MT450: Marketing Management Professor: Samantha Bietsc Assignment 5: Minnesota Micromotors Simulation 2 Magida Taracena Andonie 2/7/2015
Since I was chosen CEO of Minnesota Micromotors, Inc, I’m now in charge for determining the company’s marketing strategy. “This includes its go-to-market approach (primarily sales-force deployment and distribution-channel strategy) and associated elements of product policy, including pricing and market positioning of the company’s medical device motor line” (Online Simulation). Minnesota Micromotors is a manufacturer of brushless, direct current motors used in orthopedic medical devices. This is a company that sells more or less around 97,000 motors a year and had a 9% share of the $137million medical motor market for orthopedic and neurosurgery devices. My marketing strategy for each of the decisions entered into the simulation game in Quarter #2 is to make critical decisions about how resources such the sales force and marker research should be allocated by giving all quarters an identical share. My strategy includes increases the market share and incomes of the current market by targeting the right segment. “The Orthopower Micro motor™ was priced at $142 list, and discounts off of list ranged from 4% to 16% for large volume purchases” (Online Simulation). So basically this second quarters I decided to start off with a list price of $142 this time. Then I assigned a 13% when it came to the Distributors Discount. Then I moved to the area of large discounts based on segments A, B, C, and D. When it came to segment A, I decided to give them a 12% discount since they required a huge level of sales. On segment B an assigned a 10 %. For Segment C, I assigned an 8% Discount and for Segment D, I assigned a 12%discount. For this quarter I decided to change things up a bit when it came to the discounts. Last quarter I assigned Segment A 12%, Segment B a 10%, Segment C a 5% and Segment D a
10%. I wanted to see how things would turn out by raising discounts to Segment C and D. So last quarter, Then I chose to change my sales force from 50% on Segments A and for Segment B I choose 30%. I also decrease the sales force on Segments C and D to 10%, and increase Segments C and D from 24% to 25%. This quarter I decided that I was going give all segments the same sales force percentage, which would be 25%. I also decided to keep working with the same numbers of sales Force that was 11, which are the number of sales staff I will employ next quarter.
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