Country Manager focuses on the issues of international market entry and expansion. In CountryManager, students will learn the importance of targeting consumer segments and how to best position brands for the chosen segments. Students will gain experience in market entry, segmentation and targeting, along with the 4Ps in an international context. Two scenarios are available for different regions: Latin America or Asia.
Company: Interpretive Simulations
Approximate price: $30-$50/user
Playtime: 10 * 90-120 minutes
Learning objectives: PLANNING & ANALYSIS: Use market research effectively, Create a regional marketing plan, Monitor implementation of the plan MARKET ENTRY: Evaluate country market opportunities, Identify steps in market entry, Distinguish standardization/localization FINANCIAL: Evaluate plant location in the region, Exchange rates, Country and regional contribution statements MARKET SEGMENTATION: Define “segment” in marketing terms, Identify segments in CountryManager, Match target segments with SKUs, Advertise to target segments DISTRIBUTION: Flow of goods from manufacturer to consumer, Identify differences among channels, Effect of MSRP and discounts on retail price, Choose appropriate mix for channel TEAMWORK: Allocate responsibilities fairly, Complete assigned tasks on time, Communicate problems and plans, Collaborate with other team members
Link to simulation home page: https://www.interpretive.com/business-simulations/countrymanager/