Period 0

08/10/2023, 13:59 Print - Digital Markstrat
Company Dashboard – Firm M – Period 0
SPI DMI
1000 1000
SPI Revenues (M$) Earnings Before Taxes (M$)
Total Market Share (%U) Total Market Share (%$)
Brand Revenues (M$) Brand Contribution (M$)
https://digitalmarkstrat.stratxsimulations.com/print/pdf?periodId=1&reports=Company_Dashboard,Financial_Report,Product_Report,RnD_Report§1,RnD_Re… 1/25
Financial Report – Firm M – Period 0
The financial statements of firm M published for Period 0 have been prepared on December 31st, Period 0 in accordance with International
Financial Reporting Standards (IFRS), as adopted in the simulated world.
Company Profit & Loss Statement
The table below shows the evolution of firm M financial results in thousands of dollars, as well as the cumulative results since Period 0.
Period 0 Cumulative
Revenues 43,595 43,595

Cost of goods sold -21,660 -21,660
Inventory costs 0 0
Contribution before marketing 21,935 21,935
Advertising expenditures -4,000 -4,000
Commercial costs -1,216 -1,216
Contribution after marketing 16,719 16,719
Market research studies -306 -306
Research and development 0 0
Marketing & Digital Initiatives 0 0
Loan reimbursed 0 0
Loan received 0 0
Loan interest paid 0 0
Exceptional cost or profit 0 0
Earnings before taxes 16,413 16,413
Brand contribution
The table below shows a comparison of the net contribution generated by the brands marketed by firm M in Period 0.
MOST MOVE
Sonites Sonites
Revenues 16,298 27,297

Cost of goods sold -7,245 -14,415
Inventory holding cost 0 0
Inventory disposal loss 0 0
Contribution before
9,054 12,882
marketing
Advertising media -1,440 -2,400
Advertising research -60 -100
Commercial costs -608 -608
Contribution after
6,946 9,774
marketing
Revenues
Contribution after Marketing
Note: brands with low revenues or contribution (< 5% total) are not shown on
this chart
Marketing results
The section below provides key marketing results for each of your marketed brands
Market Shares
MOST MOVE
Sonites Sonites
Volume Market Share 9.1 % 7.6 %

Value Market Share 6.2 % 10.4 %
Volume sold
The table below provides the volume sold for each of your marketed brands in each distribution channels. Sales are given in thousands of
units.
MOST MOVE
Sonites Sonites
Specialty Stores 52 45
Mass Merch. 39 28
eCommerce 11 10
eStore 3 4
Distribution Coverage
The distribution coverage figures in the chart and table below represent the proportion of distributors who carry a given product. The report
gives the information for each brand currently on the market. The number of distributors in each distribution channel is provided as well.
MOST MOVE
Sonites Sonites
Specialty Stores 41 % 43 %
Mass Merch. 41 % 43 %
eCommerce 41 % 43 %
Specialty Stores Mass Merch. eCommerce
Number of distributors 10,000 6,000 1,000
Brand prices
The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your
marketing mix decisions. The Average Retail Price is the average end-user price, taking into account the discount offered by distributors.
Finally, the Average Selling Price is equal to the Average Retail Price minus the distribution margins.
MOST MOVE
Sonites Sonites
Recommended Retail
$250 $500
Price
Average Retail Price $239 $481
Average Selling Price $156 $313
Production Report – Firm M – Period 0
The report below provides with information on production levels and production costs for each of the brands marketed in Period 0.
Sales, Production and Inventory
The chart below shows the units sold , the production level and inventory level for each of your brands at the end of Period 0. All numbers are
given in thousands of units.
Sales, Production and Inventory
The table below provides you with additional details such as planned production versus the actual one, and the inventory levels at the
beginning and at the end of Period 0. All numbers are given in thousands of units.
MOST MOVE
Sonites Sonites
Units sold 105 87

