Sec102Team6FinalReport (2)

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Final Report COMR 465 102 Instructor’s Name: Phaedra Burke Date Submitted: Monday, December 5th, 2022 Simulation Team: 6 Names: Isha Afzal, 51722585 Lynn Campbell, 19443662 Emma Ho, 37195534 Koosha Issari, 66800392 Maanit Rohira, 21952205
Table of Contents Overall Outcome 1 Target Market Choice 2 Turn Decision-Making Review 3 Product Strategy 3 Price Strategy 3 Promotional: Advertisement Strategy 4 Promotional: Distribution Strategy 4 Competitive Analysis 5 Pricing 5 Distribution 6 Promotion 7 Competitive Intelligence 8 Our models/theories 9 Areas for Improvement 10 Lessons Learned 10 Conclusion 11 Exhibits 12 A.1: Important Characteristics for School Children in Backpacks 12 A.2: Customer Feedback from School Children for Team 6 Backpacks 12 A.3: Unit Price: Team 6 (orange) 13 A.4: Sales in Different Channels 13 A.5: Net Profit Throughout the Simulation 14 A.6: Market Share Throughout the Simulation 14 A.7: Cost Per Every School Child for All Types of Advertisements 15 A.8: Units Sold Throughout the Simulation for Team 6 16 A.9: Marketing and Campaign costs over the 6 quarters 16 A.10 Total Revenue of every firm from quarters 1 - 6 17 A.11 Overall team performance from quarters 1 to 6 17 Overall Outcome Throughout our 6 simulation quarters, we were able to create a low cost backpack paired with a marketing strategy that successfully placed us #1 amongst our competitors in gross profit, gross margin, units sold, net profit, and final balance at the end of round 6. 1
When developing our initial strategic plan report, we designed the company vision around minimising costs and marketing expenses, maximising the rate of return on out investment, and reaching a goal of 50% gross profit margin on the packs. Additionally, our primary objectives included obtaining the majority of our target segment’s marketing share and maximising revenue. Looking back on our original goals compared to our performance outcomes, as reflected in the leaderboard, we were able to determine where we felt that we succeeded and where, if given more time, we would refine our strategy. One way we kept our costs low was by choosing inexpensive materials when designing our pack. These basic materials allowed us to maintain a low cost of production and sell at a price that was lower than that offered by competitors, but high enough to generate a $__ marginal profit. Our simple design and everyday low pricing allowed us to appeal to a wide range of consumers, increasing our market share. We also kept marketing costs low at $2,700. Our marketing strategy was our primary concern for the majority of the rounds. After the first couple of rounds, we felt as though we had a greater potential for sales should we invest more in our promotional strategy. We then made the decision to increase our promotion and distribution costs with the goal of increasing market share and sales. This caused our average margin to decrease from $15.44 in quarter 1 to $14.78 in quarter 6. However, with this decrease, we experienced a significant increase in return on marketing, telling us that our investment was worthwhile. Despite successfully increasing our return on marketing, according to the leaderboard, we placed 3rd in this category. Thus, if given additional opportunities, marketing strategy is something we would have tweaked further. Luckily, decline was not a common trend for our company, as every other metric experienced growth. An area we are very proud of is our market share. We had the greatest market share amongst our competitors at 22%. We are also satisfied with the fact that our sales increased by 524 units from quarter 1 to quarter 6. We believe this is due to growth in customer satisfaction, product satisfaction, and return on marketing. A graphical representation of our growth from quarter 1 to 6 (over various metrics) can be found in Exhibit A.11. Target Market Choice Initially, we wanted to target school children, as well as university students, but then we stuck to school children because they have the greatest market share. Although their growth rate is only 1%, their purchase behaviour was 5% last quarter, which is the greatest in comparison to the other target segments. They also have the greatest product awareness with 19%. Using the attractiveness criteria, we saw that the market share was 39,415 (substantial), there was little to no overlap with other target markets (identifiable). We also saw that backpacks were a standard purchase as children need them for school (responsive), parents were investing in good backpacks for their kids (profitable), and with our marketing strategies, consumers will know about our backpack, its characteristics and how to buy it (reachable). School children really valued capacity, as well as comfort and durability. We wanted to maintain a design that was minimalistic enough to appeal to other segments, therefore, we had to 2
