Team Presentation (approximately 60 minutes)

Company Report (approximately 20 minutes)

• Justification of your Company Name / Logo / Slogan / Brand Names
  
• Mission: Your purpose for being in business
  
• Performance Analysis: What you did and why?
  
  • Profitability (EPS by quarter relative to goals & competitors)
    
  • Market Share (by SBU by quarter relative to goals & competitors)
    
  • Quality (by product by quarter relative to goals & competitors)
    
  • Cost of Production (by product by quarter relative to the NAEM industry average)
    
  • Efficiency (by quarter relative to industry average)
    • Sales-to-Advertising ratio relative to goals & industry average (NAEM Report)
    • Sales-to-Salesforce Expense ratio relative to goals & industry average (NAEM Report)
    • Sales-to-Total Promotional Expense ratio relative to goals & Industry average (NAEM Report)
      
  First, provide brief overview of each performance measure.
  Then, explain reasons for negative deviation in specific period for each performance measure.
• Errors Made and Lessons Learned
  
• Multiple Regression Analysis - Forecast Sales for Period 12
  
  • Data Matrix
    
  • Correlation Matrix (check for multicollinearity)
    
  • Selection of Predictor Variables
    
  • Regression Results
    
    • Goodness of Fit
      
      • R-squared
        
      • Adjusted R-squared
        
      • F-statistic (discuss null & alternative hypotheses)
        
      • SER <=> 10% of Mean of Sales
        
      • SER <=> 33.33% of Standard Deviation of Sales
        
    • Partial Explanatory Power of Predictor Variables - (use Standardized Format)
      
      • Expected signs
        
      • t-statistics (discuss null & alternative hypotheses)
        
      • p-values
        
      • Interpret coefficients (ceteris paribus)
        
    • Residual Analysis - (check for heteroskedasticity)
      
  • Sales Forecast for Period 12 - discuss reasons for deviation
    

Prosposed Marketing Plan for subsequent year/s of operation (approximately 40 minutes)

• Strategic Analysis
  
  • External Analysis - (Marketing Opportunity Analysis) - Opportunities (trends) & Threats in the external environment
    • Customer Analysis
      
    • Competitor Analysis
      
    • Market Analysis
      
    • Environmental Analysis
      
  • Internal Analysis - (Situation Analysis) - Firm strengths & weaknesses (Human, Financial, Real Assets)
    • Performance Analysis
      
    • Portfolio Analysis
      
  • Closing the Strategic Gap (Take advantage of specific strengths to capitalize on specific opportunities in the marketplace)

• Positioning Strategy
  
  • Apply PPM + VALS
    
    • Identify current position based on PPM graph
      
    • Use VALS data to identify heavy-user target segment
      
    • Discuss positioning strategy

• Tactical Marketing Plan (Real world based on game experience, library research, and group discussion)
  
  • Target Market (by SBU - Demographics, Psychographics)
    
    • identify one heavy-user market segment for one SBU (use VALS or VALS2 Index....)
    • 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-wholesaler-retailer-customer; short=Dell direct)
    • use of Internet or other channels
    • channel conflict management (disintermediation)
    • names of outlets (department stores, electronic stores,.... national and/or regional)

• Evaluation and Control Mechanisms
  
  • setting goals/benchmarks
  • periodic reports
  • performance monitoring procedures
  • control procedures
• Conclusion

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Team Presentation Grading Criteria

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