...Market Simulation Report #2 Group – 05: Byung-Joo Cho Tyler Standing Huicun Ning Kai Yuan Zheng Introduction The introduction of B&B Health’s new product, Besthelp Cough and Cold, poses many threats to the sales of Allround’s Cold Liquid product. Up until now, Allround has had strong sales in the cold segment, controlling 21.4% of the segment before the Besthelp release. Upon the release of the new Besthelp product, the marketers of Allround projects that Allround’s market share in the cold segment will drop if nothing is done in response. The marketing team at Allround suggest they respond by releasing a new product, however, it is also noted that if Allround does release a new product, they can experience 5-15% of cannibalization from their current customers. In order for Allround’s marketing team to make the correct decision, we must analyze the cost of cannibalization and the net income that will be gained from the new cough syrup product. Projected: Not introducing new product after Besthelp C&C It is projected that if Allround does nothing in response to the Besthelp C&C release, their market share of the cold segment will drop from 21.40% to 18.4%. The following is the projected sales and income numbers for this drop. | Before Besthelp | After Besthelp | % change | Sales | 214.3 | 184.0 | -14.14% | Net Income | 50.7 | 32.0 | -36.88% | Profit Margin | 23.66% | 17.37% | -26.59% | With no response to the Besthelp C&C release, the...
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...Table of Contents Page 1.0 Introduction ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 1 2.0 The Group Selection ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 1 3.0 SimVenture Simulation ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 2 4.0 Experience with SimVenture Simulation ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 2 5.1 First Simulation ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 2 5.2 Second Simulation ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 4 5.3 Third Simulation – WOW ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 4 5.0 Group Dynamics ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 5 6.0 Individual Learning and Growth Points ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 6 7.0 Conclusion ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 7 8.0 References ∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙∙ 7 1.0 Introduction The Entrepreneurship in Practice module is taught with the purpose to educate the potential...
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...Business and marketing strategy fundamentals Course code Course title Business and marketing strategy fundamentals Type of course Compulsory Level of course Graduate Department in charge Graduate School Year of study 1st Semester Fall Number of credits 10 ECTS; 56 hours of class work, 210 hours of selfstudy; 2 hours of consultations Lecturer Benas Adomavičius & PhD. Neringa Ivanauskienė Date of the course XYZ Prerequisites Undergraduate diploma in social sciences Form of studies Friday/Saturday Language of instruction English/Lithuanian Course description Business and marketing strategy are critical components of business success since strategic issues and possibilities arise in all sectors. Important aspects are not only the company’s positioning in relation to its market, but also the technological development, the supply of labour, political developments in society and other factors relevant for how organizations manage their business. 1 2013 Fall semester To a large extend strategic work is about understanding these factors and reinterpreting them so that they become assets rather than restrictions. Business strategy and marketing management concepts and techniques are studied. The course serves as an opportunity to develop skills for environmental and market analysis, understanding of the major business and marketing strategy issues, formulating business and marketing strategies and tactics. Course aim Students are going to discover knowledge...
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...Team D Strategy for Simulation 2 Team D’s strategy for the next simulation will be to buy large quantities of raw material and produce maximum amounts of product in the first quarter to meet maximum capacity. Furthermore, we plan to invest in marketing at around 3%. Our marketing tactic will be to invest marketing expense into two products per geographical area, so that each geographical area will have two highly marketed products. In our second quarter, we will watch the sales reports and inventory levels closely. When our resources are low we will replenish our inventories to reach capacity levels so that we do not lose money on interest charges that are related to inventory costs. We will use a just-in-time approach to purchasing and production. Also in this quarter we will consider changing the prices of our products, depending on our market data. Our goal in this simulation will be to maintain low inventory costs, and increase sales of our products. In our third quarter, we will continue monitoring our sales reports, inventory levels, production schedule, and market report. Based on our results, we will analyze each report and determine whether we need to change prices or change marketing expenses. We will also monitor our financial statement and determine if there is room for loan repayment to decrease our interest expenses. We think it is important to note that in order to maintain a realistic approach to the simulation we will aim to have an operable amount of inventory...
