Strategic Marketing Management Report: Simulation Game Analysis

This report provides a detailed analysis of the strategic marketing management decisions made for the 'My Jeans' company during a simulation game. It begins with an introduction to strategic marketing and its importance in gaining a competitive advantage. The main body of the report delves into market analysis, examining social, economic, and technological factors, as well as the competitive landscape. It then explores segmentation, targeting, and positioning strategies, followed by an examination of the marketing mix (product, place, price, and promotion). Key Performance Indicators (KPIs) are discussed, along with an evaluation of personal and group performance during the simulation. The report concludes with a summary of the findings and recommendations for improving marketing decisions, emphasizing the value of simulation games in strategic planning. The report also highlights the importance of adapting to market changes and understanding customer needs to achieve higher sales and brand loyalty.

Strategic Marketing
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market analysis.......................................................................................................................3
Segmentation, Targeting and Positioning...............................................................................5
Marketing Mix........................................................................................................................6
Key Performance Indicators...................................................................................................8
Evaluation of personal and group performance....................................................................10
The value of simulation games(300)....................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic marketing management is related with strategically managing the marketing
activities of an organisation so that a competitive advantage can be gained on the competitors of
a company. When the marketing strategy is so designed that it can help in attracting a large
number of target customers so that the sales of company can increase and also the competition
present in market can be efficiently dealt with (Hollensen, 2019). It is thus important that market
is efficiently analysed which can help in determining the needs and wants of customers and also
in finding the target customers so that company can sell its products and services to them at
profitable prices by satisfying their demands. It will also help the company in formulating the
marketing mix which can help in attracting a large number of customers so that they can be
persuaded to buy company products and services. In this report the decisions regarding the
company ‘My Jeans’ company taken during the simulation game played during the project will
be discussed so that the effectiveness of those decisions in achieving the aims and objectives of
company can be found. Also the personal and group performance will be evaluated so that the
idea about how well marketing decisions can be taken by each group member can be known.
MAIN BODY
Market analysis
Market analysis is a qualitative and quantitative assessment of a market in which a
company is dealing so that the demand of customers related to certain products and services can
be found out which can help the companies in planning their strategies to capture large markets.
Through the market analysis the number of customers, size of market both in terms of value and
volume, various customer segments, buying patterns of customers, competition present in
market, economic environment, barriers of entry and regulation etc. can be found (Moutinho and
Vargas-Sanchez, 2018). This can help the company in formulating strategies that can help it in
gaining a competitive edge in market so that it can successfully sustain in the market. It is
important that the market is analysed so that strategic decisions can be made for the company
‘My Jeans’ which can help in attracting a large number of customers. We as a team took the
following decisions based on the market analysis:
 Social factors: We found out based on the market analysis that the people who reside in
the urban areas are the largest purchasers of jeans as compared to the rural areas as most

of these people both men and women are working which require the purchase of jeans.
Therefore the decisions made by us was that we increase our sales in the urban areas sop
that the target market can be attracted in an efficient manner which will help in increasing
the market share of company. The market share of men was 10% and the market share of
women was 14%.
 Economic factors: After analysing the market the general interpretation made by us was
that the income of men is generally higher than that of women based on their yearly
income statistics. Also we found that the shopping done by women for jeans is more than
that done by men (Sahaf, 2019). Therefore we decided that the cost of jeans for women
should be increased along with the quality of jeans so that more men can be attracted
while for women the cost and quality of women can be decreased as they buy frequently.
This decision helped us in increasing the sales among women sector however the cost of
jeans for men should also b decreased so that sales among men can also be increased.
 Technological factors: With the market research we found that people are using
technology extensively for shopping purposes specially women. So we decided to target
the users online and give them medium service. However, the target focus must have
been paid both on the online and offline sales and also the customer service should be
enhanced so that they can be made loyal towards company that can help in efficiently
dealing with competitors.
 Competition: My Jeans face competition from a variety of competitors like La Denim,
Grabbit etc. who have enough market shares both for men and women of the market.
Also due to Brexit the competition in market is increasing as the government regulations
have become tighter on free trade. Thus based on this analysis we decided that men and
between age 25-32 years with income 25000-45000 will be targeted that can help us in
increasing the sales of company.
Thus based on the market analysis it can be said that the market was well analysed so that
effective decisions can be made. However, we can improve our decisions so that a large number
of customers can be attracted and also the competition can be dealt with in an efficient manner.
The quality of overall jeans both for men and women should be increased so that high quality
products can be made available to customers which can help in building high company
reputation in market. Also the company needs to reduce the prices of its jeans so that it can

