Markstrat Simulation for Relive
Essay by Bhaskar Halder • November 13, 2018 • Case Study • 2,476 Words (10 Pages) • 887 Views
Final Review - Markstrat Simulation
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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 |
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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 |
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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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