Your team is in charge of all marketing decisions for your smart phone company, which
manifest themselves through the SimBrand Simulation. Over the course of the coming weeks
you will not only have to think about your weekly decisions which represent years within the
market place, but you need to devise a more long term strategy using the current market data
as well as the strategic moves made by competitors.
Your presentation can be broken in to five sections:
1) Background Information
Brand overview –Name and Logo, products, and any other scene setting information you find
important to provide.
2) Current Situation and Trends
2.1. Summaries of relevant background information on the market, competition and
microenvironment, and trends therein, including size and growth rates for the overall market
2.2. Identification of the main opportunities and threats to the products that must be dealt with
in the coming years, and the relevant strengths and weaknesses of the products
3) Marketing Objective(s)
Present the marketing objectives the team developed based on the relevant givens in the case
4) Marketing strategy
Description of target segments your company finds most profitable and an explanation for the
attractiveness of your selected segments.