BOSTON LONDON PARIS The Markstrat Challenge I STRATX Licensing Division 1 BOSTON LONDON PARIS Markstrat is a simulation designed to focus on strategic marketing issues Understanding customer needs Long-term perspective Marketing as profit center Competitive environment Marketing strategy is based on segmentation, positioning, and resource allocation... marketing mix decisions are secondary 2 BOSTON LONDON PARIS The Markstrat World Managing your firm Getting started 3 BOSTON LONDON PARIS The "Markstrat World:” a large territory with a highly developed economy The Markstrat World: Population: 250 million Currency: Markstrat Dollar ($) 4 BOSTON LONDON PARIS The basic scenario begins with firms starting in different positions 5 BOSTON LONDON PARIS Each firm can compete in TWO product markets SONITES independent not substitutes not complements VODITES Maximum: 5 brands/firm marketed at a time 6 BOSTON LONDON PARIS The Sonite market is already developed, each product having 6 determining product characteristics Weight Kg 10 - 20 Volume Design Index dm3 3 - 10 Max. Frequency Base Cost Power W kHz 5 - 50 20 - 100 5 - 100 $ min. 10 7 BOSTON LONDON PARIS Vodites will likely also have 6 main physical characteristics, but the market is as yet untapped Autonomy m 5 -100 Design Index 3 -10 Max. Frequency kHz 5 -20 Weight Kg 10 -100 Diameter mm 10 -100 Base Cost $ min. 10 8 BOSTON LONDON PARIS It is easy to recognize the origin of the brands from their names S I Product Type: Company marketing the brand: S=Sonite V=Vodite B I Freely chosen letters or numbers A, E, I, ... 9 BOSTON LONDON PARIS Sonite customers have traditionally been classified into 5 segments... Singles Professionals Si Pr Buffs High Earners Hi Others Bu Ot 10 BOSTON LONDON PARIS ...whereas initial studies for Vodites have pointed to a different segmentation scheme Typical segment size evolution over time sales Followers Early adopters Innovators time 11 BOSTON LONDON PARIS Sonite & Vodite customers have the choice of purchasing through 3 distinct distribution channels Specialty Stores Department Stores Mass Merchandisers 12 BOSTON LONDON PARIS Summary of Markstrat World environment: Market growth Technology Economic environment 13 BOSTON LONDON PARIS The Markstrat World Managing your firm Getting started 14 BOSTON LONDON PARIS Your objective in managing your company is to maximize your Share Price Index To do that, you will have to optimize: – Market share – Sales growth – Net contribution – Cumulative net contribution – R&D investments ... ... but the main objective is to LEARN ! 15 BOSTON LONDON PARIS You will need to do a certain amount of analysis, before setting a strategic direction for your firm Data Strategic Options Information N A P0 P1 P2 P3 B 457 542 650 745 C 856 596 587 900 745 789 824 1203 W E S 16 BOSTON LONDON PARIS Market research studies provide market data ... it is up to you to prioritize, digest and interpret them Consumer survey Consumer panel Distribution panel Semantic scales Multi-dimensional scaling (MDS) 17 BOSTON LONDON PARIS Market research studies provide market data ... it is up to you to prioritize, digest and interpret them (cont'd) Industry benchmarking Market forecast Competitive advertising Competitive sales force 18 BOSTON LONDON PARIS Market research studies provide market data ... it is up to you to prioritize, digest and interpret them (cont'd) Advertising experiment Sales force experiment Conjoint Analysis 19 BOSTON LONDON PARIS Once your strategy is clear, you should proceed to make a number of tactical decisions each year Production Planning Inventory disposal Pricing Mass communication Sales force & Distribution Market Research 20 BOSTON LONDON PARIS Your production department will automatically adjust production levels up to 20% (+ or -) against your plan. Market Demand Inventory build-up Lost sales (assuming zero inventory level) Number of Units Production QP (1-20%) QP QP (1+20%) Requested production level 21 BOSTON LONDON PARIS Comparison of purchase intent with market share can give you a feel for the size of "lost sales." Purchase Intent - Market Share Lost Sales competitors “order-book” ? lost to industry 22 BOSTON LONDON PARIS Pricing in Markstrat is fixed once a year Recommended Retail Price = $100 Specialty Stores Department Stores Mass Merchandisers Average Retail Price $ 100 $ 100 $ 90 Distrib. Margin $ 