Executive Summary

MKTG 449 v.0813
MKTG 449
Strategic Marketing Simulation
Executive Summary Guidelines
At the end of the simulation, your company (team) will produce a final report, also
referred to as an Executive Summary. The report should be an intensive summarization
of your activities for the eight quarters of play. There are 60 individual items, listed
below, to be discussed in your final report.
I. Executive Summary (approximately 1 page, 10 points maximum)
Makeup of executive team
Discuss how will achieve success- your companies’ mission?
What is the company’s product and its distinguishing features?
Estimated market and the attractiveness of the market
Key projected financial data
How much money is being sought?
How will the money be used? Why?
II. Description of Business and Industry (approximately 2 pages, 15
points maximum)
Corporate marketing strategy used. Differentiated, focused, etc. Explain.
Description of product, possible customers, and regions of operation
Company’s objectives
History of company
Industry Overview
Current status and prospects
SWOT Analysis
Sales offices open (discuss regions and compensation plans)
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III. Market Opportunity Analysis (approximately 3 pages, 35 points
Market profile
Total dollar volume for market
Overall unit demand for products
Market segments selected. Why did you select there segments?
What does the future look like?
What is the projected growth rate?
Industry trends
How does your product fit into the market?
Customer profile
Benefits customers seek
Does the product fit the customer profiles?
How big are the segments?
Price sensitivity of segments
Is price or performance more important?
Key competitor(s) profile
Company sales volume and market share
Competitor strategies
Competitor’s strengths and weaknesses
What actions are competitors likely to take in the future?
What actions are competitors likely to take given your plans?
IV. Marketing Plan and Sales Tactics (approximately 2 pages, 20 points
Target markets
Segments to be targeted
Needs and demographics of each segment
Why were these segments selected?
Will other segments be targeted in the future?
What will be the order of market development, and why?
Product line
What is the product(s)? Core and augmented product?
At which market segments is it aimed? Discuss branding and brand
In what way is it different than the competition’s?
Does this product enjoy a favored position in the market? What is this
MGMT 449 v.0813
Research and development
What are you doing to increase your technology?
Will research generate new products, or improve existing ones?
How much will the research cost?
How long will the research take?
How will the introduction of the new technology affect the market?
What is the pricing strategy? Did you use a skimming, penetration, and/or
international strategy? Why?
What are your profit margins by brand?
How do your prices compare to the competition’s?
Is the market sensitive to price differences?
Will national or local advertising be used?
What will be the message? Advertising appeals?
What percentage of sales will advertising represent?
How do your expenditures compare to your competition?
Were rebates apart of your promotional plan?
What geographic markets are you in, and which do you plan on entering?
What are the sizes of the segments in those areas?
How many salespeople will you assign to each sales channel?
How many salespeople will you assign to each segment?
When and where will you open new sales channels? Would direct or
indirect channel work for your company?
V. Financial Plan (approximately 2 pages, 10 points maximum)
Profitability results (What brand(s)) had highest profit? Why?
ABC Analysis (minus manufacturing costs)
Break-even analysis (use hypothetical fixed and variables costs)
Appendices & Graphs (length varies, 10 points maximum)
Customer profiles
Competitor profiles
Market and brand forecasts
Balance Scorecard/ Cumulative Balance Scorecard