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...Executive Summary The purpose of writing this report is to evaluate and provide sound advices to the company, Venture Simulation Ltd on its business simulation game, Sim Venture. Several recommendations will be given for future improvements based on the main business areas of the company. In recent years, the business simulation industry is growing rapidly. With outstanding product design and feature, more and more educational institutes and commercial organizations demand the business simulation to provide their students and staffs quality business and entrepreneurship learning. Since there is a potential market opportunity for the product, it is necessary to introduce a new product and implement an aggressive marketing strategy in the existing and new market in order to obtain sustainable competitive advantage for larger market shares. For scaling the venture, the owners emphasize the long lasting customer relationships to enhance the customer loyalty to the product. Effective intellectual property protection strategy must also be executed in order to prevent others from copying the simulation. Finally, several innovative strategies including effective marketing strategy, introduction of new product, penetrations of new markets are strongly recommended for better future business growth. Table of Contents Executive Summary Table of Contents 1. Introduction 1 2. Background of the Company 1 3. Market Opportunity 2 4. Product...
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...Li Huanan SMM486 1. Introduction In the last three weeks we ran a marketing simulation software called Markstrat for ten years period and achieved better understanding of marketing factors based on the analysis of the decisions we made and results we received. This report will firstly provide a brief description of general performance of our company in ten years time and then analysis the decisions made based on various theory frameworks. Finally, key learnings gained from the simulation will be suggested and further discussion will be generated. 2. General performance The first five graphs in the Appendix indicate our general performance clearly. Graph 1 shows the change of SPI of all four companies from Period 0 to Period 10. Comparing to other competitors, our company realised a high SPI with a peak of 6104 in Period 8, and then received a decrease in Period 9 and 10. Similar situation happened with our revenue and profit before tax. It could be seen from Graph 2 that revenue increased dramatically before Period 7 and declined significantly from Period 8 to the end. Graph 3 indicates that a relatively higher profit margin was achieved from Period 3 to 10 while an overall decrease occurred from Period 6. Different results were generated in Sonite and Vodite markets. According to Graph 4, our market share in Sonite market reached a peak of 53% in Period 5 and continuously decreased from Period 5 to Period 10. In Vodite market, 99% of market share was captured in Period 3 and...
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...Feet” simulations. For the exercise we were required to address the issues in the simulation and identify the best decision for all parties involved. This summary will review what ethical issues were presented in the simulation, the decision making steps to ethically address the issues, the perspectives and lenses that were used to make the decision, influences in the decision making and concepts that relate to my work place. The first simulation “The Mysterious Roses” presented an issue that could have potentially been a violation of the sexual harassment policy. In this simulation Bill Witherspoon, a research scientist had been sending flowers to Gayle Dornier, a Sales Representative. Bill Witherspoon had been sending flowers anonymously for the last three weeks to encourage her. Joe Williams another employee informed me that this has made Gayle uncomfortable. Gayle has requested a meeting due to a confidential matter that may or may not be related to the anonymous flowers. Due to Gayle’s request that this meeting be kept confidential, I am faced with the dilemma of what to do in this situation. The second simulation “Cold Feet”, presented a problem related to possible falsification of data. In simulation I have received an email from Nicolai Zubanov. The report he has to submit to Phillip Waters has data that is not favorable to their project. To help the situation he will be editing data to make the report look better. Philip Waters asks to review his final report and...
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...is designed to be easy to use and is compatible with all the recent Microsoft Windows operating systems. This operations guide helps you start the simulation and also provides more detailed descriptions of each of the reports and decision screens. The StratSim simulation contains all the marketing, competitive, and financial reports for your industry. After reviewing these reports, you will make decisions that are automatically saved on the Interpretive website. Once your decisions (and those of your competitors) are completed, Interpretive will advance the simulation, update the results, and you will be able to view the outcomes. Getting Started StratSim is compatible with all the recent Microsoft Windows operating systems and requires a hard drive and Internet connection. The minimum requirements are: • Windows Vista or XP • Internet access (Broadband recommended, dial-up acceptable) and a web-browser • 4 MB of hard disk space (or zip drive / memory stick) Accessing the Simulation To use StratSim, first login at the student login page at www.interpretive.com. You will receive your login information either from your instructor or directly from Interpretive. After logging in and placing your order, click on Simulation at the top, and Access Simulation in the left hand column to see the following page. Click here to see simulation related information Help and FAQs Support materials for your event Information about your order Comparative Results From this screen, click...
