MKTG 2200 – MARKETING II

Simulation Report #2 (10%)

Purpose of the Assignment and Learning Outcomes

This assignment will allow the group to launch a new product in the Music2Go online
simulation. The following course learning outcomes for the assignment:

• Explain the customer relationship management process.

Guidelines - Music2Go New Product Launch Report

This week in the Music2Go Multi-Player, you will be required to launch a New Product
into one of the empty Market Segments (Sports or Youth). Part of this process will be to
complete a New Product Launch Report, which will require you to set specific and
measurable objectives that will assist you in achieving the goals of your organization's
Marketing Strategy. This is the second phase of the Strategic Management Planning
process.

You will need to consider how this new product complements the Marketing Strategy
you created. Support your reasoning with data from the Music2Go Quickstart Guide,
Music2Go Player’s Manual, Music2Go Reports and Market Research, and theory learned
in class where appropriate.

For this assignment, you are required to cover the following points:

1. Target Market: Which target Market Segment (Youth or Sports) will you pursue
with your new headphones? Why did you select this Market Segment?

2. Sales: What is your first-year Sales Forecast for your new product in units? Explain
how you arrived at this forecast.

3. Pricing: Describe your Pricing strategy that you will use to launch your new product
and why that strategy is appropriate (e.g. skimming vs penetration). What information
did you use to decide on your launch price?

4. Advertising: Describe the Advertising mix that you will use for your new product
(i.e. how you will split your advertising spend across the different media types).
Justify why this is appropriate using information from the Quickstart Guide, Player’s
Manual and the simulation Market Research reports.
5. Distribution: Describe your Distribution strategy regarding Retail Margin and why
this is appropriate.

6. Forecast Results: What is your first-year forecasted Product Contribution for your
new product? Describe any tradeoffs you made in your decisions above that may
affect Product Contribution. Describe your long-term plans for ongoing product
development in terms of cost reduction and product specifications of your new
headphones and why this is appropriate.

7. Marketing Strategy: What are your areas of uncertainty, and how might this affect
the success of the product launch? Explain how this new product fits with your
overall Marketing Strategy.

Instructions on Deliverable

• The group paper (estimate about 2-3 pages, single-spaced) should cover all the
abovementioned points.
• Professional report format single-spaced with:
▪ Title page
▪ Executive summary (an overview of the report)
▪ Cover all points mentioned above
• APA in-text citations and APA reference page (if you cite Music 2Go research in
the paper, you need to prove it)
• Please proofread and edit your work before submitting it (up to 20 percent of the
mark may be deducted). Consider Grammarly, Ginger, or WhiteSmoke to aid in
proofreading and editing. However, remember that the best way is to reread your
work before submitting it or have another person proofread it.
• Please submit to the Dropbox in DC Connect. Turnitin will be activated on the
Dropbox, and students are expected to follow the college guidelines for academic
honesty.
• Late assignments will receive a deduction of 20% per day (including weekends).
If the assignment has not been submitted within three days following the due date,
it will be assigned a grade of "0".
• Rubric on next page
 Rubric – Paper
Group Number Exceptional Strong Capable Developing
(negligible errors) (minor errors) (intermittent errors) (numerous errors)
Content: New Followed & completed all Followed & completed all Followed & completed most Did not follow
Product requirements for their requirements for their topic of the requirements, but there requirements. The
It is logically assignment in exceptional in good detail. However, a is room for improvement in content delivery is
delivered with detail. There are little to no few missed content many areas poor.
plenty of details on gaps or errors found in each opportunities were found (15-24 marks) (0-15 marks)
each requirement: requirement. The group in their explanations of the
1. Target market shows exceptional requirements of the new
2. Sales knowledge and insights in product launch.
3. Pricing planning their new product. (24-28 marks)
4. Advertising (28-30 marks)
5. Distribution
6. Forecast Results
7. Marketing
Strategy

(A) ____/30 marks

Research: Varied The group uses class and A variety of credible A limited number of credible No research.
and thorough outside research materials to sources were utilized. As a sources were utilized. As a (0-5 marks)
research to back up support their strategy. As a result, there are convincing result, explanations and
the new product result, there are convincing and specific examples with insights need improvements.
launch. and specific examples with good explanations and (5-8 marks)
well-developed explanations insights.
and insights. (8-9 marks)
(B)___/ 10 marks (9-10 marks)

Academic Writing Exceptional clarity and Minor-to-few errors: There are minor errors with The paper has
Skills focus on the written delivery Reasonable clarity and one or two significant writing unfocused efforts with
of the group’s thoughts and focus in the group’s errors. Paper displays basic multiple infractions
analysis with proper word thoughts and analysis with clarity and focus on the and significant errors in
(C) ___/10 marks choice, sentence structure, good word choice, written delivery of the group’s writing mechanics.
and use of APA in-text sentence structure, and use thoughts and analysis. The group fails to
citations and references. of APA in-text citations However, the words and follow academic
(9-10 marks) and references. sentence structure are weak integrity in writing.
(8-9 marks) with citation issues. (0-5 marks)
(5-8 marks)

Total: (A) ___ marks + (B) ____marks + (C) ____marks = / 50 marks

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