Identify a company that you believe suffered, or is currently suffering, from Marketing Myopia (use your previous company, if applicable).

Review your MarkStrat information from Period 0. Use the information to develop decisions for Period 1

Identify a company that you believe suffered, or is currently suffering, from Marketing Myopia (use your previous company, if applicable).

–Develop paper and presentation for 10-minute discussion in class (same as before)

–In a document and powerpoint, including examples drawn from outside sources discuss why that organization is in that position and why or what they might have done to avoid this.

–Your arguments, supportive or disagreeing, should be reinforced by some additional outside sourcing (and be sure to incorporate quotes or specific references to those sources).

Hello, this is a marketing simulator assignment. It requires us to reflect the data in this simulator into a real company. So I want you to help analyze this set of data and complete the work required by the professor, which is to create a presentation.

Requirements: 300

1COMPANYDASHBOARD–FIRMR-ALPHA–PERIOD0

2FINANCIALREPORT–FIRMR-ALPHA–PERIOD0ThefinancialstatementsoffirmRpublishedforPeriod0havebeenpreparedonDecember31st,Period0inaccordancewithInternationalFinancialReportingStandards(IFRS),asadoptedintheMarkstratworld.CompanyProfit&LossStatementThetablebelowshowstheevolutionoffirmRfinancialresultsinthousandsofdollars,aswellasthecumulativeresultssincePeriod0.Period0CumulativeRevenues59,19859,198Costofgoodssold-39,624-39,624Inventorycosts-715-715Contributionbeforemarketing18,85918,859Advertisingexpenditures-4,000-4,000Commercialcosts-1,224-1,224Contributionaftermarketing13,63513,635Marketresearchstudies-245-245Researchanddevelopment00Loancapitalreimbursed00Loancapitalreceived00Loaninterestpaid00Exceptionalcostorprofit00Earningsbeforetaxes13,39013,390BrandcontributionThetablebelowshowsacomparisonofthenetcontributiongeneratedbythebrandsmarketedbyfirmRinPeriod0.ROCKROLLSonitesSonitesRevenues44,33114,867Costofgoodssold-28,645-10,979Inventoryholdingcost0-715Inventorydisposalloss00Contributionbeforemarketing15,6873,173Advertisingmedia-2,400-1,440Advertisingresearch-100-60Commercialcosts-612-612Contributionaftermarketing12,5751,061

3MarketingresultsThesectionbelowprovideskeymarketingresultsforeachofyourmarketedbrandsMarketSharesROCKROLLSonitesSonitesVolumeMarketShare19.5%5.9%ValueMarketShare25.2%8.5%MarketSharesROCKROLLSonitesSonitesVolumeMarketShare19.5%5.9%ValueMarketShare25.2%8.5%DistributionCoverageThedistributioncoveragefiguresinthechartandtablebelowrepresenttheproportionofdistributorswhocarryagivenproduct.Thereportgivestheinformationforeachbrandcurrentlyonthemarket.Thenumberofdistributorsineachdistributionchannelisprovidedaswell.ROCKROLLSonitesSonitesSpecialtyStores51%48%MassMerch.36%34%OnlineStores35%32%SpecialtyStoresMassMerch.OnlineStoresNumberofdistributors10,0006,0001,000BrandpricesThetablebelowshowsthepricesin$ofyourmarketedbrands.TheRecommendedRetailPriceisthepricethatyouspecifiedinyourmarketingmixdecisions.TheAverageRetailPriceistheaverageend-userprice,takingintoaccountthediscountofferedbydistributors.Finally,theAverageSellingPriceisequaltotheAverageRetailPriceminusthedistributionmargins.ROCKROLLSonitesSonitesRecommendedRetailPrice$495$550AverageRetailPrice$482$538AverageSellingPrice$305$337LoansandBudgetChangesThelefttablebelowsummarizestheloansand/orbudgetchangesthatweregrantedtoyourcompanybytheinstructor.Theothertableprovidesthepastandfuturepaymentsmadebyyourcompanytoreimbursetheloans.Thefirstcolumnshowsthereimbursementofthecapitalborrowed;thesecondcolumnsshowstheinterestspaidintheperiod;thethirdcolumnindicateshowmuchcapitalremainstobereimbursedattheendoftheperiod.Budgetincrease(K$)Budgetdecrease(K$)Loancapitalborrowed(K$)LoanDurationInterestrate(%)Period0Period1Period2Period3Period4Period5Period6Period7Period8Period9Period10