Production Plan (your decision) 100 100
Production 105 87
Inventory at beginning of period 0 0
Inventory at end of period 0 0
Unit Cost, COGS and Inventory Holding Cost
COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows
the costs incurred for holding your inventory (storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x
“Average unit transfer cost” x 8%. It is given in thousands of $.
MOST MOVE
Sonites Sonites
Cumulative project production 104,594 87,264

Current unit transfer cost 69 165
Average unit transfer cost 69 165
Units sold 105 87
COGS 7,245 14,415
Inventory at end of period 0 0
Inventory holding cost 0 0
R&D Report – Firm M – Sonites Market – Period 0
Projects completed in Period 0
No projects have been completed in Period 0.
Projects completed in past periods
The projects listed below have been completed in past periods. The ones at the top are currently used as the production platform of one or
several of your marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand.
Physical Characteristics Base Cost in $
Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget (k$) Platform of Brand
POMOST Period 0 18 3 75 25 12 71 62 1,500 MOST

POMOVE Period 0 13 8 40 40 75 163 145 2,500 MOVE
(1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (GFlops):
From 5 To 100.
Projects partially developed in Period 0
You have no partially completed projects.
Shelved projects
You have no shelved projects.
R&D Report – Firm M – Vodites Market – Period 0
Projects completed in Period 0
Projects completed in past periods
Projects partially developed in Period 0
You have no partially completed projects.
Shelved projects
You have no shelved projects.
Decision Review – Firm M – Sonites Market – Period 0
This report provides a review of the decisions made by firm M at the beginning of Period 0.
Resource Allocation Overview
The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of
dollars.
Resource Allocation by Market Resource Allocation by Function – Sonites Brands
Marketing & Digital Initiatives
No marketing or digital initiative was purchased by firm M in Period 0.
Resource Allocation by Brand
Brand Portfolio
MOST MOVE
Portfolio operation New New

Base project past period POMOST POMOVE
Base project this period POMOST POMOVE
Marketing Mix
MOST MOVE
Production planning (in units) 100,000 100,000

Recommended retail price (in $) 250 500
Advertising media (in K$) 1,440 2,400
Advertising research (in K$) 60 100
Media Strategy
MOST MOVE
Digital Owned 20 % 20 %
Digital Paid 20 % 20 %
Digital Earned 20 % 20 %
Traditional Media 20 % 20 %
Outdoor Media 20 % 20 %
Segmentation Strategy
MOST MOVE
Professional 20 % 20 %
Baby Boomers 30 % 10 %
Gen-X 10 % 30 %
Millennials 10 % 30 %
Gen-Z 30 % 10 %
Perceptual Objectives
MOST MOVE
Dimension 1
Position 1
Dimension 2
Position 2
Commercial Team Size
The table below shows the number of commercial people allocated to each brand in each traditional channel and budget (in thousands
dollars) allocated to each brand in each digital channel during Period 0.
MOST MOVE
Specialty Stores 10 10
Mass Merch. 10 10
eCommerce 100 100
eStore 100 100
The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of
salespeople.
The two charts below show how your commercial budget is allocated across digital channels and brands. All numbers are given in thousands
dollars.
Market Research Studies – Sonites Market
The table below lists the market research studies purchased by firm M in Period 0, as well as the cost in dollars.
Purchased Studies Cost in $
Consumer Survey 61,250

Consumer Panel 102,000
Distribution Panel 61,250
Market Forecast 20,500
Customer Centricity 30,500
Media Reporting 30,500
https://digitalmarkstrat.stratxsimulations.com/print/pdf?periodId=1&reports=Company_Dashboard,Financial_Report,Product_Report,RnD_Report§1,RnD_R… 10/25
Decision Review – Firm M – Vodites Market – Period 0
This report is empty as you have not made any decisions for this market.
Feedback from your Coach – Firm M – Period 0
You will find below a few feedback messages that have been generated by the simulation based on your firm situation.
This feedback starts with a section on your firm and continues with a section for each of your brands. The feedback messages focus mainly on
your weaknesses and issues rather than on your strengths or successes. Some messages are more important than others and some messages
can simply be ignored.
The simulation may hide some numbers in case you did not purchase some market studies; so do not be surprised if you see a few ‘XX’ in your
messages.
The feedback messages are a nice complement to your own analysis, but certainly not a substitute. Make sure to spend a good part of your
decision time to review your report and your market studies.
Firm M
Brand MOST
Brand MOVE
Industry Dashboard – Firm M – Period 0
Revenues Net Contribution

