This assignment is to assist teams in making their first competitive AdSim decisions. The more time and effort you put into thinking your way through these first decisions the better your outcome in the game. Remember you are in a competitive environment once the first decision is made it is likely that this document will have to be revised to reflect the competitive nature of your world.

Part One: Executive Summary

In this section you are to briefly define your overall strategy. Generally this section is written last so that it reflects the overall strategy. What are you attempting to do over the next eight years with your brand? (HINT: Look at the sales growth projections, think about your KPI and other performance metrics. Where is your firm now and where do you project the firm to go? Remember that strategy also requires the choice of segment, target market and message strategy so cover those in broad terms.)

Part Two: Overview of the Market

In this section you discuss the market. What is the product? What segments exist? What do you know about the market? (NOTE: The manual will be of assistance here.) Remember that you are one firm in a world with competitors so think about how many other teams exist in your world.

Remember to include a discussion of your media plan and your positioning strategy. (You presented this in general but in this section you need to be specific in this section.)

Part Three: Control System

Write specific objectives for sales, market share and brand awareness. Then discuss how you will measure each objective after each rollover. How will these objectives help you achieve your overall strategy? (this discussion should tie back to your discussion of strategy)