Stratsim Performance Essay

2807 Words Apr 26th, 2012 12 Pages
StratSim Simulation Assessment: Firm A

Team Members: Timothy McKinney, Alesh Shah, Sami Belbase, Brian Muirhead, Kayleigh Ballantyne

Initial Marketing Strategy

For our initial strategy we wanted to choose a product line that would be most intriguing to customers in this poor economy. To initiate this we focused our products around better gas mileage, safety, and quality. In order to do this we needed to evaluate consumers’ needs and desires when making a high involvement purchase such as a car. We believe the best target market for this type of car would be a middle class family that does not have as much disposable income due to the recession in our economy.

After choosing key characteristics that we believed
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By promoting our quality, affordable cars we would be able to establish our name into the market as a key competitor.

Initial Business Position

Initially, our firm’s business position was at a healthy position. In the beginning of the simulation, our overall market share for the automobile industry was 28.2%; the highest in the market. We realized that our primary strength from product contribution came from our economy car Alec with 63.5% market share for economy cars, and from our utility car, awesome with a 48.5% market share for its vehicle class. Thus, it was evident what we needed to do; maintain high market share of our leading cars while conforming our least profitable vehicle class sustainably to coordinate to customer demand.

Performance and Analysis of Strategic Factors

Typically, our firms performance objectives was to be sustainable and profitable as a business while at the same time achieving customer satisfaction for our main consumer segments; singles, family, and enterprisers and value seekers. Our generic marketing strategy was focused around a balance of cost leadership, and product differentiation. Cost leadership was employed strategically for our economy and family car, executed with emphasis on efficiency and safety. In period one, our firm was positioned positively and strong; sales were at a profitable level of $20,516.

Due to poor management skills, and a decentralized functionality of departments periods
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