Mark strat simulation( firm presentation)Evelyne Otto
Final presentation of the marketing simulation outcomes. It explains the marketing mix strategies, evaluations, results, situation analysis.Why some decisions were made and their outcomes. Its the whole marketing project journey from the beginning to the end
Comprehensive Learning Note comprising of:
Performance Analysis
Past Decisions and Implications
Comparison of Key Metrics
Trends and Scenarios
Indicators (Lead and Lag)
Learning Experience
Mark strat simulation( firm presentation)Evelyne Otto
Final presentation of the marketing simulation outcomes. It explains the marketing mix strategies, evaluations, results, situation analysis.Why some decisions were made and their outcomes. Its the whole marketing project journey from the beginning to the end
Comprehensive Learning Note comprising of:
Performance Analysis
Past Decisions and Implications
Comparison of Key Metrics
Trends and Scenarios
Indicators (Lead and Lag)
Learning Experience
Markstrat Simulation Game - using Segmentation, Targeting, and PositioningSharanya Ray
Marketing Strategy Game - Markstrat Simulated Envrionment.
A presentation based on assessments periodically.
Prepared during coursework of Marketing Strategy(MKTG504) at Lancaster University Management School.
emerging nokia - should they focus on developed or emerging marketsSaurabh Arora
Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
Case Analysis
Handset manufacturer worldwide market share of 38% in 2009
Market leader in emerging markets like India(60%) and China(40%)
Financial performance pre-2008 was exceptional
Known for innovation
Offers products at all price points
Post-2008 started losing ground in developed markets
European market revenue declined by 15% in 2009
Exited the Japanese market after 20 years of operations
Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully.
First time purchasers: Only 20% of the emerging market were not first time purchasers
Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
Analysis of Developed markets
Consumers not very price sensitive
Delivering innovative products more important
57% of the market goes for a second phone, most of the time for an upgrade
Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation
Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia.
New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia.
Inability to understand demand – Nokia failed to understand growing demand for touch phones
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has –
Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate.
Nokia can develop enhanced reputation by being pioneer and using its already established brand image
Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
Recommendations- Emerging Market
Nokia should concentrate on Improved as well as Basic phones as the market is still evolving
Tie up with Telecom players and bring dual sim phones to increase the switching cost
It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition.
One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6)
Instead of charging customers for Life tools, revenues should be earned from advertisers.
Cottle taylor : Expanding the oral care group in india case studyBonny V Pappachan
This is a case study of cottle taylor discussed in a management class. In this case study , all efforts are being made to solve the case study and all the questions are answered. Hope this would be useful to management students.
Markstrat Simulation Game - using Segmentation, Targeting, and PositioningSharanya Ray
Marketing Strategy Game - Markstrat Simulated Envrionment.
A presentation based on assessments periodically.
Prepared during coursework of Marketing Strategy(MKTG504) at Lancaster University Management School.
emerging nokia - should they focus on developed or emerging marketsSaurabh Arora
Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
Case Analysis
Handset manufacturer worldwide market share of 38% in 2009
Market leader in emerging markets like India(60%) and China(40%)
Financial performance pre-2008 was exceptional
Known for innovation
Offers products at all price points
Post-2008 started losing ground in developed markets
European market revenue declined by 15% in 2009
Exited the Japanese market after 20 years of operations
Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully.
First time purchasers: Only 20% of the emerging market were not first time purchasers
Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
Analysis of Developed markets
Consumers not very price sensitive
Delivering innovative products more important
57% of the market goes for a second phone, most of the time for an upgrade
Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation
Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia.
New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia.
Inability to understand demand – Nokia failed to understand growing demand for touch phones
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has –
Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate.
Nokia can develop enhanced reputation by being pioneer and using its already established brand image
Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
Recommendations- Emerging Market
Nokia should concentrate on Improved as well as Basic phones as the market is still evolving
Tie up with Telecom players and bring dual sim phones to increase the switching cost
It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition.
One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6)
Instead of charging customers for Life tools, revenues should be earned from advertisers.
Cottle taylor : Expanding the oral care group in india case studyBonny V Pappachan
This is a case study of cottle taylor discussed in a management class. In this case study , all efforts are being made to solve the case study and all the questions are answered. Hope this would be useful to management students.
The subject analysis of strategic marketing aimed at training the candidates in techniques and methods in understanding the market segments and creating product portfolio for them. In this course as teams we competed against each other in a Simulation game in which over the duration of the course we developed the product's marketing strategy and targeted the segments with products which was fitting the profile such as expectations, price match, and competitive advantage.