4Capitalreimbursed(K$)Interestpaid(K$)Capitalremaining(K$)Period0Period1Period2Period3Period4Period5Period6Period7Period8Period9Period10

5PRODUCTIONREPORT–FIRMR-ALPHA–PERIOD0ThereportbelowprovideswithinformationonproductionlevelsandproductioncostsforeachofthebrandsmarketedinPeriod0.Sales,ProductionandInventoryThechartbelowshowstheunitssold,theproductionlevelandinventorylevelforeachofyourbrandsattheendofPeriod0.Allnumbersaregiveninthousandsofunits.Thetablebelowprovidesyouwithadditionaldetailssuchasplannedproductionversustheactualone,andtheinventorylevelsatthebeginningandattheendofPeriod0.Allnumbersaregiveninthousandsofunits.ROCKROLLSonitesSonitesUnitssold14544ProductionPlan(yourdecision)150100Production14580Inventoryatbeginningofperiod00Inventoryatendofperiod036UnitCost,COGSandInventoryHoldingCostThetablebelowshowstheunittransfercostforeachofyourmarketedbrands.The“current“unitcostisthecostofthemostrecentlyproducedunits,whilethe“average”unitcosttakesintoaccounttheunitsthatwereinyourinventoryatthebeginningoftheperiod.Unittransfercostsaregivenin$;unitssoldinthousandsofunits.COGS(CostofGoodsSold)areequalto“Unitssold”x“Averageunittransfercost”.COGSaregiveninthousandsof$.Finally,thistableshowsthecostsincurredforholdingyourinventory(storagecost,costofcapital,…).Inventoryholdingcostisequalto:“Unitsininventory”x“Averageunittransfercost”x8%.Itisgiveninthousandsof$.ROCKROLLSonitesSonitesCumulativeprojectproduction145,46980,000Currentunittransfercost197249Averageunittransfercost197249Unitssold14544COGS28,64510,979Inventoryatendofperiod036Inventoryholdingcost0715

6R&DREPORT–FIRMR-ALPHA–SONITESMARKET–PERIOD0ThisreportprovidesinformationontheactivitiesconductedforyourdivisionbytheR&DdepartmentduringPeriod0.ProjectscompletedinPeriod0NoprojectshavebeencompletedinPeriod0.ProjectscompletedinpastperiodsTheprojectslistedbelowhavebeencompletedinpastperiods.Theonesatthetoparecurrentlyusedastheproductionplatformofoneorseveralofyourmarketedbrands.Theonesinitalic,ifany,areeithernolongerusedorhaveneverbeenusedtoproduceabrand.AvailableSinceFeatures(1)Design(2)Battery(3)Display(4)Power(5)CurrentMinimumCumulativeBudgetPlatformofBrandPOROCKPeriod01498933762191541,500ROCKPOROLLPeriod01347838952411612,000ROLL(1)Features(Numberof):From5To20.(2)Design(Index):From3To10.(3)Battery(Hour):From24To96.(4)Display(Inch):From4To40.(5)Power(GFlops):From5To100.ProjectspartiallydevelopedinPeriod0Youhavenopartiallycompletedprojects.ShelvedprojectsYouhavenoshelvedprojects.

7R&DREPORT–FIRMR-ALPHA–VODITESMARKET–PERIOD0ThisreportprovidesinformationontheactivitiesconductedforyourdivisionbytheR&DdepartmentduringPeriod0.ProjectscompletedinPeriod0NoprojectshavebeencompletedinPeriod0.ProjectscompletedinpastperiodsNoprojectswerecompletedinpastperiod.ProjectspartiallydevelopedinPeriod0Youhavenopartiallycompletedprojects.ShelvedprojectsYouhavenoshelvedprojects.

