HANDOUT 1

General Instructions
You are a member of a Marketing Team hired to provide suggestions to a large US-based
publishing company.

The publisher has definite plans for a new product and a specific target market based on
systematic market research. You will be provided with specific details.

Your task, as a team, is to provide 5-10 specific suggestions (each expressed in 1-3
sentences). Your suggestions should provide guidelines for improving the competitive
position and potential profitability of the product.

Please record your suggestions legibly on a single side of a piece of paper. Prepare two
copies of this set of suggestion (by having two team members simultaneously record them).

You have 5 minutes to come up with your suggestions.

Round 1
Context: Retired people are traveling in larger numbers.

Product: Travel guide to the top 30 vacation destinations around the world.

Target Market: Affluent U.S. American senior citizens.

Round 2
Context: A Japanese publishing company has acquired your publishing company.

Product: Travel guides in seven different languages.

Target Market: Young middle class professionals in Asia.

Round 3
Context: Your publishing company has organized a multimedia group.

Product: A DVD version of the travel guide.

Target Market: Computer literate professionals around the world.

Round 4
Context: Your company has opened a web portal.

Product/Service: Web site with updated vacation travel destinations.

Target Market: Same as before, with a focus on young professional women.

ROUND 5
Context: The R&D group has developed a virtual-reality kiosk with a motion-activated
treadmill, helmet-mounted 3-D goggles, data gloves, data shoes (that enable the wearer to
feel different ground surfaces), along with temperature and odor control.

Product/Service: High fidelity virtual travel to popular vacation destinations.

Target Market: Affluent people who can pay the hefty rental fee.

Brief the judges.

 You will receive a list of suggestions from each team.
 Compare these lists and arrange them in order from the best to the worst.
 Give 10 points to the best list and 2 points to worst list. Assign a suitable number of
points (between 2 and 10) to each of the other lists.
 You will have 3 minutes for rating the lists.
 During the later rounds of the game, you will be repeating this judging procedure Five
times, each time with different lists of suggestions.