Marketing Model

The Marketing Model influence three parts of the scenario planning tool:

1. Market share control (PINS Projection in the Scenario Processing Model)
2. Dealer inventory and orders
3. Some of the translation from unit sales to $ sales

This is just a skeleton of the Marketing Model components that could be used by a scenario planning tool.

Part of this model may fall outside of the control area of the target audience of this tool (product managers) because the marketing companies will control pricing and dealer incentives. The managers probably have some input to those decisions and that data should be available.

Sales which don't go through marketing companies would be handled separately from marketing company sales. This brings up another issue: sales history data is given by marketing company. But how should sales to non-marketing companies (like SCM) handled? Or is SCM considered a marketing company for this purpose? I think I'm getting different levels of business units confused here.

The important issues are how much detail is needed at this time to properly control the three items above and who makes the decisions influencing these factors.