Project: Marketing Plan (pdf of report)
Participants: Four person group project
Class: Marketing Planning
Contribution: In charge of brand development and R&D decisions; co-authoring; contributed to strategy, data analysis, and tactics development; design of company identity, product logos, final presentation
Date: Fall 2006
Description: This project was created for a course called Marketing Planning. This was one of my favorite courses while in business school; I learned a great deal about the interconnectedness of the marketing mix. The whole of this course was playing an online business simulation game called "Marketplace" for which the class was broken up into teams who formed competing companies selling computers. We had to plan a detailed marketing strategy and budget; managing every aspect from analyzing the desires of our customers and tailoring computers to meet their needs, to pricing (balancing revenue with the price sensitivity of customers in various segments and countries), to advertising (selecting the message strategy that would appeal to our target markets and budgeting for the number of inserts in the right media), to choosing how to deploy our sales force and what sort of incentives to give them. We invested in R&D in order to acquire better technologies for our products, opened stores and offices internationally, and always kept an eye out for our competition by purchasing marketing research at the end of each quarter to analyze their moves. In the end, we wrote a paper that detailed our plan and we gave a presentation wherein we analyzed our performance relative to our competitors and our own objectives.