effectively beat the competition and perform better than the competitors. Also the age variation
of target customers can be increased from 20-45 years as most of the people in UK are working
and also the normal outfit of men and women are jeans which mean that a large market
segmented can be targeted by our company and also sales can be increased.
Segmentation, Targeting and Positioning
It is a strategic approach which is used by companies so that the target customers can be
reached and the brand positioning can be done that can help in making loyal customers so that a
competitive edge can be gained in market. It is important that STP is done in an efficient manner
which can help in identifying the target customers and also dividing the complete market on a
various concepts so that the target customers can be effectively reached and the brand can be
positioned which will help in increase in sales. Following are the meaning and the decisions that
was made by our group regarding the company My Jeans so that the company [products can be
effectively marketed are as follows:
 Segmentation: It is a process under which the target market of company where it can sell
its products and services profitable can be identified by the way of splitting the entire
market into smaller markets wherein the customers have similar characteristics
(demographics, psychology, tastes and preferences, economical backgrounds etc. (Agic
and Cicic, 2016). This can help in identifying the segment of the entire market where the
company can promote its own products so that the sales of company can increase. In
order to identify the target market for My Jeans, the urban areas were selected for men
who purchased jeans for the value it gave to them and also they easily adopt fashion. Men
between age 25-32 years and income between €25.000 and €45.000 are selected so that
out of all men they can be targeted. For women also the age group selected was 25-32
years with income between €25.000 and €45.000. The decisions made by us in deciding
the segment of market could be better if the income levels of women can be decreased
from €10,000 to 45,000 along with expanding the age gap from 20-45 years so that a
large number of women can be targeted.
 Targeting: It relates to targeting the company’s offers and activities on the segment of
market selected so that the customers in the segments can be persuade to make purchases
from company (Kiree, 2016). In order to target the customers of My Jeans the decisions
that we made was that in order to attract men from the market segment their age group

should be between 25-32 years and their income should be €25000-€45000. Also in order
to attract them the quality should be high and they should be offered jeans at high cost so
that high value can be created for them. On the other hand the decision taken by us to
attract women in market we decided that the age group will be 25-32 years and their
income should be €25000-€45000. Also as women are early adopters of fashion it is
important that they are offered highly fashionable jeans with low quality and at low price
so that they can make their frequent purchases from company thereby increasing sales of
company.
 Positioning: It is related with positioning the products and services in market in such a
manner that the perception of users regarding company’s products can change and they
can choose it over its competitors which help the company in becoming more competitive
(Piercy, 2016). Thus it is essential at this stage company is able to position its brand in
the minds of its customers by creating a positive image in market. In order to position the
brand in market we decided that the use of social media and other online channels can b
effective as it can help in drawing the attention of most of the customers which can help
in increasing sales of company. We also decided that the jeans for both men and women
will be innovated timely so that highly fashionable jeans can be provided to them. We
also decided that the quality of jeans also need to be improved so that it can become more
easy to deal with other competitors in market like Urban Denim, La Denim, Grabbit,
apple bottoms etc.
Marketing Mix
Marketing mix is a tool which help companies in making strategic decisions regarding the
different tools that can help the company in attracting customers so that a competitive advantage
can be achieved in market. These are the tactics that help the company in attracting customer by
the way of strategically deciding the 7Ps of company so that company products and services an
look more attractive as compared to its competitors in market (Whalen and Akaka, 2016).
Strategically choosing the marketing mix of company can help in efficiently reaching to its
customers and persuading them to make purchases from company. Following is the marketing
mix decisions that we took regarding My Jeans so that customers of company can be effectively
attracted:

