MARKETING PLANNING REPORT FOR SIMBRAND

Marketing Planning Report for SIMBRAND

Marketing Planning Report for SIMBRAND

Cesim SimBrand

Cesim SimBrand develops brand understanding of the whole marketing decision-making process with particular emphasis on profitability. The simulation covers marketing topics including segmentation, positioning, delivery channel investments, marketing budget allocation, customer care services and pricing. In addition, teams will make strategic decisions regarding their company's core competencies.

Critical success factors analysis for SIMBRAND

Critical success factors are discussed by using Johnson et al (1999)'s balanced scorecards with taking into account competence-based approach and external related factors approach (Table 5 and 6).

Competence-based approach is knowledge-based and looks at CSF from various dimensions, including employee's technical knowledge and skills and managerial control system.  (Jensen & Harmsen, 2001).  The external success factors approach considers security, successful partnership, easy and affordable access and customer acceptance of the software as critical (Eid et al 2002).

Core Strategy

To encourage and enable unique strategy creation and execution, Cesim SimBrands start their SimBrand companies fresh without any operations history.

Mission Statement

The essence of the SimBrand simulation is to mirror a fast developing, technology-based product market that is driven by short product life cycles and innovation; where constant attention to product development, good timing and successful positioning are the keys to success. A significant part of the decision-making challenge is to unify product dimensions with customer segmentation.

Market Strategy

The product that the Cesim SimBrands manage in this simulation is a personal digital assistant (PDA) and the product dimensions include capabilities, functionality, and design. The market consists of eight customer segments in two market areas.

Cesim SimBrands are provided with a decision-making tool that helps them analyse profitability by products, segments, delivery channels, and market areas. Furthermore, the simulation generates a range of reports that will help participants improve their acumen for quantitative decision-making analysis and interpretation of financial reports and ratios.

As an outcome of the simulation exercise, Cesim SimBrands will fully comprehend the different parts of the marketing decision-making process, their relationship with each other, and their impact on The company's overall results. In addition, Cesim SimBrands will gain invaluable experiences in team-work and problem solving. Each simulation market consists of 3-12 teams, with 2-5 members per team. The number of parallel simulation markets is not limited, making it possible to utilise the simulation for any number of Cesim SimBrands in the class.

Cesim SimBrand has been used since 2003 by Cesim SimBrands from various cultures and backgrounds. The simulation is completely on-line, so there is no need for downloads, setups, or separate applications. In addition, the simulation is provided with a learning management system allowing the instructor to create courses with just a few clicks, as well as supervise the course and monitor Cesim SimBrand performance through an easy-to-use WWW interface.

Operating strategy

Familiarize Brand with the process of marketing the entire decision-making, including the brand portfolio strategy, segmentation strategy, positioning strategy, and their relationship with others. Capacity building in the formulation, implementation, and adapt marketing strategies in dynamic competitive environment over several periods of making ...