A bank has provided financing to allow TeKnowIndustries to avoid bankruptcy after financial difficulties. The player has been hired as Chief Marketing Officer to help return the company to profitability. TeKnowIndustries produces several laptop lines for different markets that have experienced varying levels of success. The document provides background on each product line and their previous and current stats.

1. Marketing Simulation
Don’t be afraid to get creative and experiment with your
marketing

2. • A company TeKnowIndutries Inc has experienced
considerable financial and marketing difficulties and last
year it had to consider filing for bankruptcy, as its
financial health deteriorated
• A bank has agreed to provide financing for the
continued survival of the company
• We have been hired by the bank as a marketing
turnaround specialist to take on the role of the Chief
Marketing Officer (CMO) and to help TeKnowIndustries
return to a profitable status.
COMPANY BACKGROUND

3. • Home use Laptop
• Price sensitive
• 8% Market Share
• Market Size decreasing
• Sales are highly seasonal
HOME PROTEGE
HOME
PROTEGE

4. PREVIOUS CURRENT
Price $595 $400
Staff 15 15
Advirtsement $10,000 $80,000
Market Share 8% 16.80%
Ad Content Price Durability
HOME PROTEGE - STATS

5. • Home use Laptop
• More Advanced Computer
• Less Price Sensitive
• 16% Market Share
• Market Size increasing
HOME ELITE
HOME
PROTEGE
HOME
ELITE

6. PREVIOUS CURRENT
Price $1399 $2500
Staff 9 12
Advirtsement $25000 $50,000
Market Share 16.28% 11.52%
HOME ELITE - STATS
Ad Content Price Service

7. • Business use Laptop
• Entry Level
• Price Sensitive
• 15.22% Market Share
• Market Size Steady
WALLSTREET 2000
HOME PROTEGE
HOME
ELITE
WallStreet 2000

8. PREVIOUS CURRENT
Price $1250 $1120
Staff 10 12
Advirtsement $100,000 $1,25000
Market Share 15.22% 16.89%
WALLSTREET2000 - STATS
Ad Content Price Service

9. • Business use Laptop
• Advanced Level
• Less Price Sensitive
• 23% Market Share
• Market Size Increasing
WALLSTREET 5000
HOME PROTEGE
WallStreet 2000
HOME ELITE
WallStreet 5000

10. PREVIOUS CURRENT
Price $2495 $3600
Staff 5 12
Advirtsement $100,000 $1,25000
Market Share 15.22% 16.89%
WALLSTREET 5000 - STATS
Ad Content Price Service

11. • Industrial use Laptop
• Advanced Level
• Less Price Sensitive
• 13.48 % Market Share
• Market Size decreased half
DRILLER-XP
HOME PROTEGE
HOME ELITE
Driller-XP
WALLSTREET 5000
WALLSTREET 2000

12. PREVIOUS CURRENT
Price $3799 $3400
Staff 10 10
Advirtsement $50,000 $50,000
Market Share 13.48% 4.047%
DRILLER-XP - STATS
Ad Content Price Technology

13. • Military use Laptop
• Advanced Level
• Less Price Sensitive
• 31% Market Share
• Market Size Increasing
ROBOCOMP
HOME PROTEGE
WALLSTREET 2000
HOME ELITE
WALLSTREET 5000
Driller-XP
ROBOCOMP

14. PREVIOUS CURRENT
Price $4499 $4499
Staff 15 20
Advirtsement $50,000 $50,000
Market Share 31% 56%
ROBOCOMP - STATS
Ad Content Price Technology

15. YAHOO! WE
ARE IN
PROFIT
+423,000