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...Ethical Perspectives The Ethics Game simulations consisted of two ethical dilemmas. The first was called The Mysterious Roses and second dilemma was called Cold Feet. Each dilemma offered difficult ethical issues that needed to be addressed. Like the previous role playing simulation, the reader is in a manager type position and must make decisions that could have an effect on a lot of people. The Mysterious Roses starts by placing the reader in charge as the Marketing Director. As the Marketing Director, you receive a few emails. One email is from an employee who is worried about a co-worker who is having trouble at work. The next email is regarding anti-harassment classes followed by an email from the female who is receiving the roses. This female is stating that the roses are making her uncomfortable and she wishes that she would stop receiving them. There are a few decision making steps that are taken to ethically address these issues. As the Marketing Director it is your responsibility to identify the problem, identify who the problem effects, identify your duties to the people involved and how to solve the problem. The problem with this incident is identified as is the people involved. To solve the problem, the ethical lenses used in this part of the simulation are the Rights and Responsibility Lens and the Results Lens. When looking at the Rights and Responsibility Lens, there are a few tools that are available to assist in the decision making. The Rights and Responsibility...
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...Principles of Marketing Simulation NewShoes Willbann T. Terpening, Gonzaga University James G. Helgeson, Gonzaga University Michael L. Ursic, Gonzaga University Charlottesville, Virginia, USA COPYRIGHT NOTICE This manual and the simulation described in it are copyrighted with all rights reserved by Interpretive Software, Inc. Under the copyright laws, neither this manual nor the simulation may be copied, in whole or in part, without written consent of the authors, except in the normal use of the simulation for educational purposes, and then only by those with a valid license for use. The same proprietary and copyright notices must be affixed to any permitted copies as were affixed to the original. This exception does not allow copies to be made for others, whether or not sold. Under the law, copying includes translating into another language or format. Purchasing the simulation experience gives the owner the right to participate in a unique learning event. Each student or participant must purchase the simulation to take part in the event or the institution sponsoring the event must purchase for the entire group participating in the event. Limited Warranty on Media and Manuals In no event, will Interpretive Software, Inc. be liable for direct, indirect, special, incidental, or consequential damages resulting from any defect in the software or its documentation, even if advised of the possibility of such damages. In particular, the authors shall have no liability for...
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...BUSINESS SIMULATIONS USA & Canada 877.477.8787 Outside USA & Canada +1.312.477.7200 WWW.CAPSIM.COM The Course Road Map Registration Getting Started Login with your User ID and Password at capsim.com. Click on Capstone. Go to Getting Started and follow the steps that include: » Reviewing the Rehearsal Tutorial » Opening the Capstone Spreadsheet » Forming your company Practice Rounds (if applicable) Competition Rounds When the Competition begins, your decisions count! Additional tasks could include: » Optional Homework Assignments » Peer Evaluations See your Dashboard for complete information. (if applicable) Go to capsim.com/register, follow the onscreen instructions and register into your Industry.* Create your User ID and Password. *Your instructor may have given you an Industry ID Number. If not, you can locate your industry by using your school name/campus and either the course section number, start date or your instructor’s initials. Most instructors include team Practice rounds. When the Practice is over, the simulation will restart from the beginning, using the unique model selected by your instructor. Your instructor might include a Comp-XM exam. Go to the Course Page and choose Comp-XM. Follow the instructions on the Dashboard which include: » Decision making using the Comp-XM Spreadsheet » Board Queries (quizzes) Table of Contents 1 1.1 1.2 1.3 1.4 1.5 1.6 introduction .................................................................
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... MARKETING MANAGEMENT Syllabus 营销管理教学大纲 授课时间 2011年9月-2012年1月 教 师 熊 伟 学 生 Full-time MBA 2011 E-mail 发布课件 mkt_mba_full@126.com 提交作业 mkt_mba_xw@126.com Tel 10-64494372 1. Outline and Objectives Marketing Management is a core subject in the business program, and it has been designed for those students majoring in Marketing, as well as those taking this course as their formal, academic venture into this discipline. Participants in the program would be expected to recognize that marketing is a total system of business action and should be seen as the key element in the running of any business. This course could enable students to better appreciate the role of marketing in individual firms as well as in the wider community by exposing them to theories and basic concepts. Upon completion of this course, it is expected that students should: be able to identify and explain the important concepts in marketing; understand how marketing integrates with other areas of business, especially in a dynamic business environment; be able to apply these concepts in case situations, particularly in a Chinese context and, therefore, to enhance competence in the analysis of real world’s marketing; develop the ability to confidently and meaningfully analyze marketing problems; be equipped with sufficient knowledge of marketing to enhance their capacity to evaluate the role of marketing in...
