Supply Chain and Channel Management

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Supply Chain and Channel Management

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Tags: Management,Supply Chain
Number of Decision Rounds:


Time per Decision Round:

3-3.5 hours

Play Options:

Against Peers:

Education Level: Graduate
Course Difficulty: Advanced
Students design brands for their target market segments by selecting from a list of about 20 components. Based on market research data describing about 40 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 25 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.
Internet Marketing:
Manufacturing - Operations:
Students make decisions regarding the location and size of their manufacturing plant (fixed capacity) and daily production volumes (operating capacity). They delve into the details of production scheduling and inventory control. They deal with production changeovers and reliability issues. They are challenged with complex quality control issues and they learn how to implement an effective quality improvement process. They project demand, manage inventory, optimize shipping costs, minimize stock out and increase factory efficiencies with the goal of applying the principles of lean manufacturing to their operations.
Students establish sales channels in 12 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 and borrowing money from the bank. They 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:
Strategic Planning:
Although the element of business strategy is inherently present through business decisions, simulation provides formal templates, such as SWOT analysis and a Tactical plan, that put more emphasis on the formulation of strategy and strategic analysis throughout the exercise.
Negotiations and Technology Licensing:
International Dynamics:
Supplier Reseller Relationships and Production Outsourcing:
Student teams work either as suppliers or as resellers. Their success depends on the ability to create business relationships with suppliers or resellers and to develop efficient supply chains in order to produce and distribute the products and market them to the end user.
Market Surprises and Disruptive Events:
Corporate Social Responsibility Issues:
Live real world stock market and currency exchange data:
Simulation Focus: Supply Chain
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.