Market Structure And Competitor Analysis

Market Structure And Competitor Analysis

This week you will continue to play the role of the marketing manager in a marketing simulation for Minnesota Micromotors, Inc. (MM). Minnesota Micromotors, Inc. (MM), based in Minneapolis, is a manufacturer of brushless, direct current (BLDC) 1 motors used in orthopedic medical devices.

Approximately 70% of the revenues of Minnesota Micromotors, Inc. were generated from customers that placed large-volume orders.

Marketing Simulation

After you play the simulation in three steps (view simulation instructions) complete the following Assignment:

.

Visit hbsp.harvard.edu and log in username.(heather98) password (Angelina1)

Click My Coursepacks, and then click “MT450 Marketing Management”

Simulation Instructions

You should play the simulation in three steps which are explained on the Prepare > How to Play screen:

Step 1: Review the dashboard and detailed reports under the Analyze tab.

The reports, accessible from the Analyze > Dashboard Overview screen will give students information about Minnesota Micromotors (MM) current and historical sales, product features that are desired by customers, how feature performance is changing for the motors over time, and financial statements for the company.

Step 2: Enter decisions for Quarter #2.

You must click on the Decide tab to enter your estimate and decisions. On the Decide > Your decisions screen, enter your estimate and decisions for the list price of the motors in U.S. dollars and percentage discount that MM will offer large-volume customer and distributors (channel margin). You must also enter how many budget dollars they plan to invest in the sales force, in large and small volume customers, in acquiring versus retaining large volume customers, in market research, and in research and development.

Step 3: Review Company Results and Adjust decisions.

After submitting your decision, the simulation will advance one quarter. You must return to the Analyze tab to review the results of your decision and to read any news about the marketplace.

This information will be used to prepare the Unit 5 Assignment paper.

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U
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5
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Assignment
:
Minnesota Mi
cromotors
Paper Instructions
Please answer the follow questions in a 3
–
5 page paper
(
in
clude additional
title and reference
s
pages)
and include APA
format and citation style with accompanying references:
What was your marketing strategy for each of the decisions entered into the simulation game in Quarter #2?
1.
What were the results of your de
cisions?
2.
Analyze the results in terms of success or failure.
3.
What changes will you make in future quarters? Please insert a screen shot of the Quarter #1 results in your
paper. This can be done by highlighting the results, hitting “Control+C,” and then ins
erting the results in your
paper by hitting “Control+V.”
4.
Please view the rubric below for full Assignment details.
5.
How would you design a research study to better understand the generic competitors for this product?
6.
What are the limitations of the game the
ory approach to understanding competitive strategy?
7.
What is the Standard Industrial Classification (SIC code) for Minnesota Micromotors, Inc. (MM)
Submit your Assignment to the Unit 5: Assignment Dropbox.
Unit 5 Assignment Grading Rubric
40
Based on the simulation
Possible
Points
Specific Paper Objectives: Assignment Checklist
(80%):
Marketing strategy for the quarter
4
What were the results of your decisions?
4
Analyze the results in terms of success or failure
4
What changes will you make in future quarters?
4
Research Study
4
Screen Shot
4
Limitations of Game Theory
4

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SIC Question
4
32
Writing Style, Grammar, APA (20%)
Grammar and Spelling
3
Paper is 3
–
5 pages in length and r
esponses
are
concise and direct
3
Reference list and citations are
provided
2
8
Total
40

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