8DECISIONREVIEW–FIRMR-ALPHA–SONITESMARKET–PERIOD0ThisreportprovidesareviewofthedecisionsmadebyfirmRatthebeginningofPeriod0.ResourceAllocationOverviewThethreechartsbelowshowhowresourceshavebeenallocatedacrossmarkets,functionsandbrands.Allnumbersaregiveninthousandsofdollars.BrandPortfolioROCKROLLPortfoliooperationNewNewBaseprojectpastperiodPOROCKPOROLLBaseprojectthisperiodPOROCKPOROLLMarketingMixROCKROLLProductionplanning(inunits)150,000100,000Recommendedretailprice(in$)495550Advertisingmedia(inK$)2,4001,440Advertisingresearch(inK$)10060

9SegmentationStrategyROCKROLLExplorers30%25%Shoppers10%20%Profs30%30%HighEarners25%15%Savers5%10%PerceptualObjectivesROCKROLLDimension1Position1Dimension2Position2CommercialTeamSizeThetablebelowshowsthenumberofcommercialpeopleallocatedtoeachbrandineachchannelduringPeriod0.ROCKROLLSpecialtyStores1212MassMerch.1212OnlineStores66Thetwochartsbelowshowhowyourcommercialteamisallocatedacrosschannelsandbrands.Allnumbersaregiveninnumberofsalespeople.MarketResearchStudies–SonitesMarketThetablebelowliststhemarketresearchstudiespurchasedbyfirmRinPeriod0,aswellasthecostindollars.PurchasedStudiesCostin$ConsumerSurvey61,250ConsumerPanel102,000DistributionPanel61,250MarketForecast20,500

10DECISIONREVIEW–FIRMR-ALPHA–VODITESMARKET–PERIOD0Thisreportisemptyasyouhavenotmadeanydecisionsforthismarket.

11INDUSTRYDASHBOARD–FIRMR–PERIOD0-ALPHA

12INDUSTRYINFORMATION–PERIOD0-ALPHAThisreportprovideseconomicandcostingdataforthecurrentperiodaswellasestimatesforthenextperiod.EconomicVariablesCurrentPeriodValueNextPeriodEstimationGNPGrowthRate%3%3%InflationRate%2%2%Inventoryholdingcostperannum%TransferCost8%8%Lossincurredforinventorydisposal%TransferCost20%20%Commercialpeopleoperatingcost$20,40020,808Commercialpeoplehiringandtrainingcost$3,0603,121Commercialpeoplefiringcost$5,1005,202MarketResearchCostsAllMarketsSonitesVoditesIndustrybenchmarking31,250CompetitiveAdvertising31,25031,250CompetitiveCommercialTeam15,50015,500ConjointAnalysis36,50036,500ConsumerPanel104,00072,750ConsumerSurvey62,50041,500DistributionPanel62,50052,000AdvertisingExperiment26,00026,000CommercialTeamExperiment36,50036,500MarketForecast20,75020,750MultidimensionalScaling36,50036,500SemanticScales10,50010,500TOTAL31,250442,500379,750(allnumbersin$)

13MARKETREPORT–SONITESMARKET–PERIOD0-ALPHAThisreportprovidesgeneralinformationonthe8SonitesbrandsmarketedinPeriod0.BrandRetailSales&VolumeThetwotablesbelowshowthemarketedbrandretailsales(inthousandsof$)andthevolume(inthousandsofunits),sortedindecreasingorder.SharesofmarketinvalueandinunitarealsoprovidedBrandValueShareRetailSalesVariationROCK25.2%70,082TONE20.7%57,449MOST10.4%28,356SOLO10.0%27,647TOPS9.0%25,311SOFT9.2%25,212ROLL8.5%23,733MOVE7.1%19,442TOTAL100.0%277,233BrandUnitShareVolumeVariationROCK19.5%145MOST16.4%122SOFT16.1%120TONE14.9%111SOLO11.4%85TOPS8.6%64MOVE7.2%54ROLL5.9%44TOTAL100.0%745BrandCharacteristicsThetablebelowliststhephysicalattributesofmarketedbrands,aswellastheirpriceandestimatedunitcost,bothin$.BrandLaunchedinFeatures(1)Design(2)Battery(3)Display(4)Power(5)PriceBaseCost($)BaseCost(%Price)MOSTPeriod085538102506325%MOVEPeriod013482174338014237%ROCKPeriod014989337649521943%ROLLPeriod013478389555024143%SOFTPeriod074538152256026%SOLOPeriod07660113834010330%TONEPeriod0161074247653522341%TOPSPeriod010435369140516640%(1)Features(Numberof):From5To20.(2)Design(Index):From3To10.(3)Battery(Hour):From24To96.(4)Display(Inch):From4To40.(5)Power(GFlops):From5To100.

14MARKETREPORT–VODITESMARKET–PERIOD0-ALPHAThisreportisemptyasthereisnobrandonVoditesmarketinperiod0.