A1662432 Mkt Simulation Report
Market Strategy Report
2014
Eela Singai Devi
A1662432
A1662432@adelaide.edu.au
Executive Summary
This report serves to summarise the marketing strategy that I chose to undertake in regards to running a small backpack company . Each of us played 10 rounds . And in each of the 10 rounds, made marketing decisions that would help strategise us to get more marketing awareness, sell more units, gain more market share and ultimately have the highest ending balance . As for myself , the other players were Andrew , Brad , Rachel , Takashi and Wei Yee. My ending balance was the lowest at a loss of $5,566.56. I could consider myself out of business if this was a real market situation. This report will summairise my reasons for the marketing decisions I took , the changes I made to my strategy and my own reflection .
Contents Page
Target Market Segment 3
Turn 1 ______________________________________3-4
Turn 2 -3 _____________________________________ 4
Turn 4-10_______________________________________5
Turn 10 & Conclusion____________________________ 6
Appendix_______________________________________7
Target Market Segment
I chose Urban Commuters as my target segment and stuck through it for all 10 turns . The reason was , I was attracted to its size of 20,000 . Also compared to its other segments, had the highest purchase rate @ 23 % and also a fairly decent growth rate of 4%. My 2nd choice of target segment was university students for the same reason. I wanted to position my backpack to target both the urban commuters and the university students so that I can have market share of these two segments.
Market Research
Based on the information provided, i analyzed the following attribute preferences, price sensitivity and special features wants of these two segments. I decided that I would be able to design a backpack that would be best able to fit in these
2014
Eela Singai Devi
A1662432
A1662432@adelaide.edu.au
Executive Summary
This report serves to summarise the marketing strategy that I chose to undertake in regards to running a small backpack company . Each of us played 10 rounds . And in each of the 10 rounds, made marketing decisions that would help strategise us to get more marketing awareness, sell more units, gain more market share and ultimately have the highest ending balance . As for myself , the other players were Andrew , Brad , Rachel , Takashi and Wei Yee. My ending balance was the lowest at a loss of $5,566.56. I could consider myself out of business if this was a real market situation. This report will summairise my reasons for the marketing decisions I took , the changes I made to my strategy and my own reflection .
Contents Page
Target Market Segment 3
Turn 1 ______________________________________3-4
Turn 2 -3 _____________________________________ 4
Turn 4-10_______________________________________5
Turn 10 & Conclusion____________________________ 6
Appendix_______________________________________7
Target Market Segment
I chose Urban Commuters as my target segment and stuck through it for all 10 turns . The reason was , I was attracted to its size of 20,000 . Also compared to its other segments, had the highest purchase rate @ 23 % and also a fairly decent growth rate of 4%. My 2nd choice of target segment was university students for the same reason. I wanted to position my backpack to target both the urban commuters and the university students so that I can have market share of these two segments.
Market Research
Based on the information provided, i analyzed the following attribute preferences, price sensitivity and special features wants of these two segments. I decided that I would be able to design a backpack that would be best able to fit in these