In the first quarter and second quarter, I had to develop my brand name, the target

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1 Thomas Shewman Eaton MKT December 2012 Simulation Paper In the first quarter and second quarter, I had to develop my brand name, the target segment, the responsibilities as Vice President, and location of where I will sell my product. I chose the name Pacers for my brand name. When I think of selling computers, I want a brand name that sounds fast and reliable; I came up with a few names and chose Pacers because it makes the consumers or buyers think the computer is fast and reliable. When I was choosing a target market, I chose Mercedes because my uncle works for a Mercedes dealership, I thought my knowledge on Mercedes would help benefit when designing my product. For responsibilities as Vice President, I chose V.P. of Finance as my primary responsibility and V.P. of Market Research as my secondary responsibility. I am an accounting major and I have been working in the financial department for two years, my knowledge and experience of finance would benefit the product along with market research. The location was based on my market research. Chicago was a conservative choice because Chicago was one of the best choices among all three target segments. When I expand my product in the future, I will be able to sell my product more efficiently among all three target segments. During the second quarter, I was designing my product specifically toward Mercedes based off the market research. The product was designed with: Office Software, Database Software, Engineering Software, Manufacturing Software, 17 standard desktop, high capacity hard drive, high speed, expanded keyboard, and networking. Although it cost more to make the

2 product, Mercedes was willing to pay more money if the product would benefit them. I set the price of my computer at 3150 dollars and a 200 dollar rebate because I thought I would attract more consumers at the beginning and increase the product as the simulation progressed. When I designed the advertisements, I used Mercedes needs and segments from the Market research. The ad was designed: 1. Brand name, 2. fastest processor on market, 3. Link PC with other networks, 4. Engineer apps, 5. Manufacturing apps, 6. Database apps, 7. Picture, 8. Rebate. I used their needs because I thought it would make Mercedes willing to buy more of my product. I hired seven sales people, two for training and five toward Mercedes; I wanted to focus on targeting Mercedes as much as possible during the early stages of designing the product. Shark Computers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Galileo Computers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Synergy Technologies: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Constellation PC: Total Performance: , Financial Performance , Market Performance: , Marketing Effectiveness Pacers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness In the third quarter, I changed the design of my product from a 17 desktop to a 19 desktop. I changed the design because I missed one of the needs when I designed the product. I also modified the ad: 1. Name, 2. Engineer, 3. Easy on eyes larger screen, 4. Database, 5. fastest processor on market, 6. Link with other networks, 7. Extra keys, 8. Rebate, 9. Picture. As I changed my product, I also wanted to change my ad towards Mercedes. I changed the price from 3150 to 3400 dollars to increase revenue. I placed another office in Paris where I could target

3 Mercedes. I opened a sales office in Paris because I had more opportunity to expand my product in Paris as well as Chicago. I will lose money during the early stages of the product because of expenses in Chicago and Paris, however, with a larger target market; I can expand my company faster. I hired five sales people in Paris, one for support and four for Mercedes because I wanted to concentrate on Mercedes in the early stage of my product. I also decrease my sales people in Chicago from seven to five to decrease costs. Shark Computers: Total Performance , Financial Performance 1.632, Market Performance , Marketing Effectiveness Galileo Computers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Synergy Technologies, Total Performance: , Financial Report: , Market Performance: , Marketing Effectiveness: Constellation PC: Total Performance , Financial Performance 4.582, Market Performance , Marketing Effectiveness Pacers: Total Performance: , Financial Report: 0.443, Marketing Performance: , Marketing Effectiveness: In the fourth quarter, I refrained from designing a second product to save money on cost of goods sold and advertisement. I thought increasing the sales on my first product would benefit me more than creating a second product; however my overall performance for the quarter was one of the worst in the class. After the results for the third quarter were posted I decided to design a second product marketed toward Travelers. Unfortunately it will probably take me at least another quarter to catch up with the other companies. The second product I made was called The Pace which was marketed toward Travelers at 3200 dollars. I made the product specifically toward Travelers and looked at one of my competitors, Tiger Shark, and attempted to mimic some of his advertisements to create similar success as my competitor. I created with:

