Marketing

Marketing Simulation Analysis

Nick Strom

MKT 300 9:40am-10:30am

Professor Eaton

December 12, 2011

Introduction

In the simulation, the goal was to achieve the optimal balance of financial, market, and marketing performance. Financial performance was based on how much profit the company generated. Market performance was based on how much market share the company's products obtained. Marketing performance was based on how well the company's ads were received and how the products were rated. Striking the right balance was the most difficult part of this simulation. The company can have excellent market share and brand judgment if it includes all the best features and charges the lowest price possible, but it will have to sacrifice financial performance. The most important part of the simulation was to learn from mistakes and analyzing the results. Personally, my decisions were not effective in the first few quarters because I did not take the time to analyze my results, so I could learn from them. Eventually, my decisions got better as I took a longer time analyzing my results. In the end, I was able to get decent results, but I know I could have done a much better job.

Quarter 1+2

Major Decisions

My first decision was to name the company Infinity Tech Services. The next task was to select the first target segment. I chose to target the workhorse segment. After selecting my first segment, I had to open my first sales office. I chose to open a sales office in Shanghai. For quarter 2, my first task was to design my first product. I designed a product with the least component costs possible. It was called ITS Easy PC. The only added features were networking and office software. My next task was to price my product. I priced the ITS Easy PC at 3,000 dollars with a rebate of 315 dollars. I designed an ad for the ITS Easy PC which focused on my it's added features and it's price rebate. I also claimed the ITS Easy PC was easy...