Transcription of LINKS Marketing Strategy Simulation
1 LINKS Marketing Strategy Simulation Revised February 2018 Randall G. Chapman, PhD ii LINKS Marketing Strategy Simulation Copyright (c) 2000-2018 by Randall G Chapman LINKS is a registered trademark of Randall G Chapman. All rights reserved. ISBN 1885837-39-9 LINKS Marketing Strategy Simulation iii Table of Contents Chapter 1: Introduction .. 1 Why Use Simulations? .. 1 What Will You Learn? .. 2 LINKS Overview .. 2 What Is a Set-Top Box? .. 3 What Will You Do Within LINKS ? .. 5 Analysis .. 6 Planning.
2 6 Implementation .. 6 Evaluation .. 6 Decisions and Decision Forms .. 7 Excel Spreadsheet Access To This Manual s 7 Chapter 2: Decision Variables and Perspective .. 8 Perspective and Definitions .. 8 Currency Conventions in LINKS .. 9 Chapter 3: Product Development Decisions .. 10 Set-Top Box Configurations .. 10 Product Costs .. 11 Reconfigurations .. 12 Patent Royalties .. 13 Research and Development .. 14 Product Development Decisions Form .. 15 Chapters 4/5: Procurement/Manufacturing Decisions .. 17 Raw Materials and Sub-Assembly Components .. 17 Production .. 18 Emergency Production.
3 19 Unfilled Orders .. 20 Manufacturing Decisions Form .. 21 Chapters 6/7: Distribution/Transportation Decisions .. 23 Distribution Decisions .. 23 Transportation Decisions .. 23 Chapter 8: Service Decisions .. 25 Service Salary Decisions .. 25 Service Capacity and Hiring/Firing Decisions .. 26 Service Operations .. 27 Service Time Allocation Decisions .. 28 Service Overhead .. 28 Service Outsourcing .. 29 Service Insourcing Versus Outsourcing .. 31 iv LINKS Marketing Strategy Simulation Service Decisions Form .. 32 Chapter 9: Generate Demand Decisions .. 34 Channel Decisions.
4 34 Price Decisions .. 35 Marketing Spending Decisions .. 37 Marketing Program Details .. 39 Marketing Mix Allocation .. 39 Marketing Positioning .. 39 Promotional Program .. 41 Sales Force Salary .. 43 The Full Marketing Program .. 45 Introduction/Drop Decisions .. 45 Generate Demand Decisions Form .. 46 Chapter 10: Forecasting Decisions .. 49 A Judgmental Sales Forecasting Template .. 49 Forecasting Accuracy .. 51 About Forecasting and Forecasting Accuracy .. 51 Forecasting Decisions Form .. 51 Chapter 11: Information Technology Decisions .. 53 Product Cost Report .. 53 Replacement Parts Demand Report.
5 53 Retail Pipeline Report .. 54 Service Center Statistics Report .. 55 Information Technology Decisions Form .. 56 Chapter 12: Other Decisions .. 58 Other Corporate Decisions .. 58 Other Corporate Decisions Form .. 58 Chapter 13: Financial and Operating Reports .. 60 Performance Evaluation Report .. 60 Corporate P&L 60 Historical Corporate P&L Statement .. 66 Product P&L Statement .. 66 Balance Sheet .. 66 Cash Flow Analysis Report .. 67 Finished Goods Inventory Report .. 67 Forecasting Accuracy Report .. 67 Service Center Operations Report .. 68 Transportation Cost 68 Other Decision Variables Report.
6 68 Set-Top Box Industry Bulletin .. 68 Sample Reports .. 69 LINKS Marketing Strategy Simulation v Chapter 14: Research Studies .. 81 Research Studies Strategy .. 81 Research Study #1: Benchmarking - Earnings .. 85 Research Study #2: Benchmarking - Balance Sheets .. 85 Research Study #3: Benchmarking - Product Development .. 85 Research Study #8: Benchmarking - Service .. 86 Research Study #9: Benchmarking - Generate Demand .. 86 Research Study #10: Benchmarking - Info Tech & Research Studies .. 87 Research Study #11: Benchmarking - Operating Statistics .. 87 Research Study #12: Market Statistics.
7 88 Research Study #14: Regional Summary Analysis .. 88 Research Study #15: Market Shares .. 90 Research Study #16: Prices .. 90 Research Study #17: Product Quality Perceptions .. 91 Research Study #18: Service Quality Perceptions .. 92 Research Study #19: Availability Perceptions .. 94 Research Study #20: Customer Satisfaction .. 94 Research Study #21: Configuration Analysis - Specific Product .. 95 Research Study #22: Configuration Analysis - Reconfigurations .. 95 Research Study #23: Concept Test .. 95 Research Study #24: Price Sensitivity Analysis .. 96 Research Study #25: Market Potential of Channel Segments.
8 99 Research Study #26: Importance-Performance Analysis .. 100 Research Study #27: Marketing Program Benchmarking .. 101 Research Study #28: Marketing Program Experiment .. 102 Research Study #29: Test Marketing 104 Research Study #30: Conjoint Analysis .. 106 Interpreting Conjoint Analysis Results: A Tutorial .. 111 Research Study #31: Self-Reported Preferences .. 114 Research Study #32: Market Attractiveness Analysis .. 116 Research Study #33: Value Maps .. 117 Research Study #34: Availability Perception Drivers .. 117 Research Study #35: Market Structure Analysis.
9 119 Research Study #38: Retention Statistics .. 120 Interpreting Retention Statistics and Customer Lifetime Value: A Tutorial .. 121 Research Study #39: Benchmarking Product Variable Cost Estimates .. 123 Research Studies Table of Contents .. 123 Research Studies Decision Forms .. 123 Chapter 15: Performance Evaluation .. 129 Perspective .. 129 The LINKS Scorecard .. 130 Goal Setting .. 134 Chapter 16: Firm Management and Advice .. 136 Planning .. 136 Team Management and Organization .. 137 End-Gaming Strategies and Tactics .. 142 vi LINKS Marketing Strategy Simulation General Advice.
10 142 Postscript .. 143 LINKS Supplement: In-Basket Exercise .. 144 Appendix: Web-Based LINKS Access .. 154 Index .. 156 LINKS Marketing Strategy Simulation 1 Chapter 1: Introduction The LINKS Marketing Strategy Simulation is a competitive Marketing Strategy Simulation encompassing product development, manufacturing, service, generate demand ( Marketing programs), forecasting, and information technology, plus associated Marketing research study resource options. This chapter introduces LINKS , provides a perspective on management Simulation learning, and overviews the analysis-planning-implementation-evaluat ion cycle that you'll experience.
