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Marketing - Product Two
Product:
International Business
Using the Thinking Planning Implement / Executing Philosophy (TPI/E™)
Game Code:
Welcome, ()
This is your Marketing decision screen. Each Year you will be able to select up to 3 Ad Plans to create an Ad Campaign and for each country designate as Domestic, FDI or Export the associated Ad Campaign promotional budgets. For these countries you will also determine a Selling price and the number of units to order (i.e. your forecast). Note: if no changes are made the prior year decisions will be used.
You will need to select 3 Ad Plans from the 7 available. Each Ad Plan has an effective value (0-7) that indicates how effective that medium is in the respective country/market (refer to the Ad Plan Table below). The Ad Plan table reflects the effectiveness of the medium in that country with a low of zero (i.e. no effectiveness in promoting the product) and a high of 7 (i.e. extremely effective in promoting the product in the country). Based on the sell through mode you designated for each country on the Product Screen, chose the most effective Ad Plans to promote your product. Once these decisions have been entered and updated (click the Ad Plan Button) you can review the overall effectiveness of your promotional campaigns. Once you 
are satisfied with the effectiveness of the campaign then proceed to phase II. In this set of decisions you will first specify the promotional budget for each allowable country (domestic, FDI or export) and then the selling price and forecast. Your decision on how much to spend promoting your product should be based on the products value, campaign effectiveness, competitive nature of the country/market, country/market potential population etc. You will also decide upon a selling price of your product. Note: a suggested list price, in domestic dollars, is shown to provide guidance with the pricing decision.
The sales forecast needs to include any QOH and the consideration of any inventory storage in the country. The specific number of units to order (QOO) should take into consideration, the competition, your products value proposition, the market size, prior market share, etc. This is basically your forecast or projection of the number of units you believe will sell. After Year 1 you may have remaining inventory, this is shown as QOH (quantity on-hand) and should be taken into consideration when ordering additional units QOO (quantity on-order) in subsequent years. Note: non-sold inventory will only be retained if there is sufficient inventory storage in that country. Any excess units that exceed the country inventory storage capacity will be scrapped at zero cost. The total QOH (the QOH in Year one is zero) and QOO will be available for sale. Note: when determining a unit sales projection, it is necessary to take into consideration the market populations. However, you should also be aware that achieving a '100%' market share is not feasible. Once these decisions have been entered update (click the Budgets Button). * Items have tooltips