Instructions

1. Scenario Setup You are about to enter a simulated world with nine scenarios that depict meetings, discussions, and decisions around the launch and ongoing support of a new ABC Company drug . The processes and decisions in the simulation are realistic and reflect the day-to-day work environment. However, Compedur, the drug named in these scenarios, is fictional and details of the discussions, compiled from experiences with several products, have been modified. Your Role In these scenarios, you will observe ABC Company employees discussing issues related to production, capacity management, and quality. In addition to observing the discussions, you will have the opportunity to review several resources, such as e-mails, reports, and phone messages, that contain information relevant to the decisions the ABC Company employees must make. You will then be asked to select the action you believe is most appropriate, given the situation and the information supplied. After submitting your selection, you will be provided feedback from experts who explain the plusses and minuses of each selection and who identify the best course of action to take. Getting Started It is recommended that you follow the scenario path from Level 1 through Level 3; however, you may enter any scenario you wish using the map below. Click the Next button to begin Level 1 of the simulation, or click a link to proceed to that scenario. Level Scenario 1: Demand Management Sample Packs Trade Production Quality 2: Network Capacity Staffing Allocating Production Recalls 3: Technology Transfer Assigning Resources Selecting Third-Party Operations Overseeing Third-Party Operations Instructions Instructions (Text on screen. No audio)

2. If you have not already done so, you may want to review the following information before starting the scenario: Manufacturing and Quality Beliefs and Strategies Supply Chain Management Also, on each page, you will see: A glossary icon you can use to search for definitions of unfamiliar terms and acronyms. A help icon you can use to review the instructions about the scenarios. Icons you can use to go to the other paths at this site. 1 2 Instructions Advance Information

3. You are about to view a meeting of the Compedur launch team at ABC Company headquarters in Indianapolis, one week after the launch date. Attendees: Launch Leader, Helen Douglas Marketing, Dan Scott Replenishment, Susan Cross Demand Management, Mary Pope The Issue: Demand for Compedur samples is higher than anticipated. The purpose of the meeting is to determine whether to allocate manufacturing resources to sample production or trade production. 1 2 Meeting Setup Instructions (Text on screen. No audio)

4. Fade from black to 01_01_01_a_ABC Company HQ Dissolve to 01_01_01_b_group 1 2 The Meeting Starts Graphic Description/Storyboard Audio: 01_01_05_douglas Launch Leader (Douglas): Good morning, everyone. Before we start, I just wanted to update you on the status of the label error. Susan, I know you just got back from vacation. Are you current on this?

5. Dissolve to 01_01_02_cross 1 2 Are You Current? Graphic Description/Storyboard Audio 01_01_02_cross Replenishment (Cross): I have read the impound notice, but I admit I do not know the whole background.

6. Dissolve to: 01_01_03_a_douglas On, “There was a line” Dissolve to close up of jpeg of the label 01_01_03_b_label On “Then we had to make” Dissolve to 01_01_03_c_group 1 2 Recapping the Past Graphic Description/Storyboard Audio 01_01_03_douglas Launch Leader (Douglas): Okay, let me bring you up to date. After three or four lots of physician samples went out, we discovered a labeling error on the 40 milligram adult pack. There was a line that referred to a blister pack that was not included in the sample package. We had to recall the lots and get a new label approved and printed. Then we had to make new lots for the new sample packs. This normally takes at least 10 weeks; we got it done in 3. Oh, and just to make things more complicated, we are using a contractor for packaging the samples.

7. Dissolve 01_01_04_scott 1 2 A Problem for Sales Graphic Description/Storyboard Audio: 01_01_04_scott Marketing (Scott): This situation was a problem for sales. They really wanted to have a full supply of samples in all dosages to distribute.

8. Dissolve to 01_01_05_douglas Crop out the guy in the photo. 1 2 Leave the Problem Behind Graphic Description/Storyboard Audio: 01_01_05_douglas Launch Leader (Douglas): The good news is the label issue is behind us. We are now making trade product at full production. The national publicity around this launch is really driving demand, so we need to be at full production to build up inventory.

9. Dissolve to 01_01_06_scott 1 2 Interest Expected Graphic Description/Storyboard Audiu 01_01_06_scott Marketing (Scott): We knew there would be strong consumer interest in this drug, so the publicity does not surprise us. What does surprise us is that the sales force keeps asking for more sample packs to distribute to their doctors.

10. Dissolve to 01_01_07_pope 1 2 Interest Expected Graphic Description/Storyboard Audio: need to re-record all Pope this will be 01_01_07_pope Demand Management (Pope): So, do we have enough samples made to meet this demand?

11. Dissolve 01_01_08_scott 1 2 Interest Expected Graphic Description/Storyboard Audio: 01_01_08_scott Marketing (Scott): No, we do not, and that is what I want to discuss. Can we increase production of the sample packs?

12. Dissolve 01_01_09_cross 1 2 Need to Build Inventory Graphic Description/Storyboard Audio: 01_01_09_cross Replenishment (Cross): To increase production of samples, we would need to decrease production of trade product. If we do that, we may not be able to build up enough trade inventory.

13. Dissolve to 01_01_10_pope 1 2 Missing an Opportunity? Graphic Description/Storyboard Audio: 01_01_10_pope (need to re-record) Demand Management (Pope): But if we do not make more samples, are we missing an opportunity to take advantage of the publicity?

