Marketing Simulation: Managing Segments and Customers Prepare Tab Video Transcripts How to Play Video and Initial Customer Interview Videos “How to Play” Audio Script In this simulation, you are the newly appointed CEO for Minnesota Micromotors, a medical motors device manufacturer. You must determine the company’s overall marketing strategy and make critical decisions around Minnesota Micromotors positioning relative to ever-changing market segment needs and behaviors. These include setting the list price and segment discounts, determining sales force allocation, setting the marketing budget and allocating money to product development. When you first log-in, the “Prepare” section provides you with basic information on Minnesota Micromotors and how the simulation works, including specific information regarding your scenario. Note, that there is a downloadable PDF file you can print if you’d like a reference guide on how to play. Make sure to review the Foreground Reading and view all of the Customer Interview videos contained on this page before beginning the simulation as they provide crucial background information on company and industry trends and data. The “Analyze” section presents numerous sources of information to help you make your marketing strategy decisions every quarter. The simulation begins in quarter 4 of 2012. You will begin with three quarters of historical data to analyze and, as CEO, you need to make quarterly decisions affecting company marketing over the next 13 quarters. The timeline on the right side of the screen will track your progress throughout the simulation. The Dashboard is a great place to start your analysis. It provides a high level view of your market share broken down by segment, quarterly revenue, unit sales, profit margin, net prices and spending on features. In order to make informed decisions for your strategy, review the details contained in the Analyze subscreens. The Net Prices screen shows both your price history and your competitors’ price history broken down by segment. On any of the Analyze screens, you can toggle between “view graphs” and “view data”. The data view shows the same information in tabular form. Clicking on “copy to clipboard” pastes the data from that screen to the clipboard on your computer. You can then paste the data into your program of choice, most typically Excel. Next, the Customer Purchases by Segment screen tracks the number of motors that you have sold per segment over time. Unit Sales tracks how many units have been sold to new and existing customers. The data is further separated by sales to large and small customers. Marketing Simulation – Prepare Tab Videos Transcript Page 1
The Income Statement can be viewed in a variety of ways, including by dollar volume, per unit, or by percentages. You can also view the gross margin detail to view profitability by segment. On the Market Research page, you can view an animated graph displaying the growth of your market share by segment and view how you stack up against your competitor. Your specific market share is shown in color and your competitor’s is shown in gray. The overall size of the pie chart indicates how large the market is for that segment. Movement on the graph signifies – One – the expansion or contraction of your share for each segment over time, and Two - how specific segment tastes are evolving and your company’s position relative to the overall market You can change the x and y axes and the data shown on the graph, by clicking on the buttons on the right hand side of the page. You can also view the small customers segment data separately by selecting the “Small Customers” button. Note that if you do not invest in Market Research on the Decisions page during the previous quarter, this page will not be visible to you. Product performance allows you to compare feature performance of both power-to-size ratio and thermal resistance relative to your competitor’s product. Customer satisfaction...
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