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Marketplace - PowerPoint

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					           Introduction
                to
Strategic Corporate Management
                      Game Scenario
• You and your business partners have decided to enter
  the international microcomputer industry.

• The microcomputer industry is in its introductory stage
  of the product life cycle.
• Several other international firms are entering the
  market at the same time.
               Sales Offices
Montreal               Paris
Toronto                Berlin
Calgary                Rome
Vancouver              London



                                 Beijing
 New York
                                 Shanghai
 Atlanta
                                 Guangzho
 Chicago
                                 Tianjin
 Los Angeles


                Curitiba
                Rio de Janeiro
                Sao Paulo
                Belo Horizonte
     Regional Web Centers
       for e-Commerce


          Toronto

             Paris
Chicago                 Shanghai




            Sao Paulo
              Market Segments
                     (Market Structure)

                                                Mercedes


              Traveler
                                          Innovator
Performance




                         Work
                         Horse
    Cost Cutter
                             Price
             Chronology of Events

• Q1, organize the team, name the company and
  contract for a survey of potential customers.
• Q2, analyze market information, establish
  strategic direction and set up shop (build
  plant, design brands and set up a sales offices
  and/or regional web centers).
      Chronology of Events

• Q3, test-market brands, prices, ad copy,
  media campaigns, sales staffing, and
  internet tactics. Determine production
  schedule for each brand.
• Q4, study end user feedback, competition,
  operating performance, employee morale,
  and financial performance and make
  adjustments in strategy.
        Chronology of Events

• Q5, prepare a one-year business plan. Present
  business plan and financial request to venture
  capitalists and negotiate equity investment.
• Q5 – Q8, initiate international roll-out
  campaign.
       Chronology of Events
• End of game, prepare Report to the Board
  regarding
  –   second year performance,
  –   deviations from plan,
  –   justification for departures,
  –   analysis of current market, and
  –   plan for future.
    The complete
     presentation
    is available to
registered instructors.

				
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posted:8/19/2012
language:English
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