Final Performance and Final Report
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Computer Simulation: Final Team Performance and Final Report
Your performance and experience during the computer simulation will be graded in two ways: 1) your team’s final
standing relative to your competitors in the simulation (5% of your final grade) and 2) your team’s final report (20%
of your final grade). Details on both of these, including the requirements for the report and how points will be
allocated are discussed below.
FINAL TEAM PERFORMANCE
You will be graded based on your team’s final performance in ranking relative to your competition based on five
indicators: net profit, customer satisfaction score, return on marketing, revenue, and product satisfaction score. Each
team will receive a rank score for each of the five indicators which will then be summed up for an overall total team
score (out of 25). In particular, the team that ranks highest on each indicator will receive a score of 5, second highest
will receive a score of 4, third highest will receive a score of 3, and fourth and fifth highest will receive a score of 2.
Thus, potential team scores will range from 10/25 to 25/25. For example, if a team has the highest net profit, lowest
customer satisfaction rating, third highest return on marketing, second highest revenue, and highest product
satisfaction, the team’s final score would be 19/25 (i.e., 5 + 2 + 3 + 4 + 5). In the case of a tie on any of the indicators
both teams will receive the same score. To illustrate, if Team A and Team B tie for 2
nd
on profit then the following
scores will be allocated to the five teams for the profit indicator: 5, 4, 4, 2, 2.
FINAL TEAM REPORT
Your final report should include the eight headings/topics listed below.
The main body of the report should be no
more than 10 pages using a 12-point font and double spacing.
Your report should include a title page, table of
contents, a copy of your original strategic plan, and exhibits (NOTE: these are NOT considered in the page count).
Using charts and tables (these can come directly from the simulation) to illustrate your team’s performance is
suggested.
Your report should be submitted to the online portal at eclass by 11:59 pm on the last day of class
(
December 6
th
).
Your final report should include the following content:
1)
Overall Outcome (5 points):
A summary of your performance and a discussion of your overall results as
measured by the Leaderboard and other performance metrics.
a)
Who are you (Company name)?
b)
How did you do (include a chart/table/graph of your team’s performance if this helps).
c)
How did you perform relative to your competitors (you can use your appendices to help)? Who was
your primary competitor(s) and why?
d)
How did you team perform compared to your original strategic plan – did you make changes? Note
this is not meant to be a turn-by-turn description rather a high-level overview.
2)
Target Market Choice (10 points):
A summary of your target market strategies and how they evolved over
the course of the simulation.
a)
Who was your initial target market?
b)
What was attractive about that target market (why did you decide to target them)? What criteria did
you use to select that target market?
c)
How did the characteristics of the target market influence your marketing mix decisions (i.e., provide
details of product, price, place, promotion) of the backpack?
d)
Did you change target segments during the game?
Why/why not? Was this a good decision?
Why/why not?
e)
Did you add additional target segments during the game?
Why/why not? Was this a good decision?
Why/why not?
3)
Turn Decision-Making Review (10 points):
Summarize
major
decision turns paying particular attention to
changes in your strategies and tactics (e.g., what you did, why, and what was the result).
This section,
analyzes and explains your decision-making.
Use course concepts and terminology to demonstrate how
your team applied course concepts throughout the game.
Turn reports can be included in your appendix if
that helps communicate your results. The appendix does not count towards your total page count. The
types of information you should discuss is listed below.
a)
Strategy Chosen:
An analysis of your initial strategy and how your strategy changed over the turns of
the game. Were the changes successful or not? If you made changes how was your timing (e.g., did
you time it correctly, wait too long, change to quickly) and what was the implications?
b)
Marketing Mix:
Explanation of your decisions for EACH of the elements of the marketing mix
(product, pricing, distribution, promotion). How did you start, what did you change (and why), what
did you not change (and why). What were the implications of your decisions.
4)
Competitors in the Marketplace (10 points)
: What impact did competitors’ target market choices have on
the game?
a)
Who was(were) your main competitor(s)? Why?
b)
How did your competitors’ decisions impact the elements of your marketing mix (product, pricing,
distribution, promotion)?
c)
What information did you pay attention to in order to understand what your competition was doing,
how to anticipate their actions, and how to respond?
d)
If you could restart the game with all of the knowledge you now have about your competitors what
changes, if any, would you make? Why?
5)
Areas for Improvement (10 points):
Discuss your team’s performance throughout the game. Did your team
make any mistakes, if so what and how could you have done better? Even if you do not believe your team
made any mistakes, how could you have performed better?
6)
Lessons Learned/Insights (24 points)
:
Identify and explain the lessons (insights) your team learned
regarding activities in marketing planning. To be clear these are NOT lessons about the simulation itself per
se but rather big picture lessons touching on marketing. This is a reflective aspect of the report and it is the
most important section. Please be sure to use marketing concepts and terminology when discussing these
lessons. I expect each team to share at LEAST two important lessons (ideally more). Be sure to not only list
the lessons(s) but discuss them. You can provide evidence from the simulation experience if that helps to
best demonstrate your example. Please keep in mind that the lessons learned by one team might be very
different from the lessons learned by a different team in the same game.
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