Share Price Index
in million $ in million $
Retail Sales and Value Market Share Retail Volume and Unit Market Share
in million $ in thousands of units
Top Selling Brands – Retail Sales Top Selling Brands – Volume
in million $ in thousands of units
Industry Information – Period 0
This report provides economic and costing data for the current period as well as estimates for the next period.
Economic Variables
Current Period Value Next Period Estimation
GNP Growth Rate % 3% 3%

Inflation Rate % 2% 2%
Inventory holding cost per annum % Transfer Cost 8% 8%
Loss incurred for inventory disposal % Transfer Cost 20 % 20 %
Commercial people operating cost $ 20,400 20,808
Commercial people hiring and training cost $ 3,060 3,121
Commercial people firing cost $ 5,100 5,202
Market Research Costs
All Markets Sonites Vodites
Industry benchmarking 31,250

Competitive Advertising 31,250 31,250
Competitive Commercial Team 15,500 15,500
Conjoint Analysis 36,500 36,500
Consumer Panel 104,000 72,750
Consumer Survey 62,500 41,500
Customer Centricity 31,250 31,250
Distribution Panel 62,500 52,000
Advertising Experiment 26,000 26,000
Commercial Team Experiment 36,500 36,500
Market Forecast 20,750 20,750
Media Reporting 31,250 31,250
Multidimensional Scaling 36,500 36,500
Semantic Scales 10,500 10,500
Total 31,250 505,000 442,250
(all numbers in $)
Market Report – Sonites Market – Period 0
This report provides general information on the 12 Sonites brands marketed in Period 0.
Brand Retail Sales & Volume
The two tables below show the marketed brand retail sales (in thousands of $) and the volume (in thousands of units), sorted in decreasing
order. Shares of market in value and in unit are also provided
Brand Value Share Retail Sales Variation Brand Unit Share Volume Variation
MOVE 10.4 % 41,962 MOST 9.1 % 105

ROLL 10.4 % 41,962 ROCK 9.1 % 105
SOLO 10.4 % 41,962 SOFT 9.1 % 105
TOPS 10.4 % 41,962 TONE 9.1 % 105
LOOP 10.4 % 41,962 LOCK 9.1 % 105
NOVA 10.4 % 41,962 NOON 9.1 % 105
MOST 6.2 % 25,036 NOVA 7.6 % 87
NOON 6.2 % 25,036 LOOP 7.6 % 87
LOCK 6.2 % 25,036 TOPS 7.6 % 87
TONE 6.2 % 25,036 SOLO 7.6 % 87
SOFT 6.2 % 25,036 ROLL 7.6 % 87
ROCK 6.2 % 25,036 MOVE 7.6 % 87
Total 100.0 % 401,989 Total 100.0 % 1,151
Brand Characteristics
The table below lists the physical attributes of marketed brands, as well as their price and estimated unit cost, both in $.
Launched Base Cost

Brand Features (1) Design (2) Battery (3) Display (4) Power (5) Price Base Cost (%Price)
in ($)
LOCK Period 0 18 3 75 25 12 250 71 28 %

