Markstrat
PARTICIPANT HANDBOOK
STRATEGIC MARKETING – DURABLE CONSUMER GOODS
Jean-Claude Larréché
The Alfred H. Heineken Chaired Professor of Marketing
INSEAD
Hubert Gatignon
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing
INSEAD
Rémi Triolet
Simulation Expert
How you can save paper.
Please refer to page 2 before printing this document.
Copyright © StratX
2013-11-30
i
TABLE OF CONTENT
I.
Introduction to the Markstrat Challenge ________________________________________________ 1
1.
2.
3.
4.
5.
6.
II.
Understand your role ________________________________________________________________________________ 1
Your objective ______________________________________________________________________________________ 1
Your team _________________________________________________________________________________________ 1
Getting prepared ___________________________________________________________________________________ 2
How to print the PDF version of this handbook ___________________________________________________________ 2
Questions & Technical Support _______________________________________________________________________ 2
Overview of the Markstrat World ______________________________________________________ 4
1.
2.
3.
4.
5.
6.
7.
Sonite Products _____________________________________________________________________________________ 4
Vodite Products ____________________________________________________________________________________ 5
Naming Conventions ________________________________________________________________________________ 6
Sonite Customers ___________________________________________________________________________________ 6
Vodite Customers ___________________________________________________________________________________ 7
Distribution Channels ________________________________________________________________________________ 7
Economic Environment
STRATEGIC MARKETING – DURABLE CONSUMER GOODS
Jean-Claude Larréché
The Alfred H. Heineken Chaired Professor of Marketing
INSEAD
Hubert Gatignon
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing
INSEAD
Rémi Triolet
Simulation Expert
How you can save paper.
Please refer to page 2 before printing this document.
Copyright © StratX
2013-11-30
i
TABLE OF CONTENT
I.
Introduction to the Markstrat Challenge ________________________________________________ 1
1.
2.
3.
4.
5.
6.
II.
Understand your role ________________________________________________________________________________ 1
Your objective ______________________________________________________________________________________ 1
Your team _________________________________________________________________________________________ 1
Getting prepared ___________________________________________________________________________________ 2
How to print the PDF version of this handbook ___________________________________________________________ 2
Questions & Technical Support _______________________________________________________________________ 2
Overview of the Markstrat World ______________________________________________________ 4
1.
2.
3.
4.
5.
6.
7.
Sonite Products _____________________________________________________________________________________ 4
Vodite Products ____________________________________________________________________________________ 5
Naming Conventions ________________________________________________________________________________ 6
Sonite Customers ___________________________________________________________________________________ 6
Vodite Customers ___________________________________________________________________________________ 7
Distribution Channels ________________________________________________________________________________ 7
Economic Environment