Marketing Simulation: Managing Segments and Customers V3

Marketing Simulation: Managing Segments and Customers V3

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In this simulation, students take on the role of a newly appointed CEO tasked with defining and executing a business-to-business (B2B) marketing strategy for a motion capture sensor company. Students will learn how to continuously innovate and implement a marketing strategy in a mature market that will help them establish and maintain competitive differentiation.

After learning about the market and customer base, students will craft a successful go-to-market strategy aimed at establishing a sustainable revenue stream, maximizing cumulative profits, increasing market share, and improving customer satisfaction. Every quarter, they will need to determine which customer segments to target and how to allocate resources to best position themselves against the competition. Students have multiple levers to pull including price, customer communications, market research, salesforce, product development, and production costs. After they submit decisions, they will have the opportunity to receive customer feedback and gauge the effectiveness of their marketing strategies.

The third release of this simulation retains the key learning objectives of the original with a fresh new look and the ability to customize the complexity with options to turn on a social media crisis and market disruption. This product was designed and developed to comply with WCAG 2.0 AA standards.

Company: Harvard Business Publishing

Approximate price: $15

Playtime: 1 hour

Learning objectives: 1. Understand the link between marketing-strategy formulation and effective implementation and execution.
2. Understand segmentation, targeting, and positioning.
3. Use segment/customer needs analysis to make product design decisions and associated tradeoffs.
4. Manage customer acquisition and customer retention strategies.
5. Understand how to compete in an evolving landscape of product performance (through the market disruption scenario).
6. Respond to potentially negative issues generated by social media (through the PR crisis scenario).

Link to simulation home page: https://hbsp.harvard.edu/product/8880-HTM-ENG