Agile Gurugram 2019 Conference | Blue Ocean Strategy | Amit AgarawalAgileNetwork
Session title : Blue Ocean Strategy
Session Overview :
Blue oceans strategy is the approach that suggests a company is better off searching for ways to play in uncontested market places instead of engaging with competition in existing marketing spaces. It is the idea of trying to find market spaces that are free of competitors by creating and capturing new demand, making the competition irrelevant. An example of a blue ocean strategy is Netflix. Netflix created uncontested marketing space by selling TV shows over the internet which no one else was currently doing. By doing this they made the competition irrelevant, creating and capture new demand for a service not currently available on the market. By doing this they were able to break the value-cost trade off by providing better value than cable TV (because you could watch any show you wanted at any time, without commercials) at a lower cost than cable TV. By entering a blue ocean they were able to pursue low cost and differentiation leadership compared to the alternatives to their product.
Product Life Cycle
What is the Product Life Cycle?
The Product Life Cycle (PLC) defines the stages that a product moves through in the marketplace as it enters, becomes established, and exits the marketplace. In other words, the product life cycle describes the stages that a product is likely to experience. It is a useful tool for managers to help them analyze and develop strategies for their products as they enter and exit each stage
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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4. Share Price Index Evolution
0
10
20
30
40
50
60
70
80
90
100
Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8
SPI INDEX evolution
Revenue EBT
7. BRAND PORTFOLIO
BRAND TARGET SEGMENT MARKET SHARE PERIOD SOLD
LOCK Savers 1 to 7
LOOP High Earners 1 to 8
LOCUS Explorers 4 to 8
LORD Savers Only 8
LEGION Adopters 7 & 8
LEGATO Innovators Only 8
Till the end of period 8, 14 Sonites and 9 Vodites were marketed by all the five
companies in the industry
8. Period 1
STRATEGY
•Increase the market share based on the existing product
OUTCOME
•Market share increased from 20 to 21%
LEARNING
•Need of modification in the existing product for
targeting a particular segment
•Need for R&D
9. Period 2
STRATEGY
• R&D Project for modifying LOCK to target SAVERS
• R&D Project for modifying LOOP to target HIGH EARNERS
OUTCOME
• Net contribution reduced from the previous period
• Market share decreased from 21 to 15
• LOOP did not sell, as expected
LEARNING
• Targeting a particular segment with advertising
• Need to be more price competitive as we increased the price from previous
period
10. Period 3
STRATEGY
• Targeting a particular segment through advertising
OUTCOME
• Market share increase from 15.00% to 20.90% (value)
LEARNING
• Modifying the product and targeting a particular segment
helped to gain the market share
11. Period 4
STRATEGY
• Launched a new product LOCUS for EXPLORERS, expecting a single player in
that segment
• Launched this product based on, “Period 0” LOOP project.
• Conducted a feasibility study to make a new product for SHOPPERS
OUTCOME
• Increased market share 20.90% to 25.00%
• Market leader for this period
• LOOP was the second most selling brand (value)
• LOCK was the most selling brand (volume)
LEARNING
• Competitive pricing
12. Period 5
STRATEGY
• To sustain as the market leader
• To Gain the maximum contribution to be able to do the Vodite R&D
• Initiate 2 feasibility studies for Vodite markets targeting adopters
OUTCOME
• Loop continued as one of the top selling brand
• Market share remained as 25% (Market Leader) in value
• Volume sold for Lock was not as expected
LEARNING
• Constant modification is necessary to map the product better as
segment requirement is changing
13. Period 6
STRATEGY
• Launched a R&D project Pegasus for Adopters
• Heavy reduction in Price was done to gain the overall cost
leadership as no modification was done for the product
OUTCOME
• Net Contribution reduced heavily
• Market share reduced to 13% (value)
• Fall in SPI
LEARNING
• One of the Competitor’s got first movers advantage in Vodite Market
• R&D project should have been done by planning it in more than 1
period
14. Period 7
STRATEGY
• R&D Project to Modify Lock
• R&D project for Modify Loop
• Initiating R&D project for Innovators
OUTCOME
• Increase in Market share from 13% to 20%
• 29% Market share in Vodite Market
LEARNING
• Loosing Market share in Sonite market due to shift of focus to
Vodite Market
15. Period 8
STRATEGY
• Launch of New product for SAVERS with higher price than LOCK
OUTCOME
• Retained the Market Share in VODITE market
LEARNING
• Conservative about the new product LORD as planned production
was less
• Due to the shift of concentration on VODITE market by most of
the companies one company got advantage of concentrating in
SONITE market
Editor's Notes
In period 2, we lost our sales as we increased the priceIn period 6, we lost market share as we made huge investment in Vodite R&D