LOOP Period 0 13 8 40 40 75 500 163 32 %
MOST Period 0 18 3 75 25 12 250 71 28 %
MOVE Period 0 13 8 40 40 75 500 163 32 %
NOON Period 0 18 3 75 25 12 250 71 28 %
NOVA Period 0 13 8 40 40 75 500 163 32 %
ROCK Period 0 18 3 75 25 12 250 71 28 %
ROLL Period 0 13 8 40 40 75 500 163 32 %
SOFT Period 0 18 3 75 25 12 250 71 28 %
SOLO Period 0 13 8 40 40 75 500 163 32 %
TONE Period 0 18 3 75 25 12 250 71 28 %
TOPS Period 0 13 8 40 40 75 500 163 32 %
(1) # Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Proc. Power
(GFlops): From 5 To 100.
Market Report – Vodites Market – Period 0
This report is empty as there is no brand on Vodites market in period 0.
Consumer Survey – Sonites Market – Period 0
This survey questionnaire has been administered to 3,000 individuals during Period 0. It gives brand awareness, purchase intentions and
shopping habits data for each consumer segment in the Sonites market
Brand Awareness
The brand awareness figures in the chart and table below represent the proportion of individuals who have unaided recall of a brand name.
The report gives the information for each brand currently on the market, in total and by consumer segment.
Average Brand Awareness (in %)
Brand Awareness by Consumer Segment
Brand Firm Professional Baby Boomers Gen-X Millennials Gen-Z
LOCK LeadTech 54 % 69 % 42 % 44 % 70 %
LOOP LeadTech 63 % 60 % 71 % 73 % 61 %
MOST MOTIVE 54 % 69 % 42 % 44 % 70 %
MOVE MOTIVE 63 % 60 % 71 % 73 % 61 %
NOON N 54 % 69 % 42 % 44 % 70 %
NOVA N 63 % 60 % 71 % 73 % 61 %
ROCK RAJA 54 % 69 % 42 % 44 % 70 %
ROLL RAJA 63 % 60 % 71 % 73 % 61 %
SOFT SMART 54 % 69 % 42 % 44 % 70 %
SOLO SMART 63 % 60 % 71 % 73 % 61 %
TONE TANGO 54 % 69 % 42 % 44 % 70 %
TOPS TANGO 63 % 60 % 71 % 73 % 61 %
Purchase Intentions
The purchase intentions figures in the chart and table below represent the proportion of individuals who would select a brand as their first
choice, if they were buying within a year. The report gives the information for each brand currently on the market, in total and by consumer
segment. Please note that these figures correspond to the situation of the period when the study is done and does not necessarily represent
purchase intentions for the following year.
Average Purchase Intentions
Purchase Intentions by Consumer Segment
LOCK LeadTech 6% 14 % 1% 1% 17 %
LOOP LeadTech 10 % 2% 16 % 16 % 0%
MOST MOTIVE 6% 14 % 1% 1% 17 %
MOVE MOTIVE 10 % 2% 16 % 16 % 0%
NOON N 6% 14 % 1% 1% 17 %
NOVA N 10 % 2% 16 % 16 % 0%
ROCK RAJA 6% 14 % 1% 1% 17 %
ROLL RAJA 10 % 2% 16 % 16 % 0%
SOFT SMART 6% 14 % 1% 1% 17 %
SOLO SMART 10 % 2% 16 % 16 % 0%
TONE TANGO 6% 14 % 1% 1% 17 %
TOPS TANGO 10 % 2% 16 % 16 % 0%
Shopping Habits
The shopping habits data in the chart below represents, for each channel, the proportion of individuals who would choose that channel when
shopping for Sonites.
Shopping Habits
Consumer Panel – Sonites Market – Period 0
Market Shares (Based on units sold)
The market shares figures in the chart and table below represent the proportion of individuals who have purchased a given brand during
Period 0. The report gives the information for each brand currently on the market, in total and by consumer segment
Total Market Shares (%Unit)
Market Shares by Consumer Segment (%Unit)
LOCK LeadTech 6% 14 % 1% 1% 17 %
LOOP LeadTech 11 % 2% 16 % 16 % 0%
MOST MOTIVE 6% 14 % 1% 1% 17 %
MOVE MOTIVE 11 % 2% 16 % 16 % 0%
NOON N 6% 14 % 1% 1% 17 %
NOVA N 11 % 2% 16 % 16 % 0%
ROCK RAJA 6% 14 % 1% 1% 17 %
ROLL RAJA 11 % 2% 16 % 16 % 0%
SOFT SMART 6% 14 % 1% 1% 17 %
SOLO SMART 11 % 2% 16 % 16 % 0%
TONE TANGO 6% 14 % 1% 1% 17 %
TOPS TANGO 11 % 2% 16 % 16 % 0%
Industry Volume (based on units sold)
The charts below give the unit product category sales by consumer segment and in total. The relative sizes of the 5 consumer segments are
provided as well.
Unit Sales by Consumer Segment in thousands of units Relative Consumer Segment Sizes
Distribution Panel – Sonites Market – Period 0
The distribution panel provides continuous tracking of product sales to consumers, based on information gathered at the retail point-of-sale.
Information is primarily gathered from scanning cash-registers with supplementary store audits. Our read represents sales in about 35,000
retail outlets in the simulated world. This report gives market shares and coverage data, by distribution channel.
