Overview During the simulation, the establishment of Microcomp was achieved. Individual responsibilities were determined and sales offices were established. Brand design decisions were made based on the criteria provided and modified when necessary. The brands selected were Work Made Easy and On the Go. These two computer brands were created for their respective target markets, Workhorse and Traveler. Sales office locations were also based on the criteria provided in the simulation. For Microcomp’s purposes, two sales offices were selected to open in the second quarter, with a third sales office opening in the fourth quarter. Market research was purchased in each quarter and analyzed to determine the direction Microcomp’s competition. This key information led to changes in the compensation and benefits structure as well as the redesign of both computers. Also reviewed and analyzed were the factors used in determining whether to expand into the international market. This decision was mostly based on the sales potential for the target markets in the international arena. As a result, two of the three sales offices were international offices. Finally, various heavy investment factors for international expansion were analyzed. These factors included ethics, currency fluctuations and government policies. If these factors had been present in the simulation, Microcomp may have opened its first office domestically and used one quarter to establish a presence in the computer market before expanding globally. Brand Design Decisions
Once Microcomp was set up and funds were established, the next task was deciding which two brands would be selected for production. To make a proper decision, three main factors were considered.
The first factor was target market. Who wanted to buy computers and how much were they willing to spend? The next factor was