 Product: The products that are offered by My Jean are innovative designer jeans focused
both at men and women of the urban society having age between 25-32 years and income
€25000-€45000. The jeans that we decided to offer in My Jeans are of high quality and
high cost for men while moderate cost and quality for women. The decision for
company’s product can be improved by offering high quality jeans for both men and
women at low price so that high sales can be achieved and also company can become
more competitive in market.
 Place: The place is where the products and services of company can be available for
customers so that they can make their purchases (Möller and Halinen, 2017). We decided
to sell the products of My Jeans in urban areas through physical stores and also through
the online platforms so that a large number of customers who use internet can be reached
and brand awareness can be created. This helped us in creating a brand awareness of 67%
among men and 53% among women. As the customers are also given moderate level of
services on the online platforms the brand loyalty in men and women is 50%.
 Price: it is the value at which the products and services of company are offered to
customers so that high customer satisfaction can be achieved. It is important that the
products are priced in such a manner that customer can buy the products as they can
achieve some value from the company’s products. In order to price the products of My
Jeans we decided to price men jeans through perceived value pricing while for women
jeans we selected mark up pricing policy. Perceived value pricing means that pricing the
products based on the brand perception of customers regarding company and so that price
of jeans for men is 99€. Markup pricing is a method wherein certain percentage of
markup is added to the cost of product to get selling price which for My Jeans company
for women jeans is 69€.
 Promotion: It is related with determining strategies that can help in promoting company
products so that the sales of company can be increased (Chandra and Sharma, 2018). In
order to promote jeans for men we decided to use buy two and get one free promotion so
that they can be attracted towards high quality jeans available at low prices. Focus will be
more on offline promotion as men tend to buy jeans offline. In case of women we
decided to promote jeans by buy two and get one free by emphasising more on online

promotion so that more women can be attracted. These decisions helped in increasing
sales of company and generating an operating profit of €156,623.
 Process: It is the process which is adopted by the company so that it can attract customers
and offer them with their products and services. We decided that the service design
process of company should be designed in such a way that shopping in store can be done
by self service for both men and women. Also the online process is also being focused so
that online service can be improved along with customer satisfaction.
 People: These are the people working in the company so that they can provide customers
with efficient products and services that can help in improving customer service and
experience (Kirchoff, Tate and Mollenkopf, 2016). We decided that self service
opportunities should be given to customers so that they can select the jeans as per their
own tastes and preferences which means that minimum staff is kept at the company so
that cost of company can be reduced.
 Physical evidence: It is related with the physical presence of company in market so that
customers can buy their products from them. We decided that the stores should have a
peaceful and aromatic environment so that customers can enjoy their shopping. This
helps us in building better brand image than our competitors.
All the above decisions made by us regarding marketing mix helped us in attracting our
target customers. Though there can be some improvements that can be made in the age range of
customers from 20-45 years and also changing the income range for women between €10000-
45000 so that more customers can be added to company. Also while improving the quality of
jeans it is essential that cost is reduced so that more profits can be earned by company through
enhanced sales.
Key Performance Indicators
These are the measurable values that help in determining the efficiency with which a
company is able to achieve its aims and objectives. It is important that the KPIs are determined
by company so that the key factors which affect company’s performance so that necessary
improvements can be made which will help in making the efficiency of companies better
(D’Andrea, 2019). Thus selecting the right KPIs is important so that only the ones that have
impact on company performance are identified so that efficient decisions can be made.
Following are the KPIs which are determined by our team for My Jeans company so that

efficient decisions can be made to improve them so that the company acne b made highly
competitive:
 Operating profit: These are the profits which are earned by a business through its core
business functions by deducting the interest and taxes from the calculation. It is a key
performance indicator as more the operating profit of company more is the efficiency of
company in attracting customer so that sales can be increased and large profits can be
earned from its operations (Sudhakar, 2016). We decided to choose operating profit as a
KPI as it can help in determining how well the business of My Jeans is performing in
market as compared to its competitors. If the operating profits are unable to meet the
targets that are set by us then it will help us in knowing that improvements need to be
made in company functions so that the targets are achieved efficiently. By functioning in
the market and selling jeans to men and women the company is able to earn an operating
profit of €156,623 which means that we are able to produce profit through business
operation which is encouraging and also has scope of improvements so that the profits
can be increased.
 Market share men: It is related with the ability of business in attracting the percentage of
men who are located in the target market so that sales can be generated by selling the
products to men (Homburg and Kuehnl, 2017). My Jean is able to acquire 10% market
share of men which means that the company is lagging being its other competitors in
attracting men like JIMS, Urban Denim, Apple Bottoms etc. It is thus important that we
make improvement in company’s marketing strategy and lower the price of jeans which
can help in achieving competitive advantage in market. As the jeans that are offered by
all the other companies are the same it means that reducing cost can help in increasing the
market share of men in market and creating a better brand image of company.
 Market share women: It is the ability of company to create a market share of women in
market so that they can be attracted to make purchases from company. It is chosen as a
KPI as the number of women who are purchasing company’s products will help us in
determining if it is able to effectively attract more number of women or not so that
improvement can be made so that company sales can be increased. My jeans is able to
create a market share of women of about 14% which is better than its men market share.
However improvement still needs to be made as companies like JIMS, Urban Denim etc.

