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Markstrat Simulation for Relive

Essay by   •  November 13, 2018  •  Case Study  •  2,476 Words (10 Pages)  •  119 Views

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Final Review - Markstrat Simulation

[pic 1]

Submitted to – Prof. Bhalender S. Nayyar

Submitted by:

     Relive (Team R - Italy)

Vineet Kumar (PGP08065)

Sumit Kumar (PGP08125)

Rohit Garg (PGP08113)

Atul Chakrawarty (PGP08078)

                                                                Bhaskar Haldar (PGP08081)


Executive Summary

This report covers the analysis of results of Period 6 to period 10 of Markstrat Simulation for Relive. This is being done by analyzing the KPIs to see the increase or decrease in key parameters. It covers expenses incurred and revenue earned through sales of products. Further analysis is done based on different segment groups in market and our products present in those segments. Along with this we have done competitors analysis by considering consumer panel, distribution panel and competitive advertising, commercial/merchandising decisions and growth share matrix. As we had modified and launched new products we have explained it in our R and D implementation and planning strategy. We have dissected characteristics of each of the brand available and its performance throughout 6 to 10 period. This primarily is a situation analysis of the end periods.

Contents

Segment Analysis        5

Round 6        6

Round 7        7

Round 8        8

Round 9        9

Round 10        10

KPI Analysis

Period 6

Period 7

Period 8

Period 9

Period 10

Revenues

2,37,784

2,36,606

2,48,332

2,86,267

3,26,984

Cost of goods sold

-92,961

-98,842

-1,15,454

-1,18,508

-1,24,582

Inventory holding costs

-4,691

-2,552

-2,074

-1,370

-1,579

Inventory selling costs

-673

0

-546

0

0

Contribution before marketing

1,39,459

1,35,211

1,30,258

1,66,390

2,00,823

Advertising media

-10,490

-9,227

-8,453

-9,579

-9,679

Advertising research

-720

-260

-530

-390

-300

Commercial team costs

-12,268

-11,741

-15,386

-14,723

-14,958

Contribution after marketing

1,15,981

1,13,984

1,05,889

1,41,698

1,75,886

Market research studies

-422

-423

-431

-608

-863

Research and development

0

-3,150

0

0

0

Loan reimbursed

0

0

0

0

0

Loan received

0

0

0

0

0

Interests paid

0

0

0

0

0

Exceptional costs or profits

-2,100

0

0

-1,607

0

Earnings before taxes

1,13,459

1,10,411

1,05,458

1,39,484

1,75,023

`

Till 10th round we had 4 products available in the clinite market and 3 products in Nutrite market. We had segmented our products for singles, low income, middle income and high earners for Nutrite and Health conscious, Family and Elderly for Clinites. Each of them particularly targeted only its respective segment. Our sales has been consistently increasing with few hiccups face in middle rounds.

Period

Firm

Share Price Index

Revenues

Net contribution

Market share - Value

Retail sales

Market share - Unit

Volume sold

10

R

4,462

3,26,984

1,75,023

19.1%

5,00,951

17.9%

32,724

9

R

3,992

2,86,267

1,39,484

20.2%

4,41,019

16.9%

26,303

8

R

3,583

2,48,332

1,05,458

21.3%

3,84,055

17.2%

23,565

7

R

3,545

2,36,606

1,10,411

23.1%

3,68,414

18.8%

23,283

6

R

3,418

2,37,784

1,13,459

23.8%

3,72,536

18.9%

21,905

[pic 2]

Our SPI has been increasing uniformly although we are way short of what we expected to be in market share by 10th round. Each of the KPI has seen a significant increase other than market share compared to previous round. In the fifth round due to our wrong positioning of product Rich we had a significant amount of inventory leading to decrease in unit market share. We moved further from setback faced in fifth round to a significant growth in final rounds.

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