MgtSim-1

MgtSim-1

University of Alaska-Anchorage * College of Business & Public Policy M A RKETING M G T. * Marketing Management Simulation * S I M U LA T I ON Course Intro & Overview M A RKETING M G T.

Professor Ed Forrest S I M U LA T I ON Telephone: (cell) 854-8784 Email: [email protected] uaa.alaska.edu M A RKETING M G T. S I M U LA T I ON

Overview: of Course Organize Companies/ Register w/ Capstone Overview: Market Structure & Demand * Segment Positioning & $Value Overview: Financial Situation Analysis M A RKETING M G T. S I M U LA T I ON Your study

of business piecemeal & in isolation! M A RKETING M G T. Marketing S I M U LA T I ON R&D HR

Production Finance M A RKETING M G T. S I M U LA T I ON LectureLectureLearning Learning Learning & Retention M A RKETING

M G T. 5% S I M U LA T I ON 75+% M A RKETING M G T. S I M U LA T I ON THE CAPSTONE SIMULATION

Most widely used Business Simulation Program in the World Adopted by major Fortune 500 companies ..General Motors, General Electric, Honeywell, Dell, John Deere, Citibank, Alcoa, BP, Allstate, Samsung, Goldman Sachs, Microsoft M A RKETING M G T. Simulation proffers you

opportunity to experience every key dimension of strategic thinking developed to date: S I M U LA T I ON Strategic Strategic Thinking Thinking the the ten ten big big ideas

ideas Economic Environment Moderate growth, Low inflation, Averaged interest rates No outside competitors or product substitutes No economic downturns or other surprises ... Sim designed this way for one reason:

Whatever happens will be result of your-tactical execution of strategies not by external factors! You Da Boss run a $100M business . Your Product Line:

SENSORS: SENSORS: YOUR JOB: Make every decision In every Functional Domain to create, produce & successfully market your products success contingent on strategic

integration of decisions across all domains: M A RKETING M G T. S I M U LA T I ON You will Compete against other members of this class running 5 other Corps . M A RKETING M G T.

S I M U LA T I ON Andrews Baldwin Chester Digby Erie Ferris Plus-- You will Compete Against Everyone Else in the World M A RKETING M G T.

S I M U LA T I ON ...your decisions & performance will be compared against 1000+ other teams competing at other universities M A RKETING M G T. S I M U LA T I ON

& How to date-have we fared in this World-Wide Competition?? M A RKETING M G T. S I M U LA T I ON M A RKETING M G T. Spring 2016

S I M U LA T I ON 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 M A RKETING #1 Fall 2014 M G T. S I M U LA T I ON Profit for Round 8 - Mean - $ 16,856,185 Top Ten Active Teams Professor School/Course

Simid Team Value 1 Edward Forrest University of Alaska-Anchorage - Main Management Simulation C65883 Chester $ 179,894,270

2 Montchai Pinitjitsamut Kasetsart University - Main AgStrategy1 C63414 Erie $ 150,718,034 3 Erin Nelson DePaul University - Main GSB 599

C66845 Erie $ 117,376,727 4 Veer Mehta Great Lakes PGPM - Main Great Lakes PGPM C66539 Chester

$ 102,062,415 5 Michael Stoica Washburn University - Main Strategic Analysis C66272 Baldwin $ 100,603,573 6 Vasant Sivaraman S.P. Jain Institute of Management and Research - Main

Decision Analysis (Business Simulation)- C C65322 Chester $ 99,817,375 7 Igor Gvozdanovic Zagreb School of Economics and Management - Main Maximizing and Measuring Corporate Value_CAPSTONE C67613 Andrews

$ 97,578,131 8 Veer Mehta IIM Shillong - Main IIM Shillong C61259 Chester $ 97,216,158 9 Erin Nelson

DePaul University - Main GSB 599 C66845 Chester $ 96,520,602 10 Dharam Pal BIMTECH India - Main BIMTECH India C65546

Chester $ 95,719,172 As Well As.previous Top 10 Finishes : M A RKETING M G T. S I M U LA T I ON Spring : 2001- 5th Profit Spring : 2003- 9th Cum Profit Fall : 2005- 1st Profit

Spring : 2006- 5th Cum Profit & 8th Profit Spring : 2007- 3rd Profit Fall : 2009- 1st Cum 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 M A RKETING M G T. S I M U LA T I ON M A N A G E M E N T

S I M U LA T I O N You are now the Captain ... Hows your Company doing? The Big Picture Situation/SWOT Analysis Strategic Planning

Company Consumers Competitors Conditions PEST Growth & Competitive Strategies Functional Integration Performance Assessment

Functional Integration Profits Marketing Mrkt Share ROA R&D ROS ROE Production Asset T/O Stock HR Mrkt Cap Finance

1st Organize Companies Register @ http://ww2.capsim.com/login/ M A RKETING M G T. Strategic Strategic ThinkingThinking- the the ten ten big

big ideas ideas S I M U LA T I ON 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 ... M A RKETING M G T.

S I M U LA T I ON Overview: of Course Organize Companies/ Register w/ Capstone Overview: Market Structure & Demand * Segment Positioning & $Value Strategic Plan Answers 3 Critical Qs: 1.Where are = Situation we now? Analysis

2.Where do we want to go 3.How do we get there? Market Segments: Big, old & Big, old & cheap cheap high-reliability & performance proven sensors

sensors w/ w/ current current proven tech tech advanced sensors w/ focus on small size cutting-edge in cutting-edge in both both size

size & & performance performance Consumer Buying Criteria 5 SEGMENTS DEMAND ANALYSIS: How Many Sensors / Segment want to buy across next 8 years : Multiply the Round 0 demand by the growth rate and add the result to the Round 0 demand. This will

give you a close approximation of Round 1 demand. Copy this number into the Demand cell for Round 1. If you prefer, you can use the following shortcut. For example, assume the Traditional growth rate is 9.2%. Convert the percentage to a decimal (9.2% = 0.092) and add 1 to it (1.092). Multiply the Round 0 Traditional demand by 1.092 then round to the nearest whole number. This will give you a close approximation of Total Industry Demand for Round 1. SENSOR INDUSTRY ONGOING GROWTH ..the entire market growing at around 14 - 15% per year. 70000 60000

50000 40000 30000 20000 10000 0 Year Year Year Year Year Year Year Year 1 2 3 4 5 6 7 8

M A RKETING M G T. S I M U LA T I ON Complete Demand Analysis @ CapSim Intro | Perceptual Map 1 | Perceptual Map 2 | Demand Analysis | Capacity Analysis | Margin Analysis | Consumer Report Cheaper too-$.50 drop in price/year

Cheaper too-$.50 drop in price/year Drift Demo MARKET SEGMENT DYNAMICS Intro | Perceptual Map 1 | Perceptual Map 2 | Demand Analysis | Capacity Analysis | Margin Analysis | Consumer Report Calculate each Segment's IDEAL SPOT LOCATION -- rounds 1 thru 8 ( @ Getting Started/ Complete Online Situation Analysis/ Perceptual Map 2)

MARKET SEGMENT VALUE Herein- is an example of relative dollar value of each segment at present (year 0) and 5 years out. M A N A G E M E N T S I M U LA T I ON Questions?

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