Press‚ Cambridge‚ Massachusetts Cover Design: Synergy Network‚ Waltham‚ Massachusetts Marketing Manager: Lucy Jacobus Development Team: Rémi Triolet‚ Christophe Pottier‚ Aurélien Dauvergne Copyright ©2003 by Jean-Claude Larréché‚ Hubert Gatignon MARKSTRAT is a registered trademark of STRATX International ALL RIGHTS RESERVED Software © 2003 by STRATX International No part of this book may be reproduced in any form‚ electronic or mechanical‚ without the prior permission of the publisher. ISBN# 0-9743063-0-4
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Administration and Professor of Marketing INSEAD Rémi Triolet Simulation Expert How you can save paper. Please refer to page 2 before printing this document. Copyright © StratX 2013-11-30 i TABLE OF CONTENT I. Introduction to the Markstrat Challenge ________________________________________________ 1 1. 2. 3. 4. 5. 6. II. Understand your role ________________________________________________________________________________ 1 Your objective ______________________________
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Executive Summary The Sonite industry is a fast growing marketplace that caters for multiple customer segments. In particular Shoppers and Savers are likely to have the fastest growth which is why within our action plans and budgets we have allowed for the likely introduction of a Sonite product to cater for Shoppers. With an untapped Vodite market this offers itself as a lucrative opportunity which is why we aim to be the first movers into this market which will hopefully provide us with a strong
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ii) COMPETITION: Identify an industry that is most similar to your markstrat world that housed sonites and vodites or identify two industries one each for sonites and vodites - Cull out the similarities in competition between real world and markstrat world. One example in comparison to Sonites and Vodites in Markstrat world to real world is Portable media player (WALKMAN) and mobile phones Portable media player‚ popularly called Walkman‚ brand trade name owned by Sony was introduced in the year
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1.0 Executive Summary Company U’s primary focus is creating products that create value and fill a need in growing markets – it currently has three products. SUSI is the lower quality offering which focuses on weight and volume‚ marketed towards Singles and Others who are the most price-sensitive and are projected to have the highest growth rates over the next five years. SULI is the high quality electronic offering‚ distributed primarily to Professionals and High Earners who are driven by performance
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MarkStrat Simulation Report Analysis for Firm A Market: SONITE Brand Names: SAKE and SAFE Presented by: Jessie Bawak Emmanuel Nkabyo Phillips Morkeith To George Kirk Applied Marketing Instructor Southern University Baton Rouge May‚ 2013 MarkStrat Simulation Report Analysis When our team assumed the control‚ we here given two products SAFE and SAKE in the SONITE market. The physical characteristics of the two products were already fixed. We were given the task
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MarkStrat Final Analysis Performance Summary Firm E performed very well during the 8 periods we were in control. During those periods we grew the company’s contribution margin from $14.2 million dollars up to $70 million dollars and oversaw a stock price increase of over 170%. During this period we managed a maximum of 5 brands. Three of these five brands are making substantial profits totaling $75.7 million in the 8th period. The other two brands were targeted at the emerging Vodite market and
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[MarkStrat Report] [Industry A Team E] Strategies pursued in Sonite market (Segmentation‚ Targeting‚ Positioning) Original scenario‚ Period 0 At the beginning of the game‚ we are given two products in Sonite market: SEMI and SELF. After analyzing their product attributes and market positioning‚ we found that SEMI did a good job in terms of market positioning‚ which met the needs of Professionals and High-earners relatively well. This was shown in the high market share of SEMI in these
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Team contract for Markstrat Please ensure that all team members have read the MBA Student Team Learning Booklet before your first meeting and before they sign the team contract. Copies of this booklet are on LMS. All team members should meet briefly to discuss each point below openly and honestly. You should address each point in a written contract‚ which each member should sign. Please note that this contract is done for your benefit and will not be assigned marks‚ however‚ it will clarify
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29th‚ 1997 FIRM O Team Members Silak CHAMNIANWECH Djunyanto THRIYANA Gary WALSH Oming WIRASAKTI EXECUTIVE SUMMARY: Firm O has developed a portfolio of three products in the Sonite market over the course of the Markstrat competition. During the course of the competition‚ Firm O has lost significant market share and worked hard to rebuild a product portfolio that returns a substantial net contribution and places it in a position of power in relation to it’s competitors
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