Strategic Corporate Management – Bikes

Strategic Corporate Management - Bikes-image

Strategic Corporate Management - Bikes

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Tags: Business Policy,Accounting and Finance,Management,Strategy,Marketing,Capstone
Number of Decision Rounds:

8
9-12 decision rounds available in the Extended Strategic Corporate Management (computers) version

Time per Decision Round:

3.5-4 hours

Play Options:

Against Peers:
English, Spanish

Education Level: MBA
Course Difficulty: Advanced
Marketing:
Students design brands for their target market segments by selecting from a list of about 30 components. Based on market research data describing about 55 customer needs, they learn to match the product features with customer needs. They start with a limited set of basic components. Later in the exercise, they are able to invest money to develop more advanced R&D components to better satisfy their target segment needs.

To create an ad campaign, students design ads by selecting from a list of about 30 ad claims and then prioritize them to indicate how prominently each claim needs to be displayed in the ad. They then decide on a frequency of advertising for each designed ad and place it in different types of advertising media.
Internet Marketing:
In the intermediate internet marketing module, teams have the option between organic and paid search engine marketing. Organically they can run websites for each brand and choose a set of keywords based on their chosen target segment. Paid SEM has the teams establish a bidding strategy with maximum bids and a maximum ad budget per region. Teams may also opt to finance a Social media campaign where they will establish a quarterly budget for their entire company in each region where they choose to operate. In addition to traditional social media, a team may also establish a blog or newsletter to provide more relevant, long-form content to potential and returning users.
Manufacturing - Operations:
Students make decisions regarding the location and size of regional production facilities (fixed capacity) and daily production volumes (operating capacity). They delve into the details of demand projections and production scheduling in several international regions. They are challenged with product reliability and quality control issues, and they learn how to implement an effective quality improvement process. They optimize shipping costs, minimize stock out and increase factory efficiencies with the goal of applying the principles of lean manufacturing to their operations.
Overtime:
In addition to Manufacturing, this game also includes the ability to offer Overtime to employees adding a new strategic element to the manufacturing scenario already present in the game.
Sales:
Students establish sales channels in 20 geographic markets.
Accounting and Finance:
Students become the core investors in their simulated company. As all of their business decisions are automatically reflected in the simulated accounting statements, students learn to analyze the Income Statement, Cash Flow Statement and the Balance Sheet with the goal to maximize their profit and wealth.

They learn to control their capital structure by bringing in outside investment from the venture capitalists as well as taking short term or long term loans from the bank. They can also pay dividends to their shareholders. Students gain practice in preparation of financial projections and pro-forma accounting statements. They use various profitability statements and financial ratios to continuously improve their financial performance.
Human Resource Management:
Students make decisions regarding their sales force compensation packages as well as their factory worker compensation packages. The package includes employee salary, health benefits, vacation and pension plan.
Strategic Planning:
The element of business strategy is inherently presented through business decisions.
Simulation provides some formal templates, such as a tactical plan which allows a more strategic approach.
Negotiations and Technology Licensing:
International Dynamics:
Supplier Reseller Relationships and Production Outsourcing:
Market Surprises and Disruptive Events:
Corporate Social Responsibility Issues:
In addition to the usual management challenges and focus on the bottom line, students deal with ethical, environmental and sustainability issues challenging them to consider all of their stakeholders, including stockholders, employees, suppliers, and the community.
Live real world stock market and currency exchange data:
Simulation Focus: Strategy
The Introduction to Marketing simulation allows your students to develop and execute a complete marketing strategy including: Market opportunity analysis Brand development Advertising Pricing Sales force management Profitability projections and analysis Internet Marketing
Students receive an interesting challenge - to lead a new marketing division of an established, large bicycle company. The division's task is to create a business around innovative technologies: a more economical form of carbon fiber and an advanced 3D printer that uses the new material to efficiently build a bike frame of any size and shape. This enables strong, lightweight bikes that are tailored to the size and usage of each customer. The fabrication equipment can be set up in regular warehouses local to where the bike shops are built. This distributed manufacturing allows the new division to eliminate most of the inventory that would otherwise be held, thus reducing the costs of distribution.