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...WhisperHills@Gmail.Com $70.00 – Purchase TASK 1 Task: 1. Submit the peer evaluation report for the evaluations you received from your team members. 1. Evaluate your personal and team performance in the simulation based on the peer evaluation report by doing the following: 2. Discuss howone of your strengths can be utilized in the workplace. 3. Discuss how you can improve uponone of your weaknesses in the workplace. 4. Discuss your role on the team. 5. Discuss the strengths of your team as a whole. 6. Discuss the weaknesses of your team as a whole. 7. Explain how you interacted with your team. 8. Explain how you overcame challenges you faced as a team. 9. Discuss what teamwork advice you would give to others who were beginning to work on the simulation. 10. Discuss the relevance of teamwork in the simulation to the context of your professional Task 2 1. Describe the impact the company strategy had on your functional area in the simulation. 2. Reflect on the decisions that were made in the simulation by doing the following: Note: Your reflection may include graphs and other data. 1. Discuss decisions that you would change. 1. Discuss decisions that had a positive impact. 3. Present your strategic outlook for your functional area in the simulation. 1. Recommend future decisions for your functional area in the simulation. 1. Submit the attached “Assignment Designation Form.” 1. Discuss the overall...
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...Professor of Marketing INSEAD Hubert Gatignon The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD Rémi Triolet Partner, Director of R&D STRATX Copyright © StratX 2010-04-19 1 Publisher: StratX Production: Coptech, Inc., Woburn, Massachusetts Marketing Team Americas: Marketing Team EMEAA: Development Team Support Team Paul Ritmo & Andréa Hernandez Stéphanie Zanon & Patricia Huber Laetitia Benhous, Aurélien Dauvergne & Rémi Triolet Andréa Hernandez & Annie Houde Copyright © 2003, 2010 by Jean-Claude Larréché, Hubert Gatignon & Rémi Triolet Software © 2003, 2010 by StratX Markstrat is a registered trademark of StratX All rights reserved No part of this book may be reproduced in any form, electronic or mechanical, without the prior permission of the publisher. Used books should not be purchased or sold. Each Student Handbook comes with a unique serial number that is to be used by the person who purchased the book only. If the registration card in the back of this book has been tampered with, return the book because you will not be able to use the serial number ISBN# 0-9743063-6-3 ISBN# 0-9743063-7-1 Edited 2010 for the electronic version for the paper version How you can save paper. Please refer to page 11 before printing this document. Copyright © StratX 2010-04-19 2 TABLE OF CONTENT Introduction __________________________________________________________ 6 About STRATX SIMULATIONS ______________________________________________________...
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...UNDERSTANDING MARKET RESEARCH To: Marketing Assistant Trainees From: Porter Gamble, Vice President of Marketing RE: Introduction to Market Research Welcome to Allstar Brands! As a new Marketing Assistant Trainee, you have a lot to learn before you can take over management of one of our most important brands, Allround. One key to developing effective marketing strategies is to make informed decisions based on thorough analysis of research information. Your first assignment introduces you to the research reports we use on a daily basis. You will have access to many market research reports in MarketShare. These reports are organized in the following manner: COMPANY Provides detailed information about company performance. Provides information on overall market performance and trends MARKET affecting the simulation environment, including data on competitors and the distribution channels. SURVEY Provides information about consumer buyer behavior. The number of reports and data presented in these reports is significant. One of the objectives of this assignment is to reduce information overload by having you focus on understanding one of the research reports and then sharing your insights with the other Marketing Assistant Trainees. Your supervising Marketing Manager (your instructor) will assign you one report. After finding the report, learn everything you can about the information provided in it and write a one-page summary/interpretation of the report. The summary should include the...
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