Essential Music2Go information & files:
|Instructions for obtaining & installing the simulation here
"Music2Go" is a management "flight
simulator." In this game, you will play the role of the marketing head of
a marketing firm faced with a turbulent and difficult market.
Music2Go is designed to be
an action learning exercise where you will learn concepts, and apply what you learn.
It helps you ...
|Improve your thinking ability. After playing, you will
improve your ability to see connections across functional areas and over
time in marketing opportunity areas. |
|Discover "best practices" in strategy
development. The game can be played many times over with different strategies. By
controlled experimentation you will gain insights into the behavior of the
marketing system, and be able to discover best practices making strategic
Music2Go must be downloaded from
web site, for which you will $15 key. Although you are free to experiment with
the game -- since any decisions you
make in the game can always be reset to its initial starting position -- before
you begin the game for serious play be sure to study the Music2Go
documentation in your course packet, and follow the online hints and tips
as you play the game!
Memo (10 points). Play the game as many times as you like. If you
play the game with the right attitude and with no extreme time pressures, this
will be a fun and adventurous assignment. Here's what you should do:
|Form a team of up to 3 people|
|Download & install the simulation
($14.99 fee, paid online)|
|Review the Music2Go
|Read/Review the Student Manual by dividing up the pages and teaching other
members of your team|
|Complete three years, rolling back and charging after EWS as many times
as it takes until you are happy with your results||
|Remember what you've learned about marketing. People
choose the product that best meets their needs, but only if (1) they know
about it and (2) it's available in stores. And stores will carry the
product only if they get good sales support and reasonable margins.
|Rollback, Rollback, Rollback. What better way to find
out what works then rolling back? You'll find that by only changing one
variable you can discover what boosted my profits. For example, you may
find that decreasing your selling price boosted profits, and then
increasing your advertising budget boosted profits even more. You may also
find ways to cut costs in sales. It's important to only change one
variable in order to know what is going on.|
|Don't assume that the default decisions are the best
decisions for the market. Mix thing up a little--make modifications.|
|You can help analyze your effectiveness by comparing
your projected profits to your actual profits. First, aim for a high (and
reasonable) projected profit by making a variety of decisions. Once you
have a good projection (say, $20-$25 million), roll forward, and see how
close you were. If you were within 10%, that's pretty good. If not,
rollback and change one variable as discussed before. Trial and error is
|Get to know the market. Read the fine details of the
Student Manual to discover what the markets are asking for. Satisfy their
|It's good to develop new products and to continuously
improve upon existing ones.|
When you are ready, submit via email a message containing a clear and specific statement of your overall marketing strategy (one paragraph)
and Cumulative NMC, for three years of game play (i.e., as of 1999).
Submit your answers via BYU's Blackboard
(60 points) -- submit in
copy during class time. If you play with a team, just one report is
to be submitted. This assignment is for a marketing plan for
your firm in the Music2Go game. The paper should largely be based on
the situation as of the completion of the sixth year of play (except
of course for the Y-by-Y table).
Do not under any circumstances use or
refer to submitted work from students having previously taken this
course. Any students for which this activity is discovered will receive
a Fail for the course and be referred to the University Honor Council.
Assume you are about to turn the management of the
division over to a new management team, which will have to begin with
decisions for quarter seven. This a report is being written to give that
new team a jump-start, so they can start immediately with high-quality
decisions, and a good understanding of the situations or circumstances
leading to good strategy and tactics.
communication style should thus emphasize objectivity and candor. All sections
in the "Paper Format" table below must be included.
Be sure to follow these guidelines:
|Single-space, with double-spacing
|Include a cover sheet, but cardboard or
plastic report covers are discouraged; a single staple will do
|Start each major section (i.e., Introduction, Situation
Analysis, etc.) with a new page |
|Include a short introductory
paragraph for each major section|
|Include a screen capture of your
final Music2Go profits table (Capture
the table to your clipboard by highlighting the profits table, type
<alt><print screen> simultaneously, then paste the table into your document.
If you wish you can use a utility like
|Develop & include a SWOT matrix following the Harley
Davidson example in your course notes|
|Follow a reasonable and consistent style for a technical report
appropriate use of tables or charts, being sure give each both a title and
|Use headings, subheadings, and footers and headers ... a
typical page might look like
|Write, format, and print your paper to show serious effort
|Most good papers will be 8+ pages -- a number easy to reach
or exceed -- but quantity will not be rewarded over
Note the following, which
shows the expected format and point allocation for the paper:
||5 points. A paragraph or
two introducing the paper.
||10 points. A SWOT analysis along
with your discussion of it. You can develop the SWOT matrix in
Excel & then import it, or as a table in your word processing
application (3 columns x 3 rows). Follow the format of the Harley
Davidson example we used in class.
|10 points. A year-by-year
review of your performance. Use a table having rows of the 6
years, & columns of Year, Decisions, Results, and Reactions.
See below for an example. This will be the longest section of your
||10 points. Note that points for
profitability are quite low. If you are juggling spending a couple
of hours doing a more professional job on your paper vs playing
the game to get a few more profitability points, you're probably
much better off to work on the paper.
profitability points you must include a screen capture
(use <alt><print screen> or
exhibit of the Musci2Go
table showing your profits for the final year.
Performance points are based on cumulative net profit
contribution for the
6 years of play, so be sure to report the summed profits for
all 6 years. Profitability points are awarded as ...
|>$50m = +6 pts|
|>$75m = +7 pts|
|>$100m = +8 pts|
|>$125m = +9 pts|
|>$150m = +10 pts|
|5 points. Specific tactical
recommendations and strategy for Year 7. Be specific, thinking
of this as recommendations you are making to a new management
the Real World
||5 points. A thoughtful discussion
of Music2Go vs the real world -- i.e., in what ways it
resembles the real world, and in what ways it does not.
|What You Learned
||5 points. What you learned from
playing the simulation, not a rehashing of your Y-to-Y.
||10 points. Grammar, spelling,
punctuation, consistency, format. One point deducted for each
mistake, to a maximum of 10 points.
The table for your Performance Review above might
look something like this (for six quarters):
||Raised investment in technology to about 15%
and 20% of available spending. Chose to focus on Warbirds segment because
this is the largest segment. Left
everything else as is.
||Seemed to have little impact on revenues or
share. Overall market is growing. Competitors are dropping prices. Everyone
else seems to have focused on the Warbirds, too. The "Majority Fallacy" is
||Fearful that technology investment is not
important. Considering whether to stop holding the line on price. Should we
switch to the Red Devils segment?
||Same as for Y1 except dropped prices about 5%
for all products. Focusing equally on Warbirds and Red Devils segments.
Promotion targeted solely at Red Devils. Have introduced a product based on
needs of the Red Devils, except for a slightly higher price. Have shifted
technology investment to that product.
||Market share falling for Warbirds segment;
rising in Red Devils. Product functionality
is higher than competitors in Red Devils but prices are also higher. Have
share in Warbirds segment & second highest in Red Devils. The competition
has not developed products specifically for the Red Devils.
||We have better products for the Red Devils now. We may have
waited too long before our technology investment though. Have decided to
abandon Warbirds entirely and focus only on Red Devils since the competition
has ignored it.