sacrifice some of the school children’s desired characteristics such as cartoon graphics. Therefore, our backpack has a more mature design, appealing to many segments. We stuck to the same target segment throughout the simulation because we wanted to focus on how we can grow our market share, which was when we decided to purely choose advertisements that attracted school children after realizing social media and gaming sites didn’t attract as many children. Turn Decision-Making Review As team 6, once we started the simulation, the main objective for our company was to get the greatest market share and also the greatest net profit from all the teams. Throughout the simulation, we focused on trying out different advertisements and promotions strategies to be able to get the highest market share and profit. Initially when we started, we had wanted to get the greatest share in both school children and university students' market. Therefore, we had chosen to design a minimal backpack which can easily be targeted to both groups. This also helped us have the lowest production cost of $7.00 per unit from all the teams. In the first quarter of 2022, we had followed our strategic plan closely and soon realised that we have a lot of competition with other teams for school children and university students. There was one team targeting school children and two teams targeting university students, but they also had a good share of the school children market. Product Strategy Due to the high level of competition in the school children market, the backpacks looked really similar between the teams. Therefore, in the second quarter of 2022, we replaced the thin spaghetti straps with basic straps. The basic straps cost us one additional dollar per bag. However, we were able to increase the level of comfort and durability by one point each. These are the second most important characteristics in school bags for school children at 23% for both. This can be seen in Exhibit A.1, which shows the importance of the five characteristics for school children in backpacks. Other than this change, we had kept the backpack the same throughout the rest of the simulation because we had good feedback from the school children group, as seen in Exhibit A.2. Price Strategy After the first quarter of 2022, we also changed the price of the backpack from $32.00 to $34.00 to cover for the extra marketing costs, investment in market development funds, and the product changes (straps). In the second quarter of 2022, we verified with the feedback from our target group, and they were satisfied with the pack price. As seen in Exhibit A.2, the price was “high, but still in their budget,” and so we decided to keep it at $34.00 throughout the simulation. End of the simulation, this was the lowest price per unit from all of the teams as seen in Exhibit A.3. 3
Promotional: Advertisement Strategy After the first quarter of 2022 results came in, we realised we are in close competition with team 8. We were in rank 1 for profit at $2968.00 (Exhibit A.5). However, we were at rank 2 for market share at 27%, while team 8 was in rank 1 with 42% of the market share (Exhibit A.6). We wanted to increase our market share, therefore we decided to invest in more advertising to increase our market reach. We kept the advertising frequency at 1x for gaming sites. However, we increased the advertising frequency from 2x to 4x for comic books. The purpose was to increase market reach for school children and university students through this change. We were able to change the total reach from comic books from 61 to 244. More specifically the reach to school children increased from 35 to 140. The reach of university students increased from 15 to 60. We also decided to start an advertisement with social media at 1x frequency. The main purpose of starting this advertisement was to increase the reach to university students. With one social media advertisement frequency, we were able to reach additional 60 university students and an overall increase of 187 for total reach. However, after the second quarter of 2022, our profit rank was still 1st at $2,311.00 (Exhibit A.5), however the market share had decreased to 23% (Exhibit A.6), and we were at rank 3. We realised it was best for our team to focus only on school children and change our advertising strategy. At this point, we changed our overall strategy to target two groups (school children and university students) to instead only focus on one group more closely, school children. We performed calculations to calculate the largest reach to school children with the lowest cost per every school child (Exhibit A.7). We realised that the best way to get the largest reach with the lowest cost per school child is through comic books. We were able to reach 1 school child for $13 through comic books. Therefore, we changed the advertising strategy to having 8 full page ads in comic books. This