Sales and Market Shares by Channel
The table and charts below provide the market shares, based on units sold, by channel for each brand currently on the market. They also give
the unit product category sales by channel and in total. The relative sizes of the channel are provided as well.
Market Shares by Channel (%Unit)
Brand Firm Specialty Stores Mass Merch. eCommerce eStore
LOCK LeadTech 9% 10 % 9% 7%
LOOP LeadTech 8% 7% 8% 9%
MOST MOTIVE 9% 10 % 9% 7%
MOVE MOTIVE 8% 7% 8% 9%
NOON N 9% 10 % 9% 7%
NOVA N 8% 7% 8% 9%
ROCK RAJA 9% 10 % 9% 7%
ROLL RAJA 8% 7% 8% 9%
SOFT SMART 9% 10 % 9% 7%
SOLO SMART 8% 7% 8% 9%
TONE TANGO 9% 10 % 9% 7%
TOPS TANGO 8% 7% 8% 9%
Unit Sales by Channel in thousands of units Relative Channel Sizes (%Units Sold)
Distribution Coverage
The distribution coverage figures in the charts and table below represent the proportion of stores who carry a given brand. The report gives
the information for each brand currently on the market. The number of outlets in each distribution channel is provided as well.
eStore is not part of this study, as it represents the online « store » of your company and distributes directly your products as a direct
distributor.
Distribution Coverage by Channel (%Stores)
Brand Firm Specialty Stores Mass Merch. eCommerce
LOCK LeadTech 41 % 41 % 41 %
LOOP LeadTech 43 % 43 % 43 %
MOST MOTIVE 41 % 41 % 41 %
MOVE MOTIVE 43 % 43 % 43 %
NOON N 41 % 41 % 41 %
NOVA N 43 % 43 % 43 %
ROCK RAJA 41 % 41 % 41 %
ROLL RAJA 43 % 43 % 43 %
SOFT SMART 41 % 41 % 41 %
SOLO SMART 43 % 43 % 43 %
TONE TANGO 41 % 41 % 41 %
TOPS TANGO 43 % 43 % 43 %
Number of outlets in each Channel Relative Channel Sizes (%Outlet)
Customer Centricity – Firm M – Sonites Market – Period 0
The Purchase Funnel which is an overview of the steps in customer’ purchases – Awareness, Consideration, Preference, Purchase Intention,
Market Share, Loyalty and Advocacy. The purchase funnel can be examined by brands and by consumer segment (use drop down menus).
Purchase Funnel
MOST All Segments
100%
0%
Awareness
100%
0%
Consideration
100%
0%
Preference
100%
0%
Purchase Intention
100%
0%
Market Share
100%
0%
Loyalty
100%
0%
Advocacy
Purchase Funnel
MOVE All Segments
100%
0%
Awareness
100%
0%
Consideration
100%
0%
Preference
100%
0%
Purchase Intention
100%
0%
Market Share
100%
0%
Loyalty
100%
0%
Advocacy
Media Reporting – Firm M – Sonites Market – Period 0
This Report contain all information related to media.
Media Share Of Voice & Coverage
Share of voice measures how much of the conversation with target consumers your brand owns versus your competitors. This conversation
can be on social media, your blog, and any other place your target audience can hear from brands. Media coverage is used to refer to all blog
articles, RSS feeds, video content or other types of digital content (produced by individuals or organisations other than your own company)
where your brand, products or services are discussed or shown
Media Share Of Voice
Media Coverage
Media Habits & Return on Marketing Investment
The segments media habits represents the media usage of any target group. Usually, this research is used by media planners at the highest
levels of media buying. Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing
spending), divided by the marketing 'invested' or risked on each media category.
Segments Media Habits Return On Marketing Investment
Market Forecast – Sonites Market – Period 0
This study provides estimates of the expected market size in one period and in five periods. Results are given for the whole market and are
also broken down by consumer segment.
Total Market Size
The charts below show the actual market size this period and the expected market size in one and five periods. Market growth rates are
reported as well. Market sizes are given in thousands of units.
Market Size (in thousands of units) Market Growth rates (in %)
Market Size by Consumer Segment
The charts below show the actual market size this period and the expected market size in one and five periods. Results are broken down by
segment. Relative segment size, in % of the total market size, and segment growth rates are reported as well. Sizes are given in thousands of
units.
Market size broken down by consumer segment (in thousands of units)
Consumer Segment Growth Rates (in % units)
Current Period In Five Periods

