are data). Yet there are not much within the group becomes similar. returning to kitchen to cook. There specification difference between However, the opportunity here is will be new needs due to behavior them. It is a standard for all bread that people are becoming more change of customers. makers to be able to make a 1.5 - concerned of what they eat in the 2 lb loaf, 13 hours time delay and Product Models in Market: 295 Data from Amazon.com Sales Revenue Sales Time Introduction Growth Mature Decline Competition Landscape GENERIC - Cooking BUDGET CATEGORY Utensils - Homemade, Family - Kitchen FOR (Nostalgia) Appliances - Enjoy cooking - Hands-on FORM - Speed up Process - Breadmakers Experience - Healthier Lifestyle Afterall, people cook to live, and live to cook.