40 $ 30 $ 27 Average Selling Price $ 60 $ 70 $ 63 23 BOSTON LONDON PARIS Each firm receives a marketing budget for the coming period, based on the previous period’s performance Advertising expenditures Budget Advertising Advertising Research expenditures for each brand Operating cost Sales force Hiring & training cost Firing cost R&D Development budget Market Research Sonite and Vodite study costs for each project 24 BOSTON LONDON PARIS Brand results CONTRIBUTION BY BRAND Sonite Brands Base R&D project Sales Units sold Average retail price Average selling price Revenues Production Units produced Current unit transfer cost Average unit transfer cost Cost of goods sold Units in inventory Inventory holding cost Inventory disposal loss Contribution before marketing Marketing Advertising expenditures Advertising research expenditures Sales force Contribution after marketing Unit Total SEMI PSMO3 SELF PSL01 SEXY PSSI2 SEBU PSBU2 SEOT PSOT2 U $ $ K$ 742 649 358 233 172 969 260 829 399 264 68 858 162 484 442 282 45 820 211 336 279 181 38 251 60 000 357 222 13 320 48 000 204 140 6 720 U $ $ K$ U K$ K$ K$ 860 000 117 -86 800 232 955 -1 977 -1 498 82 693 320 000 114 114 -29 734 59 171 -539 0 38 584 112 000 116 120 -19 426 65 120 -604 0 25 790 320 000 96 96 -20 288 108 664 -834 0 17 129 60 000 202 202 -12 120 0 0 0 1 200 48 000 109 109 -5 232 0 0 -1 498 -10 K$ K$ K$ K$ -9 506 -392 -2 097 70 692 -3 007 -93 -385 35 098 -1 995 -105 -488 23 202 -3 007 -93 -386 13 642 -500 -49 -433 216 -997 -52 -405 -1 466 25 BOSTON LONDON PARIS Company Performance Sales Units sold Average retail price Average selling price Revenues Production Units produced Cost of goods sold Inventory holding cost Inventory disposal loss Contribution before marketing Marketing Advertising expenditures Advertising research expenditures Sales force Contribution after marketing Other expenses Market research studies Research and development Interest paid Exceptional cost or profit Net contribution Next period budget Unit Total Sonite market Vodite market U $ $ K$ 779 797 364 237 185 007 742 649 358 233 172 971 37 148 473 324 12 035 U K$ K$ K$ K$ 897 148 -97 239 -1 978 -1 498 84 290 860 000 -86 800 -1 978 -1 498 82 693 37 148 -10 438 0 0 1 597 K$ K$ K$ K$ -12 517 -883 -2 313 68 577 -9 507 -393 -2 099 70 693 -3 010 -490 -214 -2 116 K$ K$ K$ K$ K$ K$ -1 381 -2 900 0 0 64 295 24 350 -657 -900 -584 -2 000 26 BOSTON LONDON PARIS The simulation starts at the end of the initial period, the new management (you!) making decisions for the next period MS3 Pn+1 ... START MS3 Pn MSPH 27 BOSTON LONDON PARIS The decisions for the first period are limited in scope, so that your team can familiarize itself with Markstrat Gather information Do not make any major changes in your firm's operation Do not introduce new brands, modify or withdraw existing ones Do not start R&D projects Do not give perceptual objectives for advertising 28 BOSTON LONDON PARIS Organize yourselves and manage the group process Information overload Time pressure Conflicting opinions 29 BOSTON LONDON PARIS The Markstrat World Managing your firm Getting started 30 BOSTON LONDON PARIS When you return to your team room, the Main Menu will be on your PC screen Module Bar Click here to switch to the decision mode 31 BOSTON LONDON PARIS After accessing the Decision Module Main Window, you will start making decisions for the coming period Click here to access the Production, Price and Advertising module 32 BOSTON LONDON PARIS Decisions on production, price and advertising should be entered for each brand Switch from Sonites to Vodites You are making decisions for brand SEMI Switch from one brand to another 33 BOSTON LONDON PARIS The sales force is organized by channel type to better meet the specific needs of the channels click here to normalize sales force effort to 100% in each channel 34 BOSTON LONDON PARIS Buying market research studies will help you make sound decisions Your selections update the cost of selection automatically 35 BOSTON LONDON PARIS You can monitor the status of your decisions at any time 36 BOSTON LONDON PARIS Don't forget to transfer your decisions ... Step 1 Click here to access the Interface Module Step 2 Transfer your decisions and hand your data disk over to the Administrator 37 BOSTON LONDON PARIS On your marks, get set, GO! Give a name to your company Respect the deadlines Good luck! 38