increased our marketing costs by $100 from the second quarter of 2022. The change did decrease the total reach from 521 to 488, however, it increased our total reach to school children from 182 to 280. After the third quarter of 2022, the number of units sold had increased from 474 in the second quarter of 2022 to 553 in the third quarter of 2022 (Exhibit A.8). Promotional: Distribution Strategy We were still worried about the market share and decided to invest in additional promotional strategies through distribution channels. We observed that in the second quarter of 2022, the Discount Retail Chain had the highest reach to school children of 3262 and also had the highest number of total sales of 427 (Exhibit A.4). We had the best chance to increase our market share by increasing our share in this channel. Therefore, we invested in the $1000 Market Development Funds in the Discount Retail Chain. In the third quarter of 2022, it increased our sales in the Discount Retail Chain from 210 in the second quarter of 2022 to 285 (Exhibit A.4). In the final quarter of 2022, we held 33% of the Channel Market Share in Discount Retail Chain. We decided to keep the investment in market development funds in the Discount Retail Chain throughout the rest of the simulation. After the second quarter of 2023, we had 367 sales from the total sales of 995 in this channel which meant we had 36% of the market share in this channel. 4
In the third quarter of 2022, we also decided to offer a $5 promotion through the Direct channel. We had the highest profit margin of $22.00 in this channel compared to all the other channels. We also noticed that the total sales were low in this channel (Exhibit A.4). A total of 35 bags were sold through this channel in the second quarter of 2022 and our team had sold 12 bags. We wanted to offer the promotion to help us get a greater share in this channel. After the third quarter of 2022, our sales increased to 17 in this channel. We decided to keep the $5 promotion in Direct channel throughout the rest of the simulation. After the second quarter of 2023, we had 34 sales from the total sales of 93 in this channel which meant we had 36% of the market share in this channel as well. Starting the first quarter of 2023, all print advertising was available at a 25% discount for the next three quarters. Our marketing costs decreased from $3600 to $2700. End of the final quarter of 2022, our profit rank was still 1st at $2,505.50 (Exhibit A.5), however the market share had decreased to 20% (Exhibit A.6), and we were at rank 2. We were not satisfied with our standing for the market share and wanted to start an additional promotional strategy. We decided to start another market development fund spending with the Department Store since it had the second highest reach to school children. After the final quarter of 2022, the Department had a total of 498 sales from which our company had 135 sales (Exhibit A.4). We had a channel market share of 27% in the Department Store. The total reach for school children through the Department Store was 3727. After the first quarter of 2023, our sales increased from 135 to 226. Also, after the first quarter of 2023, our profit rank was still 1st but increased to $4,378.60 (Exhibit A.5) and our market share had also ranked 1st at 21% (Exhibit A.6). We were really satisfied with the result and decided to keep this investment throughout the simulation. After the second quarter of 2023, we had 271 sales from the total sales of 810 in this channel which meant we had 33% of the market share in this channel. After the second quarter of 2023, our profit rank was still 1st but increased to $6,252.50 and our market share was still 1st but increased to 22%. We had achieved both our goals for the simulation to hold the greatest market share and also have the greatest net profit from all the teams. Our Final Balance was $30,399.60, the highest from all the teams. Competitive Analysis Pricing Our product was minimalistic using midrange materials with a lack of many features. This allowed us to price our backpack towards the bottom range of the market prices. In the first quarter of 2022 our backpack was priced at $32, shortly thereafter increased to $34 to increase margins, along with Team 3’s backpack. Due to their more cost heavy and advanced backpack while being priced the same as us, we presumed Team 3 was enacting predatory pricing to try and initially establish themselves in the market as a price leader. This did not work as well as they hoped and in quarter two Team 3 increased their price to $41 to presumably increase their extremely low margins. Team 8 decided to utilise promotional pricing, pricing their bag at $39 with various $5 sales promotions through their Direct, University Store and Online Discount Retailer channels. This gave them a quick jolt of sales, initially dominating the share of the 5
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