You are on page 1of 4

REPORT GUIDELINE

Game Report
o
o
o

Justification of your Company Name / Logo / Slogan / Brand Names


Company Mission: Your purpose for being in business
Company Performance: What you did and why?
Profitability (EPS by year relative to goals & competitors)
Market Share (by SBU by year relative to goals & competitors)
Sales Volume (by SBU by year relative to goals & competitors)
Quality (by product by year relative to goals & competitors)
Cost of Production (by product by year relative to the NAEM
industry average)
Briefly explain reasons for deviations in performance

Errors Made and Lessons Learned


What product?
What region?
What period?
What error?
What impact?
What underlying reason?
What corrective action?

Prosposed Marketing Plan


Future Goals
Future Strategy
SWOT Analysis
Situation Analysis (Strengths & Weaknesses of Firm's Human,
Real and Financial Assets)
Marketing Opportunity Analysis (Opportunities & Threats in
Social, Cultural, Technological, Economic, Political & other noncontrollable marketing environments)
Closing the Strategic Gap (Take advantage of specific strengths
to capitalize on specific opportunities in the marketplace)
o Positioning Strategy
Positioning
Identify current position
identify heavy-user target segment
Discuss positioning strategy
o Product Portfolio Analysis
Check Internal Balance
Strong Diversified Portfolio
Ideas for Improvement
Look for Trends
o
o
o

Positive Trends
Negative Trends
Ideas for Improvement
Evaluate Competitors
Static Analysis
Dynamic Analysis
Insights Derived
Consider Other Factors
Consider strategy-relevant factors/variables not captured
in portfolio display
Social/cultural factors
Technological factors
Core competencies / skills of management and
workers
Barriers to entry
Rate of capability utilization
Develop Alternative Target Portfolios
Objectives
Strategies
Check Financial Balance
Proforma cash flow analysis
Adjustments
o Tactical Marketing Plan Components (Real world based on game
experience, internet/library research, and group discussion)
Target Market
identify one heavy-user market segment for one SBU
demographics
psychographics
characteristics
needs, wants, purchase motivations, benefits sought
media behavior
purchase behavior
usage behavior
Product Strategy
luxury or necessity product
industrial or consumer good
convenience, shopping (homogeneous or
heterogeneous) or specialty good
stage of product life cycle
brand equity, brand image, brand association/s, brand
loyalty
Pricing Strategy
skimming or penetration strategy
price point (absolute and/or relative to competitors)
discounts or allowances or premiums
terms of payment
price elasticity of demand (consumer responsiveness to
change in price)
Promotion Strategy
push or pull strategy

media emphasis
copy/message emphasis
use of Internet, trade shows, celebrity endorsements and
other means of promotion
names of television stations and programs
names of radio stations and programs
names of magazines and newspapers
point-of-purchase (POP) material
example of print ad copy, story board, or tv ad clip
Distribution Strategy
intensive, selective or exclusive distribution strategy
length of channel (long=manufacturer-agent-wholesalerretailer-customer; short=Dell direct)
use of Internet or other channels
use of Vertical Marketing Systems or Horizontal
Marketing Systems
channel conflict management (disintermediation)
names of outlets (department stores, electronic stores,....
national and/or regional)
o Evaluation and Control Mechanisms
setting goals/benchmarks
periodic reports
performance monitoring procedures
control procedures
o Conclusion

REPORT OUTLINE
Executive Summary

Title Page
Table of Contents
Highlight (approximately 1-2 pages)

A. Game Report (approximately 8 pages)


o
o
o

Justification of your Company Name / Logo / Slogan / Brand Names


Company Mission: Your purpose for being in business
Company Performance: What you did and why?
Profitability (EPS by year relative to goals & competitors)
Market Share (by SBU by year relative to goals & competitors)
Sales Volume (by SBU by year relative to goals & competitors)
Quality (by product by year relative to goals & competitors)
Cost of Production (by product by year relative to the NAEM industry
average)
Briefly explain reasons for deviations in performance

Errors Made and Lessons Learned

B. Prosposed Marketing Plan for subsequent year/s of operation (approximately 12


pages)
Future Goals
Future Strategy
SWOT Analysis
Situation Analysis (Strengths & Weaknesses of Firm's Human, Real
and Financial Assets)
Marketing Opportunity Analysis (Opportunities & Threats in Social,
Cultural, Technological, Economic, Political & other non-controllable
marketing environments)
Closing the Strategic Gap (Take advantage of specific strengths to
capitalize on specific opportunities in the marketplace)
o Positioning Strategy
o Product Portfolio Analysis (based on BCG or McKinsey matrices)
o Tactical Marketing Plan Components (Real world based on game experience,
library research, and group discussion)
For example:
Target Market (by SBU - Demographics, Psychographics)
Product Strategy
Pricing Strategy
Promotion Strategy
Distribution Strategy
Evaluation and Control Mechanisms
o Conclusion
List of References
o
o
o

You might also like