4 Office software, presentation software, games, 14 laptop, high capacity, high speed, and standard keyboard and networking. I created the ad: 1. Name, 2. Portable design, 3. Link with networks, 4. Presentation, 5. Office software, 6. Picture. I designed the ad exactly the same as Shark Computers because they had a high rating from Travelers. I also increased the price of my original product, Pacers PC, to 4150 dollars because it was still priced to low from quarter three. I decided to increase my sales force to in both Chicago and Paris to increase sales for both products. While increasing my sales force, I took away some of the benefits from the ad on my original product. Too many benefits on my advertisement will hurt my product rather than help. Shark Computers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Galileo Computers: Total Performance , Financial Performance 1.300, Market Performance , Marketing Effectiveness Synergy Technologies: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Constellation PC: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Pacers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness, For quarter five I decided to expand my company and target Workhorse. I wanted to target Workhorse because only one other business, Constellation, has targeted Workhorse to this point. I thought that I could gain an advantage by expanding to another target market that none of the competitors have designed a product to this point. I called it, The Pacifier. I looked at Constellation's desktop, Orion II, to mimic some of the features to design the brand with some of the new technological features: Office upgrade, Presentation, database, bookkeeping, games, 19

5 Stylish Desktop, Ultra Capacity, high speed, high comfort. I created the ad design differently because Constellation has been rated poor by Workhorse in quarter 4. I designed the ad: 1. Easy to use, 2. Local Support, 3. Presentation, 4. name, 5. Bookkeeping, 6. Picture. I designed the ad to what where the most important features to a computer to make a more effective ad towards Workhorse. I called the ad, Workers Pace. I set the price at 2250 dollars for the product to start slow with the new product. I also increased the price of both computers that I previously designed. I changed the price for Pace PC to 4300 dollars and The Pacee to 3300 dollars. With the new technology features for the products, I updated the Pace PC and The Pacee products to attract Mercedes and Travelers. Pace PC: Ultra Capacity, 21 screen, Ultra Fast. The Pacee: Slim Stylish, 17 advanced. When I got to the sales force, I increased from five to thirteen in both Paris and Chicago to thirteen, two for support, four for Workhorse, four for Mercedes, and three for travelers. I increased my sales force because I want to promote and expand my new product. Finally, I opened the final two sales offices in Shanghai and San Paulo to expand my company and increase revenue. Shark Computers: Total Performance: , Financial Performance , Market Performance , Marketing Effectiveness Galileo Computers: Total Performance , Financial Performance 9.047, Marketing Performance , Marketing Effectiveness Synergy Technologies: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Constellation PC: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Pacers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness

6 For the final quarter, I created three more products for a total of six. I created more products because I want to make as much revenue as possible in the final quarter. The first product is called Paced marketed toward Mercedes at 4500 dollars: Office Upgrade, presentation, database, engineer, manufacturing, 21 stylish desktop, Ultra Capacity. The second product is called Pacie marketed towards Travelers at 3400 dollars: Office Upgrade, presentation, games, 17 Slim Laptop, Ultra Capacity. The third product is called the Pacifier 2edi marketed towards Workhorse at 2500 dollars: Office upgrade, presentation, database, bookkeeping, games, and 19 stylish desktop, ultra capacity. I also changed the price of my other products because of competition. Pace PC is priced at 4200 dollars, The Pacee at 3500 dollars, and the Pacifier at 2550 dollars. As I created the new products I had to design new ads for those products and place new ads in the new firms in Shanghai and Sao Paulo. For the new product Paced, I placed on the ad: 1. fastest processor on the Market, 2. Engineer app, 3. New Style design, 3. High Speed Network Internet, 4. Feature Manufacturing app. For the product Pacie, I placed on the ad: 1. Easy to use, 2. Presentation app, 3. more productive office upgrades, 4. Feature office applications, 5. Link PC s with network Internet. For the product Pacifier 2edi, I placed on the ad: 1. Easy to use, 2. Bookkeeping app, 3. Presentation apps, 4. more productive office upgrade, 5. Local Service and support. I placed a total of twenty ads in Chicago for Travelers and Mercedes due to the large market size and twenty ads in Shanghai for Workhorse. In all other location I put twelve to fifteen ads to target the smaller target markets. I hired twelve sales people in Shanghai, two for training, five for Workhorse due to their large market size, three for Mercedes, and two for travelers. In Sao Paulo, I hired eight sales people: two for training, two for Workhorse, two for Mercedes, and two for Travelers. Sao Paulo

7 has the smallest target market for all three segments therefore; hiring many sales people would not be as beneficial to my company. Shark Computers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Galileo Computers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Synergy Technologies: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Constellation PC: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness Pacers: Total Performance , Financial Performance , Market Performance , Marketing Effectiveness