Cesim Simbrand (Coursework Sample)

CESIM SIMBRAND
(Student name)
The Name of the Class (Course)
Professor (Tutor)
The Name of the School (University)
The City and State where it is located
The Date
The Cesim Simbrand is a marketing management imitation web based gaming that offers a chance to practice and get acquainted on how firms develop quality consideration and build tactical resolutions in an effort to win on the competitive market. This simulation is designed to covers topics of marketing that include: segmentation in marketing, budgeting, distribution, positioning, pricing, delivery channel investment, customer care services, and sales forecasting. Additionally, the team looked at the central competitive scrutiny and improved the value of the created phones as a technique to thrive in the competing markets. The strategy of Simbrand equips the team members with knowledge and understanding towards efficient decision-making that positively affect the corporation in the short and long term. This report is on the decisions and strategies the group has made and applied during the interaction with Simbrand simulation.
Review
The material provided in the manual has supported to study the role desired in all segments. At the start, only one phone was launched due to lack of experience and also keep the cost of production low as much as possible as it was part of the strategy the group implemented. Through the simulation rounds, the share price of our company kept on increasing because we were targeting the high-end segments of both Asian and European market to get the maximum profit. Also, we were investing in research and development to increase our compactness and battery lifetime for every round of the game to keep on developing our phones. Although our team was targeting the high-end segments towards the last three rounds we started losing percentage of those segments because other teams started to release phones with similar features with lower prices, and we had not maintained good market share of the lower-end segments of both markets. Moreover if we have obtained good market share of the low-end segments of both European and Asian market from the beginning of the competition and implemented a good strategy we would have been in better position where we would have finished the simulation with better market share for that segments.
1 Team Strategy
Targeting, segmentation and positioning strategy has supported us to gain and maintain high market share because we had into consideration both Asian and European markets and managed to treat them equally with a focus on high-end segments. With this, it unlocked an avenue for our team to advance significantly in these markets. Our group’s tactic involved targeting market segments and positioning the phones to selected customers (Wood, 2010). This strategy was used primarily to prosper and maximize our profits and to ensure that we remain relevant and competent in the market. Another strategy the team implemented involved conducting research concerning the four segments. This allowed us to know what their needs before execution. Having clear understanding and identifying our position both in Asian and European markets had furthermore made it easier to come up with the appropriate tactic. Simbrand had also assimilated all type of client grouping in the two markets. This information supported our group to improve our insight when taking a decision. The team also knew that segments respond differently to marketing mix including of price, product, advertising, channel investment and after the sale. Moreover keeping our cost as low as possible also was one of the strategies used by the group.
We tried to adapt to Apple business model as much as possible where once we launch new phone with new features and better capabilities to the market we make a discount on the old phones keep and attract new customers. Through the simulation rounds the group strategy scrutinized all the grids of Ansoff Matrix (Appendix 2). The criteria that provided us a selection favor over the other products were the Product Development. Our team was able to recognize that investments in Research and Development were the crucial ones. The development of product strategy is highly suitable for companies in order for them to stay competitive in the market and differentiate themselves from competitors. We achieved this by assuring that our phones were the best once they are on the market, mainly regarding compactness and battery lifetime. At the end of the simulation, our strategy had moved towards diversification window of Ansoff Matrix where our new mobile phones were taking both European and Asian markets successfully.
According to Porter (1980) four generic strategies give an organization a chance to critically inspect its own competitive position and assess if it requires to adopt a new approach through which it can place its inherent strengths to compete more effectively (Hollensen and Opresnik, 2015). By implementing the same strategies in the game, it helped us to evaluate our position for every round and with that we knew what needed to be done for each round in order to stay competitive.
2- Adjustments strategy
Adjustments strategy of our team involved concentrating on both Asian and European markets. We decided to release new phones in both markets. Also, we improved the capabilities of phones to be able to capture the interest of the targeted clients. The primary goal of modifying our marketing strategy was in order to meet all the demands of customers and obtain the highest rank in the market share. We also predicted that the marketing strategies could become irrelevant due to changes in the marketplace, hence it was essential to monitor the development of our phones in both markets and make any necessary modification to the features to follow and satisfy the expectations of the targeted clients (West, 2010).
Our Team also was focused on executing excellent fulfillment to the customers while attracting more clients. By the fifth round we started launching phones to target the low-end segments of both Asian and European markets because we have seen that the demand for them has increased significantly, and we began to lose market shares for the high-end segments of both markets. Although we started to meet the needs of the customers for that segments where we set lower prices and provided them with the functions they wanted in order to gain shares we still did not manage to get enough shares because other groups were already established in that segments and were aggressive with the prices of phones and have maintained good shares. We also did not have a proper strategy for them from the start of the simulation.
Moreover after the third rounds we started to spend more on advertising a...