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Links Simulation Final Analysis

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Marketing Simulation- Final Analysis
MBAS 831 - Marketing Fundamentals
Professor Peter Dacin
Friday June 5th, 2015

MBA Team 346 Team Member | Student ID-id | Altaaz Dhanani | 10176433 | Anika Sharma | 10168757 | Brennan Jones | 10165416 | Conrad Lee | 10088793 | Penny Peng | 10185530 | Rogel Wang | 10177236 |
Table of Contents Final Achievements 5 Analysis 5 Month 4: Business As Usual 5 Month 5 & 6: Market Leader 5 Month 7 & 8: The Balance 6 Learnings 6 What Works 6 What Could Be Improved 7 Why Invest in Firm 5? 7 Appendix A: Performance & Results 9 Appendix B: Monthly Performance Comparison 11 Appendix C: Month 4 Price Sensitivity Analysis 11 Appendix D: Snapshots of Month 5 Competitive Analysis 12 Appendix E: Marketing Budget and Allocation Mix 12 Appendix F: Industry and Firm Sales 13 Appendix G: Monthly and Cumulative Financials 14 Appendix H: Firm and Industry Stocks Prices 14 Appendix I: Industry Cumulative Earnings and Dividends 15 Appendix J: Simulation Decision Memo 1 15 Appendix K: Simulation Decision Memo 2 17 Appendix L: Simulation Decision Memo 3 20 Appendix M: Simulation Decision Memo 4 23

Final Achievements Team 346, represented as Firm 5, achieved very impressive results for the simulation as of Month 8. Many of our results were either industry best or very close to being so. Net Income to Revenue was 7.89% which was the industry best. This was the result of increased sales and margins, as well as diligent cost reduction where applicable. Revenue Growth was above the industry average at 8.16%. This was the result of increased price while maintaining (or increasing) volume. Forecasting Accuracy was near industry best at almost 95%. Understanding price sensitivity and market conditions led to improved and impressive results. Marketing and Service to Revenues was near

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