14. Dissolve to 01_01_11_douglas 1 2 What Are the Choices? Graphic Description/Storyboard Audio Script 01_01_11_douglas (clip not in edited files) Launch Leader (Douglas): We need to decide what to do. Suggestions? .

15. Dissolve to 01_01_12_scott 1 2 What Are the Choices? Graphic Description/Storyboard Audio 01_01_12_scott Marketing (Scott): I think that increased sample production is essential. We need to take advantage of this opportunity to build demand. We should ask Puerto Rico to schedule two to three production runs for the sample packs.

16. Dissolve to 01_01_13_a_pope 01_01_13_b_douglas 1 2 What Are the Choices? Graphic Description/Storyboard Audio 01_01_13_a_pope Demand Management (Pope): Demand for samples historically slows after the initial interest. The production schedule cannot be interrupted—we need to build that inventory so that we do not stock out. Dan, can you ask marketing to tell sales to distribute their sample packs judiciously?

17. Dissolve to medium 01_01_14_cross . 1 2 What Are the Choices? Graphic Description/Storyboard Audio 01_01_14_cross Replenishment (Cross): I say that for the time being we should continue trade production. I think we should tell marketing that we will reconsider their request 30 days from now.

18. Show icons for three documents/ resources for decision making: A print out of an e-mail from a market rep (since they are in a meeting, not in an office) The forecast figures The marketing budget and memo The user clicks the documents to reveal the contents. 2 1 What Would You Do? Submit Graphic Description/Storyboard Animation/Interaction Instructions E-mail from Marketing Marketing Budget Memos Demand Figures Which choice do you think is the most appropriate, given the situation and the information provided? Before making your selection, review the background material supplied. Click each document to review the contents. When you are finished, make your choice, then click Submit. 1 Agree that increased sample production is essential. Confirm that Puerto Rico will be asked to schedule two to three production runs for sample packs. 2 Because demand historically slows after the initial interest, tell marketing that the production schedule cannot be interrupted. The need is to build inventory. Have marketing tell sales to distribute their sample packs judiciously. 3 For the time being, continue trade production. Tell marketing that the launch team will reconsider their request in 30 days.

19. Graphic Description/Storyboard Animation/Interaction Instructions Print-out or screen of an email from a marketing representative asking for more samples.

20. Actual Forecast Stretch Graphic Description/Storyboard Animation/Interaction Instructions Compedur Demand: December to March 20000 15000 10000 5000 0 1/3 2/7 3/7 1/10 1/17 1/24 1/31 2/14 2/21 2/28 3/14 3/21 3/28 12/20 12/27

21. Graphic Description/Storyboard Memo From: Business Unit Leader To: Operations Manager Re: Compedur Sample Pack Funding At our most recent meeting, we approved your request for additional funding to produce additional sample packs. The consensus among managers was that distributing more samples will give us a major market advantage. Corporate will provide buy-up funding. Please work out details with manufacturing and distribution. Memo From: Operations Manager To: Business Unit Leader Re: Request for Release of Funds for Sample Packs We received your request for funding to produce an additional 120,000 sample packs, or 20 percent more than the original forecast. We realize your request is based on data showing a higher demand for samples than forecast and that part of this demand is caused by a packaging recall due to a labeling error. The original budget allowed for 600,000 sample packs at a cost of slightly more than $2 million. Each sample costs $3.50, and we have more than 2,000 representatives carrying samples. Even just one additional sample per representative is a significant cost. We will take your request under advisement, but frankly, we are very cautious about approving requests for additional spending. Animation/Interaction Instructions Two memo papers.

22. 1 2 What the Experts Say  You selected: Agree that increased sample production is essential. Confirm that Puerto Rico will be asked to schedule two to three production runs for sample packs. 1 Here is what the experts said about your choice: This decision will make marketing happy because it will provide promotional sample packs that will reach physicians during a time of high demand. However, it jeopardizes the production runs needed to build the trade inventory for actual sales. Because company profitability depends on sales, not sample distribution, this is not a viable plan. Click Feedback to see valuable information from the experts explaining the other options. Eric Hansen: Note to flash developers. We need to provide users with the option to see the other feedback, and not make it mandatory. So, this “page” needs a button to allow the user to see the feedback, and a button to end the scenario.

23. 2 1 3 For the time being, continue trade production. Tell marketing the launch team will reconsider the request in 30 days. This is the most appropriate choice because it prioritizes trade production and provides flexibility to respond to marketing needs. After 30 days, the best course may be to schedule some production runs for sample packs if demand for samples remains high and the inventory for trade product is sufficient. What the Experts Say Done  You selected: Agree that increased sample production is essential. Confirm that Puerto Rico will be asked to schedule two to three production runs for sample packs. 1 Here is what the experts said about your choice: This decision will make marketing happy because it will provide promotional sample packs that will reach physicians during a time of high demand. However, it jeopardizes the production runs needed to build the trade inventory for actual sales. Because company profitability depends on sales, not sample distribution, this is not a viable plan.  Here is what the experts said about the other options available to you: 2 Because demand historically slows after the initial interest, tell marketing that the production schedule cannot be interrupted. The need is to build inventory. Have marketing tell sales to distribute their sample packs judiciously. This might be the most appropriate choice in the long run if the demand for samples follows the historical pattern and slows. However, this choice completely ignores the current needs of the sales force. It is not the best selection under the circumstances. 