Markstrat Navigation
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Decisions
Report
Newsletter
Mkt Studies
Interface
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Report
Company results: Shows
the performance of the company during the simulated period.
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Company scorecard: Provides the overall picture
of the firm's performance.
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Company performance: Gives a more detailed
description of the performance of the firm by market (Sonite and Vodite)
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Loan schedule: Provides changes in budgets and
information on current and past loans.
Brand results:
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Contribution by brand: A detailed analysis of
profitability is provided for each of the company's brands.
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Market shares and distribution coverage: Market
share and distribution coverage information is provided in a separate
window.
R&D:
All the R&D projects that the firm has pursued in the current and past
periods are listed by product.
Cumulative results:
Presents cumulative results obtained by the company since the beginning of
Period 0.
Messages: Gives error
and warning messages and also messages sent by the instructor to all firms or to
a specific firm.
- Past decisions:
Recapitulates decisions made by a specific firm in previous periods. This
section corresponds exactly to the decisions
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module. It provides information about how the firm has managed brands, its
sales force, R&D etc.
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Brand management
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Sales force
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R&D projects
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Market studies
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Loan and budget
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Newsletter
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Stock Market: Provides stock
market information about competing firms and general key performance
indicators because it is public
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information or information that is easy to get without significant cost.
- Stock price indices: The prices are indexed on a base of 1000 for
each firm in Period 0. The new contribution of each firm is given
both for the current period and cumulatively since Period 0.
- Company key performance indicators: Provides key measures
like market share, retail sales, firm contribution, shareholder value
summarized for each competing firm.
Economic: Provides information on
economic variables and also gives market research costs for next period.
- Economic variables: Provides GNP growth rate and inflation rate for
the current period and forecasted value for next period.
- Cost of market research studies: Cost that the firm needs to incur
to acquire market research information during next period.
Market: Provides specifications of all
brands that were marketed during the period and sales information about these
brands.
- Brand characteristics and prices: A list of all brands marketed,
along with physical specifications, recommended retail price etc. of
each.
- Brand sales and market shares: Following information is provided :
unit sales, market share based on units, retail sales and market share.
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Mkt Studies
Consumer:
A survey questionnaire administered to 3000 individuals during the simulated
period. It gives information about:
- Survey - Brand Awareness: Represent the proportion of individuals
in the segment who have unaided recall of a brand's name.
- Survey - Brand Purchase intentions: Represent the proportion of
individuals who would select a brand as their first choice if they were
buying within a year.
- Survey - Shopping habits: Represent for each channel type the
proportion of individuals in each segment who would choose that channel when
shopping for a sonite.
- Panel - Market shares: Gives market shares, based on units sold by
segment for each brand in the product category.
Distribution:
Provides the market shares based on units sold, by channel for each brand in the
product category.
- Panel - Market shares
- Panel - Distribution coverage
Semantic:
Provides a map of brands based on semantic differential questionnaire
administered to a sample of 600 individuals.
- Brand map
- Brand perceptions: Maps representing consumers' perceptions based
on the semantic scales can be obtained for each pair of attributes.
- Ideal values
- Ideal value evolution: The graph of the evolution of the
preferences (ideal points) over time.
- Relationship between product characteristics and perceptions
MDS:
Multidimensional scaling study provides a joint space configuration obtained by
non-metric multidimensional scaling. It relies on similarity and preference data
on the complete set of brands available in the market. MDS is useful in
positioning brands and can also be used to investigate the relationships between
product characteristics and perceptions.
- Perceptual map
- Brand perceptions
- Ideal values
- Ideal value evolution
- Influence of characteristics
- Relationship between product characteristics and perceptions
Intelligence
- Competitive advertising expenditures: An advertising research firm
gives estimates of the total advertising expenditures for each competitive
brand.
- Competitive sales force sizes: Gets estimates of the size of the
sales force of competitors and their breakdown by channel of distribution
from a specialized market research firm.
- Benchmarking - Overall performance: Provides information about
income statement data on revenues and expenses for each competitor at the
level of the firm.
- Benchmarking - Performance by market
- Benchmarking - Overall performance (% retail sales)
- Benchmarking - Performance by market (% retail sales)
Projections
- Advertising experiment: An advertising experiment is conducted by
increasing the advertising budget in a selected regional test market. The
results of the experiment are used to project the level of brand awareness
and the share of market for each of the company's brands, by segment, if the
advertising budget had been increased for each brand by the indicated
percentage over the actual expenditure.
- Sales force experiment: A sales force experiment is set up by
increasing the number of salespeople per channel in a regional test market.
The results are then used to estimate the number of distributors and market
share that each of the firm's brands would have had in the entire market if
the sales force directed to each channel had been increased as indicated.
- Market forecast: Provides an estimate of the expected market size
and market growth for the product category as a whole.
Conjoint:
Enables firms to estimate the relative importance of - and the utility attached
by the consumers to - the price and features of a product category. The
utilities are represented graphically for four values of each of the four
characteristics perceived as most important.
- Utility graph
- Utilities
- Relative importance
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Interface
File
- Open industry
- Save and close industry
- Change industry password
- Save and backup industry
- Restore industry
- Transfer decisions to instructor
- Transfer results and default decisions from instructor
Finances
- New loan
- Loan schedule
- Budget increase or decrease
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Decisions
