Class: Marketing 493 – Marketing Strategy | Fall 2011
School: University of Calgary
Project Type: Group
Used by many major universities, the MarkStrat simulation aims to simulate a competitive market where student groups must make decisions on product attributes, target consumer, and competitive positioning.
Our firm opted to focus on control of one market in particular, focusing R&D budgets on market segments not captured by our competitors.
At the close of the simulation, our team controlled 43% of the Sonite Market (As compared to 29% in week 2), with the highest ROI multiplier of any of the six teams in the simulation (5.75x).
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