Simulations

Play the role of a product manager for Zone alcoholic malt beverages. Zone’s parent company has positioned the brand inconsistently: at times as a refreshing alternative to beer and at other times as a sophisticated drink.

Who is the ideal target for this brand? Can you design and execute a marketing strategy that accelerates growth?

You run Sales Suite, a company that has just gone through an IPO and must deliver rapid growth in a market with very diverse competitors. Sales Suite faces important segmentation and targeting decisions that will then drive its distribution strategy and execution.

This case presents a medical device company competing in a rapidly evolving medical procedure with lots of pent-up demand and a complex value chain, including group purchasing organizations, hospitals, clinicians and patients. You will examine the market with the clinician as customer.

You are in charge of a major product launch for the market leader in medical sutures. Despite Acme’s success elsewhere, they are third to market with Zloc. How should the company price the product? You must consider the impact of stakeholder dynamics and a two-brand portfolio in developing and executing the launch strategy for a new medical device.

You will make all managerial decisions over an addictive Massively Multiplayer Online Role Playing Game (MMORPG), Global Warriors, and will need to make strategic choices to grow a brand in a fast growing but highly fragmented category.

You run Farm Fresh Stores starting at a time of slow growth and post-merger integration. This simulation addresses company positioning and its impact on channel and sourcing decisions.

You are in charge of a robotics company as it prepares to launch a general surgery solution. Winning against other robotics competitors and other surgical techniques requires analyzing customer preferences in the category, considering the brand’s and competitors’ core competences, and then crafting and executing a value proposition.

This engaging tool enables you to visualize your brand’s market category, including your competitors and war-game your value proposition and commercial strategy.