MBA 5320E Fall 2016 ppt Week 7 (1)

MBA 5320E Fall 2016 ppt Week 7 (1) - MBA 5320 Strategic...

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MBA 5320 Strategic Marketing Management Week 7 MarkStrat Period 1 Workshop & Product-Level Marketing Strategy Tier 2 - “The 4 P’s”
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Week 7 Agenda Housekeeping Current Events? MarkStrat Liftoff with Period 1! Period 2 decisions due Thursday, Nov. 3, 10:00 a.m., budget $10 million – spend it! Prior to Nov. 3, your team MUST have a meeting with me to discuss your complete strategy for periods 2-6 Today - Period 1 analysis, Period 2 look ahead, with tips for emerging roles Product-Level Marketing Strategy: Tier 2 “The 4P’s” (1/2)
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MarkStrat Period 1 Primary purpose of Year 1 was just to get through the mechanics, so results are largely meaningless, but fun The most important aspect was to buy all the research reports, and to explore them Period 1 Budget was $7.5 million: only 2 teams in Industry Alpha spent full budget (RAM and Lexx), only 1 team Industry Bravo (Magneto) – do not repeat this error for Periods 2-4! Period 2 budget will be $10 million - spend it! Here are Period 1 and Period 7 results from a 4322 class last Fall, and your Period 1 results from today
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Ideal Values N.B.! (you can use this table, or positioning graph)
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Conjoint Analysis N.B.!
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Industry Alpha - Fall 2015 P1
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Industry Alpha - Fall 2015 P7
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Ideal Values for Vodites
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Industry Alpha - Fall 2015 P7
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Industry Alpha – Fall 2015 NMC
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NMC Period 8 (3 years ago)
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NMC Period 8 (2 years ago)
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Industry Alpha - Sonites Period 1
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Industry Bravo - Sonites Period 1
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Preparing for Period 2 Period 2 budget is $10.0 million – spend it! Period 2 decision deadline 10:00 a.m. Thurs. Nov. 3 Period 2 has no decision constraints – can launch R&D, can modify brands or launch new brands using your 2 existing successful R&D projects on your R&D shelf, can specify perceptual objectives to try to achieve desired positioning (recommend using semantic scales) Everyone should participate in all decisions for this period, but each team should evolve towards an Ideal Point/Positioning Specialist, R&D specialist, Pricing Specialist, Advertising and Sales Force Specialist, Production Specialist Your biggest decisions: if & when you will launch Vodites, what are your target segment(s) for Period 6, and how many brands on each target in Period 6?
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Segment Size Forecasts N.B.!
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Purchase Intentions N.B.!
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Where are Ideal Points Going?
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Tips for Brand Management Everyone has the ability to have up to 5 Sonite brands on the market in Period 2! (How?) Could be existing brands with changed prices
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