preview

MKT Simulation Essay

Satisfactory Essays

Yinan Yang
MKT 300
John Eaton
Dec. 10th.2012
Simulation Paper

Q1+Q2
Major Decision:
A. Company Name:
In this first quarter, I used a name “High tech ” for my new company. I choose this name is because the company is about computers and high technology can totally represent the meaning.
B. Target Market:
At the point of Q1,I chose the workhorse as my first target segment. This is because workhouse is the medium kind of computer, customers will be much more than the other two. People talked about easy to use, low price, after sale service and support and other staffs to pick computers.
C. Responsibility:
President-Overall leadership is my primary responsibility in the company which meant that I had the final decision and …show more content…

Number of ads:
Shark:Chicago 5.
Galileo: Shanghai 13
Synergy: Paris 5
Constellation: Paris 6
e) Balanced scorecard results: My total performance for Q1+Q2 was 8.989. Financial Performance was -1.533. Market Performance was 0. Marketing Effectiveness was 28.500.

Q3
Major Decision:
A. Target market:
The target market in Q3 is still workhorse. I did not open another market in Q3 is my big mistake. I knew my market share in workhorse is low but I didn’t change it.
B. Brand management:
I did not change my brand design in Q3.
C. Pricing:
I did not change my price in Q3.
D. Advertising:
To improve my advertisement, I changed my order of ad. The order is brand name, rebate - special price deal, easy to use, largest data storage on market, feature office applications, feature engineering apps, link PCs with network/internet and picture of business professionals.
E. Hire Sales People:
I also changed my decisions about hiring. I put 1 support people in Chicago because I think people are more care about after-sale support in workhorse. I also put 2 sales people for workhorse and 1 in support.
F. Open Sales Office:
I opened Paris this time because the market size in Paris is the third largest.

Results for Q3:
a) Brand Judgment: I got 24 in Traveler, 1 in Workhorse, and 35 in Mercedes.
Price judgments: I got 93 in Traveler, 77 in Workhorse, and 100 in Mercedes.

Get Access