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Marketing Management Simulation Course Overview

Explore strategic thinking in the world's most widely used business simulation program. Compete globally as you make critical decisions in marketing, R&D, HR, production, and finance. Join companies like General Motors and Goldman Sachs in this challenging yet rewarding course.

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Marketing Management Simulation Course Overview

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  1. University of Alaska-Anchorage * College of Business & Public Policy * Marketing Management Simulation* Course Intro & Overview

  2. Professor Ed Forrest • Telephone: (cell) 854-8784 • Email: ejforrest@alaska.edu

  3. Overview Course • Organize Companies • Review & Begin Situation Analysis/ Strategic Plan • 1st set of Deliverables

  4. Your“study” of business … piece-meal & in isolation!

  5. Marketing R&D HR Production Finance

  6. Lecture-Learning

  7. Learning & Retention 5% 75+%

  8. THE CAPSTONE SIMULATION Most widely used Business – Simulation Program in the World • Adopted by major Fortune500 companies ..General Motors, General Electric, Honeywell, Dell, John Deere, Citibank, Alcoa, BP, Allstate, Samsung, Goldman Sachs, Microsoft…

  9. Simulation proffers you opportunity to experience every key dimension of strategic thinking developed to date: Strategic Thinkingthe ten big ideas

  10. Your Product Line: SENSORS:

  11. You Da’ Boss …run a $100M business ….

  12. …success contingent on strategic integration of decisions across all domains:

  13. You will Compete against other members of this class –running 5 other Corp’s …. • Andrews • Baldwin • Chester • Digby • Erie • Ferris

  14. Plus-- You will Compete Against Everyone Else in the World ...your decisions & performancewill be compared against 1000+ other teams competing at other universities… around the world

  15. & How –to date--have we fared in this World-Wide Competition??

  16. Over last 2 years… • 1st & 6th in ROA • 3rd & 4th  in profit; • 8th & 9th cum profit, • 5th ROE; • 4th & 8th ROS; • 5th in Stock Price • 4th in Asset Turnover

  17. …41 times across last 16 years… As Well As….previous “Top 10” Finishes : • Spring : 2001- 5th Profit • Spring : 2003- 9th Cum Profit • Fall : 2005- 1st Profit • Spring : 2006- 5thCum Profit & 8th Profit • Spring : 2007- 3rd Profit • Fall : 2009- 1stCum Profit & Stock Price • Spring : 2010- 9th Asset Turnover; 1st, 6th & 8th ROE • Fall : 2010- 6th Cum Profit • Spring :2011- 3rd & 9th ROE; 8th ROS;  9th Cum Profit • Fall : 2013- 4 in & # 10 in profit  #5 in Stock Price  #6 in ROE  #3 & #7 in ROA   #8 in Asset Turnover

  18. YOUR JOB: • Make every decision • In every Functional Domain • to create, produce & successfully market your products…

  19. Product Place Target & Position Price Promotion You’re will be responsible for: As MARKETING MANAGER Planning, implementing & controlling your marketing strategy

  20. Marketing Managers become one-w/ Relationships betw • Price & demand • Price & margin • Promotion budget & awareness • Sales budget & accessibility • A/R policy & demand

  21. MARKETING MANAGER SIMULATION SPREADSHEET

  22. Set price of your products in the marketplace • Set the sales forecast for our products • Set Credit Policies AR/AP • Build customer awareness through promotion • Establish a sales force and distribution channels

  23. Marketing also selects media vehicles & message weights • AND determines composition of sales/distribution staff ..and allocation of their efforts by segment & Brand

  24. As Production Mgr: • Set automation levels • Buy or sell capacity • Schedule production • Work overtime or automate

  25. PRODUCTION MANAGER SIMULATION SPREADSHEET

  26. Schedule production for each line • Buy or sell capacity of product lines • Purchase machinery to automate our facilities • Establish your workforce complement

  27. A B Performance As R&D Mgr SIZE Responsible for: • Product Position • Age & Quality • New product development High High Eight < < < Low Low One Quality Age Prdt Line

  28. R&D MANAGER SIMULATION SPREADSHEET

  29. Establish product positioning to meet customer demand • Build quality & reliability (MTBF) into products • Create new products • Ensure age of product meets customer demands

  30. As Human Resource Manager--Responsible for: • Recruitment, Hiring, Training & Firing of all labor • 2 groups: • Assemblers • Technicians • Wages • Benefits

  31. SIMULATION SPREADSHEET

  32. FINANCIAL MANAGER SIMULATION SPREADSHEET

  33. As FINANCIAL MANAGER • Acquire Capital • Issue Stock • Short Term Debt • Issue Long Term Bonds • Set Dividend • Retire Long Term Bonds • Retire Stock • Responsible for Emergency Loans Big AL The Loan Shark

  34. 1stOrganize Companies Register @ http://ww2.capsim.com/login/

  35. Strategic Thinking- the ten big ideas Prof Thomas/ Penn St. able to predict final standings w/in 1 place 90% of time –after observing initial group interaction... • 7. Corporate culture & • 8. Leadership craft... • Leaders responsible for assuring strategy links values & vision ...

  36. Situation/SWOT Analysis Strategic Planning Functional Integration Performance Assessment • Company • Consumers • Competitors • Conditions • PEST Functional Integration • Profits • Mrkt Share • ROA • ROS • ROE • Asset T/O • Stock • Mrkt Cap Marketing Growth &Competitive Strategies R&D Production HR Finance The Big Picture

  37. You now run the Ship… ... How’s your Company doing?

  38. Need Answers to 3 Critical Q’s: 1.Where are we now? 2.Where do we want to go 3.How do we get there? = Situation Analysis

  39. Consumer Conditions Company Competitors Begin Situation-Analysis INTERNAL ENVIRONMENT Your Company's Strengths & Weaknesses: EXTERNAL ENVIRONMENT Opportunities & Threats

  40. Strategic Thinking- the ten big ideas • Long-range planning-considers the external factors that affect success & integrates the various functional strategies. • Strategic analysis • Industry structure • Market segmentation • The lifecycle. • SWOT analysis.

  41. Consumers Competitors Conditions Find Answers re: • How the market is segmented & the relevant criteria that influence consumers use in their purchasing decisions • The nature & magnitude of the competition • Existing & emerging Economic & Technological trends that will impact demand, pricing, product design & positioning

  42. Economic Environment • Moderate growth, Low inflation, Averaged interest rates • No outside competitors or product substitutes • No economic downturns or other surprises ...

  43. Sim designed this way for one reason: Whatever happens will be result of your-tactical execution of strategies… not by external factors!

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