MARKETING PLAN BRIEF AND REFLECTION GROUP PROJECT

1. Overview This group project is intended to give students a chance to work through a virtual market scenario using business simulation software in order to enhance their understanding of core marketing concepts and ideas. Through the business simulation, MixPRO, students will analyze a current market situation, develop a strategic approach, and implement tactical choices designed to meet specific brand goals.
2. Registering for the MixPRO Simulation As outlined in the course syllabus, students are required to purchase a license of MixPRO, a marketing strategy simulation. The simulation is accessed entirely online through all common web browsers. To acquire a license: 1. Go to https://shop.stratxsimulations.com/ (If nothing happens, copy and paste the link in a new browser) IBM3012 Principles of Marketing Management (FALL 2020) 2 2. Enter the file number: P5F31B58 3. Tick that box indicating you are not a robot and click ENTER. 4. Verify the order and register on the ecommerce site. 5. Complete the order process. The published has asked me to remind students that all sales are final. There are no returns or refunds. 3. Group Assignment Part 1: The Marketing Plan Brief (50 points – 10%) Students will create a short marketing plan that provides a strategic overview of your understanding of the MixPRO market context, as well as your strategic approach to success in that market. The plan document will outline your team’s goals and objectives, your strategic focus, and the specific tactics you advocate implementing to achieve your goals. Unlike real market situations, you will be able to write your brief after having played the simulation twice. However, the purpose of the brief is to have to provide an analysis of a market situation using course concepts to think through the challenges and opportunities you face, and to articulate a strategic approach to achieving pre-defined market objectives. Specifically, in the MixPRO you are tasked with achieving the following: 1. Your primary objective for the 5 gaming years is to maximize your Overall Performance Index (OPI). 2. As part of #1, you are required to market your MOON brand to the Savvy Consumers. 3. As part of #1, you are required to market your MOJO brand to the Thrifty Consumers. 4. You must not spend more than 15% of your overall budget in Product Development in a given year. 5. You should not directly target Wealthy Consumers with your brands due to overwhelming market leadership by Firm T is leader in this segment with their brand TOIZ. Your marketing plan should be specifically developed to reflect the specifics of the MixPRO situation. You will develop analysis of the three primary target consumer groups, your current brand product characteristics, as well as current pricing approaches. Based on your analysis, you will set out a strategy designed to meet your core objectives and articulate how you will implement that strategy through your use of all four P’s: Product, Price, Promotion, and Place. Finally, your plan brief should include some consideration of what impact you think your strategic decisions will provoke from the other brands in the marketplace.

For your marketing plan brief, you will create the following content organized into the following sections: 1. Title Page: Include the name of this deliverable, your team name, an alphabetical list of all members of the group, and the course number. 2. Executive Summary: A half-page summary of your brief that highlights the main points of your plan. 3. Goals/Objectives: A half-page summary statement of the goals and objectives set out for you in the simulation. What is important here is not to copy and paste in the objectives given by the simulation, but to provide your understanding of those goals and objectives in terms of what they mean for your brands MOJO and MOON (and your company overall). 4. Analysis: A one to two-page analysis of the current market situation you face at the beginning of the MixPRO simulation. The analysis should include a subsection analyzing the different customer segments in detail in terms of their characteristics that are relevant for the simulation. In addition, the analysis should contain a subsection for a SWOT (strengths-weaknesses-opportunities-threats) analysis of the current market context. This analysis should evaluate competitive brands, analyze relevant aspects of your brands (MOJO and MOON), as well as what forecasts suggest will happen in the future rounds (future “years”) of the simulation. 5. Strategic Approach: A half-page statement of your strategic approach to the simulation focusing on how you will meet the goals/objectives through a focus on maximizing customer value for your target customers. 6. Tactics: A half-page to full page description of the specific tactics (i.e. Product – Place – Price – Promotion) decisions you will undertake that align with your strategy and that will achieve the goals/objectives set out for the simulation. Be specific and make sure you give guidance for how your implementation of the tactics will occur over time. 7. Forecast: A half-page statement of how you think the other brands in the marketplace will respond to your strategic choices, and what you might alter about your planning to account for those competitive responses. Format: The final plan should be in the range of 5-6 typed, single-spaced pages, 12 font size. Margins on all four sides of each page should be 1 inch. Be judicious in your writing; no CEO wants a lengthy document when it’s possible to be more parsimonious in your language. Make sure you are clear and concise.

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4. Group Assignment Part 2: Reflection (50 points – 10%) The second group deliverable is a reflection paper to be completed after playing the simulation for a second time. The reflection paper will provide a summary of your team’s experiences playing the simulation and allow you to connect your work in the simulation back to our course concept discussions. What I am looking for here is thoughtful reflection on choices you made and how those choices played out. For your reflection paper, you will create the following content organized into the following sections: IBM3012 Principles of Marketing Management (FALL 2020) 4 1. Title Page: Include the name of this deliverable, your team name, an alphabetical list of all members of the group, and the course number. 2. Analyzing Market Environments: In this one-page response, I want you to reflect on the challenges of analyzing the market environment through the simulation. Your response should address questions like: a. What kinds of data did you find especially useful in thinking through possible choices? b. What kinds of data did you not have that you think would have made your decision-making easier? c. What kinds of segmentation approaches did MixPRO simulation use to situate the three customer groups? d. How did you think about the marketplace and the opportunities/challenges presented by competition? 3. Developing Strategies and Tactics: In this one-page response, I want you to reflect on how you thought about and decided to implement your strategic decisions. Your response should address questions like: a. How did you evaluate your brand’s current product, price, place, and promotion choices and if you decided to make changes, how did you determine what specific choices to make? b. Did you have challenges aligning your strategy to your tactical choices, and if so, what were the root causes of those challenges? Where you able to overcome those challenges? 4. Responding to Change: In this one-page response, I want you to reflect on how you approach the dynamic elements of the simulation. Your response should address questions like: a. How did you evaluate and respond to market conditions round by round? Were there certain types of tactical decisions that were easier to make (why or why not)? b. Where were you surprised by the outcomes of particular choices and how did you come to understand what happened? c. When you were in doubt about how to proceed with a decision, how did you ultimately make your choices? What helped get you to the decision? 5. Collaborating for Success: In this one-page response, I want you to reflect on how you worked as a team to achieve your simulation successes. I especially want you to reflect on what you would do differently in the future working on teams tasked with developing marketing strategies to achieve specific goals. Format: The final reflection should be in the range of 5-6 typed, single-spaced pages, 12 font size. Margins on all four sides of each page should be 1 inch. Be honest in your answers but take time as a team to think about these questions and any others that align with the sections. Make sure that all team member opinions are reflected in your submission.

5. Rubrics and Grading Grading will be based on the following factors: • Completeness (did you include all the information outlined in this document). • Quality of content (including all required information, logic of arguments, flow from market analysis to objectives to marketing plan, insightfulness, and ability to use market and customer analysis to effectively develop insights that lead to exceptional strategies) • Writing style (organized, coherent, succinct, free of spelling/grammatical errors, etc.) Note that while rubrics are provided here to help students in the development of their projects, application of the rubrics is done by the instructor. Determinations of whether a team’s submission meets the criteria will be made on the completed submissions only, and there will be no opportunity to submit work for feedback before the due date.

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