have more market share for women. Thus decisions like decreasing price, improving
quality and improving online customer service can help the company in improving its
women market share.
Evaluation of personal and group performance
While participating the simulation game which was conducted in our class at Greenwich
University various groups were formed and each group had to make their own company dealing
in jeans wear so that various marketing strategies can be used in order to earn huge profits. The
company chosen by our group is My Jeans which deals in jeans both for men and women and
targets the urban population where the demand of jeans is more. The main purpose of this
simulation game was to make us efficient in formulating marketing management strategies so
that better marketing of company products can be done and more number of customers can be
attracted. In this game we won 5th position which means that the marketing strategies of company
need to be improved and the decisions that were made by my team were not as effective. The
market share of men which we were able to attract was 10% while for women it was 14% which
means that there was lack of certain skills that could have helped us in gaining 1st position in
class.
As a group we performed well and were able to complete and submit our projects on time
but we lacked coordination and effective communication which affected the decisions making
during the project. As there was a lack of effective communication there were conflicts among
the team members regarding decisions of marketing mix which affected the strategies of
company and also reduced its effectiveness in attracting customers. This lead to a less number of
market share of men and women in market as compared to other companies formed by other
groups of the class. Also the team leader was ineffective in leading the team efficiently which
affected the ability of group to perform well. Thus the group performance was moderate during
the project and so we acquired 5th position in the simulation game.
This project helped in my personal and professional development i was able to apply my
knowledge and skills regarding marketing strategies so that My Jeans can efficiently achieve its
aims and objectives. During the research i was able to apply my academic knowledge practically
which helped me in learning on how better strategies can be formed for company and applied in
real life. My performance during the project was average and i can improve my skills related to
working in team and applying more efficiently the theories and concepts of marketing.

The value of simulation games(300)
Simulation game help the students in experiencing real world business situations in a risk
free learning environment. These games can help the students in applying their theoretical
knowledge practically so that they can take effective decisions while operating the company
which also help them in learning about the effectiveness of their decisions and improvements
that can be made (Miles, 2016). These games enhance the practical skills of students which help
them in dealing with real life business situations. Students are given open chance to choose their
own company and formulate a real life based scenario as to how they can take decisions so that
large profits can be earned. This help the students in broadening their thinking spheres so that
they can create their own examples as to how they can become successful in market.
These games also help the students in developing their knowledge as to how they should
take decisions while actually running their business so that they can be able to deal with
competition in an efficient manner. In this report a simulation game is played so that the students
can learn about strategic marketing management decisions which can help them in learning about
various concepts of marketing and also in applying their academic and theoretical knowledge
practically (Ansoff, 2018). During this game i was a part of team where we formed a company
named My Jeans which deals in jeans for men and women and targets the urban population. The
company focused on men and women of age group 25-32 years with income €25000-45000 so
that the sales of company can be increased. The company sold its products through the physical
and online stores so that more number of customers can be reached. However as the group was
unable to perform well and so my group earned 5th position in the class. As this was game there
were no real life risks involved but it helped us in understanding that how we can improve our
position in market and apply strategic marketing decisions so that competition can be dealt in an
efficiently. Thus the game gave us an opportunity to learn from the real life situation which we
created and the lessons learnt can be applied in practical life so that in future better business
decisions can be formulated.
CONCLUSION
From this report it can be said that strategic marketing decisions affects the position of
company in market and thus it is important that efficient decisions are taken so that a brand
reputation can be created in market that can help the company in being successful in market. It is
also important that the market is well analysed so that the needs and wants of customers can be

known along with other factors like competition, social factors, technological factors etc which
affect the sustainability of company. It is also important that key performance indicators are
identified so that they can be improved and better performance of company can be achieved.