Académique Documents
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Game Report
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o
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Positive Trends
Negative Trends
Ideas for Improvement
Evaluate Competitors
Static Analysis
Dynamic Analysis
Insights Derived
Consider Other Factors
Consider strategy-relevant factors/variables not captured
in portfolio display
Social/cultural factors
Technological factors
Core competencies / skills of management and
workers
Barriers to entry
Rate of capability utilization
Develop Alternative Target Portfolios
Objectives
Strategies
Check Financial Balance
Proforma cash flow analysis
Adjustments
o Tactical Marketing Plan Components (Real world based on game
experience, internet/library research, and group discussion)
Target Market
identify one heavy-user market segment for one SBU
demographics
psychographics
characteristics
needs, wants, purchase motivations, benefits sought
media behavior
purchase behavior
usage behavior
Product Strategy
luxury or necessity product
industrial or consumer good
convenience, shopping (homogeneous or
heterogeneous) or specialty good
stage of product life cycle
brand equity, brand image, brand association/s, brand
loyalty
Pricing Strategy
skimming or penetration strategy
price point (absolute and/or relative to competitors)
discounts or allowances or premiums
terms of payment
price elasticity of demand (consumer responsiveness to
change in price)
Promotion Strategy
push or pull strategy
media emphasis
copy/message emphasis
use of Internet, trade shows, celebrity endorsements and
other means of promotion
names of television stations and programs
names of radio stations and programs
names of magazines and newspapers
point-of-purchase (POP) material
example of print ad copy, story board, or tv ad clip
Distribution Strategy
intensive, selective or exclusive distribution strategy
length of channel (long=manufacturer-agent-wholesalerretailer-customer; short=Dell direct)
use of Internet or other channels
use of Vertical Marketing Systems or Horizontal
Marketing Systems
channel conflict management (disintermediation)
names of outlets (department stores, electronic stores,....
national and/or regional)
o Evaluation and Control Mechanisms
setting goals/benchmarks
periodic reports
performance monitoring procedures
control procedures
o Conclusion
REPORT OUTLINE
Executive Summary
Title Page
Table of Contents
Highlight (approximately 1-2 pages)