Executive Summary

MKTG 449 v.0813

MKTG 449 Strategic Marketing Simulation Executive Summary Guidelines

At the end of the simulation, your company (team) will produce a final report, also referred to as an Executive Summary. The report should be an intensive summarization of your activities for the eight quarters of play. There are 60 individual items, listed below, to be discussed in your final report.

I. Executive Summary (approximately 1 page, 10 points maximum) Makeup of executive team Discuss how will achieve success- your companies' mission? What is the company's product and its distinguishing features? Estimated market and the attractiveness of the market Key projected financial data How much money is being sought? How will the money be used? Why?

II. Description of Business and Industry (approximately 2 pages, 15 points maximum)

Corporate marketing strategy used. Differentiated, focused, etc. Explain. Description of product, possible customers, and regions of operation Company's objectives History of company

Industry Overview Current status and prospects SWOT Analysis Sales offices open (discuss regions and compensation plans)

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III. Market Opportunity Analysis (approximately 3 pages, 35 points maximum)

Market profile

Total dollar volume for market Overall unit demand for products Market segments selected. Why did you select there segments? What does the future look like? What is the projected growth rate? Industry trends How does your product fit into the market?

Customer profile

Benefits customers seek Does the product fit the customer profiles? How big are the segments? Price sensitivity of segments Is price or performance more important?

Key competitor(s) profile

Company sales volume and market share Competitor strategies Competitor's strengths and weaknesses What actions are competitors likely to take in the future? What actions are competitors likely to take given your plans?

IV. Marketing Plan and Sales Tactics (approximately 2 pages, 20 points maximum)

Target markets

Segments to be targeted Needs and demographics of each segment Why were these segments selected? Will other segments be targeted in the future? What will be the order of market development, and why?

Product line

What is the product(s)? Core and augmented product? At which market segments is it aimed? Discuss branding and brand loyalty. In what way is it different than the competition's? Does this product enjoy a favored position in the market? What is this position?

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Research and development

What are you doing to increase your technology? Will research generate new products, or improve existing ones? How much will the research cost? How long will the research take? How will the introduction of the new technology affect the market?

Pricing

What is the pricing strategy? Did you use a skimming, penetration, and/or international strategy? Why?

What are your profit margins by brand? How do your prices compare to the competition's? Is the market sensitive to price differences?

Promotion

Will national or local advertising be used? What will be the message? Advertising appeals? What percentage of sales will advertising represent? How do your expenditures compare to your competition? Were rebates apart of your promotional plan?

Distribution

What geographic markets are you in, and which do you plan on entering? What are the sizes of the segments in those areas? How many salespeople will you assign to each sales channel? How many salespeople will you assign to each segment? When and where will you open new sales channels? Would direct or indirect channel work for your company?

V. Financial Plan (approximately 2 pages, 10 points maximum)

Profitability results (What brand(s)) had highest profit? Why? ABC Analysis (minus manufacturing costs) Break-even analysis (use hypothetical fixed and variables costs)

Appendices & Graphs (length varies, 10 points maximum)

Customer profiles Competitor profiles Market and brand forecasts Balance Scorecard/ Cumulative Balance Scorecard