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SEO Strategy for Urban Commuters

The document is a simulation journal template that provides instructions for reporting on decisions made across different business areas. For each area - target markets, product, price, place, and promotion - the template instructs the user to 1) describe any decisions/changes made, 2) explain the rationale, 3) expectations of the changes, 4) actual results, and 5) implications for future decisions. The completed template shows the user's company focused on urban commuters as their target market but increased prices negatively impacted profits. Various distribution channels were maintained and advertising spent to raise product awareness, but with limited success.

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Ping Lin
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79 views3 pages

SEO Strategy for Urban Commuters

The document is a simulation journal template that provides instructions for reporting on decisions made across different business areas. For each area - target markets, product, price, place, and promotion - the template instructs the user to 1) describe any decisions/changes made, 2) explain the rationale, 3) expectations of the changes, 4) actual results, and 5) implications for future decisions. The completed template shows the user's company focused on urban commuters as their target market but increased prices negatively impacted profits. Various distribution channels were maintained and advertising spent to raise product awareness, but with limited success.

Uploaded by

Ping Lin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Simulation Journal Template

Name:____Ping Lin_______________ Round Number:__Round 12__

Instructions
For each of the areas provide the following information:
1) Describe any decisions/changes you made
2) Explain why they were made (if no changes were made explain why you chose to remain
static)
3) Explain what you expected the changes made (or lack thereof) to accomplish
4) Tell if the changes (or lack thereof) had the desired effect
5) Tell what impact these results will have on future decisions.

Areas

Target Markets: 1. Our company keeps our market as urban commuters. 

2. Urban commuters have the strongest purchasing power compare. This quarter, urban

commuters overall purchase backpacks of 689, which is ranks No.1. Also, urban commuters’

purchase power keeps a 2% increase. It is a potentially growing market.

3. We expect that our company to be the leader in the urban commuters’ market.

4. Our company occupies the largest shares in the urban commuters’ market with 45% market

shares.

5. We will continue to focus on the market of urban commuters and increase our company’s

influence in this market.

Product: 1. Our backpacks adapt the teardrop rucksack model.

2. We want to increase product satisfaction and customer satisfaction by improving product

quality. The teardrop rucksack model can make customers feel more comfortable. 

3. We expect the product satisfaction and customer satisfaction will increase. 

4. Product satisfaction and customer satisfaction do not have a significant change.

5. We need to find other methods to improve product satisfaction and customer satisfaction.
Price:  1. We increase our sales price to $63 from $60. The unit cost also increases by $3 due to

improving the products’ design. 

2. We know it is risky to increase sales price, but we have to increase sales price at the same time

as increasing the unit cost for keeping a high profit. 

3. We expect that our company keeps a high gross profit. 

4. The gross profit decreases by 13% and gross margin decreases by 5%. Even though we have

similar sales units as last quarter, the higher sale price leads to higher commissions took by

agents. 

5. We will cut down the cost of goods sold because more quality products do not help sell more

products, and we will lower the sale price for increasing the volume of sales

Place: 1. We still keep various distribution places, which including direct, university store,

online discount retailer, department store, high end outdoor, and fashion boutique.

2. Different kinds of customers prefer consuming from different channels. Our company sells

products through various distributions which can expand our market. The direct sales channel

can bring us more profits, but our direct sales channel only takes 4% of the total unit sale. Thus,

keeping various sales channels is significant for our company so far. 

3. Selling products through channels will cut our revenue, but we expect that we will have thin

profit margins to gain volume. 

4. We sell our 96% backpacks through various channels. If we did not sell products through

different kinds of channels, our products should lie in warehouses. 

5. We will not limit our distribution places until we have strong direct sales. 

Promotion: 1. We spend $1000 on the Internet of social media and $975 on a financial journal

printer. 
2. We want to improve our product awareness in urban commuters’ segments. Both

advertisements can reach many urban commuters. All print advertising is available at a 25%

discount, so I invest double in the financial journal printer.

3. We expect that our product’s awareness among urban commuters will increase. 

4. Our product awareness does not have significant change and is still very low among our target

market. 

5. We will continue to spend a lot of money on advertisements to improve our product’s

awareness. 

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