Period 0

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Period 0

Uploaded by

Copyright:

Available Formats

08/10/2023, 13:59 Print - Digital Markstrat

Company Dashboard – Firm M – Period 0

SPI Revenues (M$) Earnings Before Taxes (M$)

Total Market Share (%U) Total Market Share (%$)

Brand Revenues (M$) Brand Contribution (M$)

Financial Report – Firm M – Period 0

Company Profit & Loss Statement

Revenues 43,595 43,595

Revenues 16,298 27,297

Volume Market Share 9.1 % 7.6 %

Specialty Stores Mass Merch. eCommerce

Number of distributors 10,000 6,000 1,000

Production Report – Firm M – Period 0

Sales, Production and Inventory

Sales, Production and Inventory

Units sold 105 87

Unit Cost, COGS and Inventory Holding Cost

Cumulative project production 104,594 87,264

R&D Report – Firm M – Sonites Market – Period 0

Projects completed in Period 0

No projects have been completed in Period 0.

Projects completed in past periods

Physical Characteristics Base Cost in $

POMOST Period 0 18 3 75 25 12 71 62 1,500 MOST

Projects partially developed in Period 0

You have no partially completed projects.

You have no shelved projects.

R&D Report – Firm M – Vodites Market – Period 0

Projects completed in Period 0

No projects have been completed in Period 0.

Projects completed in past periods

No projects have been completed in Period 0.

Projects partially developed in Period 0

You have no partially completed projects.

You have no shelved projects.

Decision Review – Firm M – Sonites Market – Period 0

Resource Allocation Overview

Resource Allocation by Market Resource Allocation by Function – Sonites Brands

Marketing & Digital Initiatives

No marketing or digital initiative was purchased by firm M in Period 0.

Resource Allocation by Brand

Portfolio operation New New

Production planning (in units) 100,000 100,000

Commercial Team Size

Market Research Studies – Sonites Market

Purchased Studies Cost in $

Consumer Survey 61,250

Decision Review – Firm M – Vodites Market – Period 0

Feedback from your Coach – Firm M – Period 0

Industry Dashboard – Firm M – Period 0

Revenues Net Contribution

in million $ in thousands of units

Top Selling Brands – Retail Sales Top Selling Brands – Volume

in million $ in thousands of units

Industry Information – Period 0

Current Period Value Next Period Estimation

GNP Growth Rate % 3% 3%

Market Research Costs

All Markets Sonites Vodites

Industry benchmarking 31,250

Market Report – Sonites Market – Period 0

Brand Retail Sales & Volume

MOVE 10.4 % 41,962 MOST 9.1 % 105