Marketing Simulation Instructions: The Simulation Is Availab

Marketing Simulation Instructions: The simulation is available at the URL provided by your instructor in the Doc Sharing area

The simulation is available at the URL provided by your instructor in the Doc Sharing area. Use this link for your first access only. You will be directed to an "Authorized Student register/log in" page. If this is your first coursepack, you need to register on the site to create a username and password. If you have previously registered, log in with your existing credentials.

Follow the prompts to log in and access coursepack material for the marketing simulation. Throughout the term, you can access these materials at any time by visiting hbsp.harvard.edu, clicking on "My Coursepacks," and selecting "MT450 Marketing Management." To access the coursepack, use the login credentials: username: sunfolk82; password: Kaplan1234.

Simulation Instructions

The simulation is designed to be played in three steps as outlined on the "Prepare > How to Play" screen:

Step 1: Review Reports and Dashboard

Begin by reviewing the dashboard and detailed reports available under the Analyze tab. These reports, accessible via Analyze > Dashboard Overview, provide vital information about Minnesota Micromotors’ (MM) current and past sales performance, customer preferences regarding product features, changes in feature performance over time, and financial statements. Analyzing these reports allows participants to understand the company's market position and operational financial health, which are essential for informed decision-making.

Step 2: Enter Decisions for Quarter #1

Next, proceed to the Decide tab to input your strategic decisions for the first quarter. On the Decide > Your Decisions screen, you will specify the list price of the motors in U.S. dollars and set the percentage discounts offered to large-volume customers and distributors, impacting the channel margin. Additionally, decisions should include planning investment levels for the sales force—allocating budgets among large and small-volume customers, priorities between acquiring new large customers and retaining existing ones, market research expenditures, and investments in research and development. These decisions directly influence sales performance, customer satisfaction, and company profitability.

Step 3: Review Results and Adjust

After submitting your decisions, review the company's results to evaluate the impact of your strategies. Based on the outcomes, you can adjust your decisions for subsequent quarters to optimize performance. Monitoring how changes affect sales, market share, and financial health is a critical element of the simulation, fostering strategic thinking and iterative decision-making skills.

Conclusion

This simulation offers a dynamic environment for applying marketing principles, including market analysis, pricing strategy, customer segmentation, and financial management. By systematically reviewing reports, making informed decisions, and adjusting strategies based on outcomes, participants develop practical skills in marketing management and strategic planning.

References

• HBR Guide to Marketing Basics, Harvard Business Review, 2018.
• Kotler, P., Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Crandall, R., et al. (2010). Harvard Business School Case: Minnesota Micromotors. Harvard Business Publishing.
• Porter, M. E. (2008). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
• Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (8th ed.). McGraw-Hill Education.
• Strategic Marketing Planning, American Marketing Association, 2020.
• Johnson, G., Scholes, K., & Whittington, R. (2008). Exploring Corporate Strategy. Pearson Education.
• Maslow, A. H. (1943). A theory of human motivation. Psychological Review.
• Lehmann, D. R., & Winer, R. S. (2014). Principles of Marketing. Pearson.
• Aaker, D. A. (2014). Strategic Market Management. Wiley.