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Mkt Simulation Hints

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MKT 230 – Marketing Simulation – Hints Dr. Melton Fall 2014

As the newly appointed CEO of Minnesota Micromotors, you are now responsible for designing and executing the company’s marketing strategy. This is an opportunity for you to integrate and apply concepts learned throughout the course. As a start, you may want to go back to Chapter 2 in the textbook and review the steps of the strategic planning process. We learned that a marketing strategy is: “the selection of a target market and creation of a marketing mix that will satisfy the needs of target market members.” (Pride and Ferrell, 2014, p. 42).

So before beginning the simulation you will want to thoroughly analyze the current marketing situation and develop an overall marketing strategy.

1. What are MM’s core competences? What competitive advantages does MM possess (core competences matched to market opportunities)? What are MM’s internal strengths and weaknesses, and external opportunities and threats (SWOT)? How can internal strengths be matched to external opportunities going forward to create or strengthen competitive advantages for MM?

2. Next, understand what are MM’s marketing objectives in the simulation. Your goals are to maximize cumulative profit, average customer satisfaction, cumulative revenue and market share. Keep in mind that customer satisfaction can be an important driver of customer purchase behavior and can potentially lead to higher revenue and profit. When attempting to maximize these metrics, carefully consider what variables and resources you manage that can be used to influence the performance outcomes of profit, customer satisfaction, revenue and market share.

3. Next, thoroughly evaluate each of the customer segments in the BLDC motor market (using information in the Foreground Reading, customer videos and Analyze tabs). Based on the needs of

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