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Initial Strategy Report

Initial Strategy Report
The Initial Strategy Report will count as 2% of your course grade. You must e-mail your professor (one
per group) with your strategy (short- and long-term). “A successful firm will likely have a strategy that is
well thought out and executed. Creating a sound strategy is the most important process your firm will
undertake because your strategy is the framework for all decision-making and firm organization. The
strategy should be a long-term vision for your firm that every member of your team can reference when
making decisions and analyzing data. Strategy is defining segments served and creating a sustainable
competitive advantage. It is your road map. It is where and how your firm chooses to compete. It is
essential” (, 2011). The paper should address the following elements:
? Business definition: Who do you want to serve and why? Be sure to include customers/segments
to be targeted and customer needs satisfied. What is the rationale for these choices (e.g.,
segment attractiveness, market gaps, fit with resources, synergies)?
? Competitive advantage: What competitors will you complete against and how?
? Performance objectives: What are your firm’s performance goals (e.g., highest cumulative profit,
highest stock price, largest market share)?
? Key success factors: What is required of your firm to execute this strategy successfully (e.g.,
product development, outspend competition, first in market)?
? Strategic assumptions: For your strategy to be successful, what are the underlying assumptions
(e.g., first mover)?

In essence, your marketing strategy defines your team. How aggressive is its decision-making? How
much risk is it comfortable with? Is it proactive or reactive to the marketplace? How patient is it with its

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Final Simulation Report
The Final Report should describe your final results for all Allround brands by category. The written report
must not exceed 15 double-spaced pages (12-point type) with one-inch margins, excluding title page and
appendix. The report should not merely list the results, but detail what you learned during the simulation
by addressing the following by category:
1. Manufacturer’s suggested retail price
2. Volume discounts and promotional allowances
3. Advertising budget
4. Selected advertising agency
5. Relative emphasis on the four types of advertising messages
6. Promotion’s budget with allocations to cooperative advertising and the three types of consumer
7. Sales force (number allocated to the five types of retail stores as well as to wholesale and indirect
support functions)
8. Segmentation
9. Product life cycle
10. Line extensions
11. Cumulative net income throughout the simulation and final stock price
12. What you anticipate would happen to the Allround brands in period nine

Your appendix must include:
1. Your firm’s initial strategy
2. Your team’s decisions, results, and interpretation of results for each of the eight periods
3. Graphs

Once your group finishes the report, one member will upload it to Doc Sharing to share with the entire
class. The title of the report should include your group name, for example: “Group A_Report.” All students
should have access to the other firms’ reports once the game is over so they can learn from their
competitors’ insights and strategies. The reports form the basis for the discussion

Module 1: Defining Marketing – Discussion

Many non-profit organizations such as universities, churches, government agencies, and charities, are using marketing techniques very similar to the ones used by traditional businesses. Do you approve of this, and are there any issues related to this practice that you would like to raise?

Module 2: The Customer – Discussion

Does marketing convince consumers to develop new desires about products and services they do not need or does it just identify and respond to pre-existing consumer needs? Explain your answer.

Module 3: Business Market – Discussion

Read the article “Needing the Unnecessary” by James B. Twitchell. (The article is easily found by conducting an Internet search using the words in the title.) How is luxury defined? Do you agree with this definition and with the role of luxury in society?

Module 4: Brand Equity – Discussion

What is the difficulty in measuring the brand equity of a brand like Coca-Cola?

Module 5: The Product – Discussion

Marketing is the same regardless of whether it is for a service/good or e-commerce/brick-and-mortar: it is about research to identify target markets in which you can brand a product and create a competitive advantage. Do you agree with this statement? Support your position.

Module 6: Price – Discussion

Can we use the concept of price elasticity to identify a brand’s competitors? How would that work?

Module 7: Marketing Communications – Discussion

You want to introduce a new product. You already have a successful brand in a different product category than the new product you plan to introduce. You are contemplating using the same brand name (brand extension) for the new product. What factors should you consider before making this decision?

Module 8: Global Marketing – Discussion

Review all group reports and comment on one key strategic move that led to each competitor’s success or demise. Please substantiate your answer.

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