Business Simulation

Données Générales
Programme Académique	Formation ECAM LaSalle Ingénieur Arts & Métiers			Responsable(s) Module : MONAGHAN Erin
Type d'EC : Stage	Business Simulation (LIIAem09EBusinessSim)
Projet : 20h00 Durée totale: 20h00	Status Obligatoire	Periode Semestre 9	Langue d'enseignement :

Objectifs Généraux
Marketing Strategy: Develop, price, and promote a portfolio of brands using strategies based upon segment needs, market size, and price points. Sales: Create a global expansion strategy based on market potential, costs, and available resources. Manufacturing: Understand project demand, schedule production, and invest in capacity expansions. Manage inventory, lost sales, and excess capacity. Accounting & Finance: Review basic financial statements, brand profitability reports, and industry financial ratios in order to manage operations, cash, and profits. Plan the current period’s finances with automated pro forma accounting and simplified investing and lending. Human Resources: Create compensation packages, including employee benefits, and affect employee productivity. Entrepreneurship: Start up and run a new venture. Students face new issues, decisions, and information as they naturally unfold over the life-cycle of the company/product.

Objectifs Généraux

Marketing Strategy:
Develop, price, and promote a portfolio of brands using strategies based upon segment needs, market size, and price points.
Sales:
Create a global expansion strategy based on market potential, costs, and available resources.
Manufacturing:
Understand project demand, schedule production, and invest in capacity expansions. Manage inventory, lost sales, and excess capacity.
Accounting & Finance:
Review basic financial statements, brand profitability reports, and industry financial ratios in order to manage operations, cash, and profits. Plan the current period’s finances with automated pro forma accounting and simplified investing and lending.
Human Resources:
Create compensation packages, including employee benefits, and affect employee productivity.
Entrepreneurship:
Start up and run a new venture. Students face new issues, decisions, and information as they naturally unfold over the life-cycle of the company/product.

Contenu
Marketplace is a fast-paced, intense, immersive serious game. You will be plunged into the world of strategic decision making over the course of three days. You will be required to work with your teams during the lunch break and in the evenings. You will also be required to work autonomously during the sessions. A vast array of decisions must be made to compete in Marketplace. These decisions are patterned after real-world decisions made by new venture firms. Each decision has been limited to its most important dimensions in order to keep the game manageable. Still, there is sufficient complexity and realism to challenge you to the maximum. The real challenge in the game, and in real-life new ventures, is that you must continually make a large number of concurrent strategic and tactical decisions. There is no rest from the advertising decision or the market development decision while you solve the pricing decision. You not only have to worry about the tradeoffs within each decision area, but you must also evaluate the tradeoffs between decision areas. Part of the value of the Marketplace experience is learning to manage a dynamic and complex world. Marketplace will also give you practice in strategic and tactical decision making. After identifying your options, weighing the advantages and disadvantages of each, you must commit yourself to a course of action. The outcome of that action will always be uncertain, but you will find that you can make educated guesses and learn from the results of these decisions in the next quarter. You can then make adjustments so that even questionable decisions can be managed (our hindsight is so much better than our foresight). The content, context, and educational objective of each decision to be made in the simulation are reviewed in the chapters found under the Help file icon. This help file contains a conceptual discussion of the decisions that you must make. The material found here will help you become familiar with every step in the decision process. The decisions are presented in approximately the order in which they would be executed in the real world, starting with executive team formation, through market analysis, brand design, advertising, human resources, distribution, manufacturing, and financing. This step-by-step process will help you organize your decision making while playing the game. It is recommended that you first review all the material found in each chapter in its entirety in order to get a feel for the "whole" of the decision context. Next, sit down at your computer and work your way through each decision to be made. It is important that you physically enter decisions and investigate the effects of alternate decisions. This form of "hands-on" experience will help familiarize you with the consequences of your decisions. Finally, the Decisions to be Made by Quarter section will help you organize your work throughout the simulation exercise.

Contenu

Marketplace is a fast-paced, intense, immersive serious game. You will be plunged into the world of strategic decision making over the course of three days. You will be required to work with your teams during the lunch break and in the evenings. You will also be required to work autonomously during the sessions.

A vast array of decisions must be made to compete in Marketplace. These decisions are patterned after real-world decisions made by new venture firms. Each decision has been limited to its most important dimensions in order to keep the game manageable. Still, there is sufficient complexity and realism to challenge you to the maximum.

The real challenge in the game, and in real-life new ventures, is that you must continually make a large number of concurrent strategic and tactical decisions. There is no rest from the advertising decision or the market development decision while you solve the pricing decision.

You not only have to worry about the tradeoffs within each decision area, but you must also evaluate the tradeoffs between decision areas. Part of the value of the Marketplace experience is learning to manage a dynamic and complex world.
Marketplace will also give you practice in strategic and tactical decision making. After identifying your options, weighing the advantages and disadvantages of each, you must commit yourself to a course of action. The outcome of that action will always be uncertain, but you will find that you can make educated guesses and learn from the results of these decisions in the next quarter. You can then make adjustments so that even questionable decisions can be managed (our hindsight is so much better than our foresight).

The content, context, and educational objective of each decision to be made in the simulation are reviewed in the chapters found under the Help file icon. This help file contains a conceptual discussion of the decisions that you must make. The material found here will help you become familiar with every step in the decision process. The decisions are presented in approximately the order in which they would be executed in the real world, starting with executive team formation, through market analysis, brand design, advertising, human resources, distribution, manufacturing, and financing. This step-by-step process will help you organize your decision making while playing the game.

It is recommended that you first review all the material found in each chapter in its entirety in order to get a feel for the "whole" of the decision context. Next, sit down at your computer and work your way through each decision to be made. It is important that you physically enter decisions and investigate the effects of alternate decisions. This form of "hands-on" experience will help familiarize you with the consequences of your decisions.

Finally, the Decisions to be Made by Quarter section will help you organize your work throughout the simulation exercise.

Prérequis
Sales & Marketing, Finances, Gestion du capital humain

Bibliographie
Le logiciel MarketPlace Business Simulations sera accessible à chaque étudiant.

Évaluation(s)
N°	Nature	Coefficient	Objectifs
1	Stratégie marketing : Développer, tarifier et promouvoir un portefeuille de marques en utilisant des stratégies basées sur les besoins des segments, la taille du marché et les prix. Ventes : Élaborer une stratégie d’expansion mondiale en fonction du potentiel du marché, des coûts et des ressources disponibles. Production : Comprendre la demande des projets, planifier la production et investir dans l’expansion des capacités. Gérer les stocks, les pertes de ventes et les surcapacités. Comptabilité et finances : Examiner les états financiers de base, les rapports de rentabilité des marques et les ratios financiers du secteur afin de gérer les opérations, la trésorerie et les bénéfices. Planifier les finances de la période en cours grâce à une comptabilité pro forma automatisée et à des investissements et des prêts simplifiés. Ressources humaines : Créer des programmes de rémunération, y compris des avantages sociaux, et influencer la productivité des employés. Entrepreneuriat : Créer et diriger une nouvelle entreprise. Les étudiants sont confrontés à de nouveaux problèmes, décisions et informations au fur et à mesure de leur évolution naturelle tout au long du cycle de vie de l’entreprise ou du produit.	1	Vos performances seront évaluées en équipe sur la base d'un Balanced Scorecard (9 critères différents (KPI) généralement utilisés par les entreprises mondiales tels que la performance financière, la gestion d'actifs, la part de marché, etc.) ainsi que de divers modèles commerciaux tels que le modèle de déploiement de la fonction qualité, une prévision de marché et des analyses concurrentielles.