The document discusses the strategies and decision-making process of a marketing analyst playing a business simulation game. The analyst's initial goals were to stabilize the company and introduce changes gradually. They analyzed customer and competitor feedback to identify opportunities. While initially struggling with rapid changes, the analyst learned to make adjustments over time to increase profits. They wanted more sales data by distribution channel to help decisions. The analyst selected outdoor enthusiasts as their target market and designed backpacks accordingly. Price and distribution strategies evolved in response to market acceptance. Advertising focused on channels reaching the target demographic, and messaging was refined based on impact.

1. PRACTICE MARKETING
Ana Luiza Quian Leite

2. FINAL
RESULTS

3. AFTER
GAME PLAY
QUESTIONS

4. As an analyst, what would you say was your goal
for your client as you played the game?
• My goal was to increase my client’s sales and financial results, in a shorter
period of time, by first stabilizing the company on the market and only
then start introducing major changes in Product, Price, Distribution and
Advertising.

5. As an analyst, what tools or techniques did you use to derive meaning from
the information? Give examples of how you used them to improve results.
• I looked a lot at the customer’s feedback and also to my competitors.
Always observing things that were missing not only in my but also in my
competitor’s strategies, so that only then I would be able to make a
good change that would affect my client positively.

6. As an analyst, how well did you respond to a
rapidly changing environment? Give examples.
• I would say I initially had some difficulties since my first though was that I
had to figure everything out at the same moment they appeared and also
have results right after the changes were made. But, when I got past my
‘need’ for an instant result, I believe I managed things very well by making
the necessary changes and increasing the clients profits.

7. As an analyst, what additional information would you
want if you were doing this for real clients? Why?
• I would like to have more detailed information on the sales of each
distribution channel. With that, I would be able to compare and prioritize
by recognizing where my product was doing better and were it was
lacking in numbers.

8. What made you select your target markets? Did it
change throughout the game? How and Why?
• I selected the Outdoor Enthusiasts because
their needs are very clear and the price they are
willing to pay is higher than the average of all
possible target markets.
• My target market stayed the same throughout
the game since I didn’t have any problems
finding their wants and needs or setting a good
price for the product and the target selected.

9. How did you design your backpack to appeal to your
target(s)? Did it change throughout the game? How and Why?
• An ideal ‘outdoor’ backpack would have a size
big enough to fit a lot of things while not
becoming too heavy. It has to be resistant and
waterproof, and would be a good idea to have a
water bottle compartment.
• Green would be a good color since it would
match the environment where it will probably be
used.
• The straps have to be wide enough and
comfortable, I started with the most expensive
one but then realized the target(s) didn’t pay
much attention to how good the straps were as
long as they were good enough and didn’t get in
their way, so I changed to a least expensive one.

10. How did you decide on a price for your bag? Did
it change throughout the game? How and Why?
• The initial price was the average
price for the chosen target market
plus 20% of the same number.
• Then, I began increasing it $5 at a
time until it got to $130, which is not
only a good price to the product
offered but also the most expensive
price accepted by the department
store. If I stopped selling there, my
sales would decrease significantly.

11. Explain your distribution strategies. Did it change
throughout the game? How and Why?
• My initial distribution channels were: Direct, Online Discount Retailer,
Department Store and High End Outdoor. These were the channels
where my initial price was ‘accepted’ and also the ones were I would
have profit. The Fashion Boutique, for example, I could only use in my
distribution strategy once I increased my product’s price and would
finally have a profit selling it there.

12. Explain your
advertising strategies.
Did it change
throughout the game?
How and Why?
• I chose the advertising channels were there was
most demographic reach within my target audience,
and those would be: Online News (internet) and
Wilderness Cable Network (TV).
• My initial brand position was “Peak Performance”,
which had the most positive impact with my target
audience. But, along the way, I saw a need for a
change. So, since my first message was doing well,
I decided to keep it and add the “Tough” one to it.