Marketplace Simulation Analysis

Topics: Brand, Advertising, Marketing Pages: 22 (5987 words) Published: April 4, 2011
Marketplace Stimulation

March 29, 2011

Table of Contents
Report to Executive Board of Corporate Headquarters6
Financial and Market Performance for Second Year7
Brief Business Plan7
Brand Strategy7
Pricing Strategy8
Advertising Strategy8
Sales Strategy8
Business Strategy and Performance for Second Year8
Overall Business Strategy8
Departures from the Marketing Plan8
Significant Events that Affected the Company8
Current Situation in the Market9
Competing in the Future9
Lessons Learned9
Strategy Journal10
Quarter 1 Decision Making11
Company Name11
Individual Responsibilities11
Purchasing Market Research11
Quarter 2 Decision Making12
Team Norms12
Mission Statement12
Market Design12
Personal Goals13
New Brands13
Opening Sales Offices14
Quarter 3 Decision Making15
New Advertisements15
Sales Force15
Price and Priority16
Market Research16
Quarter 4 Decision Making18
Modified Brand18
Modified Advertisements18
Price and Priority18
Market Research19
Opening Sales Offices19
Sales People19
Quarter 5 Decision Making20
Modified Brand20
Local Ad Placement20
Regional Ad Placement20
Price and Priority20
Market Research20
Sales People20
Quarter 6 Decision Making21
New Brand21
Market Research21
Modified Advertisements21
Local Ad Placement22
Regional Ad Placement22
Price and Priority22
Opening Sales Offices23
Sales People23
Quarter 7 Decision Making25
Target Markets25
Modified Brands25
Market Research25
Modified Advertisements25
Local Ad Placement26
Regional Ad Placement27
Price and Priority27
Sales People28
Sales Forces Promotions29
Quarter 8 Decision Making30
Target Markets30
Modified Brands30
Market Research30
Modified Advertisements30
Local and Regional Ad Placement31
Price and Priority31
Opening Sales Offices31
Sales People31
Sales Forces Promotions32

Report to Executive Board of Corporate Headquarters

Financial and Market Performance for Second Year
The second year J.D.B.T. started slowly without a lot of profit. It was necessary to make some dramatic changes and turn the company around positively. The dramatic changes included broadening the brands, hiring more employees, increasing our sales channels, and creating more benefits and rewards for the sales force. These changes were designed in Quarter 6 and implemented in Quarter 7. J.D.B.T. successfully turned the company in a positive direction, which can be confirmed by viewing the revenue and net profit from the second year.

The market demand and market share for the second year was not a significant amount. We believe that this was a direct result from J.D.B.T. not being aggressive enough in our business strategy. With an additional year, the company would have seen an increase in market demand and market share.

Brief Business Plan
Brand Strategy
Our brand strategy was to develop brands for markets that did not have high competition. These brands were modified constantly by comparing them to the top brands that were more successful than ours, and changing ours to match those brands.

We started by focusing on the Work Horse and Travelers markets, due to the low competition. After a couple of quarters, J.D.B.T. was not that successful in developing the brands for those markets; therefore, we developed a brand for the Innovators market in Quarter 6. After assessing that we still were not that successful, J.D.B.T. designed brands for Mercedes and Cost Cutter markets. By expanding our variety of brands and markets, we were becoming more aggressive, and our brands were becoming more appeasable to our consumers. Pricing Strategy

Our pricing strategy was to be an immediate market follower. We compared our prices to our competitors and then under-cut them to keep our prices low while still making a profit. This pricing strategy worked until it...
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