Marketing Simulation Game

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Marketing Simulation Game:

Marketing Simulation Game Tiffany Miller

Target Market Segment & Product Development:

Target Market Segment & Product Development Urban Commuters Outdoor Enthusiast Google Images Google Images

Product Characteristics:

Product Characteristics Q1 Characteristic Score 64 Feature Score 22 Average Appeal 43 Q2 Characteristic Score 81 Feature Score 9 Average Appeal 45 Q3 Characteristic Score 81 Feature Score 22 Average Appeal 52 Quarters Base Straps Price Target Market Special Features Quarter 1 Rounded Top Basic $120 Outdoor Enthusiast Solar Device/GPS/Audio Bundle Quarter 2 Large Rectangular Wide Padded $130 Outdoor Enthusiast Solar Device/Audio Bundle Quarter 3 Large Rectangular Wide Padded $130 Outdoor Enthusiast Solar Device/ Audio Bundle/Water Bottle

Pricing Strategy:

Pricing Strategy Quarter 1 Cost of Production: $64.00 Margin Per. Unit: $39.00 MSRP: $120.00 Quarter 2 Cost of Production: $58.00 Margin Per. Unit: $72.00 MSRP: $130.00 Quarter 3 Cost of Production: $65.00 Margin per Unit: $70.00 MSRP: $130.00

Slide5:

KPI’s Indicator Score Q1   Q2   Q3 Gross Margin 23% 23%   23% Price Score 3 3 3 $Avg. Margin $31.80 $28.32 $26.32 Profit -8,247.99 -5,906.29 -4,361.39 Profit Rank 5 3 3         Gross Profit $1,752.00 $2,293.00 $1,838.00 Units Sold 96 131 102 Total Revenue $7,608.00 $9,891 $7,958 COG’s $5,856.00 $7,598 $6,120 Distribution Cost $0 $0 $0         Net Profit -$8,247.99 -$4,154 -$4,361         Final Balance -$4,154 -$4,154 -$8,515

Distribution Strategy:

Distribution Strategy Quarters University Store Online Discount Retailer Supermarket Department Store Fashion Boutique High End Outdoor Direct Quarter 1               Quarter 2               Quarter 3               Interest Level Q1 21% Q2 20% Q3 20% Q1 Market Share 13 % Market Share Rank ( 4) Q2 Market Share 15% Market Share Rank (4) Q3 Market Share 15% Market Share Rank (5 )

Promotional Strategy:

Promotional Strategy   Quarter 1 Quarter 2 Quarter 3 Message Score 16.0 9.0 9.0 Media Spending $10,000.00 $8,200.00 $ 6,200.00

Slide8:

  Quarter 1 Quarter 2 Quarter 3 Positioning Message Great Value/Professional Fun/Peak Performance Fun/Peak Performance Promotional Campaign -Outdoor Magazine: 1x   -Newspaper Editorial: 1x   -30 Second commercial (Cable Network): 1x   -30 Second commercial (Wilderness Channel): 1x -Outdoor Magazine: 1x   -Newspaper Editorial:1x   -Internet Online News: 1x   -Sports Talk Radio: 1x   -30 Second commercial (Wilderness Channel): 1x   -Billboard: 1x -Outdoor magazine: 1x   -Newspaper Editorial: 1x   -Internet Online News: 1x   -Sports Talk Radio: 1x   -30 Second commercial on Wilderness Channel: 1x  

Compared to Competitors:

Compared to Competitors

Moving Forward:

Moving Forward Goals To increase market share To reduce deficit profit margin Options Raise Price and sell to high-end Stores Modify the product

Works Cited:

Works Cited GoogleImages . "Alabama Hiking." Hiking Trails in Alabama . N.p ., n.d. Web. 28 Feb. 2013. <http://www.destination360.com/north-america/us/alabama/hiking >. GoogleImages . "Learning Evangelist." Learning Evangelist . N.p ., n.d. Web . 26 Feb. 2013 . GoogleImages . "Google." Google . N.p ., n.d. Web. 28 Feb. 2013. McgrawHillConnect. "The Practice Series from McGraw Hill." MHPractice . N.p ., n.d. Web. 28 Feb. 2013.

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