Business Game Final Report
| | | | | | 6/5/2013 | |
FINAL REPORT – TEAM U
TABLE OF CONTENTS
Introduction
CHAPTER 1 – The Great Illusion (Period 0 to Period 4) 1. The Context 2. The Strategy
CHAPTER 2 – Fatal mistakes (Period 5 to period 7) 1. Context and Evolution of the market 2. Our strategy 3. Finance and Market Performances 4. Marketing mix Recap 5. Research & Development
CHAPTER 3: The renaissance (Period 8 to Period 9) 1. Context & Evolution of the Markets 2. Our Strategy
Key learning points & Conclusions
Introduction
Advanced Marketing course taught by Prof. Patrick Tran and Prof. Phan Trieu Anh provided us with the opportunity to participate in Markstrat Simulations. In this semester, we as Team U and other 5 teams were asked to practice our marketing strategy and management skills in the Markstrat world. During the simulation we had 9 different periods in which we asked each of these to take different types of decisions regarding Marketing mix, sales force, Research and Development, Brand Portfolio and Market research studies.
In this report we decided to divide our Markstrat experience into 3 milestones according to our performance during the simulation and for each of these milestones we highlighted the context, strategy, marketing mix, financial and market performance. Our first milestone was characterized by best results compared to our competitors. Our decisions for the second part have affected our results which led to a huge decrease both in market share and net contribution. Our team decided to recover our position, thanks to better marketing decisions, R&D decisions and financial decisions, we were able to compete with the first 2 competitors.
We decided to divide our report in this way because we think this is the best way to describe our track during this enjoyable journey.
CHAPTER 1 – The Great Illusion (Period 0 to Period 4) 1. The Context
At the beginning of the
FINAL REPORT – TEAM U
TABLE OF CONTENTS
Introduction
CHAPTER 1 – The Great Illusion (Period 0 to Period 4) 1. The Context 2. The Strategy
CHAPTER 2 – Fatal mistakes (Period 5 to period 7) 1. Context and Evolution of the market 2. Our strategy 3. Finance and Market Performances 4. Marketing mix Recap 5. Research & Development
CHAPTER 3: The renaissance (Period 8 to Period 9) 1. Context & Evolution of the Markets 2. Our Strategy
Key learning points & Conclusions
Introduction
Advanced Marketing course taught by Prof. Patrick Tran and Prof. Phan Trieu Anh provided us with the opportunity to participate in Markstrat Simulations. In this semester, we as Team U and other 5 teams were asked to practice our marketing strategy and management skills in the Markstrat world. During the simulation we had 9 different periods in which we asked each of these to take different types of decisions regarding Marketing mix, sales force, Research and Development, Brand Portfolio and Market research studies.
In this report we decided to divide our Markstrat experience into 3 milestones according to our performance during the simulation and for each of these milestones we highlighted the context, strategy, marketing mix, financial and market performance. Our first milestone was characterized by best results compared to our competitors. Our decisions for the second part have affected our results which led to a huge decrease both in market share and net contribution. Our team decided to recover our position, thanks to better marketing decisions, R&D decisions and financial decisions, we were able to compete with the first 2 competitors.
We decided to divide our report in this way because we think this is the best way to describe our track during this enjoyable journey.
CHAPTER 1 – The Great Illusion (Period 0 to Period 4) 1. The Context
At the beginning of the